Web Domain Names and Branding and (how not to do it)
By admin | Posted in Branding | No Comments
This 4 part series reports on how you must look at building a brand per se and not purely a business. The first part looks at domain names.
Is it now becoming a bit cliche to name your site something pointless and four-lettered even if it does sound Web 2.0? Quite possibly. You see when naming your site or business - or acquiring a domain name, you must look at the future, be visionary, don’t just look at the immediate future (1-2 years) look at 10+. So first of all, let’s go over what you shouldn’t you name your business or site?
Something generic: General, Standard, Online, Cheap, Store, Lowest, Computer, Direct (personal pet hate),
Something hard to remember, long, generic or stating the obvious terms: XSLST-IT.com, Burbeckcomputerstore.com, inetstore.co.uk, lcdwebltd.com, cheaplaptopsdirect.com, onlinewebdesign.com. carphonewarehouse (classic example of bad foresight).
Inserting numbers into the name: Mp34u.com, onlinephotos4u.com, phones4u.com. Aside from looking lame, these can work if the lettering is short and to the point: Games365.com (meaning you can play 365 days), stating the obvious using the letter 4 in-between words is cheap, and hard to brand it looks like your marketing department lost their way.
Purchasing the regional domain only: Lame. Get the dot com. If you can’t afford it, then save those pennies, because the dot com is perceived as being top of the Internet, the regional versions are just provincial or localized.
Sticking LLC, LTD, PLC on the end: This makes branding impossible, think about it, why would someone go “Oh yeah, go purchase of XYZPLC.com those guys rock!”?
Web 2.0 names: Faddish. When naming any business, you shouldn’t look at trends. Remember the guy who sold pet rocks? If your business plan extends beyond 2-3 years then don’t follow trends or fads. If you are after the so called “whores”, whether they be corporate, VC’s or fans, then maybe it’s OK. What you need to remember when jumping on the band wagon, just don’t be the last. Here’s a fun Web 2.0 name generator
Flickr
Doof
Furl
Burpr (made this up, does it exist?)
Keyword Domains: Still rule Google pretty heftily. Search for “Free Online Games”, sure enough first on the list is FreeOnlineGames.com, this kinda defeats what I said earlier, but you still can’t brand this generic name (you can get a ton of traffic though)!
Don’t forget:
Be prepared to pay: If you can’t get the $20 domain name you want so bad, they be prepared to pay a lot of cash for a good name that some cheeky bugger is parking. What else you need to look at, is how old the name is, does it come with a PR? Porn.com recently sold for $9mn.
