Want a tip about product naming problems? They're often not actually naming problems. They're brand architecture problems.

Teams spin their wheels trying to name new products when the real issue is they haven't figured out how those products relate to each other, to the parent brand, or to what's coming down the pipeline. It’s important to remember that product names don't exist in a vacuum—they live inside systems.

What Brand Architecture Really Means for Naming

Brand architecture defines what you're naming and how everything connects. Is this product a standalone thing? A sub-brand? The first in a series? An umbrella for future launches?

Until you nail that down, you're basically guessing.

At Tanj, one of the first questions we ask clients sounds simple but it's not: what, exactly, are we naming? The answer to that question shapes everything else.

The Most Common Product Architecture Models

You'll see a few patterns come up again and again when it comes to where product names live.

Branded house models lean hard on the parent brand, with product names that work more like descriptors or modifiers.

House of brands models give each product room to breathe, which means those names need to stand on their own without leaning on the parent brand.

Hybrid systems blend both approaches, typically using consistent naming logic to create cohesion without making everything sound identical.

Each structure calls for a different naming approach. Things get messy when teams accidentally mix models without realizing it.

Why Product Names Must Be Designed as a Set

Product names should feel related, not like carbon copies.

That relationship might come from shared tone, similar word structure, or aligned meaning. What it shouldn't come from is slapping the same suffix or prefix on everything and calling it a day.

When product names work as a system, customers get how your offerings relate to each other even before they dive into the details.

When they don't? Your portfolio feels scattered, confusing, and almost impossible to scale cleanly.

Planning for the Products You Haven't Built Yet

One of the biggest brand architecture mistakes is only thinking about today.

If there's any chance your product will grow into a suite, platform, or family of offerings, your naming system needs breathing room.

That's why solid naming strategies consider multiple future scenarios and develop names that can work across different paths forward.

It's not about having a crystal ball. It's about not painting yourself into a corner.

How a Naming Strategy Holds Architecture Together

A naming strategy is basically the connective tissue between brand architecture and the creative work.

It defines:

  • What messages product names should get across
  • What naming styles make sense
  • What tones feel appropriate and different from the competition

When you have that strategy in place, product names stop stepping on each other and start reinforcing the brand as a whole.

This is where experienced naming agencies really earn their keep—not just by cranking out names, but by making sure those names actually belong together.

If your product portfolio is expanding and naming decisions are starting to feel high-stakes, it might be time to zoom out and look at the system, not just the next name on your list.

Tanj helps companies design product naming systems that scale without losing clarity or character → https://tanj.co/contact