How to come up with clear, effective names with the right brand architecture
Brief overview:
The process of finding a name can be so much more effective and efficient when it is based on a clear and well-thought-out brand architecture strategy. However, many companies ask themselves a key question early on in the process: Do we need to rename our brand or sub-brands – or not?
This question often arises in the early stages of a project. And that makes sense. After all, a new company or sub-brand name is not only exciting, but also a significant investment. That’s why it’s worth waiting to make a decision about naming until it is underpinned by a sound brand strategy, brand architecture, and positioning.
Brand architecture is the strategic framework that defines how your company’s brands, products, and services are organized. It determines how your company communicates about them – both externally and internally.
“A strong brand architecture is not a luxury, but a necessity. It creates structure, facilitates decisions, and provides clarity.”
Why brand architecture comes before naming
It might seem a bit conservative to start the naming process by developing a brand architecture. But ask yourself this question: How can you meaningfully name the brands in a portfolio if you don’t know what they are, what they stand for, and how they are connected to the parent company? That’s why brand architecture comes first. It provides crucial clues as to what characteristics a name should have and how names should be assigned within the portfolio.
Typical situation: When brand diversity leads to confusion
A company has grown through numerous acquisitions, adding a large number of brands to its portfolio. What was once a manageable structure has turned into a confusing “house of brands.” The problem? The company’s comprehensive capabilities are no longer clearly communicated, and synergies between the brands remain untapped. Now is the perfect time to reflect on the situation, analyze the value and interactions between the brands, and redefine the brand architecture. In many cases, this can also mean reorganizing the naming strategy or specifically renaming certain brands or sub-brands.
A brief guide to naming
The value of B2B brand architecture for naming does not end with determining how many names are necessary. It also provides essential guidance for developing and selecting suitable names – for corporate brands as well as sub-brands.
A sound architecture strategy determines:
- The degree of association between the corporate brand and sub-brand – should the connection be clearly visible or do the brands stand on their own?
- The logical structure of the naming process – should new brands be integrated into an existing naming line or appear independently?
- Consistency across the entire portfolio – does the name ensure recognizability and brand consistency?
INCREON Naming
Evaluation criteria for a strategic naming decision
We know from experience that choosing a name can be one of the biggest challenges in the naming process. All too often, personal preferences at management level determine which names make it onto the shortlist – but brand strategy should be the key basis for decision-making.
It therefore makes sense to establish objective evaluation criteria:
- Does the name support your defined brand strategy?
- Does it fit seamlessly into your brand architecture?
- Is it understandable, scalable, and trademarkable?
By prioritizing these criteria, brand managers can make the decision-making process more efficient and effective. At the same time, internal tensions are reduced because decisions are no longer made purely on a subjective basis.
“A good name is not the most creative, but the most strategically sensible.”
Brand architecture and naming – two indispensable partners
For a new brand or renaming to be successful in the long term, naming strategy and brand architecture must go hand in hand. Brand architecture forms the basis for any naming process. In most cases, it therefore makes sense to clarify this before embarking on a naming initiative.
This does not mean that every renaming requires a completely new brand architecture. However, taking stock of the current brand portfolio helps to identify patterns and develop a coherent strategy. The result is a naming system that is consistent and future-proof in the long term.
Are you ready for a clear brand structure?
Would you like to structure your portfolio more efficiently and develop a clear naming strategy? We can help you define a robust brand architecture and develop the right naming strategy. Let’s talk—together we can bring clarity to your brand system.
