For whatever reason someone needs a Domain, there is always the pain of finding the right Domain. Let’s take the example of starting a web business. Today the Domain comes first and the company name follows. Why? Well the Browser is the gate for user getting to your business. And you want the people to get to your business as easy as possible which means typing in your company name should always lead to your site and not to another one. The problem is that Domains get scarce over time just because most (at least the ones who are in relation to real world words) are already taken. But before looking at domains everyone should bear in mind the following points when looking for a name for their business:
- The name needs to be Descriptive
- Keep the name as short as possible (makes it also easier to type on a keyboard)
- Take an unique name (you don’t want to be confused your business with a competitors business)
- The name needs to be easy to remember.
In my opinion a big issue when it comes to fantasy business names. Especially names who should sound like something but are written in a different way.
- The name should be easy to spell (so you avoid frustration by typing in a wrong URL)
- A catchy name makes it even easier to brand your business later and
- Don’t make it too narrow if you might want to extend your business into new fields in the future.
> Seems to be very difficult, especially in the light of the domain issue which also has to be solved.
So what is the best ways to start looking for a name?
I would recommend to follow point 1 to 6 for finding your name.
1. Ask yourself ‘What is my solution all about?’
Write down the main functionality or topic from a user perspective.
2. Find descriptive words
You can use a service like thesaurus.com to find a whole set of words belonging to your main functionality (type in a word like “music” and it comes up with synonyms and related words)
3. Combine those words either with other words or just with an ending to make it more unique
An example could be the company Friendster who added just ‘ster’ to the word ‘friend’.
But if your business is working in one field and offers a special solution a very nice way to find a name is by combing two words describing both parts. Soundcloud did this very well by connecting ‘Sound’ for music and ‘Cloud’ for their solution.
4. Check the points I have mentioned before (descriptive, short etc.)
5. Check the name in terms of Multilanguage usage
Does it sound good in any language you want to cover and does it not contain a different meaning in another language (like the old marketing textbook example of Chevy Nova meaning in Spanish ‘doesn’t run’)
6. Check if the Domains are untaken
All the names you hopefully have found have to be checked for available Domains (domaintools.com is a useful tool). Decide beforehand on which Domains you want to cover (.com is the most important one, but also .tv or .fm could be interesting working in the music industry). If the Domain is taken you might be able to buy it for a reasonable price. Sedo for instance offers a marketplace for Domains (auction and fixed price) so you might find a good Domain there. I also assume that if the Domain is still untaken it shouldn’t be a problem in terms of legal issues (trademark), but you still should keep this in mind.
Hint: If you have found a name after all try to cover all other spots with this name asap (like on twitter).
To be honest: this work can be quite frustrating and won’t get easier in the future. I don’t think that the new top level domains will it make it much better (like .travel etc.). Anyway the time you spend on finding the right name is well invested because this decision will last for the entire lifetime of your startup. And not only the customer will be grateful for a well chosen name, also the investors and if applicable a buyer might appreciate that.
