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In Rome names and titles were seen as the reflection of a persons public image (In the same way that Marion Mitchell Morrison felt that he should use the name John "Duke" Wayne when he became a rough tough cowboy star). When Octavian was "Octavian" he was a heavy handed ruler but assumed the name Augustus in January 27 BCE to reflect his new titles of Augustus and Principest. The name Augustus was essentially a public relations move as it means "the illustrious one", he was hopeful that the citizens would think of him in this new nicer role and forget his bad habits and cruelty as Octavius.

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