‘Evano’ Identity Crisis: What’s In a Brand Name?

By David Sauter, CEO

Published: July 14, 2014

Whe_ it comes to telli_g your story o_li_e, it is importa_t to tell a co_siste_t bra_d story across the board. According to E_trepre_eur.com, “I_ a sea of compa_ies a_d e_trepre_eurs, it is easy to get lost i_ the crowd.”

For more than a decade, we’ve worked hard to tell a compelling digital brand story both for ourselves and for our customers. Yet, in our own efforts to avoid getting lost in the crowd something happened – something we_t missing.

We’ve seen and heard it all – from En Vano to Emvano to Evano – one thing usually seems to evade us, our “n.” For a while it was bothersome. After all, spending years and years developing a brand and making a name for yourself only to have someone mispronounce, misspell, or mis-recognize it can prove frustrating. Then we took a step back, asking ourselves ‘What’s In a Brand Name?’ and ‘Does It Really Matter?’

The Cons of ‘Evano’

  • As the brand owners, being miscalled ‘Evano’ does hurt us in a way, although its mostly personal.
  • “Web-wise, it lessens our SEO juice when people inconsistently try to search for different terms. It divides the search results.” On the other hand however, it gives us the opportunity to leverage more keywords in the long run.
  • It can convey the wrong idea to a new visitor.
  • Visually, it is inconsistent.

The Pros of ‘Evano’

Though one might wonder why there are pros to being called the wrong name, it all comes down to the attitude you take in business and in telling your story. If your brand occasionally (or often) get misrepresented online, you can take one of two approaches:

  1. You can frustratingly respond or give up on having a cohesive brand story.
  2. You can politely correct or even let it fly, and tell a story that doesn’t necessarily focus on one thing that makes up your value.

Taking the latter approach tends to create the best attitude and even might help create an additional dialogue. When it comes down to it, the little elements of brand recognition are not as important as the overall story you tell. So for us, it doesn’t matter what you call us – as long as we’re recognized as a valuable partner, not confused with another, and known throughout a core team. At the end of the day, as long as you’re still recognized and you yourself are consistent, even if others mistake it (as long as they know you exist in some form) maybe it’s okay. In the meantime, we’ll embrace the missing “n,” politely correct those who refer to us as Evano, and stay focused on continuing to do what we do best – cha_ge the rules a_d domi_ate your i_dustry i_ the digital space. Check out the official pronunciation of Envano: