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Your Biggest Branding Asset – Your Name


What’s in a name? Quite a lot, as it turns out. Especially when it comes to domain names, a rose by any other name would not smell as sweet, despite what Shakespeare would have you believe. Not that Shakespeare knew much about picking a suitable domain name for a website.

If you are starting up a business, one of the first steps should always be securing a domain name that yields a high domain authority and that is relevant to your company, ideally including the name of your business. You don’t want to spend years building and branding your company under the name My New Company, to find that has already been snatched up, leaving you to resort to having to use something like…ouch! Think of a relevant domain name and do it early on or suffer the consequences and allow your business to get lost amongst the pages of the World Wide Web.

Branding Asset – Your Name

Of course choosing a relevant domain name is more easily said than done. There are many factors to consider when it comes to choosing the name that can determine the fate of your company. Often the simplest choice is also the most effective. If is still available, go with that. Be careful with choosing a modified version of your first choice if it is already taken though. Going with something like could easily lead you down a dangerous path. If someone wants to look up your company after hearing about it from a friend, they will likely omit the hyphens and end up on your competitor’s page. Your competitor will thank you for the new business and your pockets will remain empty.

You could get ahead of the tide and join the growing trend for special customized domain names and choose your own extension. With many new options for domain names available to be found at companies such as 1&1, creating a personalized name for your website like is far easier to remember and what’s more, it doesn’t tie your company to a specific country. If international appeal is integral to the success of your business, this is infinitely valuable as customers won’t be put off by the notion that you only cater to the American market.

Another thing to remember when choosing the name of your website is to pick something that instantly conveys to the customer exactly what your company does, but don’t be scared of being a little creative either. Something interesting and unique is often more memorable than a generic name. It may require a little more branding, but that too will pay off in the long term. If you need a little inspiration, you can always look to these well-known brands for ideas.

And if you’re still stuck, remember even Shakespeare had to borrow ideas from other writers occasionally, so don’t hesitate to check out what the competition is doing, but always put your own spin on it.

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