The Paradox of Descriptive Naming
The core idea behind descriptive naming of B2B offerings is to focus investment and attention on a single corporate master brand while making it easier for customers to understand the relationships across various components of the portfolio.
A descriptive name is one that plainly states what the offering is - to simply indicate a capability or feature or distinction, in support of the master brand - as opposed to a potentially more ownable suggestive or evocative name that "sounds special."
The problem, however, is that "descriptive" is in the eye of the beholder. And the ones often doing the "descriptive" naming are those most intimate with the product. So, for them, a generic or industry-standard phrase just won't do. They see something special or different, and they want a name that reflects that. So they call it, say, AutoCert, instead of the automated certification application. Close enough to feel descriptive for some, so it kinda sorta works within requirements. (In naming jargon, we'd consider this a coined phrase and an evocative name.)
A name like AutoCert in and of itself is not necessarily a problem, until the new real-time compliance and certification offering becomes CertiSync. And then the new insights offering becomes SyncIQ. Soon enough, customers are trying to decipher the difference between these things and understand how they may or may not relate to one another. And sales teams spend 10 minutes of every meeting defining what AutoCert is and isn't, and what CertiSync is and isn't.
And thus we find ourselves on the slippery slope of the descriptive naming paradox. One descriptive-ish name serves to establish justification to do the same next time. And the next. (If your sales decks have a circular or chevron-filled chart showing how all of your product sub-brands align towards a singular value proposition, you may have this problem.)
There are a couple of the things going on here. The first is the proliferation of these not-quite-descriptive names. This drives a second issue: a tacit acceptance of productizing all of these inter-related features and capabilities. Descriptive naming as a rule may imply license to slap a name on any new offering or innovation, so long as it feels descriptive. So every incemental innovation becomes the shiny new toy of the moment - and names continue to proliferate.
So what is the solution?
To start with, the problem is not descriptive naming. For B2B companies looking to grow share of wallet, drive cross-selling, elevate relationships and create market efficiencies, focusing attention on a single brand is typically the preferred naming approach. One strong brand built around a singular promise and supported by a set of easily understood offerings should be the default position - unless a strong, justifiable business case can be made to do otherwise.
If your intent is to establish a descriptive naming protocol, but you fear a slide down this slippery slope, four things to help you course correct.
1. Create clear definitions for every type of offering in your portfolio
- so everyone agrees on what it is how it should be named.
2. Strengthen guidance around "descriptive naming"
- pushing teams towards straightforward, industry-standard terminology throughout the portfolio.
3. Establish strict rules about what, if anything, is an exception to the descriptive rule
- to limit "special cases" and ensure that sound business strategy is the driver of any departure from the system.
4. Define the process by which Brand, Marketing, Product and Solutions teams discuss naming strategy in early stages of the product development cycle
- so naming is a strategic consideration and not the pronouncement of the loudest voice.
Descriptive naming typically demands a shift in cultural mindset - from product-centric thinking to a relationship-driven approach. And shaking off the impulse to call attention to every offering by giving each a clever name takes time. But once you work out the kinks, customers will thank you, users will thank you, and your sales team will thank you.