A brand needs to be remembered, which is why the large corporates spend a lot of money securing he right domain name or trademark for their products.

Many startups and SMEs try and be ‘clever’ to avoid the costs involved with getting a good brand name. But what they end up with is a name that’s not only not clever, it may be making things worse. Add in the obligatory domain name purchase and I have seen some disasters; usually involving hypens, numbers instead of letters and misspellings.

If you need to explain the name of your brand, or spell out your web-hyphen-address, then maybe, just maybe, you’ve got it wrong.