Branding in a digital world

For somebody who works most of the time on digital brands, it is still easy to overlook how pervasive is the influence of the internet culture.

Yesterday I had a meeting with client who is starting on a new business venture and he informed me he has started working on brand names: so what was his starting point? The domain name – he began by pumping possible names into a domain name search page.

Now, while the URL is a vital part of the brand identity, especially for a business based upon the web, it is not the only determinant. I would strongly recommend developing the right name first – bearing in mind all the communications criteria – brand values, cultural sensitivities, language limitations and competitive positioning etc. across all media – then look at domain name implications. Remember the domain name does not HAVE to be the same as the brand name – in fact, for many key brands, their websites have URLs that reflect and compliment the brand name.

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