While there are many things that make us different from other web2.0 startups, there’s one item I’d like to touch on - our domain name. Web 2.0 companies often end up creating artificial names for their companies, be it because it’s the trend or in order to avoid buying a premium domain name. So why did we pick a descriptive domain name?

Peter and I worked a lot with domain investors during our previous jobs. After seeing them buy generic names - a lot of them with existing type-in traffic, it just made sense to us to use a descriptive name for our startup. While type-in traffic to our SharedReviews.com domain was initially small, the descriptive nature of the name helps users to remember it. We also registered about 100 variations and typos of our domain name and redirected all of them to the SharedReviews.com site - something I think every company should do.

What type of branding do you prefer, which names do you personally find easiest to remember?

(This post was inspired by something I just wrote over at Domain Name News.)