The best solution for our needs was simply to shorten our old name to 1Sale.com. Short, simple and easy to remember, 1Sale.com is faster to type into a web browser. It also helps communicate our brand promise: a site where every deal is the one-and-only lowest price available. A site where our loyal customers always come first.
For businesses just starting or looking to rebrand, there is no single right or wrong answer on name choice. But if you have the vision and determination to discover something that is both generic and descriptive, then take deliberate steps to identify it with your brand, you'll have a powerful strategy for long-term success.
Eliyahu Federman is SVP/CCO of Miami-based deal-a-day website 1Sale.com. His writings have appeared in the New York Times, ABC News, CNN Money, Yahoo News, USA Today and elsewhere. Reach him on Twitter.