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Don't forget that your domain name automatically becomes your brand-name, whether you intend it or not. It will forever after affect how your company is perceived. As I've begun to understand branding better, I've worked hard to find domain names that also describe the purpose of the site, such as www.RattanLand.com and www.TradeWorld.com.
My son Dan's consulting company helps businesses define, create, and clarify their core brands and key messages -- and then helps implement brand strategies through collateral, advertising, website, and promotional campaigns. His domain name, BrandEtc.com, describes his business focus clearly -- but it took a couple of weeks for him to get to the "Eureka" moment of discovering this nicely balanced domain name.
The time you take to select your name is time well spent. The money you spend for marketing or branding consultants to help you get the very best name is a good investment, too.
by Dr. Ralph F. Wilson, Editor
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