Is it better to have a distinctive business name or one that is easy to spell?

Mamou-Mani speaks to people in a certain way. The sonority – the way the sound of the name appeals to people – delivers the foundation for your brand to deliver its message. You can call it appeal, stickyness or catchyness: it is what the other name does not have.

The principles against which you should test your brand names at this stage:

1. Is it catchy? Does it stick with people?

2. Does it go nicely with most of the branding conventions in your particular niche of business?

3. Does it break with a few of them (helps raise stickyness)?

4. Are there bad connotations or feelings associated with your brand?

5. Are there good connotations or feelings associated with your brand?

6. Is there still some free web equity for your brand in the channels that you will use to reach your audience?

If you score high on most of these questions, you might be on a good route.

Keep in mind that I do not perform intense research for Quora Questions (after all, I am in consulting), so the following might be sketchy and unverified.

So, let's run the test:

1. Is it catchy? Does it stick with people?
It sure is catchy, but I can't tell from here if it will stick with people. That you will have to test.

2. Does it go nicely with most of the branding conventions in your particular niche of business?
Name plus 'Architects'? Check.

3. Does it break with a few of them (helps raise stickyness)?
Not really from my perspective, but the sonority of your name (as Mike Nardine states correctly, it runs "trippingly on the tongue") gives it a particular flavor.

4. Are there bad connotations or feelings associated with your brand?
Don't see any from here. But you should always do some research on that. I once had a client whose name was also the name of a particularly fierce dictator, and something like that just 'might' hurt your business a bit.

5. Are there good connotations or feelings associated with your brand?
I see none so far.

6. Is there still some free web equity for your brand in the channels that you will use to reach your audience?
Important. Research that if you haven't already.

So far it looks like your brand is on a good route.

And btw: I find Manou-Mani distinctive as well as easy to spell. A little tip at the end: make sure you buy web equity for misspellings, too and redirect them. Simple as that.

See the answer on Quora:

Is it better to have a distinctive business name or one that is easy to spell?

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