How can I solve the mispronunciation of my company name?
Say a company name has two words in one, i.e. "TradAnimatics". Series of mistakes are made by clients and bystanders mispronouncing the name like "TradeAnamatics". How can a company solve this problem without changing the name because than it affects the whole brand. Should they put a dash, star, etc. between the two words? Thanks in advance for any advice.
The mind works overtime as far as auto-completion is concerned, for example:
For emaxlpe, it deson’t mttaer in waht oredr the ltteers in a wrod aepapr, the olny iprmoatnt tihng is taht the frist and lsat ltteer are in the rghit pcale. The rset can be a toatl mses and you can sitll raed it wouthit pobelrms.
The same thing applies for graphic design with Gestalt Psychology:
I wouldn’t change the name if it is established and a change is not a marketing move for gain, however if you decide to change don't worry with SEO as this is a very simple thing to resolve with a few techniques.
I would change the logo/branding with some brilliant typography rather than adding a character. I would help you but I honestly have no time at the moment and my graphics machine needs a new hdd.
I have this problem with my company name. We are a native Hawaiian company called Ha'aheo Services LLC. What I have done is for my clients outside of Hawaii is break it down on my business cards. So they can say it more easily. Also gave a meaning on what the word means in Hawaiian. Then my clients and other business people are more comfortable with saying it.
Sounds like a great opporutnity for some sort of shart video. Think like the old show Sesame Street. Recall the sketches where they told kinds the alphabetics and new words. The old rule of KISS, but from a video multimedia point of view. Wow! Is not the 21st Century a great place to live!...lol
I would put the correct pronunciation in parentheses next to the name on your Website at least. Once your brand is well known, you can remove the pronunciation information.
You can also guide people to pronounce uses graphic cues. For example:
TRADanimatics - get them started off on the right foot by going all caps or bold with "TRAD" and lower case + regular font with "animatics".
or reverse that:
Another option is to mix compatible fonts within name (as split between trad and animatics). For example TRAD is regular font and ANIMATICS is italic. Because animatics sounds like animated having the italics there implies movement so that's probably the best part to italicize.
Play with it and have fun.
I think you you need to make changes like making shortform of the name - which can be easily pronunced , having short form like all the the other brands , unforgotable , or you can keep the same name with different way of writting e.g T- Animatics or any other easy way of writting .
The best is making a marketing campaign around the mispronunciation! Everyone would remember you!!
Do like Geico did with the gecko. I bet noone calls them "Gecko" anymore and it is very memorable. Those guys at the Martin Agency are brilliant for coming up with a way to leverage the easily mispronounced name. Instead of a dash or star maybe the correct pronunciation in parenthesis like in the dictionary or on dictionary.com.
Of course I'm not sure how descriptive that name is and it might be better to just re- brand.
We produced just for fun a video: How to pronounce Debitoor. https://www.facebook.com/video.php?v=988174674532226&set=vr.988174674532226&type=2&theater
Firstly, it is essential that the possibilities of mispronunciation of brand names/labels/tag-lines be addressed at the early stages of development. A strategic campaign utilizing different tools and focused on the auditory perception of the brand can be a solution:
- employees should be taught how pronounce it perfectly - no excuses
- greetings/spiels should emphasize the proper pronunciation
- pre-recorded messages may be deployed through PA system, podcasts, answering machines..
- target other brand campaigns on radio, podcasts, online video ads to support this campaign
- phonetic spelling of the brand may be used for visuals
- a campaign may anchored on the "pronunciation problem"
Check out these links also:
A couple suggestions:
- Always include "traditional" in a slogan near the logo.
- Make your slogan something cheeky like "Where Every A is Short".
- Structure your verbal responses to include the name of your company. Hopefully they'll get the hint.
I work in marketing for Zco Corporation, pronounced ZEE-ko. I've heard many different attempts at this name.
- ZY-ko (like "zydeco" minus the middle syllable)
- zee-see-OH (usually accompanied by capitalizing it "ZCO Corporation")
My own attempt at personal branding comes from a silly school nickname that's just "Jack" spelled and capitalized weirdly. Jury's still out on whether it's "memorable but confusing" or "confusing but memorable".
Just correct people when they mispronounce it. I'm always correcting people who try to shorten my name. I'm Louise, not Lou or Weeze. I'm polite, firm and amusing, and say; "My little nieces and nephews call me Auntie Lou, and since you're not one of them AND you're a grown up, I'll let you call me by my real name - Louise." It usually works too.
If you correct it, it does help you brand your company,,,,
Previous comments were excellent. I want to add a different take. Simply have a creative director and art director work with type and the typography. See how it looks. Multiple ways, and with and without punctuation. There are families of type and their are thousands of fonts.
Play with them. Use strategies in Marketing. I know of a company that did 400+ variations to get everyone on board. You are not going to get everyone to know. You are looking at segments or segmentation, or targeting, specifically "People," in The 9P's of Marketing. I really like the suggestions of telling stories. Makes you and the company more RELATABLE.
But really what you sell and develop for Your "People, in the Nine P's" or potential customers many be much more important in the long run.
Here to help. All the best.
sometimes wrong pronunciation make you more famous. if many clients making the same mistake, that mistake become generally accepted assume truth.. Depend your image development, the wrong version may be easier to be accepted by people.
Any way changing the name in not possible and not an easy solution if the company is already established.
I remember a case study similar to this on a candy brand called Alpenliebe, because it is an internationally available brand changing the name was not a solution, so the the strategy they used is to get name registered in the mind of consumer as a sound instead of explaining what the name means. So in their commercials they started using it as part of the jingle (song) by splinting it as "al - pen - liebe" The strategy worked well.
One other brand that faces the same prob was ASUS.
Coming to "TradAnimatics" One strategy that comes to mind is that using a sound snippet in the website on how to pronounce it
Another One is to redesign your logo by making it clear that the name is a combination of two words (A clear distinction between the two words).
Pls check this link for one i have worked out, Please keep in mind I'm not a designer this is to make clear what i meant and also will work as a thought starter ;) :)
hope this helps.
I suggest using a parenthetical phonetic transcription as your tag line. It looks cool, friendly, fun and people appreciate the help.
Please make a short vedio story about this situation and email all your clients and also presented on the web.
Some good arguments offered for both retaining and changing the name. If your clients are found within a small, specialsed industry, making your business name a talking point. If your potential customers come from anywhere, you should change your name to something that people can find you on a We search - not so generic that they get too many search results, but not so arcane or hard to remember or spell that you risk them not be given able to find you.
To put a dash will mess with your SEO. How long have you been in business? Is it possible to slightly alter the name to avoid this mispronunciation? "Series of mistakes are made by clients and bystanders mispronouncing the name like 'TradeAnamatics'" is how you worded this. The mistake was not a well-thought out name to begin with. The "clients" and "bystanders" making these "series of mistakes" are not their fault, rather the "TradAnimatics" is difficult to pronounce for most. I'd have to think longer on solving this. Hint: Upper and lower-case characters (letters) do not affect SEO.
The primary focus here for me is with the lower case "d" next to the upper case "A". People do not naturally insert a dash, however in this specific case, if you desire to keep the name intact as it is "Trad-Animatics" looks still like a misspelling to me.
I work on branding. Names. Fixing faulty names that are mispronounced, etc. A very strong logo (I also do graphic design) could lend to the separation you desire with bold color choices.
If you have the chance, please email your logo to me. I'm interested to see if I can give you an concrete answer, or guide you in the right direction. What does "Trad" mean? What does this stand for? With Branding, this issue would not exist especially because you say in the above statement that this is a "Series of mistakes are made by clients". Clients should never be confused as to what your name is.
You need better branding to keep that name. Just my two cents. I'm stuck on this one, other than needing a more concrete logo and I'd strongly suggest marketing what "Trad" means because as you mentioned, it is not "trade".
Very confusing name. Names are everything and images support the name and visa versa. Not all is lost at this point, I lack the information needed to give a more solid answer, but find myself oddly stumped.
Best of luck to you. :)