Is your domain name brandable?

Written on 16 November, 2015 by Verity Meagher
Categories: Domains | Tags: branding, business, domain names, online business

In a world that's becoming increasingly digitally-orientated, your domain name is more than just an address. It's one of the cornerstones on which you’ll build your brand – so it's essential to get it right.

Your domain is one of the first things customers will see when searching online for your brand or typing in your URL, so it’s a key component of your marketing toolkit. Ensure it ticks all the right boxes with the help of our handy checklist.

1. Simple yet memorable

As you brainstorm creative ways to provide an overview of your business’s offerings – while bypassing the names that have already been taken – you may end up with some clever but overly-complicated ideas. Really, you want your domain name to be easy to remember and simple to spell. Your customers are only going to try it once or twice before they give up and search for a company with a domain that's easier to remember.

2. Includes keywords

Remember to consider your business strategy and your most popular products when creating the domain name. Do you have keywords in your company name or one that symbolises your brand? If you have an undescriptive brand name, you may decide to include a key phrase to help boost SEO rankings – for example, whizzpopcomputers.com rather than whizzpop.com. Ideally, you want your domain name to be in some way descriptive of your products or services.

3. Keep it unique

If you decide to remove your brand name completely, or if you have a brand name similar to your competitors, you'll need to work harder to differentiate your business. Look for things that make your company unique and highlight them if possible. It's also important to ensure you're not accidentally violating someone's trademark when brainstorming potential domain names.

4. Use the appropriate extension

Not only do you want to choose a domain name that’s in line with your brand, you should also have a think about what the extension could do for you. Would your business be best served with a .com extension, or would it be better to indicate the geographical area with .com.au? Perhaps it would be beneficial to choose one of the new generic top-level domain (gTLD) extensions like .melbourne or .sydney, allowing you to localise your business even further.