Don't overlook those often-underestimated descriptive terms that guide customers through their experience with your brand.
Have you ever wondered about, or were delighted by, the little non-lexical vocables—or wordless vocals—in a song? Yes, it’s the na-na-nahs, la-la-lahs, doo-wops and oohs. They can be simple, or even standout, like Earth, Wind & Fire’s ba-dee-yah in September, or our personal favourite from Adam Ant’s Stand and Deliver: da-diddley-qua-qua. They add expressive and memorable hooks to songs that transcend language and connect on a rhythmic level. And they’re fun to sing.
While not a perfect analogy, it does help illustrate the importance of a well-coordinated naming or nomenclature strategy. The na-na-nahs of naming are all those often-underestimated descriptive terms that guide customers through their experience with your brand.
DESCRIPTIVE NAMES SHOULD NOT BE OVERLOOKED.
They play an important role in the big picture of how a brand communicates. If your hero names are the chorus everyone remembers, descriptive names are wordless vocals and harmonies that hold the song together. They may not always grab attention on their own, but they make the entire composition beautifully melodic.
They act as connective tissue across the brand ecosystem. Think of the different touchpoints where customers encounter your brand: sub-brands, product tiers, service packages, feature labels. It’s often the descriptive names that do the heavy lifting here, ensuring customers can move seamlessly through the experience without stumbling or second-guessing.
And importantly, not every name needs to shout. Some are gentler by design, sitting quietly in the background yet ensuring clarity. They are the steady rhythm section—never the soloist, but essential to making the music flow. These names complete the fuller naming picture without competing with the heroes. Instead, they give hero names the room to shine more brightly, lifting the entire brand expression.
"BORING" CAN PROVE TO BE POWERFUL.
Sometimes that means leaning into industry terms rather than inventing new language. Customers expect familiar cues to orient themselves, and the right descriptive name can provide just that. In fact, a little bit of “boring” can be powerful when your goal is to inform rather than dazzle. Descriptive names aren’t there to win awards; they’re there to make sure customers understand exactly what they’re getting and where they are in their journey.
Together, these understated elements make the difference between a brand experience that feels confusing and one that feels intuitive. They are the na-na-nahs of naming: subtle, supporting, and surprisingly indispensable.
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