I’m usually touting the benefits of keyword domain names in many articles. In this post I’d like to analyze another common domain name type, brandables. A brandable domain is often thought of as a short, made-up word such as Google or Twitter, however this isn’t always the norm. There are different types of brandable domains, even those that do use keywords, so let’s dive in and see what they are all about.

First, a quick word on why a quality brand is important. A recent study shared by eConsultancy found that just 3% of traffic to eCommerce websites comes from social media, while a staggering 46% comes from brand familiarity. Your domain is your brand.

For once, you can throw Google AdWords keyword data out the window–well, almost. You may still be interested in targeting a specific keyword to be a part of your brand name, particularly if you will be using a two-word domain as a keyword/brand-word combination. You can now create your own words successfully if you follow a few guidelines featured below.

How a domain name is spoken aloud is one of the most important factors in determining brandability. Often called the “radio test,” you can simply ask a few friends to spell out a domain name over the phone or in person. If your domain name can not be understood clearly and remembered through word-of-mouth marketing that will hurt your brandability.

While many brands use three-words I recommend first researching two-word options. When it comes to the internet, shorter is always better.

I would estimate the majority of valuable brandable domain sales are between 4 and 6 characters. Virtually all four-letter domains and quality, pronounceable five-letter domains have been claimed, so you’ll need to browse the aftermarket for extremely short brands.

About the Author
Mark Fulton Founder
Mark is a web developer, domain investor and entrepreneur residing in the Research Triangle area of NC. Connect with Mark on Facebook and Google+ to get in touch and receive the latest resources from DotSauce Magazine.