Registering Your Domain Name

A domain name is the name or address by which an Internet user locates your web page or storefront. If the Internet has a geography, then the domain name is your store's address on the web, the location and potential destination for your online business. But unlike the world of brick and mortar, domain names are much more than a map to your store - they signal who you are and reflect the personality of your business, the style of your commerce, and the brand and image of your online identity. Of course, if your business already has an established reputation, by all means register your company name as your Internet domain name. If, however, your company is new and you need to coin a domain name, here are some key strategies to think about.

Perhaps the most important thing to remember is to create a domain name that is instantly compelling and very easy to remember. The web is growing exponentially, and this means that a domain name should be dynamic; it should stand out from the crowd and grab attention. If possible, keep it concise, sharp. Here, come up with a domain name capable of making the hyperleap between short and long-term memory, a name capable of generating brand identity and product awareness. Moreover, make sure the Internet user must go to great lengths to misspell your domain name.

Secondly, choose a domain name with a personality and style consistent with your target audience - it's probably customer demographics that should dictate the degree of formality, sense of humor, and tone of your domain name. And always remember that choosing a domain name is one of the first steps in company self-definition and branding. This is no place to be impetuous or offhand. Also, if the name is already registered, be prepared to come up with a creative variation on your original name idea.

Lastly, when it comes to registering a name for your online business, you generally have two options: to obtain an independent domain name or to acquire an address from your host provider. The first option is highly recommended because a personalized domain name (for example, www.mystore.com) has the advantage of providing you with a domain name that is completely and uniquely yours - one that can become identified with your online business, image, and identity. In the realm of domain names, clout is what counts.

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The following sites can help you coin an effective domain name.

OfficeLinks - OfficeLinks provides resources for small business owners and entrepreneurs starting an online business - including tips on selecting the right domain name for your website.

A Trademark Tale An article on the importance of trademarks and domains - and a discussion of the complexities of protecting them.

The Tricky World of Domain Appraisals This article deals with the reasoning behind how registered domain names are evaluated and appraised.

To Each His Own Domain A discussion of the recently approved top-level domain name categories - the first new domain rubrics since the 1980's.

US Remains Home to Most Domains This report documents where the majority of registered domain names are, who owns them, and how much money they are going for.

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