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A naming registry template for many clients

A shared naming pattern only works if everyone uses the same list of codes. A registry is that list.

Operations · 3 min read · Updated 2026-10-07

The sheets

Clients: client code, name, owner, date added.
Fields: for each field in the pattern, the allowed values and what each means.
Changes: date, who proposed it, who approved it and the reason.

Rules

Add values only in the registry, then use them in names.
Do not reuse a retired code for something else.
Check names against the registry once a month.

The multi brand naming guide explains how the pattern fits together.

Tick it off

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Clients: client code, name, owner, date added.
Fields: for each field in the pattern, the allowed values and what each means.
Changes: date, who proposed it, who approved it and the reason.

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Naming across many brands in one agency

The more clients you run, the more a shared naming pattern saves. The trick is letting each brand add its own code without breaking the pattern.

An ad naming convention that survives a team of ten

Good names are a free analytics layer. Bad names mean exporting to a spreadsheet every month to work out what an ad was.

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