Updated: May 14, 2020
One of my favourite Barbadian brands is Dawn by Nature which produces handmade skincare products. Dawn-Dew Thompson the founder says she is "Dawn by name and nature" - a morning person.
I also interpret that to mean that she fully embodies her given name. I paused recently to think about how this applies to the concept of a brand.
Great brand builders know that their users must have a strong sense that the brand embodies its given name through every product, service, people, and process experience. That’s how a connection is built.
Even if the user isn’t a regular customer but they come away from interactions with the brand thinking “this brand really lives up to its name”, that’s one hard-fought victory won. But it’s also why naming isn’t to be taken lightly. Be careful what you embody.