This feature originally appeared on SnackNation

This week on Brand Builder, we’re talking about one of the most important aspects of your brand, yet one that so often ends up being accidental, un-strategic, or even an afterthought.

The name.

Whether it’s your brand or a new SKU or product, a name is the ultimate first impression. And if you do it right, a name can do a lot of work for you—set a tone or mood, impart critical information, or communicate a core value.

To tell us how to do it right and choose a name for maximum brand recall, we’ve got Aaron Hall, the Group Director of Naming at Siegel+Gale.

Aaron has one of the coolest jobs in the world—he’s a professional namer.

We talk to Aaron about all things naming and go deep into his process to find the perfect name.