When you’re thinking about a brand name or a new name for a business, because your old name doesn’t work anymore for whatever reason, especially if it was trademarked, should you get a domain that has a description of what you do in it or should you get a brandable domain name?
I’m much more in favor of a brandable domain name. I like shorter, one or two word domains, maybe three, but two is better. SilverCircle is an example of a brandable domain name. It doesn’t say “highperformancecoaching.com”. It’s SilverCircle. You have to give it meaning. Once you give it meaning though, it takes on a new dimension. And the people it means something to, it’s a very strong brand. In my world, SilverCircle is a very strong premium brand, like AMG is to Mercedes-Benz. If SuperFastBusiness is Mercedes-Benz, which it is, SilverCircle is the AMG division. It’s the high level division of it. It’s the aspirational level where everyone wants to be because if you’re in there, you’re doing really well. So when you think of the brand, don’t think about the keyword so much, seek more about a brand that could have real meaning for a customer when they know it.
The other thing is, I would say you know, my mantra is go “.com” and US dollars. If you possibly can, access the biggest market in the world, sell in a stable, known currency. If you have a very geographic-specific business, then of course get the geographic domain for your area. If you’re in London, and you have a shop, then maybe you’re a .co.uk, if you’re in Sydney and you have a retail store and there’s only one, get a .com.au by all means. Or if you’re, you know, a lawyer or a service that’s geographically penned in, get the domain for your geographic region.
But if you’re selling something online, that is a global market, get the .com, sell in US dollars and develop your market. If you’re in Australia, you should know there is an export marketing grant in the Australian Government through OzTrade, will pay you for the next seven or eight years some reimbursements to your marketing costs, which check all the fine print, but could include your Facebook ads, your virtual assistant for marketing purposes, your trips to conferences, your memberships to coaching programs that teach you overseas marketing techniques, and that’s certainly worth looking into once we can travel again. If you’re in the United States or the UK, I don’t know what programs are available, but check it out. Maybe you’ve got an equivalent thing.
See our products here