CMO · Framework · Advanced · Saves 35+ hours
Naming Convention System
A systematic approach to naming products, features, programs, and other brand extensions. Ensures naming decisions are strategic and consistent over time.
What's included
- Naming Strategy Framework
- Naming principles and philosophy
- Naming conventions by entity type
- Decision tree for naming approach
- Brand architecture alignment guide
- Naming Process
- Brief template
- Brainstorming methodology
- Evaluation criteria
- Legal and domain clearance process
- Testing protocol
- Naming Guidelines
- Product naming rules
- Feature naming conventions
- Version and tier naming
- Internal vs. external naming
- Governance
- Naming authority RACI
- Documentation requirements
- Exception process
Best used when
- Product naming initiatives
- Feature naming at scale
- Portfolio rationalization
- Acquisition integration
- International expansion
Why this is Gold
Random naming creates brand confusion and legal risk. This system ensures naming decisions are made strategically and consistently, reducing future cleanup costs.
The template
PART 1: NAMING PHILOSOPHY
Core Principles
| Principle | Description | Our Standard |
|---|---|---|
| Clarity | Names should be understandable | |
| Consistency | Similar things named similarly | |
| Scalability | Names work as we grow | |
| Distinctiveness | Names differentiate from competitors | |
| Memorability | Names are easy to remember |
PART 2: NAMING CONVENTIONS BY TYPE
Product Names
Convention: [Brand] + [Descriptor] OR [Standalone Name]
| Approach | When to Use | Example |
|---|---|---|
| Branded House | Strong master brand | Google Maps |
| Descriptive | Clarity needed | Salesforce Sales Cloud |
| Abstract | Want distinctiveness | Slack |
| Acronym | Avoid unless necessary | N/A |
Our Standard: _______________________________________________
Feature Names
Convention: [Verb]-based OR [Noun]-based
| Approach | Example | Our Choice |
|---|---|---|
| Verb-based | "Smart Compose" | |
| Noun-based | "Insights Dashboard" | |
| Descriptive | "Advanced Reporting" |
Rules:
- Maximum words: ___
- Capitalization: Title Case / Sentence case
- Include product name: Yes / No / Depends
Plan/Tier Names
| Approach | Example | Pros | Cons |
|---|---|---|---|
| Descriptive | Starter, Professional, Enterprise | Clear | Generic |
| Relative | Small, Medium, Large | Scalable | Vague |
| Abstract | Bronze, Silver, Gold | Memorable | Unclear |
| Branded | [Product] Basic, [Product] Pro | Consistent | Verbose |
Our Standard: _______________________________________________
Internal vs. External Names
| Category | Internal Name | External Name | Rule |
|---|---|---|---|
| Projects | [Codename] | [Marketing name] | Change at launch |
| Features | [Technical name] | [User-friendly name] | Always translate |
| Metrics | [Internal term] | [Customer term] | Define mapping |
Step 1: Brief
| Question | Answer |
|---|---|
| What is being named? | |
| Who is the audience? | |
| What should it communicate? | |
| Must it include master brand? | |
| Any constraints (trademark, length)? |
Step 2: Brainstorm
Generate 20+ options:
| # | Name Option | Type | Notes |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| ... |
Step 3: Evaluate
| Name | Clear (1-5) | Memorable (1-5) | Available (Y/N) | Total |
|---|---|---|---|---|
Step 4: Legal Clearance
- Trademark search conducted
- Domain availability checked
- Social handle availability checked
- International considerations reviewed
- Legal approval obtained
Step 5: Final Approval
Selected Name: _______________________________________________
| Approver | Approved | Date |
|---|---|---|
| Product | ||
| Marketing | ||
| Legal | ||
| Executive |
PART 4: GOVERNANCE
Naming Authority
| Decision Type | Decision Maker | Consulted |
|---|---|---|
| New products | ||
| New features | ||
| Tier names | ||
| Campaign names |
Documentation
All names must be documented in: _______________________________________________
Documentation includes:
- Name
- Type
- Definition
- Usage guidelines
- Approval date
- Owner
Exception Process
To request an exception to naming conventions:
- Submit request to: _______________
- Include rationale
- Await approval before use
Frequently asked questions
What is the Naming Convention System?
A systematic approach to naming products, features, programs, and other brand extensions. Ensures naming decisions are strategic and consistent over time.
Who is the Naming Convention System for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
What's included in the Naming Convention System?
8 working sections: PART 1: NAMING PHILOSOPHY; PART 2: NAMING CONVENTIONS BY TYPE; Step 1: Brief; Step 2: Brainstorm; Step 3: Evaluate; Step 4: Legal Clearance; Step 5: Final Approval; PART 4: GOVERNANCE.
How long does the Naming Convention System take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Naming Convention System free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Naming Convention System?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.