Beggars can’t be choosers

Dear Peggy,

I want a cool company name, but it has to have an available domain name (url) and be trademarkable. What’s the most important thing to consider?

Signed,
TM or URL?


Dear TM or URL,

Good question. Obviously finding a cool name is at the top of the list, but the trademark issue is right up there too. If you don’t properly research and trademark your name, someone can take it away from you after you've invested a lot of money in it. A trademark says you’re legit.

Your url is just an address, a place where people can find your company and products. A unique company name is usually easy to locate online. Domain names aren’t as important as they were back in the day before search engines became so sophisticated.

An intelligent presence on the web is way more important than a possibly expensive domain name that perfectly matches your trademarked name.

Yours truly,
Peggy