We recommend that you start by choosing the best name for your brand, then worry about choosing the domain. Here’s why.

Any time there is more than one product or service, there is by default a brand architecture, but a solid brand architecture is the result of intention and planning.

Here’s the behind-the-scenes play-by-play version of our renaming experience. We stuck to our typical process, except for the obvious fact that we were both the creative team and also the client.

There was nothing wrong with our old name. We liked it. A lot. We own the trademark. We have a great domain name. Clients and partners have known us by that name for 10 years. So we changed it.

‍

Copywriters aren’t namers. Your agency may not need a full-time namer on staff, but having a specialist you can call for all things name-related is more valuable than you might expect.

It can be tempting to kinda-sorta copy another company’s name. We’d urge you to resist the temptation, even if you think you could make it different enough to get the trademark.

A name is basically a first impression. It’s important to make a good one.