At a time when people are increasingly searching online via voice, however, misspelled names have disadvantages.
That’s the perception of Bruno Benedini, a founder of branding consultancy Taillight. While a name like, for example, Lyft, works just fine typed into a search engine, he observed, a voice search would likely return results spelled “lift.”
For well-established brands, voice interfaces should be sophisticated enough to deliver results with unconventional spellings. But for obscure startups, Benedini said, unusual spellings could present a problem.
