Say it without showing it
Imagine someone recommending your business while walking out of a café. There is no logo, no written URL and no chance to point at the spelling. Does the listener know what to look for? That is the practical question behind the radio test.
Say the proposed name once to someone who has not seen it. Ask them to write it down, then say it back. Repeat with a few people from your intended audience. A small test will not predict success, but recurring confusion is worth taking seriously.
Listen for friction, not just preference
Notice where people hesitate. Is a vowel ambiguous? Does a doubled letter disappear when spoken? Does a clever spelling require an explanation every time? An invented name can still be excellent, but its memorability has to justify the effort it asks of people.
Test across the accents and languages your customers actually use. A name that feels obvious to its creator may land very differently with a new listener. AI pronunciation guidance can suggest questions to investigate; it is not a replacement for those listeners.
Sound is a cue, not a formula
Soft, flowing sounds may suit one identity; clipped, energetic sounds may suit another. Those are useful creative directions, not fixed laws of consumer behaviour. Product category, language and familiarity all change the impression.
Compare two or three candidates in the same context: a voicemail introduction, a customer referral, a short pitch. Listen for fit as well as ease. A technically pronounceable name can still feel wrong for the promise you want to make.
Test the whole destination
Finally, say the name together with its intended domain ending. An unusual ending or spelling may need more explanation than the name itself. Check the written version too, including readability at small sizes and common typing errors.
Use the findings to improve your shortlist, not to reduce naming to a single score. The strongest candidate balances meaning, sound, access and distinctiveness — then receives the appropriate domain and trademark checks.
A considered name starts with the right questions. Explore your own next chapter.
Test a name
