What’s in a name? A personal brand
It’s taken a week for the royals to choose a name for their new baby and any parents will know that decision carries a huge weight of responsibility. Names are more than words – they instantly begin to communicate impressions. Despite William and Kate’s best efforts, social media went nuts over the choice of the French name Louis, linking it to Brexit and the orangutan in The Jungle Book movie.
Like it or not, your name is the first step in the development of your personal brand and it’s something you carry for the rest of your life.
For example, if your parents called you after a famous person you will be immediately associated with that person’s brand values. Barack, and you appear presidential; Oprah, a larger-than-life entertainer; Elton and you’re musical. Charles Manson – well, they’d just run for their lives.
Sometimes a simple name takes on new meaning. How must the parents of anyone called Damien have felt after that good Catholic name was destroyed by the character Damien in the movie The Omen?
Movie stars know the value of choosing the right name for their brand: actor Jon Stewart is actually Jonathan Leibowitz; Natalie Portman, formally Natalie Hershlag; and Tom Cruise, who is really Thomas Mapothor. Hardly catchy.
You might be pleased, however, to know that Whoopi Goldberg’s parents didn’t really name her after a cushion that makes flatulence sounds. She was simply Caryn Johnson.
Names are worth money, too. A European court has just ruled that football star Lionel Messi can trademark his name for use on sports goods after a seven-year battle with Spanish cycle brand Massi.
If you don’t believe how important your name is, how about the story of a bunch of British teachers who got into trouble for an online discussion about how they pre-judge the kids in their class based on names. The teachers said anyone named Poppy would be hyperactive and Liam, Jordan and Charlie would be problem kids.
Evidently the good kids would be called the following names: Kate, Sean, Charlotte, Daniel, Lucy, Isobel, Ben, Sam, Imran or Alice.
Watch your online dating profile name, too. Research shows women are most attracted to names suggesting ‘‘intelligence’’.
As a parent it’s difficult to know how your child will want to be perceived as an adult. If they’re creative it could help their brand to have an outthere name. But if they’re aspiring to be prime minister, something traditional might be better.
Names do, however, evolve to become normalised. Hazel, Emily or George would have been considered old fashioned whereas now they’re pretty hip. That said, my friend Joyce is still waiting for her name to make a comeback.
I often advise people to take control of their personal brand and yet the very first step in developing it – their name – is predetermined by parental choice.
No pressure for new parents, but do not underestimate the power of a name. As soon as you announce your baby’s name people will be making assumptions about them quicker than you think.
I bet Will and Kate never thought they were linking their baby’s brand to an orangutan.