What’s in a name?


Jessica Lewis

I love the entrepreneurial attitude of small business owners. They dedicate their time, money and a lot of energy into providing the community with a new product or service. Some fail, some flourish, and all bring something unique to the area.

That said, I have to wonder about some of the decisions some local business owners make. When new businesses open, The Evening Sun tries to give them a little free publicity by writing a new business article in the paper. We tell people what they are, when they’re open and why the owners decided to set up shop in the area. Sounds pretty harmless, right? So why is it that some businesses turn down their chance at a little free press? It doesn’t seem like getting their name out there could do anything but help.

Another thing I find strange is that many business owners seem to ignore all the rules of the English language as soon as they become their own boss. Perhaps they’re just sick of answering to someone else, even if that someone is Merriam Webster, but for some reason, several business owners seem to ignore spelling and proper grammar even when deciding on the name of their business. (I’m looking at you Bargin Bin.) Maybe there’s a clever reason for spelling the name of the business wrong, but if there is, I’m not seeing it.

It’s not just local businesses either. Why did Dunkin’ Donuts decide to spell their name that way and convince an entire generation of children that dough and do are spelled the same way? And worse yet, why do so many businesses think it’s cute to spell country, kuntry?

I know it might seem silly to get so annoyed over a few spelling variations, but in my opinion, the first impression you get of a business is from their name. Before you walk inside and check out the merchandise, you read the name on the sign or on the door and get an idea of what the business is like, and to me, if they’re not willing to put forth the effort to check their spelling before ordering a sign, putting lettering on the door or creating a menu, my first impression is that they don’t care enough to get my business.