ArticleBrand Identity for Startups: What’s in a Domain Name?

Brand Identity for Startups: What’s in a Domain Name?

I often see entrepreneurs searching for domains that enable them to stuff their URLs with keywords. Thanks to William Shakespeare, most people don’t think a name is worth much as long as their businesses do what they’re supposed to.

But think about it: The titles of books, movies, and bands are all representative of the things attached to them. Names mean something, and they shouldn’t be slapped on as mere afterthoughts.

Tips on Establishing a
brand identity for startups

For a decade, our business was called It followed all the “best practices” we commonly see — it was rich in keywords, search-friendly, short, straightforward, descriptive, and geographically situated. Yet it lacked something very important: an identity. R...

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