Choosing a name

March 23rd, 2008

Naming a piece of software in a very busy name space (the web), isn’t an easy task. If I was naming a pizza parlor in Fresno California, my home town, I could easily come up with 100 names that wouldn’t step on any toes. Easy! Try such names on the www, and you hit a wall: you are forced to create a great name, or a super lousy one! My current task is to find an appropriate name for SpiceRack .

Difficulties naming on the web

  • Instantly can cause problem with other large companies
  • Has to be search-able – try and name your product “Audience”
  • Needs appropriate domain availability

General Naming guidlines

  • Sizzle factor / likability
  • Positive image association
  • Protect-ability
  • International considerations – bad example

Naming Guidelines specific to my software

  • Must be Gender neutral
  • Should have link to product category

SpiceRack, as a name for desktop slide presentation software isn’t terrible. Among others, one problem lies in that it doesn’t have any association to the product category. This wouldn’t be a problem if I was creating the software for Mac, to be packaged with a well known software suite. Keynote is packaged with iWork. Keynote is a great name in fact, but I don’t (yet) have a multi-billion dollar vehicle to transport such abstract a brand as SpiceRack. Look at the abundance of abstract or arbitrary names found in the dead pool . It certainly can work, but I am playing it as smart as my little brain will allow me. This is a brainbreaching exercise!

After many hours of the naming game and input from my wise mentor, we are left with a couple of nice names: ScreenBird, SlideQ and ScreenDuo. In that order. It’s a close race between SlideQ and ScreenBird for me, but ScreenBird is so brandable, and has such positive image association: flying, soaring, elegance. Slide is a bit more sleek and technical. Check out the logo contest going on for ScreenBird
In addition, all those domains were available for me to purchase. “Let your presentation soar” would be a great slogan, if folks actually cared about those. This is a strong start, and more to come on the subject.

If you should find yourself in this worriment, check these out:
NameBoy
Bustaname
MetaGlossory

This entry was posted on Sunday, March 23rd, 2008 and is filed under Branding, probably worth knowing.