Here are 5 quick tips on naming your business, from the experts at BrandNewPerfect.Name:

1. We want the perfect domain name.

In the beginning, everyone pined over what seemed to be the perfect domain names – the obvious ones like realestate.com, entertainment.com and internet.com (how would you like to own the ‘internet’?). Then some creative upstarts such as Amazon.com came along and proved what everyone in the advertising world knew already…it’s not what your name is, but who knows your name. So if your brand came first before the Internet you’ll want to maintain that as your domain name (e.g. Metro-Goldwyn Mayer is MGM.com), but if you’re a new company, why now develop your brand with an original name, the way Twitter.com and Zoosk.com did (visit http://www.go2web20.net/ to see the names of new Web 2.0 companies). Coining a new name often makes it a lot easier to get the dot com you want, too.

2. Hey, that’s our name!

In many cases the “perfect name” for your company is already being used by another business, or else they’re using a similar sounding name. Before you even try to register a new business name or domain name, do a thorough search of the Internet, which can help you determine whether there are similar names being used anywhere on the planet. Check different spellings of the name, too. And even if they are being used, that doesn’t mean you won’t be able to use your version. Find out if the name is trademarked. Are they in the same business as you? If not, it may not be a problem for you to call your business Purple Rose Florists if the only other similar company is Purple Rose Tattoos. You can also do a variation in the spelling of the name, or include other words in the name to distinguish it or make it more specific to your business, e.g. Great West Technology can be turned into Gr8 West Tech, or Halcyon Communications can be turned into Halcyon Wordsmiths International. Avoid trademark issues by consulting a lawyer so they can do a search for you in your own country and other countries as well, where the laws may be different.

3. We wish this weren’t our name!

Sometimes your current name and brand is a liability when it sounds too similar to something with negative connotations. Imagine if you ran a store in New York City called Twin Towers Photography? In a real life case, Greenleaf Marketing in Springfield, Missouri, decided to rebrand itself as Red Crow Marketing because their original name sounded too similar to Greenleaf Companies, a real estate company being investigated by state agencies. In those kinds of situations, it makes sense to go through the effort, expense and even risk of rebranding under a new name.

4. We need something that sounds edgy, contemporary.

Rebranding yourself with an edgy, Webby-sounding name doesn’t usually work unless you completely re-style your entire company, and even then it might just seem blatantly superficial and disingenuous to customers and business partners. If you’re a drycleaning company and you re-brand yourself as “e-Clean”, you’d better find a way that people can order drycleaning pickups online or some other Web-related services, otherwise you’ll risk sounding foolish. On the other hand, it doesn’t hurt to style yourself after what you want to be and where you want to be rather than where you are now. Should a name say something about what your business does? Not always. It helps if the name is intuitive to people so they can tell what you do, but once you build a brand you don’t need any further descriptors. For example, does the Coca-Cola Company need to be called Coca-Cola Carbonated Beverages? Instead of simply describing your company by what it is, e.g. American Glassworks, try creating a name that describes its qualities, what it does for the customer or client, or what kind of impact it will have. As a name, Yahoo! didn’t literally describe what the company was offering, but it did describe the exciting experience of finding new sites on the Internet.

5. We want to see our name up in lights.

Not every name will have a symbolic or visual quality, but that’s an important consideration because when it comes time to develop your brand expression – e.g. your corporate colors and logo – how would you like your graphic designer to depict your company. And is that going to be the right image for your company? The name Lion Security lends itself to an instant visual, and it suits that kind of company because it portrays power and strength, but would the same visual suit a retail story selling baby clothes? Perhaps, if it were visualized as a cartoon lion sitting beside a lamb. The point is that the way your name will be visualized is also important in the selection process, not simply the originality or availability of the name. Let’s not forget that a product or service can have its own unique name and sub-brand, too. Rather than just calling your new product “Digital Widgets,” to use a hypothetical example, find out whether your marketing experts or consultants suggest creating a sub-brand with a distinctive name (e.g. Widgetmania) that can be promoted both together and separately from your corporate brand. There are pro’s and con’s to sub-branding…but that’s another topic for another post.

Disclaimer: This article is offered for informational purposes as a free public service and should not be construed as legal advice. Consult your lawyer on all legal issues relating to domain names and trademarks. ]]> http://usabilitydesign.digitalpractices.com/2009/02/23/how-to-win-at-the-name-game/feed/ 0 http://usabilitydesign.digitalpractices.com/2008/12/16/10-quick-tips-to-help-you-find-unique-domain-names/ http://usabilitydesign.digitalpractices.com/2008/12/16/10-quick-tips-to-help-you-find-unique-domain-names/#comments Tue, 16 Dec 2008 23:43:11 +0000 Garth A. Buchholz http://usabilitydesign.digitalpractices.com/?p=208

Here are 10 general tips on domain names for organizations to consider when shopping for a good domain name to register. Keep in mind these are rules of thumb, and there are often some exceptions to these, but if you research your domain names well before you register them or use them, you’ll spare yourself unnecessary time, money and aggravation. 

1. NAME LENGTH

Remembers the basics – some usability studies have found that more than 16 characters is too long for a domain name. But it depends on how you’re going to use it, too. If your intended users are likely to search for it using a long word or combination of words rather than typing out the URL, then a long domain might be the best thing in some cases.

2. TOP LEVEL DOMAINS

Consider most TLDs (top level domains) including .net, .biz, .name, and country domains, but .com is still the best. Dot org domains are for non-profit organizations, and even though this isn’t a requirement in order to register at dot org, people will assume your site is a non-profit if you use that TLD. Many country-specific domains require that you are a resident of that country in order to register a domain with that TLD, e.g. Canada’s .ca

3. TRADEMARKS

Be careful that your domain name doesn’t sound too similar to that of another company on the Web, ESPECIALLY if their name and domain name is trademarked, and ESPECIALLY if you’re in the same line of business as them. Do a few Google searches using the proposed domain name and some variations on it to see who else is using them, if anyone.

4. BRAND NAMES

Your domain name doesn’t necessarily have to be the same as your organization’s name, but it can get confusing for people if it isn’t.  If the name of your organization or brand appears to be unavailable in its most obvious format, e.g. “TheNameofMyCompany.com”, look at the possibility of using other TLDs  (see #2). Another possibility is to name a domain based on what the company is trying to achieve online. For example, if your name is ABC Plumbing and abcplumbing.com is already taken, try registering a domain name such as “abconline.com” or even the more spunky “virtualplumber.com.”

5. DOMAIN NAME VARIATIONS

If you own other domain names that aren’t linked to a site, and you’d like people searching for those names to hit your site, then you can always redirect them to your main Website. One caution: be careful of this, because sometimes search engines will index your site under one of the other domain names not the main domain name the site is hosted on.  

6. DOMAIN NAME BLOOPERS

Before you decide on a domain and register it, consider that it may not read the way you want it to when it’s read as one word, all lowercase. The Web has many funny examples of this, e.g. the travel site ChooseSpain.com” can be read as “ChoosesPain.com”

7. HYPHENATION

Many hyphenated versions of names may be available, but that doesn’t mean they’re desirable or even legal. You won’t get away with trying to register mic-rosoft.com, for example. Also, people will become confused about whether the domain name requires a hyphen or not, and if they type it in without the hyphen, they may end up on the wrong site.

8. SEARCH ENGINES

Something else to consider. In many ways, domain names don’t matter because most people are now using Google to find sites rather than typing in a URL or finding it in their Favorites/Bookmarks.

9. DESCRIPTIVE NAMES

On the other hand, sometimes it helps your search engine ranking to have a descriptive domain name as search engines will index it accordingly, e.g. “DeliciousDonuts.com.” There can be several search engine optimization considerations when researching domain names.

10. NEW WORDS AND SPELLING

Finally, you can always coin a new domain name by using a different spelling for a commonly known word or words, or by combining commonly known words, but remember that people may forget the unique spelling or the coined term if it’s not intuitive enough, or not marketed well enough.

 As a brief footnote, don’t ever forget to renew a domain name if it’s important to you, or you may never be able to reclaim it again except at a high cost.  While there is nothing wrong with reserving names (as long as you’re not reserving a name that was trademarked at the time you registered the domain), many Internet “cybersquatters”  buy up domains to resell rather than to use for themselves. 

They may contact you to offer to sell a domain name of interest, or you may even contact them if the site appears to be for sale. Let’s just say these domain names are offered at vastly inflated prices, and if you negotiate, they will usually drop their price but rarely to its true market value. 

Disclaimer: This article is offered for informational purposes as a free public service and should not be construed as legal advice. Consult your lawyer on all legal issues relating to domain names and trademarks.

1. Create a Google Gadget.
   You can create Google Gadgets such as a countdown timer (to an event), a list (of ideas, suggestions, products, etc), a microblog (what you’re doing or working on) or a YouTube channel (videos about your company, service or product), then publish it on the Google network for other people to add to their customized iGoogle page. You can also email the Gadget link to a list of people.  
2. Post comments on related articles.
   Many news sites or ezines include an option to leave comments at the end of articles. Some like CNN even track backlinks from blogs that link to the article. Search for articles related to your company’s business, then post an intelligent response or comment on the article, including your company’s name, URL and/or email address, if possible. 
3. Write a press release.
   Your press release can be about anything, but should be tied to something timely such as a recent event or announcement. Many sites such as the ones cited here offer a free press release service. 
4. Create a Facebook app.
   Facebook makes it relatively easy to develop an application that Facebook users can add to their profiles and pages. Facebook still has some buzz in traditional media channels, so sometimes you might even get some earned media (an editorial article written about your company) because of the interest in your new Facebook app.
5. Piggyback on someone else’s email subscriber database.
   Wouldn’t it be great to get a plug for your company in someone else’s mailing list? If you know of a company or an individual (such as a blogger) with a sizeable mailing list, offer to barter some services or products in exchange for a mention in their next email newsletter or notification. If you do have your own mailing list, you can ask another list owner to include a link to your sign-up form, or offer to add their sign-up form to your page if it seems that subscribers on each site may be interested in the other site’s content as well.   

Got more freebs? Share the wealth…let us know about your tips by posting them here. 

Email: Garth@DigitalPractices.com

* Services cited in the list above were free at the time this list was published, and have been published here as a service to readers. Some of these sites may offer fee-based options as well.

For every rule of thumb about the Internet, there’s one “on the other hand.” In this case, creating a new site using a new domain name may be a good strategy for attracting new users to your parent site and for giving your stodgy corporate page a bit of edginess by way of association.

For example, Burger King’s highly effective viral marketing campaign had its own spinoff site at http://www.subservientchicken.com — a hilarious, interactive gimmick that was silly, but also linked to the Burger King corporate site. After seeing their Subservient Chicken site, it’s hard not to think of Burger King a little differently than you did before.

And of course, the campaign not only reached many users who might have never bothered to visit the BK.com corporate site, but it also gave them a way to tell their friends, family and colleagues about Burger King’s funny new promotion.

A spinoff site is not only a good marketing tool, but it can have a limited lifespan, too, after which you can just redirect users to your parent site. Think of these spinoff sites as W3 “special agents” that can be given a special mission and sent off into unknown Web territory to scout for new site visitors, bring back former site visitors, carry out specific assignments, convey information or other content, and then be recalled after their mission is completed successfully.

Home base is always your homepage, but these “special agent” spinoff sites can help you attain your Web objectives. They help you leverage the power of the Internet by using a new metaphor for your Web activities. Instead of being a virtual real-estate owner in a worldwide neighborhood where you wait for people to visit you, you can start deploying a virtual salesforce that visits other neighborhoods and knocks on new doors.

If professional communicators want I.T. professionals to give them a little more respect, and quit calling their work “fluff”, they need to start adhering to some clear standards and technical rigor. Yes, communications is also a “technical” craft, even though it’s more often included under the heading of “arts” rather than “science”, and as someone who has been a communications professional, I know what kind of discipline, experience and skills it requires.

When I put on my “Web” hat, though, I have to say that I am disappointed at how many communications professionals are making excuses about why they don’t understand the Web, or how they don’t have the skills to develop content for the Web. Maybe some of our older colleagues (50+ years old) who worked in communications before the Internet era can say they haven’t developed the skill set to do Web communications, but it seems that many of our younger communicators (even those in their 30s) should be highly skilled in Web communications by now…yet they are not.

At the risk of offending many of my colleagues in the Communications field, here is an urgent call for the reform of our practices:

• Don’t be intimidated by those in information technology roles who hold highly specialized technical skills - the principles for developing good Web content are the same no matter what technology is used. Learn about what IT people do. Learn the jargon. Keep up on new developments in technology, even if it’s only at a superficial level. 
• Don’t relinquish control of communications work to people who are not communications professionals – whether you know it or not, there are standards and techniques for what you do, and if your colleagues or clients aren’t aware of them, document them and then follow them faithfully. If your communications practice doesn’t demonstrate rigor and discipline, you will never gain the respect of I.T. professionals or senior managers.
• Learn information design. Learn information design.  Communications has become more than just writing, speaking and presenting – it’s also about business, design and technology, all channels for communications. Learn about information design for the Web so that you have a more holistic understanding of everything that impacts Web communications.
• Don’t write for Web the way you write for print. Above all, learn the differences between print and electronic communications, and demonstrate superior skills in creating communications for both media. There is simply no excuse – no excuse – for not having the skills to write for online media. The Web is not a recent phenomenon anymore, it’s a cultural pillar, a leading arrow for change in the way we live our lives and communicate with each other. When it comes to the Web, don’t be a broken link. 

When Web customers click on a link, that’s an interaction, but when they submit a contact request, that’s a transaction of information – they’re send you their personal “content” and expecting the site to respond accordingly. They’re sharing their personal information and inquiries, and the Web site administrator is providing customer service in return. 

Back in the day when the Web was young, most commercial Web sites had very little content, yet never failed to include someone’s name and email address on the homepage. Google forward 10 years later and the “Contact” or “Contact Us” content is most often tucked into the header nav or footer nav. Click on it and you might get a mailform, a simple “Contact our Webmaster” link or, with some serendipity, you may find an actual phone number and mailing address. 

A December 2005 Jupiter Research report found that since 2000, the number of sites that responded to email inquiries within 24 hours continued to decrease. Only 45% of sites surveyed responded to email inquiries within 24 hours, and 39% of sites took three days or longer to reply, or did not respond at all. 

Last year when I was on the judging panel for the 2005 WebAward it struck me that of all the dozens of Web sites I was reviewing – and many of which were award winners in one category or another – it was rare to find a site that had extensive contact and customer service information. Most commercial Web sites, including public sector and NGOs, simply do not provide excellence in “customer service experience” when it comes to their customer contact transactions: 

1. CONTACT INFORMATION IS HARD TO FIND.

Contact info is hidden, obscured or limited to a simple “Contact the Webmaster” email link. To improve your site’s usability, make sure visitors can easily find contact information by displaying prominently on the homepage and in all headers/footers. Contact-related content should be transparent, comprehensive and responsive. 

2. NOT ENOUGH CONTACT INFORMATION.

If an organization wants to hide, why is it on the Internet? All Web sites should provide at least the names of the key people responsible for the organization and the site, as well as their contact phone numbers and email links. For larger organizations with publicly accessible offices, mailing addresses and street addresses should be provided as well. 

3. WEB SITES DON’T RESPOND OR TAKE TOO LONG TO RESPOND.

When a visitor contacts a Web site, the assumption is that a person responsible for the site within the organization will respond to their email at least by the next business day. Getting swamped with emails through your Web site? That’s your problem, not the customer’s. Don’t make your Web customers stand in a virtual lineup all the time just to get a simple email response. 

4. WEB CONTACT IS TOO IMPERSONAL AND INTANGIBLE.

After a customer clicks to submit their email, what evidence do they have of their transaction? The Jupiter Research report found that, of 92% of Web sites offering email as a customer support option, only 41% acknowledged receipt of customers’ messages with automated email responses. Also, in autoresponse emails and tracking emails, more sites should include a unique customer service number for tracking as well as an email address and/or telephone number as well as a customer service manager’s name that they can contact if they are not satisfied with the service they are receiving. 

5. CUSTOMER SERVICE EXPERIENCE IS POOR WHEN SITES RESPOND TO WEB CONTACT TRANSACTIONS.

Make sure the follow-up to Web site contact transactions is friendly, personal (include a service agent’s first name and contact information) and effective. If it seems a request cannot be resolved by email, provide the customer with a way to elevate the request so that the issue/request can be resolved.