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In many cases this has nothing to do with the diction of the receptionist. Out of context, the company name simply makes no sense to the ear.
Years ago I had an extreme version of this experience when a gardening columnist I was interviewing said something interesting about "squash vine borers." Listening, I could not form words out of those sounds. I had to ask her to repeat the phrase three times. I still wasn't sure I'd gotten it right and emailed her to check, only to learn that what I'd finally heard as "bores" should have been "borers."
Two names submitted in our first Named At Last naming contest, for a web design/search engine optimization company, exemplify this problem. Each contains the kernel of an appealing visual image, but out loud they don't work:
Ducks Tech Web
Agile Impala
In the first name, the consonants smudge into one another, and in the second example, the vowels blend together when they shouldn't. Corral a colleague who hasn't read this newsletter, and test this by saying each name naturally, without exaggerating the space between the words. Ask them to spell what you just said. Most of the time, the colleague will look stunned, unable to echo the sounds, much less spell words.
Use "the receptionist test" on any name you're considering for a company or product. Even if you primarily sell through the written word, there will be times when you need to call a business partner and have the name create understanding rather than confusion.
Isis Group International, for instance, uses the name of an Egyptian goddess in a word combination that comes across well to the ear and looks great in an artfully designed arrangement of fonts, shapes and colors. (See the logo at www.isisgroupinternational.com.)
The tag line clarifies what the firm does: Training and Consulting for a World of Difference. The firm's three experienced consultants conduct cross-cultural training, coach international executives, help smooth the process of cross-border mergers, and more.
With the story behind the name, an even deeper level of meaning unfolds. I wrote it this way for the opening section of the firm's brochure:
"Isis: Insightful Guidance for Global Success
"In ancient Egypt, the goddess Isis possessed a well-earned reputation for exceptional tenacity, intelligence, healing, resourcefulness and creativity. Isis Group International follows in her footsteps with customized consulting, training and coaching for today's smaller than ever, diverse world."
In explaining what the name means, the firm reveals some of its values and implies that it has certain qualities that matter to clients. Ideally, testimonials, other marketing copy and the firm's work itself all complement this story. The whole package then becomes unusually appealing and memorable.
For this naming strategy to work, you need a name that at least hints at the story and a story that contains something not generally known that fits how you wish the company to be perceived. Most adults who don't recall that Isis was an Egyptian goddess or her specialty as a goddess would still vaguely sense the international flavor in the name. With more familiar mythological figures like Hercules or Midas, however, the story would run the risk of belaboring the obvious.
Enlist the aid of a top-notch graphic designer and marketing writer to enhance the association with the story, and include a brief version of the story when you introduce the company.