Brand Identity · Verbal system · Component
The naming rules
How new things beneath the brand are named, decided in advance — because a convention decided per launch is an argument rather than a decision.
The deliverable
What it is
Naming decisions made under launch pressure are made by whoever cares most, and the result is a portfolio of names with no relationship to each other.
A convention set in advance also makes the checks routine: availability, trademark, meaning in other languages, and whether it collides with something the organisation already uses.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The checks
What must be verified before a name is used.
3 attributes: Check · Status · Performed by
LearnThe approval
Who decides a new name, and how quickly.
3 attributes: Approver · Turnaround · Register
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A slow approval route produces permanent working names. Speed matters more than the committee.
The other components in verbal system
The tone of voice
How the brand writes, expressed as pairs rather than as principles — because a principle nobody can apply to a sentence is not a guideline.
LearnThe vocabulary
What the organisation calls its own things, settled once — because three names for one feature is a brand problem before it is a documentation problem.
Learn