Domain Considerations vs Strategic Name Development

I have been approached numerous times about developing a name “…with a .com domain available and no more than 6 letters” or something like that.

Limiting the number of letters and requiring a .com domain means you will end up with a random letter name/domain such as ksnhent.com (which is available!).

Clients who insist on making domain availability the primary reason for choosing a name are making a huge mistake.

A far better approach is to hone your brand’s strategy and test it with consumers until you find the positioning that is going to make all the difference in your business, then develop a name based on that positioning.

David Ogilvy once said “The results of your campaign depend less on how we write your advertising than on how your product is positioned.” The same is true for your name. Spend time developing a positioning that rings the bell with consumers and then go find the perfect name that brings that positioning to life.

Sound like a difficult thing to do? Not really. I know I am biased by my 25+ years of experience in building great consumer brands, but this task is not difficult. Time consuming? Yes. At times painful? Yes. Expensive? Could be. But in the end, the process of honing the brand positioning and using that as a basis for name development will pay dividends for years to come.

The one downside is, it is unlikely that a name based on a strategic foundation will have a short .com domain available. However, you can add modifiers to the beginning or end of the name to get a .com domain.

Here is an example. Let’s say you have developed a strategically based name of “Regal” for your brand name. Of course, www.regal.com is already taken. But here are a few ideas for domains that are available for a minimal cost:

HeyRegal.com
BestRegal.com
RegalQuick.com
RegalForever.com
RegalAllDay.com
RegalCalling.com
RegalEtc.com
HelloRegal.com
RegalForAll.com

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