With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.
So you have a great new business idea. The big question is, “where do I begin?”
Your big idea gets its first breath of life when you give it a name. The name of your business is like the title of a book. It is the first thing your audience will hear or see before they attempt to learn more about what you offer.
In 2013, the ice cream powerhouse Haagen-Dazs released a commercial entitled “Even the Name Tastes Good.” The premise behind the short commercial was simple, as a series of actors slowly and seductively mouthed the name of the company’s new Limoncello Galato product.
During the commercial, only the actors mouths were visible, which left the onus of the marketing strategy squarely on the pronunciation of the product name: “Li-mon-chello.” On paper, “Limoncello” is a nondescript name that simply gives the Haagen-Dazs product its identity. When said aloud, however, the name takes on an entirely new connotation, one that is immediately transferred to the product. The sensuality of the name produces an emotional appeal that gives the product a life of its own.
A company’s name is often a very undervalued component. It should be, however, one of the most important. In fact, it’s far more than just a component; it is the foundation on which an entire business stands. This is especially true for Internet startups. With a bad name, a startup loses points on scales for credibility, legitimacy, influence, and even confidence. Understanding exactly what a business name is, how it functions, and the consequences of choosing a bad one will quickly set your business apart as a one that is accomplished and trusted.
The Google search world is changing rapidly. What was good SEO practice even a year ago has been replaced by new rules and guidelines. In order to stay relevant and successful, businesses must stay abreast of these changes and adjust their strategies accordingly. There is more to a domain name than meets the eye and Google has realized this.
If I asked you what the companies RadioShack and Kayak have in common, apart from their pleasant rhyme, what would you say? You likely would struggle to come up with a common attribute between an electronics company and a travel website. The biggest difference has nothing to do with their products; it involves their name. One company chose a name that although appropriate at the time, has now shackled them to an obsolete concept. The other company chose a timeless name that will allow them to grow and transform when required, a name that will continue to keep them at the top of their industry.
Starting a business can be a long and tedious process. Even when business models are completed and business plans filed, there is still much more to be done. One of the most important decisions for any new company is coming up with a name. Although some may see this task as something to be thrown it at the end, its vital importance is something that cannot be understated. A catchy and unique name is a company’s best way to create brand recognition. It is that brand recognition that will take a startup into the annals of success.
The first domain name was registered in 1985. Since then, industry experts estimate that over 270 million names have now been registered globally. The rapid increase in registered domain names tells us two things: 1) Internet usage is continuing to grow all over the world, even in areas where such services were historically not available; and 2) It is more important than ever to differentiate your company from the masses. A creative and innovative domain name can do just that. Generic or bland names are getting lost in the shuffle; skipped over as consumers look for that which is exciting and fresh. Giving yourself a quality and brandable domain name is the first step in getting your company off the ground.Giving yourself a .com domain name will do even more for your company.
In today’s Internet driven world, business owners looking to maximize opportunities have to think about many things that weren’t an issue twenty, even fifteen years ago. How is social media impacting your marketing strategy and do you have a sophisticated online presence to showcase your expertise, product line or services? The Internet has indeed transformed how we do business and more importantly, how we run business. But how about something as straightforward as your name, is a business name and a domain name one in the same? If you’re unsure, here are a few points to consider that can help clear any ambiguity that surrounds one of the most important features of your business - your name.
For thousands of entrepreneurs, investors and business owners, the “.com bust” of the early 2000’s came on fast and powerful, leaving many scratching their heads wondering what went wrong. As the internet craze began to take shape in the 1990’s, venture capitalists raced to fuel internet based companies in hopes of getting rich overnight. For startups everywhere, this was a dream come true, and many of them incorrectly assumed, a free ticket to success.
The number one rule when choosing a name for your business is to keep it unique. Yet while originality and distinction are important attributes, when it comes to your website extension, sometimes simplicity is best.
Brandroot Latest Posts
Brandroot focuses only on content related to business naming. Before selecting the name of your venture it is important that you have a solid grasp of what you're in for.
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