| Laws of Alpha Structures
Poor alpha structures of URL's can kill the greatest web sites.
You must be able to decipher how and why your domain names
are composed, and test and check their alphabetical structures.
Only then can you achieve your cyber marketing goal. This
fine-tuning is not a simple routine for English majors or
linguists, but instead it is a science. Names must go through
a critical analysis under the ‘Laws of Corporate Naming.’
You must determine the size, personality and length in addition
to the choices of alpha character, as each emulates its own
unique signals. Does your customer recognize your desired
message in your name? The complexities of e-commerce and the
massive duplication of similar and identical names on the
web have made naming a tactical exercise.
Laws of "Searchability"
Location, location, location. Today, either you are visible
or just lost. There are three locations on a web page: top,
middle and bottom. A search engine report sometimes fits a
single screen and other times a long list, a hundred feet
long. Therefore, a top position is defined if your business
is cited on the first page or two.
You can easily check your name's visibility by entering it
on Google in quotation marks. Study search-engine optimization
in great detail. It's a brand new frontier. In these times,
no amount of money can create an upswing to your expensive
web sites or your big-budget branding, except the alpha structure
of your URLs. Only an in-depth analysis will point to problems
and show you how they can be fixed.
Laws of Digital Branding
How do you create a global network of web sites to expand
your reach? How many domain names do you have and why? The
art of cyber-branding now demands that companies sharpen their
skills on domain registration and web site management. Multiple
domain names can create multiple problems in multiple markets,
so there are rules to be followed. The power of e-commerce
is hidden in its access via URL's, as there is no other way
to get to a page of your site. You can miss great opportunities
by not having a sophisticated naming system for global cyber
branding.
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Related Links
Can
I Get a Keyword?
If you want your web pages to show up in the
first screenful (or two) of results on a major
search engine, you must focus your page content
and HTML tags on words and phrases you have
chosen carefully for just that purpose.
Building
Your Digital Brand
Companies without a solid digital brand strategy
are literally being left behind as leaders build
new digital brands.
Nameboy
Offers a way to search for available domain
names.
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 Laws
of Linguistics
Why do names turn into strange messages and embarrass your
international customers? Whatever you call a name in one country
can mean something entirely different when it navigates around
the globe. How do you tackle such language issues? Start by
acquiring a deeper understanding of global communication.
Even if you're a regional player, your sites are still visible
and exposed to the entire globe.
Despite the seeming dominance of English, there are some 2,700
different languages with 8,000 dialects around the world.
Altogether, there are 12 important language families with
50 lesser ones. Based on population usage, the following is
a list of major languages in descending order: Chinese, English,
Hindustani, Russian, Spanish, Indonesian, Portuguese, French,
Arabic, Bengali, Mali and Italian.
The globalization of e-commerce and the use of digital branding
for domain names points to a serious need for special sets
of skills when it comes to corporate name branding. After
all, the customers are no longer just on our streets, they
are now all over the globe.
Laws of Trustworthiness
What's hush-hush marketing? Who are the mysterious executives
behind many corporations? There are millions of very expensive,
well-designed web sites all over the globe. Most have great
information and illustrations with upfront personalities.
What is missing is the information explaining who they really
are: nothing is known of the management, the staff or a company’s
true particulars. These important facts are often omitted,
and the viewer is left with only one or two e-mail addresses
for a single department.
There is no need to be a faceless, nameless empire. With corporate
accountability an increasingly important issue, transparency
is essential to an effective site. Less than 3 percent of
web sites have truly identifiable and easily accessible information
about the principals behind the business. Call it shyness,
fear or just corporate discretion, but this should be a thing
of the past.
Today, instant punditry and guruism are only a web site away.
Fake data, fake certifications, fabricated experiences and
dishonest bragging are all too common. For this reason alone,
it is absolutely necessary for the true and honest players
on e-commerce to divulge their identity through photos of
products and any other proof of who they are and what they
do.
 Corporate
branding of web sites is all about visibility and how to be
found. Search engines will control national and global marketing
access, and those who fail to appear on the first page or
two will be left behind.
A Crash Course on Naming
We urgently need a quick crash course on web site management;
otherwise, connecting with potential customers will become
a very tough challenge. Lucky are those that have a unique
domain name without the additional baggage of extraneous language,
numbers, dashes or slashes. Studies have shown that 90 percent
of business names are problematic. These problems are serious
issues for achieving higher visibility.
Recommendations
Step One: Most corporations have dozens of
different names in print and in e-commerce, and often various
domain names clash. It's always better to have a few healthy,
strong and globally protected names.
Step Two: It is very easy to reevaluate,
reposition and rebuild the name of a product or service by
using 'The Laws of Naming.' There is a huge difference between
a branding and highly specialized naming expertise. Once you
have determined if a name is healthy, injured or on life-support,
something very constructive can be arranged... Just like going
to a doctor and fixing the problem.
E-mail your URLs to ask@njabc.com
for comments and a complimentary evaluation from Naseem Javed.
Since naming analysis is a very serious business, please identify
your title and provide some background details about your
company and the use of name. All correspondence will be treated
as strictly confidential.
Naseem Javed is the author “Naming for Power”
and “Domain Wars,” and is recognized as an authority
on global name identities and domain issues. He introduced
‘The Laws of Corporate Naming’ in the
80's and also founded ABC
Namebank, a consultancy he established in New York &
Toronto.
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