Naming Architecture

architectureLike a well-designed house, naming architecture should be welcoming and intuitive, so it’s easy for customers to find their way to the brands they want. Too often, though, when companies have lots of long-standing brands, their portfolio of brand names becomes a maze that’s off-putting to potential customers and confusing to internal audiences.

That’s where we come in. Our process includes discussions with stakeholders, an exhaustive review of the existing portfolio of brand names and those of key competitors, and an assessment of which areas need streamlining or clarifying. We then develop a range of architectural options for consideration. Once a model is chosen and refined, we’ll develop guidelines for determining when new names are warranted, and a naming protocol for how they’ll be developed.

The result is a flexible yet consistent structure for housing all of your brand names that clarifies the relationships between different brands, maximizes your budget (by eliminating unnecessary proprietary names that require expensive marketing), and simplifies future naming efforts.

Click here for examples of our naming architecture work.