diff --git a/pptx_blueprint/__init__.py b/pptx_blueprint/__init__.py
index 309eac6..40226f6 100644
--- a/pptx_blueprint/__init__.py
+++ b/pptx_blueprint/__init__.py
@@ -1,5 +1,6 @@
 import pathlib
 import pptx
+import re
 from typing import Union, Iterable, Tuple
 from pptx.shapes.base import BaseShape
 
@@ -23,6 +24,7 @@ def __init__(self, filename: _Pathlike) -> None:
         """
         self._template_path = filename
         self._presentation = pptx.Presentation(filename)
+        self._copy_tags_to_name()
         pass
 
     def replace_text(self, label: str, new_text: str) -> None:
@@ -71,7 +73,7 @@ def _find_shapes(self,
         matched_shapes = []
 
         def _find_shapes_in_slide(slide):
-            return filter(lambda shape: shape.text == f'{{{tag_name}}}', slide.shapes)
+            return filter(lambda shape: shape.name == f'{{{tag_name}}}', slide.shapes)
 
         if slide_number == '*':
             slides = self._presentation.slides
@@ -87,6 +89,21 @@ def _find_shapes_in_slide(slide):
 
         return matched_shapes
 
+    def _get_all_shapes(self) -> Iterable[BaseShape]:
+        # Do we need all the shapes? Perhaps we should filter on tags here.
+        all_shapes = [shape for slide in self._presentation.slides for shape in slide.shapes]
+        return all_shapes
+
+    def _copy_tags_to_name(self) -> None:
+        all_shapes = self._get_all_shapes()
+        # This regex matches on tags
+        regex_tag = re.compile(r'^\s*(\{\w+\})\s*$')
+        for shape in all_shapes:
+            # We only copy contents we recognize as tags
+            match = regex_tag.match(shape.text)
+            if match:
+                shape.name = match.group(1)
+
     def save(self, filename: _Pathlike) -> None:
         """Saves the updated pptx to the specified filepath.
 
diff --git a/tests/test_template.py b/tests/test_template.py
index a1ba1bd..d00a923 100644
--- a/tests/test_template.py
+++ b/tests/test_template.py
@@ -2,6 +2,7 @@
 from pptx_blueprint import Template
 from pathlib import Path
 import pytest
+import re
 
 
 @pytest.fixture
@@ -38,3 +39,16 @@ def test_find_shapes_from_one_slide(template):
 def test_find_shapes_index_out_of_range(template):
     with pytest.raises(IndexError):
         shapes = template._find_shapes(0, 'logo')
+
+def test_get_all_shapes(template):
+    shapes = template._get_all_shapes()
+    for shape in shapes:
+        assert str(shape.text) and str(shape.name)
+
+def test_copy_tags_to_name(template):
+    template._copy_tags_to_name()
+    all_shapes = template._get_all_shapes()
+    regex_tag = re.compile(r'\{[\s\w]*\}')
+    for shape in all_shapes:
+        if regex_tag.match(shape.text):
+            assert shape.text == shape.name
\ No newline at end of file