Product StrategyEmerging Pattern

Start naming with positioning work—your positioning statement generates naming candidates

Before any naming brainstorm, write a positioning statement explaining who your product is for, what it is, and what makes it different. Break this statement into nouns and verbs, then generate synonyms, antonyms, and associations for each. The name often emerges from this semantic exploration.

When to use

When beginning the naming process for a new company or product. When stuck generating name candidates.

Don't do this

Jumping directly to brainstorming or AI name generators without first articulating your positioning clearly.

2 Founders Who Did This

1
Mavenby Gagan Biyani

Used positioning statement (for experts who want to share knowledge while making money) as foundation; found maven (Yiddish for one who understands) by brainstorming synonyms for expert from their positioning

Result:Name directly reflects core value proposition and resonates with target audience of subject-matter experts
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2
SignWellby Ruben Gamez

Rebranded from Docsketch to SignWell after positioning work revealed the name needed to reflect the ongoing focus on making document signing easy and convenient

Result:Rebrand to SignWell created clearer brand association with e-signatures, continued growth to 65,000+ businesses
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