SEO & Branding
Domain Names & Branding (AU): Clarity Beats Clever — A Practical Naming Rubric
By Dominik Kowalski · Updated 21 Aug 2025 · ~9–11 min read
Purpose: Help AU teams choose a name people can say, spell, and remember—without legal risk or SEO baggage.
What makes a great brandable domain?
- Sayable: if someone hears it once, they can type it (radio test).
- Spellable: avoid ambiguous letters (ph/f, s/c, doubled letters).
- Short: ideally ≤ 15 characters, pragmatic ≤ 20.
- Stretchable: supports future products or geo pages.
- Defensible: low collision risk with existing AU trademarks.
Clarity wins. Clever names can work, but clarity converts and earns links sooner.
AU‑specific considerations
- .com.au vs .au: .com.au has recognition; .au is shorter. Choose based on eligibility and brand feel—both can rank in AU.
- Eligibility: confirm allocation rules at auDA before you fall in love with a name.
- Privacy: availability depends on TLD policy. Enable where allowed to reduce spam.
Trademark sanity check (5 minutes)
- Search IP Australia for near‑matches in the relevant classes.
- Google the name in quotes for obvious collisions.
- Check social handles for availability (at least the main two you’ll use).
When in doubt, consult an IP professional—especially for high‑stakes brands.
Scoring rubric (copy/paste)
| Criterion | Question | 1–5 |
|---|---|---|
| Sayability | Can someone type it after hearing it once? | __ |
| Spellability | Are there ambiguous letters or double consonants? | __ |
| Brevity | ≤ 15 chars ideally, ≤ 20 workable? | __ |
| Stretch | Will it fit future products/segments? | __ |
| Conflict risk | Any obvious AU trademark collisions? | __ |
| Availability | Primary TLD + key social handles available? | __ |
Pick the highest scorer. If tied, choose the one that’s easier to say and spell.
Examples (why clarity wins)
- Clear: riverhomes.com.au — passable on a phone call; scalable to suburbs.
- Risky: r1vah0mes.com.au — ambiguous letters; high error rate.
- Limited: sydney-river-homes.com.au — longer, hyphenated, harder to scale nationally.
Registering cleanly (2–3 years)
- Buy 2–3 years, enable privacy (where allowed), set auto‑renew with a backup card.
- Skip unnecessary add‑ons (site builders, email) unless they’re part of your plan.
- Document credentials in a password manager; enable 2FA.
Related guides (build momentum)
- Move from idea to purchase: Beginner’s Guide to Buying a Domain
- Pick the right hosting tier: Shared vs VPS vs Cloud
- Avoid slowdowns from day one: Top 5 Hosting Mistakes
Want a quick naming review? Get a pragmatic shortlist review and risk check with our team at Dominik Digital Marketing. We prioritise clarity and defensibility for AU brands.