The Name Isn’t the Brand

They treat picking a domain like naming a newborn child. Or worse, like getting a tattoo they’ll regret forever. Hours get lost brainstorming, checking availability, worrying if the name sounds “big enough” or “professional enough.”

Here’s the truth: it’s not that deep.

The Real Job of a Domain

A domain isn’t your brand. It’s just the front door.

Its job is simple:

• Be easy to remember.

• Be easy to type.

• Point people to the value you’re actually delivering.

That’s it. Nobody’s buying from you because your URL is clever. They’re buying because your work helps them.

Value Beats Clever Every Time

Think about it: do you shop at Amazon because the name is brilliant, or because it delivers what you need in one click?

Plenty of successful businesses have “just fine” names. What makes them brands isn’t the domain. It’s the trust, results, and consistency built over time.

Your audience will care way more about the solution you provide than whether you landed the catchiest .com.

Don’t Let Naming Delay Your Launch

If you spend weeks stuck here, you’re avoiding the real work. The perfect name won’t make your first sale. The act of getting started will.

Pick something clear, get it live, and move on. You can always evolve, rebrand, or buy a new domain later. That flexibility is built into the game.

Closing Thought

The domain is just the doorway. The brand is what happens after people walk through.

So don’t obsess over the name. Obsess over the value you deliver. That’s what turns a random URL into a business people remember.