Success Is Never Accidental - Choosing A Domain Name
A domain name is part of your brand, your site identity. It is therefore important to choose wisely. In case you missed it, I refer you to Roberta's blog Brand Your Business Just Like The Big Boys
When you set out to choose a domain name it is important to have a good website plan in place.
Question: Where do you see your website in 10-15 years?
The thing is your website is a business and if you are serious about this journey you should already have a vision that stretches that far.
This vision is what will help you to choose your domain name wisely.
What Makes A Good Domain Name
- Go for the .com, they are more familiar and less likely to confuse your visitors, particularly those who wish to return.
- Keep it short and simple. Avoid numbers and hyphen.
- Name association is not always best. It does help your followers to remember your site and what you offer, however.
- Stand out from the competition. You are planning for your success.
What happens When We Don't Choose Our Domain Name Carefully
So you came in and thought I will talk about computers and chose the domain name computers dot com. Now five months later you would like to look at other electronic devices but you are stuck. Domain Name!!!!
Locked In
Choosing a domain name like books dot com fences you in. It sets some restrictions on where you can take this business later.
When your vision/goals expands you are forced to rebrand. This is why you ought to explore the posibilities for future direction before choosing. Even if you are a one man show today and don't see how you can possibely become a big conglomerate that shouldn't stop you from setting big goals.
Choosing Names like Nike, Amazon, Moz, Lion allows you to grow.
Rebranding
Rebranding usually happens for a reason. Much of this has to do with a change in goals/vision for our business.
Rebranding a website is not the most difficult task, however the older the site the more you stand to loose while doing it.
If done well rebranding can be great for business. Done poorly and your business becomes the next reference point for failure.
Rebrands can potentially alienate customers, particularly if your brand has a name association that followers are loyal to. The rebrands could cost you.
You could potentially loose customers, definitely drop in rank and you risk loss of revenue.
Personally I prefer to skip the rebranding effort by thinking through the branding process at the beginning.
What Do you thing about branding with your domain name and rebranding process?
Be sure to like and leave your comments below.
Candy Benn
Recent Comments
33
Wonderful follow up to my piece Candy and I do appreciate the plug.
You stuck in a bit deeper than I did and I guess it's because you're in the middle of the process yourself and contemplating a lot. Currently I have two websites up. One is focused on diabetes and its branded that way. That website was done for personal reasons as you may realise so that won't change.
The other was set up as an MMO site but now you've got me thinking because that can branch out into many directions. I guess I really have to look at my long term goals as you suggested and ensure that everything lines up because I don't want too many websites especially if one can be positioned for growth in the same but related "direction".
At some point rebranding will always become necessary, especially as generations change and their views, perspectives, and technologies changes along with them.
But until we're established I think it would be best to ensure it's done right the first time, so it can stand the test of time until a major reset is needed.
Thanks for making me think deeper into my own process Candy.
Roberta you are spot on in your assessment. Examining the other directions you may like to take your niche in in the future should be taken into consideration when choosing your domain name.
I'm in the middle of setting up a site I intend to brand but I also had a website that I rebranded at four months so I have some experience in both positions.
In fact it's all the thought that went into the rebranding process that has made me more cautious and aware of the need to plan well first.
Thanks for stopping by and for your input.
Candy Benn
Hi Candy, thanks a lot for the useful information here.
Actually I'm quite happy with my domain name for the time being.
I believe that there is a lot of area for maneuvering with what I have chosen.
As for rebranding, that is not something under consideration at the moment for me!
10 to 15 years, book a half time ad at the super bowl
I think there are two sides to the coin, one side business business providing active services and products, and then the blogging content creation business. There is a divide between the two, it can be huge.
Unfortunately the domain industry have this closed shop across the board habit of adding premiums onto what they perceive as what could be a premium brandabile domain name.
Which can make it hard to get that desired domain name.
I have to agree it can take time and a skill set to get that brandabile domain, and to make it work a strategic overview.
Well worth the effort.
Hi Alex, for someone doing more than just try this business, yes it's well worth the investment.
Thank you for stopping by and for your comments.
Candy Benn
I have chosen my full name and several variations of my name as domains. At the moment this has manifested itself into 4 domains with the dot com extension,
Not very exciting, but the domain name can stand the test of time, at least in my opinion. They are short with the exception of my full name, and has the meaning " Roy´s own" in Norwegian.
As such i believe I have a good chance in branding the chosen main domain. If it should be necessary I can use the other domain names to continue my business if anything happens to my main domain name.
I think you are right that a short can be easier to remember, and that a domain name that is "hot" at the moment can be a challenge later on, when trends change, and you risk the process of rebranding.
Roy
Hi Roy, there is nothing wrong with using your name. In fact it makes great sense if you intend to establish yourself as an authority in your niche.
WHEN you become a hit you can become more of a household name that way.
Have you ever followed Neil Patel? A popular name in Affiliate Marketing. He made his mark on the internet early and now who could miss his site with it named after him.
He had some earlier sites, successful sites I mean, funny thing I can never remember their names without looking them up on his name sake domain first.
Thanks for stopping by Roy.
Candy Benn
I hope to reach that level, Candy. It is written down as one of my ultimate goals.
Neil Patel is well known to me :-) Neil Patel is a well-known figure to me. I often use his advice and tools when I search for solutions to something and want s to learn some more about specific topics.
Roy
Well you are off to a fine start Roy.
I follow lots of his advice too.
All the best.
Enjoy the rest of your day.
Candy Benn
See more comments
Thank you Candy for this enlightening post. It has certainly made me stop and think about where I want to go and whether or not I have chosen wisely.
I think I am on to something and you have brought up some great points to keep me thinking in the right direction.
Hi Annette, just happy I can help.
Websites are businesses too and requires planning so as to ensure our success.
Thank you for stopping by.
Candy Benn