Knowing what to call something is surprisingly important.

Getting the name right is not as important.

But those moments at the very onset of something new are vital. Committing to give what lies before you a name and calling it that has turned out to be crucial to all success I’ve encountered.

When you have a name, then you have the possibility of your team understanding the vision/objective/goal/strategy. When you don’t have a name, then it’s practically guaranteed misunderstanding and inefficiencies will exist. And those are the heart disease and cancer of teamwork.

To extend the thought: thus, branding early isn’t too soon of a project. Especially since it impacts the quality of the package.