What’s in a Name? How a Name Shapes Identity, Mission, and Meaning

“That which we call a rose by any other name would smell just as sweet,” Shakespeare wrote in Romeo and Juliet. The sentiment may hold for flowers, but names matter when it comes to organizations.

A name can reflect purpose. It can signal values, invite curiosity, and draw a clear line between where a company has been and where it’s headed.

We’ve seen this repeatedly in our work at NextArrow with leaders and teams building something meaningful. Naming is never just branding. It’s a statement of identity.

What's in a Name? Why It Matters More Than You Think

Naming a company goes far beyond picking something catchy. It’s the first signal of what you believe in and what you’re setting out to change.

We asked some of our clients to reflect on the names of their companies and what those names represent. Their answers reveal just how much depth and direction a name can carry.

Insights on Company Naming: What Leaders Say

Here’s what they had to say:

CharterWorks (Erin Grau, Co-founder and Chief Operating Officer)

“Charter is a media and insights platform focused on the future of work. Our mission is to transform every workplace and catalyze a new era of dynamic organizations where all workers thrive. It's a bold -- yet achievable! -- goal, and we needed a company name that was bold, too.

A charter is a bold claim. It stands for something new and purposeful, a commitment to escape the gravitational pull of the status quo.

A charter is a catalyst for a better end. It represents a moment of significant and far-reaching inflection.

A charter is a tool that facilitates movement. It's a map for navigators of the unfamiliar.”

Offbeat (Lavinia Mehedintu, Co-Founder & Learning Architect)

“When we began our company, we knew the industry we were targeting had long-standing practices that weren't adapted to the reality we're living in. To stand out and make a real difference, we had to take unique approaches, implement modern practices, and appeal to the next generation of People and L&D Leaders.

That's how we came up with Offbeat, a name that would hint we're exploring unconventional methods for developing learning ecosystems. By embracing an off-beat approach, we determine the subjects we address and avoid, the partnerships we pursue, the initiatives we join, and the way we present ourselves to the world. In the end, it's not just a name, it's part of our DNA.”

Jobber (Raquel Binder, Senior Manager, Coaching & Development)

“Jobber’s mission is to help small home service businesses modernize their operations, increase earning potential, and meet evolving consumer expectations. By definition, a Jobber is a traditional name for someone who performs a job, typically used among tradespeople, such as plumbers, electricians, and painters.

To me, Jobber’s name is synonymous with our values (to be humble, supportive, and give a sh*t). Everything we do has a direct connection to our wonderful customers - my team’s job, for example, is to support our 550+ employees who work to help people in small businesses be successful. It makes me proud that each day we can see the impact that we have on small business owners.”

Lemonade (Shula Ehrlich, Senior Manager of Learning Design)

“I love the name of the company I work for. To me, Lemonade evokes the idea that beautiful things can come out of a challenge. It means making the most of a given situation, despite how difficult it might be. It means learning from our failures and growing as a result. It means finding creative solutions within a set of constraints.

These ideas actually guide the way that I work on a regular basis, and I'm proud to work for a company that believes in operating and learning in this way.”

Medical Brain (Dr. Eyal Ephrat, Co-Founder & CEO)

“For me, as a physician, ‘brain’ means thinking, knowledge, and highly advanced, sophisticated processing. The term ‘Medical Brain,’ therefore, means an entity that's highly sophisticated and that specializes in the reliable processing of medical knowledge and ideas.

As a company that services both patients and physicians, I believe the name ‘Medical Brain’ embodies our raison d’être - giving the patient confidence that our service is highly reliable and professional and to making it an integral part of their health journey, while giving the physician the confidence that they have a reliable, professional ally.”

The names above show what each company stands for and where they’re headed.The names above show what each company stands for and where they’re headed.

A Name with a Purpose

NextArrow’s name comes from a Buddhist parable. The first arrow is life’s challenge. The second is our reaction. Our mission is to help people respond better in any situation. We focus on fostering intention, clarity, and strength, whether they’re leading teams or navigating change.

We offer group workshops, one-on-one coaching, and interactive programs that combine behavioral and cognitive tools. We work with leaders, managers, and entire teams to build skills that last.

So, what’s in a name? A whole lot more than words. Let’s build something better — together.