Marketers have long known that conceiving the right brand name contributes to a product’s success. For decades, marketers followed a fairly simple set of rules when naming products that were promoted via TV or radio ads or in print. But now that more consumers are using online search to learn about products and services, a few new rules should be applied when coming up with a brand name that will find success in the digital universe.

Writing for SearchInsider, Kaila Colbin says that marketers have historically used X and Z as power consonants. Product names that start or end with these consonants are “perceived as innovative, masculine, and complex.”  To appeal to a feminine audience, marketers typically include the consonants L, F, W and V in a product name.

To stand out in the digital world, Colbin suggests keeping these 3 guidelines in mind:

  • Unique strings: Use a unique word or name to stand out from the crowd. Choosing a mundane name guarantees that you’ll be listed along with hundreds of other sites that show up in search results.
  • Memorable strings: Colbin’s examples of memorable strings include Google, Foursquare and Twitter. Colbin also cautions readers to purchase the rights to words or phrases that might be commonly misspelled variations of your product’s name. This strategy allows you to hang onto a potential customer by redirecting them to a specific site.
  • Phonetic strings: Use a word that is easily spelled and pronounced, especially if working with a limited marketing budget.

Using these 3 simple rules can help marketers succeed in naming a product that will top the list of search engine results after a user clicks Find.

[Source: Colbin, Kaila. SearchInsider. 27 Jul. 2010. Web. 9 Aug. 2010]