Amazon.com, Etsy.com, Zappos.com, what do these three domain names have in common? One, they represent some of the largest online marketplaces in the world, visited by millions upon millions of people annually. Two, none of these domains have any obvious connection to the products and services the companies that they represent or provide. In fact, two of these domains have no apparent connection to any word in the English dictionary, much less an idea, a product, or a service.
So, what are these quirky, unintuitive business names, and why do many hugely successful companies choose to use them?
These seemingly random and intuitive business domain names are called brandable domains, and in this article, you will learn why they are so powerful, and how to put that power to work for your business by finding and purchasing a brandable of your own.
The Problem with Descriptive Domain Names
Descriptive names, or keyword names, are names that consist only of dictionary words that unambiguously describe either the products or services a business offers, and/or the business’s value proposition.
The great part about descriptive names is that the nature of your business. When people see your domain name, they immediately “get it”, which saves you time educating your customers on what your brand has to offer.
This upside, however, comes with major downsides.
So how do you avoid all these problems? Easy. Use a brandable domain!
Brandable Domain Definition
Brandable domain names are unique, premium domain names that can be used to uniquely identify a particular company or brand. Whereas descriptive names come with a predefined meaning, brandable domains are defined by the brand they represent. They aren’t constrained by keywords that are relevant to what a business does. Often, they use are completely made up words, or twists on real words. If they do consist entirely of dictionary words, those words are usually more metaphorical than descriptive.
They can be either registered or unregistered, but they can’t be currently be in use. Nor should they have ever been used by another business or one with an established web presence.
Types of Brandable Domains
1. Keyword-based brandable domains are a unique play on a keyword. Usually the keyword will hint at the products services/products your business provides, its positioning, or the emotions your customers will get using your business.
Flickr.com – A play on the word “flicker”, as it relates to photography and taking pictures.Wikipedia.com – A clever combination of “Wiki” and “Encyclopedia”.
2. Evocative Brandable Names are names that contain a keyword or are based on a keyword, but a word that has no direct correlation with the products or services your business provides. Instead, great evocative domain names use association and metaphor to paint an emotional picture that speaks to a company’s high level purpose or positioning. For example:
Amazon – Conjures feelings of vastness, scale (Amazon’s emphasis on the economies of scale).Uber – In German, it roughly translates to “super, more than any” in German (A superior service to cabs).
3. Vessel Brandable Names are names that are completely made up, and not derived any specific keywords. These domains are completely blank slates. Vessel names allow you to build your brand free of any preconceived biases or opinions, allowing maximum brand control.That’s because vessel names mean nothing before you brand them, and however they are perceived will be solely determined by your branding efforts.
Why Choose a Brandable Domain?
Uniquely Your OwnIn the course of starting and building your business, you will invest in branding efforts. With a brandable name, you will have a name that is uniquely you, ensuring that all those efforts don’t go to waste. Also, because brandable domains are unique, your website will show up in the top of the results when your name is searched for. This allows your customers to easily find you when they are looking for you, which is a big plus.
Stand OutIf you are starting a business, you are most likely facing a sea of competition from other businesses in your industry that provide similar products and services. Anything you can do to distinguish yourself from your competitors is a major plus. Having a unique brandable name can help your business stand out and get noticed.
They grow with youLongevity is an important factor in choosing a domain name. The last thing you want to do is put a ton of time and effort into branding a certain domain, only to have to switch to a new domain (and business name) later because your business has outgrown the scope of your domain. As you grow and expand, and begin to offer new products and services, a good brandable domain will grow with you.
Cool FactorBrandable domains give off a distinctly new, innovative vibe. If you want your business to seem current and cutting edge, a brandable name can help you do that.
Built for catchinessBecause brandable domains aren’t limited by their relevance to your business or adherence to the English dictionary, they can be crafted from the ground up for maximum catchiness and memorability.
Can be Used as a VerbBrandable domain names can easily be turned into a verb, that your customers could potentially use to describe a specific service your business provides. This is because there are no built in assumptions about the domain.
Easy to TrademarkMost commonly used keyword domains are hard to trademark due to so many people using them. Having an invented name based on a keyword allows you to get around this.
Choosing a Brandable Domain Name
Buying a Brandable Domain Name
Unregistered Brandable Domains: If you luck out and find a great brandable domain that isn’t registered, then the process for buying it is the same as buying any domain. Just go to your preferred domain registry service (like GoDaddy or Uniregistry, add the name to your cart, and complete the checkout.
Already Registered Brandable Domains: Most great brandable names are already registered. Luckily you can buy brandable domain names from our specialized brandable business name marketplace. The process for buying these names is straightforward. Simply select the name you want, complete the checkout process, and follow the instructions for receiving the name.
Now that you have a good idea of what brandable domain names are, how to choose one, and how to purchase it, it’s time to take action. Here are some helpful steps to accelerate your journey towards acquiring the perfect domain name for your business.