Naming conventions: Coda’s little brother is called Diet Coda. 

In-app branding: Batch (@batch) shares a short explanation of what their service is on the first screen (-noun/-verb). Additionally you can click the little audio icon which will say it out loud.

Also learn from the microcopy below the “sign in with facebook” button.  

P.S. Hover over the image to hear the soud.

Branding: Hipmunk (@thehipmunk) knows it’s got a special name and logo and uses the little chipmunk in all kind of situations. In this case it’s a loading spinner.