At BrandBucket, we are consistently thinking about the various words, sounds, letter combinations and characteristics that contribute most to a good domain name. After years of building companies and watching other companies get built, we finally decided to develop a short list of the common characteristics that all good brands seem to have. We came up with ten categories or “traits” that make up a good name: Length, Real Word/Expression, Alphabet, Pronunciation, Spelling, Conflicts, Industry Match, Longevity, Uniqueness, and General Retention. We then added an extra category specific to domain names: TLD (Top Level Domain).
