What should you call your products?

Your business name is your brand — it's what customers look for when they want to buy from you again. Your product names are what you call each individual item on your shelf. For example, your business might be 'Sunrise Kitchen' while your hot sauces are named 'Chipotle Smoke,' 'Mango Fire,' and 'Ghost Rider.' Product names help customers remember specific items and can make your lineup feel more intentional and professional.

The best product names are easy to say, easy to remember, and tell the customer something about the product — the flavor, the feeling, or the occasion. Names that evoke sensory experiences (like 'Smoky Ember' or 'Brown Butter Classic') tend to sell better than generic descriptors. Alliteration and rhythmic names also stick in memory. Don't overthink it: if the name makes you smile and describes the product, it's probably good.

Yes — consistency builds brand identity. If your hot sauces all have fiery nature-themed names (Blazing Sunset, Ghost Rider, Reaper's Kiss), customers immediately understand your brand personality. Mixing styles (some whimsical, some serious, some geographic) creates confusion. Pick a naming convention for each product line and stick to it.

You should do a quick search before committing to any name. Search your state's business entity database, do a Google search for the name + your product type, and check the USPTO trademark database. If another local business already uses the exact same name for the same type of product, pick something else — even if it's technically not trademarked.

For most small cottage food businesses just getting started, a trademark is not necessary or cost-effective. Trademark registration costs $250–$350 per class of goods and takes 8–12 months. Focus on building a great product first. If your business grows significantly and you're worried about copycats, then it's worth consulting an IP attorney about registration.