5 things naming guidelines need to do

Every time you name a new offering, you can multiply the power of your brand, or divide it.

Sure, you may land on the perfectly succinct term to capture the unique promise of your new branded feature (or whatever it is). But this new feature does not exist in a vacuum. It likely lives inside a product and alongside a bunch of other features and options and capabilites. It may operate on a platform which is delivered (and sold) as part of a solution which may be tiered or target specific. And it may be just one of many features and new offerings on the current roadmap. If every layer of this story is filled with clever names, it all no longer feels so clever.

As I’ve noted in this space many times, smart naming is not one and done; it demands a strategy that sees the entirety of your buisness. Guidelines built on this strategy will help turn naming from a source of chaos into a tool for clarity - and this means a process that is recognized, repeatable and radically simple.

1. Reason (don’t just list a bunch of rules). We follow rules but we only truly embrace them when we understand why they exist and how they help us achieve our objectives. People like to name things. Help them appreciate the value of a broader perspective.

2. Define and Document. When we can’t agree on exactly what it is we’re naming, we’ll never agree on the rule to apply. Include clear definitions about every type of offering in the portfolio, the relevant variables to each offering, and what that means for the name.

3. Incorporate. Unfortunately, naming is too often an afterthought. Yet, as a highly visible (and long-lasting) element of a new offering this is a short-sighted approach. Make it clear to all where and how naming fits within product development - and specify the roles and responsibilities for name-related decisions among every stakeholder along the way.

4. Champion. If a guidelines document falls in the woods, does anyone hear it? If it’s quietly posted to the intranet, does anyone see it? A naming guideline is a tool to that requires ongoing consensus and support throughout the organization. Internal communication and senior-level advocacy are vital for success.

5. Exceptional exceptions. Establish a high bar for exceptions with the goal of severely limiting rogue naming that can gut your overall strategy. When everything is an exception, what’s the point of a strategy?