question How do I know if my domain name is brandable?

[Vivi]

I know this seems like a really basic question, but I still don't have a good feel for what constitutes a brandable domain name. I'm getting ready to sell one of my domain names, but I don't want to call it brandable if it's not, or vice versa.

What are some ways that I can figure out if my domain name is definitely brandable or definitely not brandable?

 

[Atomic Domains]

Doesn't have any real meaning, short, memorable and pronounceable.

 

[Dominium]

To find out if your name is a good brandable ask yourself:

• is it short and therefore easily remembered? (in letters and/or syllables)
• is it easily pronounceable? (in all languages that the target audience speaks)
• is it recognisable when vocalised? (radio test. Also, does it have internal rhymes, like 'logo'?)
• is it distinctive and/or unique? (after all, the primary point of a brand is to distinguish one business from another)
• how does it sound when vocalised? (e.g. esso sounds mellifluous, kwyx sounds quick)
• how does it look? (e.g. kwyx looks like a pile of sticks, esso looks like rolling marbles)
• does it have any inherent meaning? (esso = not so much, it's a vocalisation of 's' and 'o' (standard oil). kwyx = more so, sounds like 'quicks')
• how much can this meaning, or lack of it, be modified by brand design?
• what do you think of when looking at the name and when speaking it? These keywords will form the basis of the brand and it visual and vocal identity
• how do these keywords relate to the business name? What associations are there? Are these positive, neutral or negative?

 

[Nazz]

Would you use it for your very own business ?

 

[Vivi]

@Dominium , @D. Wells , @Nazz , thank you all for your helpful answers pointing me in the right direction. I especially loved the list from Dominium.

After thinking about what all 3 of you have said, would it be fair to say that the question of whether or not a domain is brandable is not always a hard-and-fast rule? I mean in some cases the domain would be obviously not brandable (or obviously brandable), but in other cases can it be harder to know if it's brandable? Or is it pretty easy for an experienced domainer to determine this?

Other domain attributes tend to be very cut-and-dried, for example a domain either is or isn't a .com , it either is or isn't an LLLLL, etc etc. But to me it seems harder to determine if a domain is brandable, but maybe that's just because I'm a beginner.

 

[Eriq Triumph]

I love this question!

For sure, Dominium already gave some excellent advice.

And I agree with you that, at the end of the day, it's a judgment call.

You might enjoy this example: Shocktop https://www.namepros.com/posts/5107046/

Best success to you in your endeavors,

Eriq

 

[Vivi]

@Eriq Triumph , thanks - I enjoyed learning about your shocktop dot com example. I'm realizing from your contribution that an added dimension to the brandability of a name is: time. Depending on what brands have developed out there from the time since the domain was registered can put the price up of the domain. Wow, you've given me a lot extra to think about.

 

[Eriq Triumph]

@Vivi

You're most welcome. I really like your thoughtfulness and insight here, and I have a good feeling that you're going to be very successful in this field if you continue such.

Agree, time is a huge factor in this industry, and I definitely had that on my side. At the moment, about 92% of the domains in our portfolio are aged, but we also are never in a position where we have to sell anything, so that works to our advantage as well.

But, in terms of brandability, you can actually "force" the time-issue by making a particular name brandable. This usually comes about with buildout of the domain, however. By "prettying up" the place, adding content, making the site more useful and visible, helps a potential end user to see its value.

You could correlate it to staging a house for sale, as opposed to trying to sell a vacant piece of property.

Anyone who's watched the real estate shows knows that having inviting, comfortable furniture in the home and the aroma of chocolate chip cookies in the oven as the prospective buyer walks in the door, helps them to visualize the big picture of them living there.

Cheers

 

[Vivi]

@Eriq Triumph , thank you for your supportive words.

But, in terms of brandability, you can actually "force" the time-issue by making a particular name brandable.

I had not thought of forcing the time-issue by making a name brandable. I have the skills to do it since I'm coming in with a background in blogging and site development. I'm a beginner when it comes to domaining though! . Anyway, that's a great idea you have there. Besides the domain I had in mind in the OP, I have a 6-letter .com that (from what I've learned so far) is brandable. It's pronounceable, nothing else out there similar, etc. I actually started developing it already, but that wasn't so much from a branding POV, it was only so it had a chance to earn something while it ages a little more. I hadn't thought of making that domain be brandable from the POV of increasing the value of the domain itself, yet from what you're saying, I probably could and should.

Thanks, that's given me a lot to go on! I very much appreciate your valuable comments.

 

[redesignunit]

this thread help a lot to all beginner.

 

[Willox Perez]

This is a great thread and many great points have been made. The interesting thing about brandable names you will know when you see one and as many have mentioned before the shorter and the easier it is to pronounce the more brandability it has.

Something that is super long does not stand a chance. The great thing about having a lot of brandable names there are now many popular market places that let you list those names and take advantage of all the traffic they bring.

- Will

 

[ismailbiz]

Many thanks for this threat. This is very usefull for me as a newbie

 

[Vivi]

@Willox Perez - thank you for pointing out that something long will automatically not be brandable. This actually helps me more than you might think, and like you said, it's an easy way to know when a domain is NOT brandable.

@ismailbiz - thanks, I like it when other newbies such as myself find a thread useful, it reminds me there are plenty of us newbies out there. I'm grateful that the more experienced members are willing to provide input and ideas here on NamePros.

 

[GetBigDomains]

I think I have a brandable group of domains but not sure, ah it's harder than I thought!
In my mind they're truly brandable but with so many - where to begin! Anyone can pm me to discuss further!
(if this is allowed?) Good luck all and Happy New Year!