answer is everything.
The ‘right’ name will help you become synonymous with what you do, the belief and standards you have, and the promises you uphold. Essentially we are talking about a brand, but before you roll your eyes at this notion, step back and have a think about it while I explain what a brand is.
Let's take my name as an example.
My name is Wayne. I would much rather be called something brilliant like Equanimious or Volanthian, but I was given this name at birth because of the trends at the time.
Based on my given name, some of you might have already made up your mind as to what sort of person I could be, and may even have started to formulate my back story and might even be wondering what I look like whether that be bad or good.
This illustrates my point in that a simple ‘word mark’ has the ability to conjure up possibilities and connotations’ pretty much instantly. As logic based creatures, we humans we do this all the time, requiring answers to all possible questions as qucikly as possible.
It is my job to ensure answers to those questions are formed accurately.