Your ecommerce store has a name and that name you will say over and over again in the course of the daily hustle.
The best brand names work audibly. Google. The best brand names are simple. Apple. The best brand names often merge two incongruent words together: Facebook The best brand names often use an incongruent suffix: Atlassian.
Try saying your name to someone in a crowded noisy cafe and see how long it takes them to understand it.
The best brand names don’t place glottal stop consonants together
What the heck is a glottal stop consonant?
A glottal stop consonant forces your glottis, the part of your larynx where your vocal chords reside, to close completely. Said on their own, fine. We use them all the time. Placing two together sounds awkward.
A big mistake I made with an early brand name was placing two words together that looked good on the screen but sounded awkward when spoken aloud. ‘Fast Creatives’ places two glottal stop consonants together, the ending ’t’ of Fast and beginning ‘c’ of Creatives.
Your Domain URL
Before you settle on a name, check the ‘.com’ is available.
People, your clients and prospects, are generally not as up with new online tech developments as you are and are normally hard wired to expect a ‘.com’ on the end.
Using something other than this creates one extra hurdle to a sales conversion that you don’t really need. Think back to the noisy cafe test or if you’re ever interviewed on a podcast.
Your URL is how people find you.
Make it easy for them. If you’re a local business, the ‘.com.au’ or ‘.co.uk’ version is best. But while you’re at the Registrar, also grab the ‘.com’ if you can and simply forward it to your local url. This makes it easy for your customers and an stop larger competitors coming in with a ‘.com’ version of your domain and stealing your traffic.
Do a quick google search to find out if there are other products or websites out there with similar names, in similar markets. If so, you may need to rethink your branding, especially if these guys are already ranking with your keywords.