In the Name of Success: Your Guide to Branding Gold

Deborah Goldfarb
4 min readAug 15, 2023

How often has this happened to you? While strolling down a bustling street, you hear someone call out your name. Instinctively, you halt and turn, seeking a familiar face in the crowd. Only to your surprise, the call wasn’t for you but for another with your name. Or imagine this scenario: You’re at a gift shop, skimming through personalized keychains, hoping to spot your name, but it’s not there. The disappointment you feel is almost immediate due to an unsuccessful search. Why do I bring this up? This simple scenario serves to underscore our emotional bond with our names.

Dale Carnegie, an American author and lecturer, once remarked, “A person’s name is to him or her the sweetest and most important sound in any language.” In the realm of business, a brand name stands as its emblem, mirroring its values and pledges. A staggering 77% of consumers base their purchases solely on a name of a brand. Showcasing how an apt name can evoke sentiments of trust, admiration, and allegiance. Ultimately securing a brand’s place in consumer minds.

Golden Echoes: The Lustrous Power Behind Names

For businesses, regardless of size, an impactful name can wield immense influence. A business name is the essence of your identity, reflecting your brand promise and brand equity.

In today’s market, brand equity is pivotal in affirming market supremacy and maintaining relevance in the mind of consumers. Giants like Amazon, Google, and Microsoft are testament to this — their global brand values are legendary. This year, with a valuation of $300B, Amazon triumphed over Apple to clinch the title of the world’s foremost brand.

Rebranding Ripples: The Price of Shifting Sands

In an unexpected move, the past summer, on a bleak San Francisco day in June, Elon Musk arbitrarily renamed Twitter as “X,” replaced its iconic bird logo, and dispensed with the term “tweet”. This seemingly ‘whimsical and innocuous decision was met with skepticism from brand connoisseurs. The repercussions? A loss of 32% in brand equity, which equates to a staggering $20 billion decline in company value.

Similarly, Mark Zuckerberg’s audacious move to rechristen Facebook as ‘Meta Platforms’ was paired with a significant strategy revamp and a…



Deborah Goldfarb

Debbie Goldfarb is the founder of Biz Made EZ and is a well-respected marketing and branding consultant working with both small and large businesses.