What is it about the software industry and its obsession with acronyms? I’ve spent countless hours with clients crafting a perfectly clear product description – something as straightforward as “Agile System Software” – only for them to abbreviate it to ASS in their communications.

Acronyms are a double-edged sword. They’re a convenient shorthand for complex and lengthy terms. Well-known ones like CRM, GDPR, JSON and ARR are certainly useful. However, the tendency to abbreviate every new feature and concept can verge on absurdity.

Acronym proliferation often starts during the planning phase for a product launch. Some novel concept like “Global Supply Chain Integration Network” gets reduced to GSCIN (which of course everyone will call “G-skin”) to streamline discussions for internal meetings and emails. But when acronyms like “G-skin” leak outside the office walls, they befuddle your external audience.

An acronym, unless widely recognized and understood, is just a set of opaque letters – devoid of any inherent meaning or identity.

Furthermore, the overuse of acronyms dilutes your brand. A well-chosen name describes the essence and benefits of a product, feature, or service. By reducing these to a string of letters, you miss the opportunity to reinforce value and the “language” of your brand.

But let’s face it: controlling acronym use is tough. Salespeople and engineers are especially known for going rogue. Nevertheless, leaders must set the example by championing the brand’s language at every opportunity. Marketing should reinforce preferred terminology in all communications, including sales tools, recorded demos, and website content.

Now don’t get me wrong. Acronyms certainly have their place. The technology sector is rife with long, technical terms that, if repeated ad nauseam, would disrupt the flow of communication and bore the reader. The key is to use acronyms judiciously, ensuring they add value to the conversation rather than detract from it. And when you do use them, be sure they’re clearly defined for your audience.

Before using an acronym in outside communications, consider the following:

  • Is this an established concept that your target audience will understand? Be especially careful about internal acronyms getting fed into your external communications. If the full-length term is too esoteric, create a new name that explains value for your target buyer.
  • Does it help with brevity, or am I just being lazy? Brevity is valuable, but not at the expense of clarity. Ensure that the acronym genuinely simplifies communication without obscuring the message.
  • Am I losing brand value by hiding words that I want my audience to remember? Names and terms associated with your brand carry weight. They support your company’s value and memorability. Hiding them behind acronyms can weaken their impact.

There’s a fine line between being concise and being cryptic. So before you add another acronym to the lexicon, ask yourself: Will this help, or will it just leave everyone saying WTF?