Hyundai, Skoda, and Vimto (sorry, Vimpto) have all run ad campaigns recently about the pronunciation of their long-standing brand names.
You might think these pedantic or whimsical, but business can genuinely be lost if your brand name doesn’t “bounce” properly.
This can actually be extra significant for B2B businesses, because bounce-ability is especially important for those who win work through referral or recommendation.
It’s possible to spend hours in branding workshops ensuring a new brand represents what the company is about and that it really sums up the company’s values. It looks impressive on paper, with an eye-catching logo.
But is it fun to say? Is it easy to remember? Is it obvious how to pronounce it (quick hint: if your name has a mathematical symbol in it, it probably doesn’t bounce)?
But most importantly, and most oft-overlooked: does it bounce off the tongue in sentences where it is likely to be used?
This is not a simple as it sounds. It’s understandable that saying, “You really need to speak to Bogle Bartle Hegarty & Stamp” is a bit of a mouthful. But is “You really need to speak to BBH&S” actually much easier in reality?
Of course, your brand name still needs to evoke your products services and epitomise your company values. However, if it then doesn’t bounce inside people’s heads, and then easily out of their mouths, what’s the point?
It takes some real thought, and sometimes some bravery, to adopt a more bouncy brand name. But if your brand name doesn’t bounce brilliantly, it could be losing you business.
Enjoyed this? Read more from Laura Weldon, StudioLWD