A Simple Glossary of Brand Naming Terms

If you've worked with a brand naming agency before, you've probably noticed we use terms that sound straightforward but actually mean something pretty specific. At Tanj, we try to keep things human, strategic, and easy to follow. But having a shared vocabulary still makes everything run smoother — especially when we're exploring creative directions or narrowing down name candidates together.

This is our everyday glossary of naming terms. We put it together so marketers, product teams, founders, and anyone else working with us can feel confident and clued in throughout the process.

Naming Strategy: A framework used to define the range of names to explore for a project, and to select appropriate names. The core elements of a naming strategy are the construct, expression and tone.

Construct: The way a name is constructed. The main constructs are real word, composite, simplex, phrasal, and acronym.

  • Real Word: A name that can be found in a dictionary. May be English or any other language. (ex. Apple)
  • Composite: A name comprised of two real words put together. (ex. Microsoft)
  • Simplex: A coined or invented name. One that cannot be found in a dictionary. (ex. Google)
  • Blend: A specific type of simplex name created by blending parts of two words together. Also known as a portmanteau. (ex. Verizon)
  • Shave: A specific type of simplex name created by shaving letters off of a real word. (ex. Tanj)
  • Phrasal: A name made up of multiple words that constitute a phrase. (ex. I Can't Believe It's Not Butter!"
  • Acronym: You know this one. (ex. 3M)

Expression: The degree to which a name connects to the product or company. We categorize name expressions as descriptive, suggestive or abstract.

  • Descriptive: A name that describes what the product or company is or does. (ex. Hotels.com)
  • Suggestive: A name that suggests an attribute of the product or company. (ex. Febreze)
  • Abstract: A name that has no literal connection to the product, service, offering or company. It may be a metaphor or may be completely arbitrary. (ex. Hulu)

Tone: The way a name sounds and feels. For example, flowing or firm, fun or serious, premium or accessible, warm or cold.

Naming Architecture: The way a company’s brand names are organized to support portfolio navigation and brand coherence.

A shared language makes naming more collaborative, more creative, and way more efficient. Whether you're naming your first product or refreshing an entire portfolio, this glossary gives you what you need to work smoothly with a naming agency and make decisions you feel good about.

If you need help bringing your next name to life, we're here: https://tanj.co/contact