The brand either comes from association with a larger group or it is indicative of a certain vision, action or doctrine to which that congregation especially relates. Our local congregation is named Mishkan HaMelekh, Tabernacle of the King. We chose this because we have a vision, a desire, to be a dwelling place of the Most High. The result of this desire is our elevation of worship, and because we concentrate on this we are blessed with people who are capable of and enjoy performing worship. However, this is certainly not our only vision or desire, but as a name for the congregation it is indicative of perhaps our strongest general ability.
Names are important because they can be a rallying point for unity and purpose in the Body.
But taking a certain name may also divide us. Naming ourselves by our primary vision or revelation is the nature of mankind. We are finite creatures and usually we do not do anything well unless we concentrate on one thing at a time. Being limited in scope helps us to focus on our priorities. If we are scattered in our thinking we usually do not succeed at any task.