Starting a new business can be a long and complicated process. One of the most important first steps (and one that often gets set aside for later) is creating a recognizable brand that suits your business goals. Your brand should reflect your industry but should also set you apart as unique. It should be memorable, easy to say and spell and should appeal specifically to your demographic. Lastly, your brand should be available as a domain name.

Brainstorm: What are You Looking For in a Company Brand?

Because of how hard it is to get a simple domain name these days, your best bet is to attack the problem from the opposite side. Figure out how you want to present your company to the world. Are you fun and web 2.0 like Google or Mozy, or are you more traditional and neutral like Dell Computers or Verizon? Try to think from the perspective of your demographic. If your clients are teenagers, look at the successful businesses in that market. What are their names like? Take your time doing this research. The brand you choose will help shape your company, and once you start marketing, you won’t want to make any changes that could disrupt traffic or confuse consumers. Point is, if your business is successful (which it will be, obviously) you’ll be living with this brand for a long time. The energy you put into naming your company will pay off every single time you see the name in the paper or on your letter head, every time you say it on the phone. This is your business! You need to be proud of its name.

Start Searching for Domain Names

Once you have a solid sense of the scope of your business, start trying out domain names. Sure, many of your early choices will likely be taken, but you might be surprised. There are still many domains out there and if you know what you’re looking for, chances are good you’ll find one pretty fast. Aim for short and simple and remember your goals and demographic. Don’t settle for something too soon. Once you have a list of names you like, show them to friends. Ask people in your target demographic what they think: if the name is memorable and interesting, and if it would attract them to the company.

If you can see the name in lights, up on a billboard or behind home base, you’ve done your job.