Brian Armstrong @brian_armstrong Co-founder & CEO at @Coinbase Co-founder @GiveCrypto Building an open financial system for the world. Join us: coinbase.com/careers Feb. 24, 2019 2 min read

1/ How to create a brand: write down some "core" words that are related to what you're doing, then mix it up with either a prefix or suffix

Prefix: my, insta
Core: coin, crypto, walllet
Suffix: lab, space, hub, gate, spot, base

permutate!

2/ a tool like  http://bustaname.com  can help you look for available names (with all those combinations)

the trouble is that almost any good domain is taken, so what you're really doing next is looking for one that is good, but can be purchased for a reasonable price

3/ I think $500-$5,000 is about the sweet spot, truly premium domains that cost $1M usually aren't worth it, and free domains look terrible

don't forget to include new TLDs like .site, .global, .online, .space (these are worth considering)

4/ to see what's for sale, do a WHOIS lookup ( http://domains.google.com  prob easiest) on all the combos you like, and compose a short email to the owner, something like:

"Hi, I'm working on a new project and wondering if you'd be willing to sell  http://blank.com  for $800?"

5/ see who responds promptly and negotiate a bit back and forth if needed

6/ do a preliminary trademark search, to make sure you're not going to get a C&D once you start using it  http://tmsearch.uspto.gov/bin/gate.exe?f=searchss&state=4809:4yjnx5.1.1 

a full global trademark search is prob a good idea, but will cost more $$ from a law firm

7/ make a spreadsheet of all your options and give a 1-5 score for each category:
a. can you spell it if someone says the name in a loud bar?
b. is it less than 10 characters?
c. is it a .com?
d. is it reasonably priced?
e. trademark defensible?

8/
f. does the name suggest what you do?
g. does it sound positive (or at least neutral)?

9/ Finally, pull the trigger, and just keep moving forward - don't let choosing the name slow you down. Little known secret: almost any name you choose you won't *realy* like at first. You will only like it after several years of using it every day (after it means something).

10/ Use  http://escrow.com . Try to get the social media handles as well if the owner of the domain has them (negotiate including those). Now wait for the ridiculously slow process of the registrar transfer process, and you're done!

11/ Side note: some standard should probably emerge for websites to list their sale price in a META tag, or DNS TXT record, to make the back and forth email price negotiation happen faster. The site might be listed for sale on one of a dozen sites, but it takes too long to check.


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