What Makes a Beneficial Brand Name Over the internet?

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Personal branding utilizes the same principles of brand marketing to help professionals discover their authenticity and unique promise of value.

One of the most innovative business tools I utilize with my clients to help them discover their personal brand is the 360 Reach Assessment tool. Your brand and reputation is identical. A certified brand strategist can coach you to select the right brand attributes to create the desired brand message.

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Generic names and Trade Marks

In the offline world a generic name is never a good brand name. Nevertheless people choose generic names because the name immediately communicates the type of goods or services the business provides.

Whether a name is generic is relative. Examples of generic domain names that have reportedly fetched large sums of money on a resale as domain names are and Such names are generic as brand names for a wine merchant or mortgage provider respectively. To give a ridiculous example, if the wine merchant used the brand name or the mortgage provider used the brand name the names would be distinctive rather than descriptive for trade mark purposes (although as a brand name it would still not be as good as a proper name - a side issue which is outside the scope of this article).;

A distinctive, different and non descriptive name gives you the singularity that is the hallmark of a memorable, trade markable brand name.

If a business can coin a distinctive name - ideally a proper name like Coca Cola, Exxon, Ford, Mercedez Benz, McDonalds, Starbucks, the name will be ideally suited to the purpose of building brand identity around it.

Why not a descriptive name?

You do far better in the long run with a distinctive brand name than with a descriptive one.

Names and brands - online

How does all this translate to the web where there is a tradition of choosing generic brand names?

What makes a good brand name offline is no different to what makes a good;brand name online. Although people tend to think it is good to opt for generic names – possibly because they confuse the search engine advantages that such names may have with what makes for a good brand name – generic names are in fact a poor choice of online brand name, just as they are a poor choice for offline brands.

Guidelines for choosing online brand names

On the web, people will only find you through your brand name.