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In the movie Iron Man, a non-descript man named Coulson introduces himself as an agent of the Strategic Homeland Intervention, Enforcement, and Logistics Division. "That's quite a mouthful," jibes Gwyneth Paltrow's character, Pepper Potts. To this, Agent Coulson replies, "I know. We're working on it."

This long-winded name becomes somewhat of a running gag throughout the movie. At the end of the film, Potts thanks Coulson and the other members of the Strategic Homeland Intervention, Enforcement, and Logistics Division for foiling a diabolic plot by another not-so-friendly neighborhood lunatic. But before Potts is able to finish, Coulson interrupts her and says, "Just call us S.H.I.E.L.D." Nice.

A recent email from an Intranet Journal reader highlighted a very similar problem: Her corporate intranet is currently experiencing an identity crisis. No, her intranet isn't an abject failure. It actually has quite a large user base, with many employees identifying it as the first place they look for information. The system's content is relevant to users' day-to-day operation and it's updated regularly by dedicated content owners who believe in the purpose of the system. So what's the problem?

In short, due to poor branding foresight, users have been ragging on the intranet's name. And now it's impossible to shake off. The system's name is an albatross that causes ridicule and even discourages newer employees from adopting the system -- not because of any system deficiency, but because the derision surrounding its name has carried over to the system itself.

Little thought was given to the marketing potential of an effective intranet brand. The system ended up with a long, overly descriptive, and humdrum name. So, what's in an intranet name, and why is it important?

It's all about branding

A name can say a lot about a product, an event, or an organization. What if the ubiquitous iPod was simply called the Apple Music Player? What if the BlackBerry was simply called the RIM Communications Device? What if the next version of Microsoft Windows was simply called Windows 7… oh wait, it is called Windows 7 (It's strange that Windows' codenames are more interesting than Windows' actual release names… but I digress). Would you ever seriously consider naming an intranet "The Centralized Repository for the Dissemination and Distribution of Corporate Media and Communications"? Try to market that.

There's nothing sexy about an intranet, or any IT system for that matter. This is especially the case for employees who don't work in the technology field. Trying to get these employees, potential intranet users, excited about a technology-based system is going to be challenging enough. Why add to this challenge by giving your intranet a name that resembles the name of an income tax form? Coupling a catchy name with a clever campaign can do a lot to take the techie edge off an IT system.

Software makers Vialect Inc. understood the importance of product branding when it changed the name of its core product from the rather generic "IntraNet" to the hipper and quirkier "Noodle", encouraging its clients and potential clients to "Use your Noodle".

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