{"id":1281,"date":"2024-11-11T08:19:19","date_gmt":"2024-11-11T08:19:19","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=966"},"modified":"2024-11-21T14:27:58","modified_gmt":"2024-11-21T14:27:58","slug":"business-naming-insights-and-data","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/business-naming-insights-and-data\/","title":{"rendered":"Key Naming Insights Every New Brand Needs: Latest Data and Research"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\"><strong>Summary:<\/strong> In this comprehensive, data-driven guide to business naming, we presented 10 key questions to a representative audience of American consumers and venture capitalists. We gained key insights into which types of name are most interesting to customers, and most appeal to investors. We also discovered how consumers prioritize competing qualities of name, alongside common naming mistakes.\u00a0<br><br><strong>Key takeaways:<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Single English words <strong>generate the most curiosity<\/strong> about your brand.<\/li>\r\n\r\n\r\n\r\n<li>Consumers want names to be <strong>unique<\/strong> and <strong>creative<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>Consumers said the most common naming mistake they see is that <strong>names aren\u2019t memorable<\/strong>, while investors said that the most common mistake was that <strong>names are too similar to other brands in that industry<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>72% of consumers say that they build a stronger connection to a brand <strong>when name aligns with mission and values<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>77% of consumers say that <strong>difficult-to-spell names impact brand credibility<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>82% of investors say <strong>difficult-to-spell names make it harder to secure funding<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>Puns and metaphors are seen as <strong>the most interesting<\/strong> names.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> A business\u2019s name is its chance to make a strong first impression, on both customers and potential investors. To build a resource for a data-driven naming strategy, we explored consumer perception of name types and the impact of names on securing venture capital funding.&nbsp;<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>Our consumer perception questions were presented to a representative panel of American consumers aged 18 \u2013 64.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">We chose an audience of <strong>private equity investors, venture capitalists, and angel investors<\/strong> for questions concerning how business name assists in securing funding.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Our Results<\/strong><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Building Interest Through Name Type<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As a first impression, your name has to count. Does it inspire your customers to learn more about your brand, or does it elude memory, making your forgettable? Understanding which name types generate the most interest and curiosity in your brand leads you to a powerful name.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Single English words generate the most curiosity about your brand.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Rank the following name types based on how curious they make you about a brand. 1 is most curious, 5 is least curious.<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a789b82&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a789b82\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXddCqG5401YADCYBm9xHhWcm_vkUF_TgSDUTvwziFOXgETm6H95PgrgnynAscK8xw4E7c67mWBNZ4itGl7hjNaegdtCYAJwh8jGWFeO1u3ssaKFwSgRYosU1_xjalXklVyn5Id7BSnxLys8dYzVPTPfIQI?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Qualities of a Name<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Names have many qualities, from simplicity and creativity to the semantic connotations and emotions they evoke. One challenge for businesses and startups is knowing which qualities should be prioritized to create a name that customers want to engage with.<\/p>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Rank the following aspects of a name based on their importance in drawing you to engage with a brand. 1 is the most important, and 5 is the least important.<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a789e97&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a789e97\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc2fw8jsKSs6sGtFACpoKQWlSsz3WjZaIrADS2U1jLguiCuQeG8xiKEuYoF90ZZx5LJD0DMBuSRyRT8DRjYmi4goMukO-A90yxtFwGneosFkrJgZLEwhDx1O33FMmG_NSDkI51mw7IiVzcg2QB-iVbDG8q5?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Common Naming Mistakes<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Avoiding common naming mistakes is crucial for new brands and businesses. Understanding which mistakes consumers see most often allows brands to stand out from the crowd, while investors can guide brands away from mistakes that compromise gaining funding for your startup<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Consumers said the most common naming mistake they see is that <strong>names aren\u2019t memorable.<\/strong><\/li>\r\n\r\n\r\n\r\n<li>Investors said the most common mistake was that names <strong>were too similar to other brands in that industry<\/strong>.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Consumers: What is the most common naming mistake you see in brand names?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78a1f2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78a1f2\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdwWwDyqCEq954COP3PQUwKXRuN_n4HZ5ODyJig6fmV42a1VVpRyq1LpVWI7wVLDKQDH-fMdYVoMKPqegxntBwkLhAfrcWYsjP42PVsmygGAX4LfgJy8XSXYa6AMiy7T3QBQ2eFz4zEyWA35mkwl_EodFNU?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Investors: What is the most common naming mistake you see in brand names?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78a43e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78a43e\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXd5Zcq0do9dnZ2Y_c0SMJyA1RLD0xaSJHCIv290_LxdOKyC5rA6taP7iYgO0vEVkSq2KN7qopGhhxncHaE9ewUpBW1_l7t1-d3vTX9HHFqyUmesJUgE1_9x3QoYava63hiRZb4GFCG9GK2JTJtL34BOGnBR?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Unique Names<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Unique names differentiate you from your competitors and provide a platform for a powerful, inimitable brand.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>74% of consumers say it\u2019s important for a name to be unique.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>How important is it for a business name to be unique when you\u2019re choosing to engage with a brand?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78a786&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78a786\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfMdhz7Oq0q2VqHsTirKiGZrLv2rnFYdF9hdeSdi87l2lWobTG9yJFUUbO63Co7VRVzvGqznAGn7rzC-iKcFXSQG59H60XWDLFwnNUr-93YWEm6_Gxs0-cZ_6-zBnKS-YtvBPYDXWsNshwyIibZWMrOcIE?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Aligning Name with Mission and Values&nbsp;<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Having a social or environmental mission at the heart of your business can make a powerful impact on customers. Some brands, like Patagonia or Beyond Meat, align their name with their purpose; others such as Warby Parker and Ben &amp; Jerry\u2019s have names that do not refer to their values. We found that consumers build stronger connections with brands whose name reflects their mission.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>72% of consumers say that they build a stronger connection to a brand when name aligns with mission and values.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>How much do you agree with the following statement: I\u2019m more likely to build a connection with a brand when the business name aligns with their identity, missions and values.<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78aab4&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78aab4\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcskxgMdmNfgUneLIPt2dNVDw7MIBgugFpLtsfUjd9lByZZ0AwcvielJDwTzmgJLl9Rvs5BN64IrqdQ6W50wMXSsUQgfB7fekDLkahjjDl6HwWwUxUrid0HfOLQWEQyiwZElEkGT6crjx3T9jVoInF4UI4?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>The Impact of Spelling<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">We found that 74% of consumers say it\u2019s important for a name to be unique, but with over 30 million businesses in the United States, coming up with a brand-new name is no easy feat. To do so, many startups reach for alternative spellings, a strong strategy but one which must be employed with caution to ensure names are still easy to spell for customers.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>77% of <strong>consumers<\/strong> say that difficult-to-spell names impact brand credibility. 35% say it\u2019s very or extremely impactful.<\/li>\r\n\r\n\r\n\r\n<li>82% of <strong>investors<\/strong> say difficult-to-spell names make it harder to secure funding.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Consumers: How much does a difficult-to-spell brand name impact your perception of a brand\u2019s credibility?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78ae0f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78ae0f\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc00iCSPuXeonWCu2qjYD5M9kXsPzkgqji0_RZ6J3sDY-Ath9y4FQQiEP_WpS7Q3mhzBbILLepRfqN--d8Ci20FAEImNXBUr1gYxW1XgijjOWVRnOz7ouH973PoqUCkMcy5UIcGG4X-qeTa7Vj2MGR0Gva_?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Investors: How much does a difficult-to-spell name hurt a startup in securing venture capital funding?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78b053&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78b053\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXewdvS8lcVvN0deSpHoHmgJnO0iePLpvUu7kNO-107OMp657SfZqEDjCste2eAuelUui09SbVa9sZV4gg8YXaM6AwSGrmmORVoEqVu19ETeYEhzaoXLAJOnB_UMfWsZ1FxCWWL1K9d0CVkva85C452L7QuH?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Perception of Name Type<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">From a single word to a play on words, there are many name types you can use to connect with your customers. Understanding how your audience perceives certain types of names can influence your choice, and lead you to a name that interests and inspires your customers and differentiates you from competitors.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Single English words are seen as the least <strong>\u2018overused\u2019<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>Puns, metaphors and poetic names are seen as the most <strong>interesting<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>Misspelled words are often seen as <strong>uninspiring<\/strong>.<\/li>\r\n\r\n\r\n\r\n<li>Made-up or abstract words are seen as the most <strong>different<\/strong>.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>How would you describe each of the following naming types?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78b3e1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78b3e1\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdI2NG6iVJG_Bu77TcXi49YRZdMKRjTxWVOb2Gfk6nePd7oXCcAGHu_eCF69P60w09FqcWo9u2EQSNoFlKLq5FuEVNwmtMVuvZrY5GxzsJq6mmQixm0kYJyqbVpptNTW4DGq-fYapdW1SwaGJlPQJayc0XQ?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>How would you describe each of the following naming types?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78b60f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78b60f\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfTs21EY6-tDHwImEU94e17wM2NHt96ucpEIub6gIx8rxXE1f31CrXmfWuzDJg0Irf1kK3nJ2h-zd8k--AWP6VMetdgzMlaHp-vJrRb8iElMicCdRkiKH-FC2Woy87XJzwOWgkHWU5foKAjHhs5i480HJZJ?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Creative vs. Descriptive Names<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Names can be either creative, utilizing imagery and metaphor or unique letter combinations to inspire, or descriptive, giving your audience a fast track to understanding your product or service. Balancing these two criteria is a major challenge for new brands.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>53% prefer names to blend descriptive and creative elements.<\/li>\r\n\r\n\r\n\r\n<li>Creative names are more popular than descriptive names.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>When choosing among brands, do you prefer a name that describes the product\/service or a more creative name?<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3844a78b97b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3844a78b97b\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXftxFDbllIZp41Kpf2JRCbZW0kjV_A2dNP8NRxxHmNgT8y5NQZVU6Q2l2QiJTLfFIidFWvy0x_-mo-ezqBA_3RkKp4fc5Y34ACSrEeOLvLge6AUiRXA69AJrpCAON6Rm14ty335B_3zpdK-PWLDxM2KDZa1?key=YTrpNNxYQb6aS_qimcOK4r4H\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">We found that single English words generate the most curiosity about your brand, while hard-to-spell names damage trust and credibility. The good news for brands is that multiple types of names were described as interesting and different, giving you plenty of chances to stand out.<br><br>In today\u2019s digital world, every brand needs an online presence. Choosing your name and finding your brand\u2019s domain name should go hand in hand, to present a united front and coherent brand identity. So, armed with data-driven ideas about what your business name should be, explore our core research on domain names (coming soon) to find the perfect choice.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\r\n\r\n\r\n\n<figure class=\"wp-block-image alignfull size-large\"><a href=\"https:\/\/www.atom.com\/audience-testing\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"267\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png\" alt=\"\" class=\"wp-image-520\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-300x78.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-768x200.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1.png 1228w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>A business\u2019s name is its chance to make a strong first impression, on both customers and potential investors. 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