# Atlassian app name brand first and product second

> Name the Marketplace app with your brand first and the Atlassian product second, so the listing reads like a third-party product instead of an in-house Atlassian feature.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/atlassian-app-name-brand-first-and-product-second/
- Source: [developer.atlassian.com](https://developer.atlassian.com/platform/marketplace/atlassian-brand-guidelines-for-marketplace-partners/)
- GrowthDex source hub: [Atlassian Docs: Brand guidelines for Marketplace Partners](/sources/atlassian-docs-brand-guidelines-for-marketplace-partners-developer-atlas/)
- Last checked: 2026-06-06T04:05:00Z
- Rarity: rare
- Budget: free
- Channels: Marketplace, Brand, SEO
- Stages: naming, brand trust, review readiness, positioning


## Why this can grow

A lot of Marketplace traffic starts with a buyer comparing a short list under time pressure. The name has to do two jobs at once: say what the product is and avoid implying Atlassian made it. Atlassian's own naming rules push partners away from host-product-first naming because that creates attribution confusion. A clearer brand-first name makes the listing easier to trust, easier to remember, and less likely to stall in review.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. For SEO and AI search, I care less about clever keyword tricks and more about clarity. A buyer, crawler, or answer engine should quickly understand who this is for, why it works, what proof backs it, and what page deserves to be cited. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where atlassian app name brand first and product second can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Marketplace and Brand channel.
3. Use the evidence from developer.atlassian.com to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Atlassian's brand guidelines allow names like 'Bug Fixer for Jira' and reject names like 'Jira Bug Fixer' because Atlassian app names should not appear at the beginning.

## Adjacent tactics in the same lane

- [Atlassian partner brand assets stay distinct from Atlassian](/growth-ideas/atlassian-partner-brand-assets-stay-distinct-from-atlassian/) - 2 shared channels, 2 shared stages
- [Miro Marketplace name matches the board job](/growth-ideas/miro-marketplace-name-matches-the-board-job/) - 2 shared channels, 2 shared stages
- [Help center social share image for article links](/growth-ideas/help-center-social-share-image-for-article-links/) - 2 shared channels, 1 shared stage
- [Help center footer columns for next-step navigation](/growth-ideas/help-center-footer-columns-for-next-step-navigation/) - 2 shared channels, 1 shared stage

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Related GrowthDex essays

- [The Atlassian Marketplace page should answer the admin before the demo](/blog/the-atlassian-marketplace-page-should-answer-the-admin-before-the-demo/) - marketplaces, SEO, conversion

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.