When selecting a new brand name, there are several digital considerations that can influence your decision. While some factors carry more weight than others, it is crucial to evaluate the following elements when shortlisting your options.
The Ideal Brand Name
The perfect brand name is one that is unique and has never been used before. This ensures originality and reduces potential conflicts. Here are some approaches:
Invent a new word – e.g., Gamanix.
Modify a niche-relevant word – e.g., Calendly.
Combine two unrelated words – e.g., Hydrate Games.
Is the Domain Available?
A logical starting point is to check domain availability using platforms like GoDaddy. Search for your brand name without any extension, and review availability across major domains like .com, .co.uk, .net, .org, and .co.
Key Points:
- Prioritise .com for global recognition and .co.uk if you are UK-based.
- If these primary domains are unavailable, consider alternative brand names.
- If available, secure as many domain extensions as possible to prevent squatters or copycats.
Checking domain availability also helps identify potential conflicts. If multiple extensions are already taken, your chosen name might be in use, increasing the risk of trademark disputes.
Things to Avoid
Difficult Spellings: Avoid names that require frequent clarification, as they create confusion and hinder recognition.
Hyphens: These complicate URLs and reduce memorability.
Close Matches: Ensure that common misspellings of your domain do not redirect users to undesirable or unrelated sites.
Are the Social Handles Available?
Social media consistency is critical for brand recognition. Tools like Namechk can help check availability across platforms.
Tips:
If your brand name is long, consider a shortened version for social handles (e.g., BigGamerHQ for "The Big Gamer Company").
- Avoid having different names across platforms to ensure consistency.
- Register all available handles to protect your brand’s identity.
Research the Competition
Conduct a thorough search for your brand name using Google. Perform an exact match search by typing your name in quotes (e.g., "The Big Gaming Company") and review the results.
What to Look For:
Busy Results: Are there many brands or close variations using the same name?
Domain Rating (DR): If top-ranking sites have a high DR (e.g., 70+), it could be challenging to compete for visibility.
Positives to Spot:
No existing brand matches your name.
No knowledge panel appears on the right-hand side of the search results, indicating that no brand has yet claimed the name with Google.
Check Historical Use
Use Wayback Machine:
Enter your preferred domain name and review its history.
Avoid domains with questionable past associations (e.g., gambling, politics, pharma, or religious content).
Check Domain Registrant History:
Use tools like WhoisRequest to review:
- Past ownership records.
- Drops or transfers.
Domains with multiple drops may have long-standing Google penalties, making ranking difficult.
Conduct a Social Search
Search for your chosen name and associated hashtags on platforms like Twitter, Facebook, and Instagram. This ensures your brand is not linked to undesirable content or communities.
Key Action:
Search for your brand name and hashtags (e.g., #YourBrandName) to verify that it is free from negative associations.
Final Thoughts
Choosing a brand name is more than a creative exercise; it requires due diligence to ensure a strong digital presence. Following these steps will help you establish a solid foundation for your brand and avoid common pitfalls.