Why you need the perfect domain name

– Follow Alan Dunn on Twitter

Building a brand is something every entrepreneur dreams of. Whether it’s the next unicorn, a fashion empire or the local go-to ice cream parlor, your brand name is representative of so much more than your financial statements. It represents your culture, how people connect with you, how customers refer to you, how employees explain what you do and more. The right domain name is a critical part of your brand.

It is also one element that many CMO’s and founders fail to recognize the importance of until its too late (and much more expensive). However, there comes a time when every solid brand will want to upgrade. From Uber to Instagram, Twitter to Anker. Almost every brand matures, and with that maturity comes the need to acquire a better domain name.

Paul Graham, one of Silicon Valley’s most notable Venture Capitalists and co-founder of Y Combinator, published an article in August, 2015 noting that obtaining the best .com domain name was less about getting users and more about signifying strength.

Paul wrote, “The problem with not having the .com of your name is that it signals weakness”. He also noted an extremely important point “Sometimes founders know it’s a problem that they don’t have the .com of their name, but delusion strikes a step later in the belief that they’ll be able to bu