The Model
Consistency: Reliability or uniformity of successive results or events.  You have to be willing to say the same things over and over again.
Authenticity: The real YOU! Genuine. Not the watered down version of you that tries to "fit-in".
Clarity: Finding words that make sense in a simple and compelling way.  Avoid Cliches.
Memorable: The goal of the whole exercise!  You have to be unique to be memorable
Meaning: Generate meaning for your name with a consistent and clear message.
Resonance: Rich and relevant; evoking a strong emotional reaction

Contextual Points

• People buy brands.
• Make your brand strong, simple and direct.
• Your name has meaning in the community.
• It is a LOT easier to be consistent when you are authentic!
• A Brand creates and builds trust
• A brand establishes an emotional connection - this is why authenticity is essential

Key distinction: "On the box vs. in the box." On the box is your packaging like your website, brochure or business card. In the box is your talent, experience, passion and values.
The "Yellow pages ad." is an example of on the box.

Benefits of creating a brand name:

• People know how to find you
• You become easily "referable"
• You do better work in the presence of your perfect clients!

Key Question:

What do you want your name to mean in the community / market place?

Messages

You must know (and be responsible for) and intentionally create an emotional connection with your clients. This connection is part of your brand.

Emotionally connecting with others on a regular basis demands that you continually increase your emotional bandwidth (i.e. keep expanding what you can be with)