Small naming rules that stop five products from sounding like five different companies.
Each product keeps its domain personality. The hub keeps the family voice. In practice that means:
- Product names stay literal and boring on purpose — URL Shortener, not “Lightning Path”.
- The hub can be warmer; products stay instructional.
- We avoid inventing a new slogan every quarter.
When a page feels clever but unexplained, we rewrite it to be obvious. Clever is optional. Clear is the job.
Keywords: branding, naming, product writing