A “naming system” is technically “reverse brand architecture”
Brand architecture is a gray area that no one seems to fully understand. It never goes away, so we decided to solve it with naming. The following method also works with design (but a designer would never be asked to solve this).
No one wants to buy brand architecture because… it’s expensive, arduous and gets significant internal pushback.
Therefore, clients call it a naming system/architecture/framework/strategy, etc. and try to “back into” the important answers (how we organize and express our portfolio) for a better price. That’s fine, but it has to be done a different way.
At first, I thought a “namer” probably shouldn’t be doing brand architecture because that’s what a “strategist” does. I was very wrong. I’m technically a verbal strategist and most of branding is just common sense, learned experience and human behavior. I’m here to bring value by solving your challenge with strategic language.
In general, your brand portfolio should be…
Simple and intuitive
Based on business and brand strategy
As few branded names as possible
Descriptive names or no names at all
The traditional approach to brand architecture takes 2 - 4+ months. It requires multiple interviews and an excruciating sell-in process with people who weren’t in the meetings and have different POVs and agendas.
We kept seeing these same patterns, so we modified the approach.
Here’s how Vespertine does it…
Simple process - 3 meetings, 3 decks, 3 weeks
The right decision makers must be in the kickoff
The right questions must be asked in the kickoff
Presentation #1 is 2 – 3 models w/ a sample name for each approach
Presentation #2 is a refinement of 1 model
One-page guidelines
Here’s the value of this method…
Saves money and time
Focus is placed on the right challenge to solve (the model) versus “I like this name”
Better alignment
Better decision making
Builds equity in the right areas
Simplicity = sophistication, and that builds brand trust
Easier cross-sell and up-sell
Guidance for the future
There are always going to be anomalies and exceptions in every portfolio but if we can be simple, intuitive and aligned then it’s a huge win.