Naming it without a problem later

The ordinary naming considerations, plus one that is specific to this category and catches people early.

Three names to check

The business name, the brand name and every product name, as separate searches.

People often search the first and none of the others, and the product names are the ones printed on every label.

The category-specific trap

A product name can be a pesticidal claim on its own.

Sanitizing Spray. Antibacterial Cleaner. Germ Guard. Disinfect Daily. Each of those makes the claim in the name, and a compliant body panel does not rescue a non-compliant name.

So does a range name implying protection from illness, and so does a product name built around an ingredient known as a biocide.

Names describing the room, the job or the soil are free: Kitchen Degreaser, Glass and Mirror, Limescale Remover.

Green names are claims too

A name implying an environmental benefit is a claim the Green Guides reach.

"Pure", "Eco", "Green", "Natural" and "Non-Tox" in a brand name all carry an implication, and an unqualified general environmental benefit claim is the kind the guides treat most skeptically.

It does not make them unusable; it makes them a claim you should be able to substantiate rather than a decoration.

Before the labels

Search the trademark register, the domains and the marketplaces, for the business, the brand and each product.

Do it before the print run rather than before the launch.

And check the product names against the claim rules at the same time, because those two searches are the same work and the second is the one nobody does.

References