To better understand how brands work and what a name contributes to a brand, you can think of brands as human beings. It’s fair to say that our interactions with brands are remarkably similar to our interactions with people. Take first impressions, for example. When you extend your hand and greet someone for the first time, you can’t help but notice the person’s facial features, body language and fashion choices.

Have you noticed how many organizations talk about the contributions they are making to the world and their communities? A company’s commitment to something other than making profits is a valuable motivator for both employees and customers. These are the principles that drive an organization, and at Siegel+Gale we call this a brand’s Purpose.