What is Brand and why does it matter?
You sneeze and someone hands you a tissue or is it a Kleenix? It doesn’t matter because to the general public, a tissue is a Kleenix and vice versa. Marketed in the 1930′s by the Kimberly-Clark Corporation, the disposable tissue or Kleenix became a household name. It is a perfect example of branding at its best. When a brand name replaces the actual product or service, the branding is completely successful. So many people interchangeably use the word tissue and Kleenix that there is no confusion when someone is asking for a Kleenix.
The Internet uses domain names to link and categorize various web pages and sites that fall under the searched name. That is why there is a great deal of importance on linking your brand name to the specific product or service that it supplies. For instance, an internet search on tissues would not reveal Kleenix as the first item displayed on the search return.
A roofing company in Chicago with just a family name would not bubble up in the business name search for local roofers in the Chicago area. Try adding a descriptive to your domain name such as Windy City Roofers and incorporating the family business name. Then, you will discover that this has now achieved a position in the top three returns for the business domain search of roofers in the Chicago area as opposed to just listing the family name of the roofers.
As more and more people search for roofers in the Chicago area, they will see the Windy City Roofer listing and the two will become synonymous with one another. The object of branding is simply to make the interchange of your product or service a seamless transition. Someone sneezes and you offer them a Kleenix. This is branding at its best and should be used even on the World Wide Web. This is what happens when we talk about unique business names.