Branding has evolved from nonsensical trademark names to descriptive words that tell people who you are and what your passion is in life. Take, for instance, Xerox: this name had no real meaning until the machines came out and people used them as a common meaning for photocopying papers. While the brand is now known worldwide, the brand has been completely diluted into a generic meaning that is hard to defend as being unique and expressive of a company brand. In order to create a brand name today, you want to give special attention to the qualities that make this name unique and how it is descriptive of what you do or who you are in business or life.