There is a lot of power in using a title. People feel special and significant when they are addressed by their name. When you use their name when speaking to them, you reach a personal level by drawing attention to their identity—by making the conversation about them. However, there are many more strategic ways to address a person. You can make someone feel respected and honored by using titles such as “ma’am” and “Ms.” Similarly, if you would like a relationship to feel more like a friendship, you can refer to someone as “friend” or “brother”. However, you must be careful when using more familiar terms, as this could be seen as offensive or inappropriate. This is especially true in certain cultures where honor and respect are extremely highly regarded.