Business Naming Using Common Roots

I’ve not been a raving fan of completely invented words as names for products or companies.
However, I do find some forms of coined names desirable.

Those are names which start from a root word that is relevant to the product, service or business being named. For instance, if you’re marketing a new telephone device, I can advocate a name using the root, “phone” or “fone”.

The reason, as I’ve stated previously, is that people don’t like new words. They are comfortable with the familiar. So to make a name with a familiar root and with some coined “flair” to go with it produces comfort, easy pronunciation and meaning almost instantly.

It’s providing the flair that makes the name unique, and possibly trademarkable.

Here’s another way to create that flair.

Start with a vowel-ending root

Let’s say you want to concentrate on four-letter names in the form consonant-vowel-consonant-vowel. You’d do that because the form provides a short, easily pronounced (in almost any language) and easily spelled name: just perfect if you’ll be looking for referrals. And of course, you’d want that four-letter root to be relevant to your naming project.

Here are three such words we can use as examples: rare, cape and mesa

Now you can try two different approaches to begin with.

Substituting ending vowels

First, substitute other vowels for the last vowel in each root word. This retains the four-letter cvcv format so pronouncing and spelling each will be easy even if the new words are unfamiliar. Here’s what I mean:

In the first two examples, where the last “e”s are silent, we’ve added a new syllable with the substitution, but really haven’t lengthened the name. With “Mesa”, we’ve just invented a new four-character words.

Adding an additional letter

In this example we’ll just add what looks like a random consonant or vowel to the end of our original root word. However, for the roots ending in a silent “e”, we won’t add “d”, “n”, “r”, “s” or “y” because these are common, meaningful add-ons already (rarer, caped, capes).

As with any naming approach, often times they bare no fruit, but every-so-often, a gem can appear, literally out of nowhere.

This technique will also work with multisyllabic words roots as well, and can be combined with other techniques (relevant prefixes and suffixes for instance) as I’ve outlined here in the past.

So just another weapon for your ever-growing naming arsenal. Use with gusto.

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