Orbit web apps
Orbit web apps
Select dimensions to build your name.Select dimensions to build your name.Recent names
Most Braze workspaces end up as archaeological digs: five years of campaigns named 'Final Final v2 (use this one)'. A naming convention is the cheapest intervention with the biggest payoff — but only if it's simple enough that marketers actually follow it when they're shipping at 4pm on a Friday.
The standard reason is the convention itself: 12 dimensions, dropdown-heavy, 90-character names nobody can type or remember. Marketers under deadline pressure default to free-text because the structured way is slower. Six months later nobody can find anything.
A convention that works has three properties: it fits on a sticky note, it compresses to a readable 40–60 characters, and the dimensions map 1:1 to the filters you actually use in Braze reports. If the convention has a dimension nobody slices by, drop it.
Almost every useful Braze filter maps to one of four: Asset Type (campaign, canvas, segment, template, content block), Channel (email, push, SMS, in-app, content card), Program (onboarding, retention, dunning, win-back, transactional, promotional), and Audience (new, paid, trial, at-risk, dormant, VIP). These four cover about 90% of real reporting queries. A name that captures them is filterable, predictable, and scan-able in six seconds.
A practical canonical form: [asset]_[channel]_[program]_[audience] — e.g. campaign_email_onboarding_newuser. The Namer above generates this shape by default.
The Namer offers six additional fields beyond the core four: Country, Language, Version, Step (for sequenced journeys), Variant (for A/B tests), and Deployment Date. Use these when they change how you filter or segment — never as decoration.
Country and Language matter when you run regional programs. Version, Step, and Variant matter for structured A/B tests or sequence analysis. Deployment Date belongs in a tag for recurring programs, but belongs in the name for one-off promotional sends (black-friday-2025, summer-sale). Add the dimensions you actually filter on; leave the others blank.
Naming conventions answer: what is this asset? Tags answer: how should it be grouped? Put identity in the name; put grouping in tags. Date-sensitive promotions (black-friday-2025), experiment variants (test-hero-v2), and team ownership (growth-team, lifecycle-team) all belong in tags, not in the name.
The Braze Namer above separates these explicitly: the name field generates the canonical string, and the tag recommendations below surface the stable metadata that should live as Braze tags on the same asset. Copy both at once when you create a campaign.
Documentation-based enforcement fails. Checklists fail. The only reliable enforcement is workflow-based: a naming tool open alongside the Braze campaign builder, keyboard-accessible, one click to copy. If following the convention takes longer than not following it, it will not be followed. The Namer above is built for this — open it, fill the dropdowns, copy. Six seconds.
For larger programs, add a gate: a pre-launch checklist that verifies the campaign name matches the convention regex before approving for send. Braze doesn't provide this natively, so teams typically build it into their campaign QA template (the Orbit documentation skill generates this checklist).
Built into Orbit
Orbit ships with Braze-specific naming conventions already configured for the five core dimensions, plus smart tag recommendations that pair with the name. Claude can generate and apply names across an entire workspace via the Instance Audit tool.
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Orbit Namer is a free Braze naming convention generator that helps lifecycle and CRM marketers produce consistent, structured names for every Braze asset: Canvases, campaigns, segments, Content Blocks, templates, and more. A naming convention turns a Braze instance from "where's that campaign Rob built in May" into a searchable index. This tool removes the guesswork.
Lifecycle marketers, CRM managers, and marketing operations teams using Braze, especially at companies where multiple people build campaigns and consistency has slipped.
Using Claude?
Inside Orbit, Claude applies this convention automatically on every Canvas, campaign, segment, and Content Block it builds in Braze. No copy-paste. No inconsistency. One source of truth across your whole team. Free for everyone — the Claude extension is the power-user upgrade, not a gated feature.