Criteria for Choosing a Business or Domain Name

Yesterday I spent some time helping a close friend choose a name for his new business and domain.  I haven’t asked him if it would be OK to share the topic of his business or some of the names we came up with … so I’ll keep that under wraps for now.

Let me say, at the outset, that it is nice if your business and domain name are the same … it makes branding your business a bit easier … but it’s certainly not mandatory.  In order for this to happen, you might have to break some of the “rules” or criteria I’ve listed below and that probably isn’t in your best interest.

When we got together, we decided that instead of just brain-storming at the outset of our session, we would spend some time setting up the criteria, parameters, or rules that our ideas would follow.  We did that to keep us on track of the task we were undertaking.  We knew that if we stayed within the rules we set, whatever name we chose would be a good one.

So here are the 12 rules we decided to follow.

[ As an aside, this list is just what we came up with for my friend’s business.  You may have other rules you would like to follow if you are involved with this same exercise – more or less depending upon what is important for you.  Nothing is set in cement, obviously.  There are no “naming police” that ensure you don’t break your own rules! ]

Twelve criteria for choosing a domain name, company name, product name, or domain name:

1. Is it memorable?
2. Is the name easy to spell?
3. Is the name easy to say?
4. Is it dated or old fashioned or out of style?
   
5. Is it distinctive, classy, unique, or professional?
   
6. Is it engaging or does it spark your imagination?
7. Is the name in the spirit of your brand?
8. There should be nothing negative about the name.
   
9. Is the name fairly concise – as short as possible – but still brandable?
10. Does the name sound good – not awkward or contrived?
11. Can the name be trademarked or are you copycatting an already chosen name?
    
12. Is the name consistent with your market and brand?

There you have it – 12 great criteria for naming a business, domain, product, etc.

Side not here – #11, the criteria about being able to trademark (or tradename) your chosen alternative.  This is something that you will have to research online and possibly get an opinion or guidance from professional legal assistance.  Many small business owners don’t go to the effort to check business names already in service but that is not an acceptable way to begin doing business.

To your online business success,

Steve Browne

www.SteveBrowneDirect.com