Using Brand Based Domains

Brand based domains are domain names chosen based on a particular name by which that website or product will be known or marketed. These kinds of names are typically not keyword rich. Keep in mind that even keyword based domain names are “branded.”

Almost all current retail brick and mortar stores use their retail name as their domain name. Target, Walmart, etc. are using their “brand” to also promote their website.

It should be noted that no matter the domain name used, all domains are brand based. Every single website is “branded” by its domain name. It is how it is known and referenced. However, some domain name names are chosen simply because of the “brand” and not because of any particular keyword. For example, I could have named my website gigglesnort.com. No one would know what the website was about by simply looking at the name. The key task with such a website is to market the brand. If done successfully, gigglesnort.com could be readily associated with web tools in my market’s mind.

Think of some domains that are chosen simply to become a brand. Here is a short list:

-Google
-Yahoo
-del.ico.us
-technorati
-flickr
-Amazon

The purpose of these websites is not readily apparent by their name alone. However, all of us have become familiar with the brand over time and can readily communicate the purpose of each of these websites.

So should you choose a strictly brand based domain name?

If you already have a brand in place with your brick and mortar business, than the answer is yes.

If you are a beginner and looking to develop your first website, I would strongly recommend a keyword based domain. Very few beginners have the marketing skill necessary to truly create a “brand”. Start simple and develop those skills while ensuring some search engine love with a keyword based domain.

This post is excerpted from my Domain Name Handbook: Choosing, Registering and Managing Domain Names.