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.
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.
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.
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.
If you correct it, it does help you brand your company,,,,
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.
It depends on how long he's been in businesss and how many customers/users identify with his brand name. It sounds like he should probably change the name. Many companies have successfully changed their company name even after years of business. He should notify his current customers by publishing a press release and email blast telling them about the name change. I don't think he should be too worried about it, but he should have a much catcher name that is easier to pronounce.
Sometimes people don't know where you are coming from when you are creating your tag line or brand. It makes sense to some but not all. You invested time and money creating your brand. So you either correct if you feel necessary or let it go and concentrate your efforts on building your company and it's brand.
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.
In the UK there is a retail company: "Marks & Spencer" and for some reason people couldn't say it [easily] so it morphed into "Marks n' Sparks". Here in Malaysia "Malayan Banking Berhad" morphed into Maybank. I guess this answers the question :-)
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
I have to agree with others: You should consider finding a new name. It's hard to read and pronounce. If you said it verbally to me, I wouldn't be able to spell it so I could look it up. The combo of terms has no meaning to me. Now perhaps it has strong meaning to your customers, but it needs grab new prospects as well.
Many large companies seemingly get away with having difficult names without meaning, but they have a $10 million budget to promote it.
What I say is true of URLs also. If you have to spell your web address, it's a bad address. Better long than obscure.
The best is making a marketing campaign around the mispronunciation! Everyone would remember you!!
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.
A company name that is difficult to pronounce is also difficult to remember and to refer to others. No matter the "vibe" the owner try to convey the company name should be friendly to potential / existing customers' tongues. Using stars, dashes etc means that you admit that there is a problem so why not taking a drastic action to solve the problem?
Changing the name to a more catchy could also be an opportunity to engage new potential customers as well as re-engage existing customers.
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.
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 .
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.
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 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.