You may wonder why invest in names? That may sound like a strange type of investment to the uninitiated. However, we all use names to identify products and services we use everyday: Google, Amazon, Facebook, etc. Imagine if Google was SomeSearchCompany and Amazon was TheDeliveryWarehouse. Would that help or hurt their success? The answer is obvious. Their successes are due in significant part to how easy it is to recall and say their names. Even if there was a “the” in front of their names, as was the case with TheFacebook at the beginning, it would greatly hinder their marketing initiatives.
Domain names are digital assets, brand equity, and the real estate of the Internet. Quality domains greatly enhance the perception, perceived value, credibility, and brand recognition. Choosing the right name for your business will greatly accelerate market penetration and acceptance. It will significantly lower marketing expenses.
The name, as in domain name, is the identity of a business. Domains are unique and only one entity can claim ownership of any single domain. It is important to choose easily recognizable domains that are not confusing. For example, TheArtOfDating.com will be easily confused with the more clear ArtOfDating.com. Don’t fall into the trap of selecting a domain that contains superfluous words simply because it is cheaper. You will be leaking traffic to the version of the domain that is more clear.