Brandable
Content and brand
Content and brand
Brandable means suitable to be run as a brand: a name that is distinctive and memorable, instead of a description of what you sell.
A descriptive name (cheap-coffee-beans.com) says what you do and attracts search traffic, but it cannot be protected and is tied to one product. A brandable name (Bol, Coolblue, Nike) means little in itself and takes on meaning through what you do with it — and it travels with you if you change direction.
For domain names the term is mostly used for short, pronounceable names without hyphens or digits that can be registered as a trademark.
Tip
Actively build recognition for a brandable name with content and campaigns: search traffic won't come by itself at first, since nobody searches for a word that doesn't yet carry meaning.
Related terms
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
- Brand bookA brand book documents how your brand must be used: logo, colours, typography, imagery, tone of voice and examples of right and wrong.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.