The Importance of Branding a Domain Name Correctly
By Graham Jones
Google is one of the most well known online brand names – indeed it is one of the top brands of any business. Yet the name is wrong…! The correct spelling is “googal” – the mathematical name for the number of items the founders of the company were hoping to index. But in spite of the incorrect spelling, the name “google.com” is one of the most recognized and used in the world.
Facebook, started out as “facemash.com”, almost certainly for the better. Twitter is what birds do, of course. And few people would ever have dreamed of going up the Amazon to get a book. Many well-known online brands use domains which fail to really tell us what they do – yet we know and love them.
But you have to ask yourself why is it we love to buy books from a domain name which actually represents the name of a river? Or why we are prepared to adore a search engine whose owners clearly cannot spell? It is because they are massive brands and they have built those brands almost entirely OFFLINE. Massive public relations campaigns, journalistic articles and media coverage have meant that in the early days of each of these well-known domain names we all heard about them. Indeed, even today you can hardly move in the media without bumping into mentions of Google, Facebook, Twitter or Amazon. The URLs we type in are so well-known we don’t really stop to think how daft they might be..!
For the rest of business – companies that do not have the fame of international brands, or who cannot afford their PR budgets – the domain name they choose matters much more. There are a couple of reasons for this. (more…)




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