SO, WHAT ABOUT YOUR NAME?

The other day, I had a friendly chit-chat and was asked a question about the shirt I was wearing. My answer was almost instantaneous. It was more than what I’ve called a thought-occurrence—or maybe it was. Either way, I later reflected on my answer, and it is what inspired me to write this article.

Do you buy brand-name products? Of course you do; most of us do. Not to get into all that is involved in branding, but this is what I found the basics to be: companies hire experts to conduct studies to come up with a brand name that is memorable and easy to recall. They look for one that conjures an image, cultivates a positive emotional connection with its products, and sets it apart from the rest. When we see or hear these brand names, they grab our attention and trigger us to buy the product they represent.

Of course, that is the idea, and there is no secret about brand advertisements having this intended effect. Remember, these ads are created and tested by experts using surveys, studies, and other metrics. Have you ever participated in a survey? I have. Companies conduct them all the time. They must, if they want to know how customers feel about their products. The data collected is used to make any necessary adjustments or improvements to maintain their competitive edge. Sometimes, it suggests putting “lipstick and makeup” on old ads, or creating entirely new ones. They want to make sure we never forget.

Some ads have seemingly been in a perpetual loop for years, appearing on every medium available. Most of us are aware of this, but I wonder if it is as creepy to you as it is to me that some companies know exactly where, how, and when we are watching, reading, or listening. Nevertheless, sometimes our decision to purchase a brand-name product is simply due to the power of its advertisement. These ads are designed to capture our imagination and get us to order the product—sometimes even while the ad is on, or right after. You know exactly what I am talking about.

At other times, and without even noticing an ad, we buy things based on the recommendation of a friend who swears the product works. Furthermore, it is not uncommon to have an emotional connection with a brand, making it part of our social identity. It becomes a name we wear or use with pride, connecting us to a larger group. By becoming more than regular customers, we wittingly or unwittingly become product ambassadors—sometimes for life.

The bottom line is that brand names, and the ads used to make those products known and trusted, work effectively. But what about the customers? Wat about us? Well, we are similarly “branded.”

What?! Of course we are. Obviously, just like you, I am human. But you now know me by my “brand” name: William. What’s yours? It is good to meet you and thank you for reading on.

So, what about your name? What does it say about you and who you are? My answer to this question starts with a short story.

I don’t remember what year it was, or which of my twin daughters was given the homework assignment to look up the meaning of my name. At the time, I believe they were in middle school. This is what she found my name to mean: “Valiant Protector.” I was surprised and I liked it. I was surprised because it had never occurred to me that names had definitions, and I liked it because my daughters did, too.

Before that day, I did not care for my name one way or the other. It was just a name, and a very common one at that. But knowing what it means now gives me a sense of pride. As a matter of fact, my daughters believed it represented exactly who I am—who “Papi” is—as a single parent, for starters. “Yes, Papi. You are our valiant protector,” they told me. If you don’t already know, wouldn’t you like to find out what your name means? If your name is William, now you know. Thank my daughter.

Today, years later and for the purpose of this article, I looked up the meaning of my name again. I wanted to know if there was more to it, and there was: “The name William is a timeless classic with English roots that dates back almost a thousand years yet is still popular. It means ‘resolute protector’ or ‘strong-willed warrior.’” Though the meanings are similar, I still prefer “valiant protector,” especially because my daughter put in the effort to research it and was the first to bring it to my attention. More importantly to me, a beautiful memory was made.

So, is the name William memorable and easy to recall? Of course it is. It has been used for at least a thousand years and remains very common. Does my name conjure an image? I believe it does. I can easily picture a valiant protector, a resolute protector, or a strong-willed warrior. I am almost sure you just did, too.

But there must be more to a person than a label. The real depth is found in the answer to this question: Do I, William, cultivate a positive emotional connection with the people I know and meet? If so, what is it?

This takes me back to the chit-chat I had with my friend and her question about the shirt I was wearing. “What brand is it?” she asked. Without skipping a beat, I said, “I am the brand.” She seemed a little puzzled at first but then smiled as though I had said something clever. We were at the driving range where I was practicing, and she was selling beverages on the course. It was not the time for me to explain what I meant then, but now it is.

 Who I am is not my name. Who I am is what I believe and how I behave toward you. — William Garcia.

They say that what matters is how we “make” people feel, right? Well, perhaps it is just a distinction without a difference, but I prefer to use the word “cause.” Either way, it boils down to how I treat you and how it causes you to feel. Do I behave toward you with compassion, consideration, care, respect, kindness, and love? Am I nonjudgmental? Obviously, I could be a “Valiant Protector” and not possess any of the positive attributes I just mentioned. Conversely, I could lack the title of a valiant protector entirely—yet still treat people with deep care.

The point I am making here is that, regardless of our “brand” name or what name-brand products we use, what matters most and what is most consequential is “me.” It is my unique being, what I believe, and how I behave toward you. I am not my name. However, I am one and the same: brand and product. So are you, no matter the meaning of your name.

To reason that each one of us is unique is to reason that each one of us—right now possesses a gift or talent. However, this gift or talent is exclusively reserved for those who seek it. Some people experience success this way. Still, not everyone believes they hold such a possession, so they have no reason to search for it. It’s okay, though, if you keep in mind and truly believe that there is not, never was, and never will be anyone better than you at “being” you. You’re already the best. —William Garcia.

One thing that will always be true is that the moment we were born, our uniqueness set us apart from the rest. Despite this truism, we are all interconnected in this matter called Life, sharing the same time and place. This time is now, and this place is Earth, where everything is related to everything else. In the same way, every one of us relates to everyone else.

Fortunately, most of us behave in ways that cultivate positive emotional connections with others. Some, well, do not do it so much or often enough. When this is the case, and simply because we are of the same species, we owe it to each other and the planet to at least do no harm, regardless of our individual beliefs.

Yes, we needed to be named and “branded” so that we could be referred to and recognized for our individuality and physical attributes. But most important and consequential is how we behave toward one another, ensuring that at a bare minimum, we do each other and the world no harm. Can you imagine such a life and such a world to live in?

It’s Now O’ Clock. How are you “being”?