Descriptive vs. Memorable: A Founder's Guide to Naming Your Next Tech Product

Finding the perfect name for a new product, especially a technical one, can feel more challenging than building the product itself. This common dilemma often traps founders in a cycle of overthinking, where every potential name starts to sound wrong. The process involves balancing brand identity, memorability, and practicality, leading to a fundamental debate among builders.

The Great Debate: Descriptive vs. Evocative Names

One of the central tensions in product naming is whether to be direct or abstract.

One school of thought champions a strategic, descriptive approach. This involves choosing a short, crisp name (4-6 letters) that clearly signals the product's domain. Suggestions often include using prefixes like dev or ai and securing a modern Top-Level Domain (TLD) like .io, .dev, or .tech to build credibility within a specific niche. An example might be devop.tech—a name that is informative but potentially forgettable.

However, a strong counter-argument posits that a name's primary goal isn't to inform but to be memorable. Proponents of this view point to successful companies like Twilio, a name that is easy to pronounce and recall but gives no hint about its function as a messaging API platform. According to this perspective, the name is the hook; the homepage, hero copy, and marketing materials are responsible for explaining what the product does. A forgettable descriptive name is seen as far worse than a catchy but abstract one.

Practical Strategies and Tools for Naming

When you're stuck, a mix of modern tools and timeless advice can help break the deadlock.

Leverage AI and Name Generators: Tools like ChatGPT, Copilot, and specialized sites like Namelix can generate hundreds of ideas based on keywords and concepts. They can suggest creative blends, real words, or entirely new coinages (e.g., Devique, Chisel, Launchpad). While some express caution about these tools potentially farming valuable ideas, they remain a powerful brainstorming resource.
Check Availability (Beyond the Domain): Finding an available domain is only half the battle. Before you fall in love with a name, it's critical to run a trademark search to avoid legal issues down the road.
Think Beyond .com: While .com is still the gold standard for many, the landscape has changed. For infrastructure and developer tools, TLDs like .io, .dev, .tech, .host, and .xyz are not only available but can also lend specific technical credibility to your brand.

Overcoming 'Namer's Block'

Sometimes the biggest obstacle is psychological. If you've been staring at a list of 1,000 names, you may be too close to the problem.

One of the most valuable pieces of advice is to get some distance. Every name sounds strange or inadequate at first. The name is rarely as important as founders believe it to be, especially for a tech product. If it sounds decent and is reasonably memorable, it's often good enough to start with. Pick a name, commit to it for a while, and see if it grows on you. It's better to move forward with a 'good enough' name than to let the search for a 'perfect' one stall your entire project.

Finally, consider a more philosophical approach: connect the name to the core intention of your product. Ask yourself what change you wish to see in the world through your work. A name that embodies that mission, even abstractly, can provide a powerful and lasting foundation for your brand.