Mistake 3: Using Bizarre Spellings or Hard-to-Pronounce Names
Creativity is great, but getting overly creative with spelling can backfire. Some businesses try to stand
out by altering common words in unusual ways – for instance, spelling “electric” as “elektrik” or using a 8 made-up spelling like “Xtreme” instead of “Extreme”. Others mash words together in a way that’s just difficult to say. The intention is to be unique, but the result can be a name that people constantly misspell or mispronounce. A classic example: naming your crafts store “ArtzNcrafts” might look cool, but a customer who hears it might search for “arts and crafts” and never find you. Likewise, if you invent a name like “KwikKutz Salon”, people may not immediately realize how to spell it when they refer you to a friend (“Is that quick cuts with a K…?”).
Another aspect is pronunciation. If your name is a tongue-twister or unintuitive to say, it creates friction. For instance, a name with no vowels or lots of awkward consonant pairings – while distinctive – might leave people unsure how to talk about your brand. This is especially problematic now with voice search and wordof-mouth referrals: if a potential customer can’t say your name confidently, they might avoid bringing it up at all.
How to avoid it: Opt for clarity and simplicity in spelling and pronunciation. A good rule of thumb is the telephone test: if you said your business name over the phone to someone, would they likely spell it correctly from hearing it? If you have to spell it out each time, that’s a red flag. One slight exception can be intentional misspellings that are widely understood (for example, using “EZ” instead of “easy” – people get that). But even then, consider if it’s necessary or just making things complicated. If a creative spelling doesn’t add meaning or align with your brand persona, it’s probably not worth it.
Keep in mind, search engines are very literal. Someone who hears your radio ad needs to be able to type your name in correctly to find you online. If your name is Phyzix but pronounced like “Physics,” you’ll lose some folks. When evaluating a name, get feedback specifically on ease of spelling. Sometimes entrepreneurs are so close to a clever name that they don’t see the confusion it might cause. A little market testing can reveal if people are tripping over it. Remember, you want as few barriers as possible between a customer’s first hearing of your name and them becoming a fan of your brand. Don’t make them work too hard to find or talk about you.