Guidelines & ASO insights - ASO Guide: How to Choose the Best Name for Your App

Choosing the right name for your app is more than a branding exercise — it’s one of the strongest signals for discoverability in app stores. A good title explains what your app does, is easy to remember, and leaves room for a couple of high-value keywords. Below is a practical, step-by-step guide to help you craft a title that balances branding, clarity, and App Store Optimization (ASO).

Why the app name matters

Your app title is often the first thing potential users see: in search results, on category pages, and in shared links. The title affects:

• Search indexing and organic visibility.
• First impressions and perceived credibility.
• Cross-channel use: social handles, URLs, and marketing materials.

A well chosen name helps users understand your app at a glance and increases the likelihood they tap and install.

Step 1 — Generate ideas (broad then narrow)

Start wide. Run a short brainstorming session and answer:

• What core problem does the app solve?
• Which features or outcomes are most valuable?
• What feeling or voice should the brand convey?

Write every relevant word or short phrase down. Combine and remix those terms into candidate names, then shortlist those that are clear, evocative, and aligned with your users’ language.

💡 Expert Tips: Adding a concise descriptor after the brand (e.g., “Brand: Photo Editor”) can make function explicit and improve relevance for searches.

Step 2 — Keep it concise and front-load priority keywords

Both Google Play and the App Store impose practical limits on title length, and search results often truncate long names. Put your highest-priority keyword(s) toward the beginning of the title so they remain visible across devices.

Aim for a succinct main title (10–15 characters is a useful rule of thumb) and reserve space for one or two high-impact generic keywords that describe functionality (e.g., “maps”, “notes”, “budget”).

Step 3 — Make it simple, distinct, and brandable

Your name will live everywhere — app pages, ads, social media, business cards. Choose something:

• Easy to pronounce and spell.
• Memorable and distinct from competitors.
• Consistent with your overall brand voice.

Avoid names that are too generic (e.g., “Photo Editor”) or too close to existing trademarked brands. Always run trademark and app-store name checks before finalizing.

Step 4 — Use generic keywords smartly

Branded names alone rarely convey functionality. Combining your brand with one or two generic keywords (e.g., “Brand — Task Manager”) balances brand recognition with discoverability.

Select generic keywords based on relevance and search volume. Use competitor research to spot common high-value keywords, but don’t blindly copy crowded terms — sometimes a niche, relevant phrase converts better.

💡 Expert Tips: Don't cram many keywords into the title. Keyword stuffing makes titles feel spammy and can reduce conversion.

>>> ASO Insight: Why Keyword Stuffing Is a Bad Idea & How To Avoid It

Step 5 — Don’t waste characters or use misleading terms

Some words (like “free”, “app”, or category labels) may be treated as non-helpful or even penalized by stores. Avoid:

• Promotional or ranking claims (e.g., “#1”, “Best”).
• Unnecessary special characters that don’t aid meaning.
• Redundant generic words that stores already supply.

Make every character count for clarity and search relevance.

Step 6 — Localize titles for target markets

If you plan to launch in multiple countries, localize your title and keywords — literal translations often miss local search behaviors. Research what local users actually search for and adapt phrasing so the title reads naturally and avoids unintended connotations in each language.

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Common pitfalls to avoid

1. Keyword overstuffing — hurts readability and conversion.
2. Generic names — blends in with competitors.
3. Inconsistent branding — confuses users across channels.
4. Skipping trademark checks — legal trouble and app rejections are possible.
5. Not testing — don’t assume your favorite name performs best; validate with A/B tests.
6. Ignoring localization — limits uptake in non-home markets.

Quick checklist before you publish

• Is the title easy to pronounce and memorable?
• Are the most important keywords placed early?
• Does the name avoid trademark conflicts?
• Will it work across social channels and URLs?
• Is it concise enough to avoid truncation on mobile?
• Have you prepared localized variants for each target market?
• Do you have candidate titles ready for A/B testing?

Actionable naming workflow (5–10 hours)

1. Brainstorm 50–100 keywords and short phrases (1–2 hours).
2. Create 8–12 candidate titles by combining brand + 1–2 descriptors (1–2 hours).
3. Run trademark and store name checks (0.5–1 hour).
4. Research top keywords competitors use; refine candidates (1–2 hours).
5. Prepare 3–4 finalists and A/B test on landing pages or store experiments (2–3 weeks for results).
6. Iterate and finalize.

Final thoughts

Naming is part art, part data. Balancing brand identity with search visibility yields the best results: pick something that communicates usefulness immediately, stays true to your brand, and performs well in keyword tests. Treat the title as a living asset — revisit it as your app and market evolve.

ASOWorld offers proven ASO services. If you’d like, we can generate 5–8 tailored title options — including localized variants — based on your app’s core features, target audience, and primary markets. Sign up now to receive personalized title recommendations and start improving your app’s discoverability.