Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.
-- Simon Mainwaring___________________
Brand Jar is a domain name company that specializes in creating brand dotcom domain names.
We specialize in "created" brand names; generic and real word dotcoms are often prohibitively expensive for start-ups and difficult to defend against trademark infringement.
In addition, some companies that have been branded on real words are now finding it difficult to procure their .brand registries, for example, Amazon.
While developing your corporate .brand registry may not be in your current company plan, nimble start-ups will keep this future trend -- and it's coming sooner rather later -- in mind when choosing their company name.