Go for a distinctive name.
- The days of the SEO keyword brands will soon be over. As stated multiple times here on Quora, shoes.com soon won't get you any further than zappos.com.
- SEO algorythms change more frequently and intensely than brands should. Therefore, do not fully rely your brand on it.
- Your brand obviously consists MUCH more than your brand name. Again, do make your brand name a self purpose, it is just the name, not the full brand (and that comes from a guy who is also advising naming).
- If you want to make your brand name sticky in people's heads, it is important to remember to provide two things: conformity and disruption. If your name is too disruptive, and people have a hard time connecting it to your business sector or company, you are going to have a hard time. If your brand name is too conform (e.g. a generic term), and people therefore have a hard time connecting it to your brand values or your business, then you will have a hard time, too.
See the answer on Quora:
Should you have your brand name as something like zappos or mint or is it better to go with seo such as cars.com?
Yes, it is important to K-I-S-S, but you don't have to overdo it. One sillable, two, three – this actually doesn't spell problem in reality, just in textbooks.
Short does not by itself mean 'suited for branding'; many people do not internalize that fact.
Also, keep in mind that you will never 'own' the misspellings of your brand. Imagine one of them being a negatively connotated word in arabic for example. If you expand globally, and you did not find that out during your research, you're in trouble. Or imagine someone registering a misspelling of your brand as their brand (some brands are misspelled on purpose; you mentioned Flickr) and ruining its image. You might share that faith then.
All in all, you can also own a brand that is short and not misspelled – there are still ways to figure a matching one out and get your hands on the domain. If you haven't tried Domainhole, yet, you might want to. Your chosen domain is not available anymore? Do check the price. Sometimes they come cheaper than you might think. If that is off the table because you already researched for it, and you therefore might have to go for a misspelled brand name, then make sure
- that the misspelling sounds like the correct, generic term that it is based upon,
- that the corresponding web equity is available (be it for purchase) in all of the channels that you need (if you haven't figured that out, do it first),
- that either Google helps you by finding your brand even though it is misspelled or make sure to buy the corresponding Adwords and fine-tune your SEO so it works accordingly. I'd suggest to do the latter anyway.
Don't forget that, depending on your product, your brand can be marketed in several ways that differ from the beaten path. For example, shifting your marketing budget towards app store marketing (ASO) could make the role of your exact domain spelling less important.
See the answer on Quora:
Is it better to have a domain that is short & brand-able (e.g. Flickr, Quora) or one that is longer but easy to spell?
"In Architectural practices, one often uses "Last Name + Architects" as business name. This can be a bit old fashion but it is also timeless, while names such as morpholab can quickly age. I am thinking of using something timeless like DISCOVERY Architects. What do you recommend?"
One should do so if it helps one to succeed in one's particular industry to have their actual name in their brand name. For instance in Architecture.
I would argue that the suggestion in your other question on this topic,
Brands and Branding: Is it better to have a distinctive business name or one that is easy to spell?,
Mamou-Mani Architects is a brand name much more worth using than Discovery Architects or morpholab for a couple of reasons. I already stated the pros for using it in your question that I mention above (some of the most important being that its sonority makes it sticky, emotional, distinguishing and storytelling), so I will just list some cons against the other two brand names:
- Discovery is over-used and – to most people – meaningless. It is a word which is always easily connectable to any brand, and therefore absolutely unspecific and not distinguishing your brand from any other.
- The ubiquity of the two terms included in the brand name Discovery Architects makes them harder to protect and to market. The more generic a term, the higher its SEO costs (one factor among many).
- You are a famed architect. The name Discovery Architects does not connect your enterprise to your person, neither tell a story about you or your work.
- Once again connection: People have a lot in mind when they think Discovery: TV, Space, but hardly architecture. There are certain branding conventions you should respect in your area of business, and this name does not.
- It hasn't got anything to do with architecture, at all.
- Morph as a term is not perceived in connection with something that relates more to structure, stability, like architecture.
- Lab does not sound like your company actuallybuilds things, rather like it researches things, like a laboratory usually does. The term is far more experimental than necessary or beneficial for your brand.
- You already need a similar name like this one for your online shop (to which I would like a bety invite, by the way.), as described in your question Brands and Branding: What do you think of the name MrMorph for a shop selling 3D printed objects?
So far, it looks best to with Mamou-Mani architects. It's a pretty good brand name.
Please keep in mind that I answer Quora questions on branding without doing extensive brand research, which may at times influence the results.
See the answer on Quora:
When should one use his own name in a business name?