A brand name is a story in a single word. There are not many parts of the branding process that are more underrated or under budgeted. It’s the story of a brand that people become emotionally engaged with. A brand name that tells a story is priceless to your company, those who sell your brand and those who are your advocates. Brand naming is probably the hardest part of the branding process and the single most important element that makes or breaks a brand.