How to Choose a Purpose-Driven Brand

By J.E. Nickerson 

What’s in a name?

When building a brand—whether you’re an author, a creator, or a small business owner—your name sets the tone. It’s the first thing people hear, see, and remember about your work. But a truly impactful name does more than sound good. It speaks to your why.

That’s why I believe in choosing a purpose-driven brand name—a name that reflects your values, mission, and the kind of experience you want others to have when they connect with your work.

Let me tell you why I chose mine.

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Why I Chose We Are Wise Thinkers

The phrase We Are Wise Thinkers wasn’t something I picked because it sounded trendy. It came from something much deeper and personal. I was inspired by Paul’s words in the Bible:

“Study to show yourself approved.” (2 Timothy 2:15)

That Scripture reminded me of the importance of being thoughtful, intentional, and committed to growth. Wise people don’t stumble into excellence—they study, reflect, and prepare. They think deeply about their choices and how they show up in the world.

That’s what I wanted this space to represent.

I didn’t want to just create a website. I wanted to build a community of people who believe in purposeful living, lifelong learning, and meaningful creativity.

So I asked myself:

“What kind of people do I want to walk alongside?”

The answer was clear: wise thinkers.

Not perfect people. Not people who have it all figured out. But those who are willing to pause, ask hard questions, and grow into the calling on their life.

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How to Choose a Purpose-Driven Name for Your Brand

Whether you’re naming your author brand, a blog, or a small business, here are three key questions to guide you:

1. What does your name reflect about your mission?

Ask yourself: What do I want people to feel or think when they hear this name? Your name should echo the heart of your message.

2. Is your name aligned with your values?

Choose something that connects with what you stand for—your beliefs, your calling, and the deeper purpose behind your work.

3. Does it invite others into something bigger?

A strong, purpose-driven name doesn’t just describe you—it calls others into something. It creates a sense of community, movement, or identity. Think about the Apple brand. While their goal is to sell products, it’s also to give creators tools that work seamlessly with their goals. Throughout their keynotes, presentations and press releases, they call a certain kind of person to join them in becoming a community of developers, creators (and yes writers too!) who use the Apple brand. This synergy creates a community who identify with the brand because of how it makes them feel and the value it brings to the customer’s life. 

That’s why I chose the we are in We Are Wise Thinkers.

It’s not just about me. It’s about us.

It’s about you, the reader.

It’s about the voice and vision God placed in you and calls you to prepare to live out. 

It’s a declaration of who we are becoming, together.

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Final Thoughts

Don’t rush the naming process. A name doesn’t have to be flashy to be meaningful. The right name will grow with you, stretch with you, and continue to make sense even as your message evolves.

And remember: you’re not just building a brand—you’re creating something with purpose. Let your name reflect that.

✨ Want to see how my brand name ties into my work? Visit the Wise Thinkers Help Desk for free tools, guides, and encouragement to help you write with clarity, purpose, and conviction.

Vision and purpose is incredibly important to developing your brand. Knowing why your company or website exists is essential as you build your content and align it with your voice. Read about the importance of developing your creative vision for your website in the article What’s Your Brand? Why Vision Matters More Than Ever. Let’s build a brand that serves others, aligns with our vision and honors the voice God has given us. 

📚 And if you’re new here, I’m J.E. Nickerson — faith based author and inspirational storyteller. You can check out my books here or follow me on YouTube for more inspiration and encouragement on this writing life.