If The Name Connects With The Purpose, The Impact Is Transformative.

The Importance of the Name

“The misuse of language induces evil in the soul.”

- Socrates -

In ancient Greece, Socrates already contemplated the power words hold. They have the ability to generate visual ideas, whether through their forms of expression or their meaning. They can be used for good, but some use them for evil.

When I lived in Mexico, I found a funny expression they use when, for example, someone asks for something but doesn’t remember the name. They often say, “Pásame la desa que está en el dese.” You had to have a lot of imagination to figure out what they were asking for, or simply have been born in Mexico. Haha.😂

How important is the name of someone or something? Can society be positively affected by understanding the importance of assigning a name? After all, everything has a name. Without a name, how would that “thing” be known?

The Name and Its Impact on People and Brands

I’ve always suggested that brands are like “people,” and I say this because it is one or more people that brands seek to impact, whether consciously or unconsciously. They want to be a part of someone’s life, and if that relationship endures, it will be even better for both the brand and the person, as it may be fulfilling a need or even creating a need that makes them feel good.

So, while we build brands that impact “people,” I want to highlight the great responsibility parents have when assigning a name to their children. After all, the creation of a “brand name” is, in many ways, quite similar.

Establishing a Name is a Wonderful Process

The creation of a name is a wonderful process, especially when one understands the importance of what it represents. It is a profession that I am personally passionate about, and I admire the professionals who dedicate themselves to this. Although at times the “name” emerges almost magically, it’s not always like that. The creation of a name requires work and dedication. Brands continue to invest in building the value of their name, as they understand the significant impact it has on society.

”Brands continue to invest in building the value of their name, as they understand the significant impact it has on society.”

- Jorge Esteban - Founder of WORDIMAGE -

Reflection on Names in Hebrew Culture

As many of you know, one of my favorite books to meditate on daily is the Bible, and I want to share with you the relevance of names and their creation. There are many techniques and tools that name creators use, but the one I want to share, as an example, seems especially meaningful and practical, as it can be useful at a social level, and if you’re a dad or mom, even more so.

“The name was like a path, a vision that represented what that baby was going to be.”

- Jorge Esteban - Founder of WORDIMAGE -

In Hebrew culture, during biblical times, the names of children were very important. It wasn’t just about choosing a name, but about ensuring the destiny, not only of the child, but also of the family legacy and the nation. The name was like a path, a vision that represented what that baby was going to be.

So, parents had the responsibility to educate them from a young age, as around the age of 12, that boy or girl would begin to manifest their essence, their purpose, and their value to society.

The name, by itself, didn’t guarantee anything; it was the care and education received from before birth that truly made the difference. Parents were morally obligated to shape the future and social impact  that their children were going to have, and the name was an essential part of that.

We see this in the life of Jesus, as although the Scriptures speak of Him as the Son of God, on earth, His parents, Joseph and Mary, who were warned about who He was, had to take care of Him and educate Him according to His purpose.

“The name, by itself, didn’t guarantee anything; it was the care and education received from before birth that truly made the difference.”

- Jorge Esteban - Founder of WORDIMAGE -

The Purpose of the Name in the Life of Jesus

Joseph and Mary did an extraordinary job raising Jesus as both tutors and parents. The meaning and purpose of His life was nothing less than “God with us.”  The education and time invested by His parents is reflected, for example, when each year they took Jesus to Jerusalem to celebrate the Passover feast. The vision of His name was tied to this event, as He was the pure and spotless Lamb, who years later would manifest as such.

The child (Jesus or Emmanuel), with an impressive ability to learn from the teachers and share His wisdom, represented what His name indicated: “God with us to free the people from slavery.” The results of His name were clear, as the people marveled at the understanding He showed of the things of God and how He responded to the questions of the Torah teachers.

The Identity and Growth of Jesus

The name of Jesus required being close to the House of God and to the people. This is how we see that He grew in wisdom, stature, and favor with God and with people. He was so well trained by His parents that, when the time came, He was ready to expose Himself to the world. After His baptism, God, His Heavenly Father, declared:

“You are my beloved Son, in whom I am well pleased”

(Luke 3:21-22).

And the hard and meaningful work of the value of that name was carried out by Joseph and Mary, day after day, while Jesus was a child. God had to place the final seal of certification: “He is ready for a good social impact and eternal legacy.”

The Name and Its Meaning

Therefore, when assigning a name, it cannot be taken as an accident or a trend. The name represents what that person or thing will be to society, and therefore, it is much more than just a simple title.

Something fascinating about Hebrew is that its alphabet has only 22 consonants, each with a numerical value and meaning. In fact, the words formed by these consonants have a root that grants them origin and purpose.

In our brand-building studio, WordImage, we have our Therapeutic Creative Director of special moments: our Clumberdoodle. Yes, it’s a dog. In English, the word “dog” does not carry as deep a meaning as it does in Hebrew. In Hebrew, “dog” is said as “kelev”, which means “close to the heart,” “like the heart,” or “pure heart.”

The Seriousness of Names

It is important to consider names seriously, especially when it comes to human beings, such as children. I have learned that names are much more than just a simple title. In Hebrew, the word soul is נֶפֶשׁ (néfesh), which means “living being.” This word is associated with the throat, neck, and larynx, as in Hebrew thought, a person’s vital breath is connected to this area. If breathing is obstructed, the person is deprived of life, of their “néfesh.”

On the other hand, the word name in Hebrew, שֵׁם (shem), carries a deep meaning that goes beyond simple identification. Shem  represents “the essence,” “the nature,” “the character,” and even “the memory” of a person. In Hebrew culture, the name honors the person as a whole: their upbringing, education, values, and what they are destined to become.

“It is important to consider names seriously, especially when it comes to human beings, such as children.”

- Jorge Esteban - Founder of WORDIMAGE

The fascinating thing is that in Hebrew, these two words, néfesh (soul) and shem (name), although different in their direct meaning, are deeply connected. The name is not just a title; it is a manifestation of what is in the soul, of the essence of who we are. Thus, the soul and the name reflect a unity, a harmony between what we are inside and what the world sees and knows about us.

The Creation of the Name and Identity

Another interesting reflection is that when we read “God created,” it does not mean that He performed a manual or mechanical task, but rather that He simply spoke the words that described the object, which caused that “thing” to begin to exist. For example, He said “let there be light,” and there was light. The same word that gave name to things also built the structure of those things.

By the way, until Abram understood who the only God was, his name was changed. God took responsibility for educating and instructing him according to his new name and what he would become after this change. In Genesis 17:5, we see this change:

“Your name will no longer be Abram, but from now on you will be called Abraham, because I have made you a father of many nations.”

Here, the new identity required a name change.

It is true that parents are not God, in the sense of saying something and, by magic, it exists; however, they are responsible for everything that comes out of their lips (soul), for their words are essential in building a healthy, good, and strong life in those who come into the world. I hope that the name they choose, associated with the essence of what their children will be, inspires them to reflect and invest wisely in their children’s lives.



Suggestions to Consider

To reflect on the impact of a name on both brands and the lives of children, here are some key suggestions I consider important:

The name should represent the purpose and vision of the person or brand.

A name is not just a label; it is the manifestation of the purpose and vision you want to convey to the world, and your children will be the messengers with their lives.

Investing time and dedication in the naming process is essential.

Whether for your child or your brand, choosing a name should not be taken lightly. A name has to reflect what you want to achieve. If you understand this, I am sure your children will make a bigger difference in this world.

A name should align with the purpose and reason for being.

Just like brands, people must be shaped according to what their name represents. The education and care of the name are as important as the name itself. They are 100% connected.

Parents have the responsibility to educate their children according to the destiny reflected in their name.

It’s not just about assigning a name, but educating children according to the vision their name brings. I encourage you not to give up on this and make it a determination, not just an attempt.

If you’re building a brand, make sure the name represents what you want to achieve in society.

A well-chosen name can create a positive impact on society. The value of a name lies not only in its sound but also in its purpose.



Lastly, I’d love to help you build a name for your service, product, or venture. And if you’re ready to take it further, why not consider building that brand which can have a great impact on society that needs what you have?

Let’s get started!