We all know that branding is crucial to long-term success, but what exactly makes a domain name brandable? There are many factors that come into play here, but the most important ones are as follows:
- A brandable name has no specific meaning (eg ‘Google’ is not a word, ‘YouTube isn’t one either).
- It’s unique — your competition doesn’t use anything similar.
- It’s easy to memorize — not too wordy, no complex vowel combinations.
- It’s easy to pronounce and dictate over the phone.
- It sounds trustworthy — some names can be a little shady by definition, for instance,
WinTheLotteryToday.commay be too bold, but
Lotterio.comsounds way better.
To make the brainstorming process easier, you can experiment with some combinations of actual words and random suffixes, like I did with the
Lotterio.com example above. The main goal here is to create a potential for the domain name to build brand value over time.
In other words, as much as possible, try making sure the name has a good ring to it. It should be fun to say out loud, and not difficult to memorize immediately. Think about the likes of Uber: It’s short and snappy, and there’s no confusion as to how to spell it — even when mentioned in passing in a conversation.