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There comes a time in each application development process when all ideas come together. The technical aspect of your software solution has been completed; its functionality was tested, and everything seems good. However, there is a missing piece of your project — a name. It is the element that makes the connection between you and your users.
And here lies the problem. The name you believed was unique turns out to be taken. The names from your brainstorming session seem generic. Before long, it becomes clear that naming your app means thinking beyond creativity.
Here comes a point when many entrepreneurs begin using trademark servicesusually because they’re quite fond of the name they chose. It’s similar to planning your dream home but only then discovering whether you actually own the plot of land. Your application name is more than just a name; it’s a right.
Picking a Good App Name Is About Future Protection
A great name for your application brings several key advantages. It attracts more people to try out your software; makes it more visible within the marketplace; and finally, allows you to establish and protect your brand identity.
As your application starts gaining popularity, any changes in its name will become increasingly difficult and costly. That is why this step requires thoughtful planning and careful decision making.
Naming is Not a Creative Exercise, but a Strategy
While coming up with a catchy name is fun, the naming process shouldn’t resemble a brainstorming session. Like creating a company’s foundation, naming should be approached carefully since changing an existing app’s name is costly, complex, and may become necessary under certain circumstances.
The trick is to strike the balance between descriptive names that clearly reflect what your application does and distinctive names that are harder to protect from misuse. The key here is to identify what aspects of the latter you can sacrifice without damaging the brand identity.
Here is an overview of how different name types work:
Name Type
Example Style
Trademark Strength
Marketing Clarity
Generic
“Chat App”
Very Weak
Very High
Descriptive
“Quick Messenger”
Weak
High
Suggestive
“Snapchat”
Moderate
Balanced
Arbitrary
“Apple” (for tech)
Strong
Low initially
Fanciful
“Spotify”
Very Strong
Needs branding
In general, a name located between suggestive and arbitrary on this scale will serve you well in the long run.
Position Your App First
Before writing anything down, think of the essence of your app and what message you want to send out via its name.
You shouldn’t spend days and nights crafting an answer, but this is something that should be defined before you move any further. Think of what emotions the user is expected to experience while using your application. Does it make life simpler? Does it provide entertainment? Or maybe it builds trust in your company’s products?
For example, a budgeting app would benefit a lot from having a name that evokes stability and control. A game might be named after something much more playful or even weird.
Otherwise, it would be difficult for you to avoid picking a pretty-sounding name that fails to meet your objectives.
Brainstorming Doesn’t Have to Be Strict
At this stage of development, let yourself experiment and come up with unusual names. Combining words, creating new ones out of thin air, and even deriving them from unrelated areas is perfectly OK. Some names will sound crazy at first—but don’t rush to reject anything.
Feel free to mix words, to create completely unique combinations or even invent your own terminology. Some names may seem bizarre at first – but they may turn out to be brilliant after all!
When you have a decent list of prospective names, you can try to narrow it down by conducting a few checks:
Can the name be easily pronounced after hearing it once?
Is it visually appealing?
Can it be memorized in case of short communication?
If a name fails to meet these criteria, chances are it won’t do much better later.
Early Checks Can Help Avoid Big Problems Later
Now, it’s time to test some realism.
A search on Google will show you whether the name is already used somewhere else. However, it is equally important to find out if it is too similar to any other name. This is where many startups make their first mistakes.
Two names are not required to be the same to become legally problematic. In case they are too close or belong to one market niche, they can conflict with each other.
At this point, you do not need to conduct a full legal analysis; you just need to make sure to avoid obvious clashes.
What Kind of Names Do Well with Trademarks?
As far as trademarks are concerned, the more unique the name is, the better. In general, the higher the level of distinctiveness of the mark, the higher its protectability and ability to defend.
The most distinctive names in this regard are usually arbitrary or invented (e.g., Kodak) or suggestive (e.g., Easy Jet).
In comparison, descriptive names are hard to register. For example, “Fast File Transfer” would probably be quite a fitting name for file-sharing software, but it would hardly pass any registration test due to the lack of uniqueness.
So, naming your app is also a way of strengthening your brand position and protection.
Availability Is Not Limited to Legality Alone
Assuming that your desired name is legal, you must also consider its practical availability. How would potential users try to reach you? If someone starts typing the name of your project but ends up at another website, it can lead to serious consequences.
Before finalizing a name:
Check domain availability
Uniqueness in the app stores
Available social media handles
When you have a name free on all of the above, you create a much smoother foundation for the app.
Testing the Name in Real Life
Sometimes a good sounding name doesn’t sound that good in actual conversation.
Try speaking it aloud.
Use it in different sentences.
Ask people what they think it means.
Often, these simple things will expose flaws in the name that you wouldn’t see by yourself.
Repeated misunderstandings and misinterpretations will eventually generate unnecessary friction, especially considering the highly competitive nature of the app market.
Proper Trademark Registration
The second crucial step after selecting a name is protecting your brand. This is when it makes sense to hire professional trademark services for trademark filing.
Filing a trademark means more than simply putting forward the request. You need to choose the appropriate category, conduct research on existing trademarks, and respond to any legal challenges.
Done right, it will ensure the exclusivity of your brand within its category. Done wrong – well, that might take quite a long while.
Defending More Than a Brand Name
As a founder, at some point in your business journey, you may ask yourself, can I copyright an app idea? Well, that is a reasonable thought, yet the fact is that only the developed concept can be copyrighted. You can defend the code you write, the designs you create, and even your brand name.
For this reason, it is essential to highlight the role of trademark protection. Trademarks provide legal defenses for your brand name, the name of your application, or other elements of your branding strategy.
Common Pitfalls and Mistakes
Despite the established processes, there are a few mistakes made by entrepreneurs that should be avoided. Some founders prefer using descriptive names since they feel more comfortable doing so. Moreover, other individuals tend to stick to their brand names despite various warning signals from lawyers.
Finally, there are founders who do not take enough effort to perform necessary research. In case you have already noticed the pattern, the main mistake is rushing the branding process.
One Last Thing to Take Care
Choosing a name for your app is not just about finding one that sounds great now. It’s about finding a name that will last as your user base expands, your product changes, and your brand takes shape.
A solid name stands the test of time. It’s adaptable, defendable, and memorable for reasons that transcend first impressions.
Spending time on it, testing it, pushing its limits just a little is worth it.
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