Domain Names Are Area Codes

The domain name is no longer the deciding factor in your brand name choice. Focus on the right name first, then solve for the URL.

In the early days of the internet, having the exact .com domain was critical for brand credibility. Today, that's changed dramatically. As David Plasik explains, "The .com or URL address has become an area code and whether you're in 415 or 615, it doesn't really matter to people."

With AI-powered search becoming more prevalent, even SEO considerations are becoming less important when choosing a name. The principle that should guide your decision is simple: get the right name first, then figure out the domain strategy.

If you can't secure the exact .com for your chosen name, there are several viable workarounds:

• Add a prefix or suffix to your name
• Use alternative TLDs like .ai, .io, or .co
• Purchase the domain later when you have more resources

Those who get fixated on having the exact .com tend to be from an older generation who remember when domains were more valuable signals. But the marketplace has evolved. "Because they're less valuable, you can typically buy a URL if you negotiate the right way and have time for $15-20-25-30,000," Plasik notes. His recommendation? "I'd put the $30,000 into marketing" instead of overspending on a domain.

The most important thing is that your name creates the right experience and behavior in the marketplace. A distinctive, memorable name that creates an emotional connection will drive more value than a mediocre name with the perfect domain. Start with the right name that gives you an asymmetric advantage in the market, then solve for the URL later.