When you hear Apple, Coca-Cola or Nike, what do you think of? Not a definition, but a feeling, a picture and a promise. The name is the story people remember. A name isn’t simply a label. It is how you are identified, remembered and introduced, and it defines, directs and sets the expectations for your customers. In African tradition, it’s believed that your name affects your destiny. It is the messenger that communicates your message, motives and mission in your absence. Make sure you pick it wisely.