You can play around with different combinations of actual words and random suffixes to make brainstorming easier, as I did with the Lotterio.com example above. The primary objective here is to establish a likelihood that the domain name will increase brand value over time.

To put it another way, try to ensure that the name has a pleasant ring to it as much as you can. It ought to be entertaining to say aloud and straightforward to quickly memorize. Consider companies like Uber: It’s short and smart, and there’s no disarray with regards to how to spell it — in any event, when referenced in passing in a discussion.

The dishonest individual might be tempted to steal a well-known brand’s reputation due to the abundance of new domain extensions. Imagine registering a domain with the recently released extension “nike” and using it to promote the sports equipment of a potential customer. This may appear to be a straightforward victory, but Nike’s legal department soon became aware of it.

This could also happen by accident, but in either case, you are responsible. If you have a great idea, conduct a quick search at the United States Patent and Trademark Office to ensure that no one else had it first. It will let you know if anyone else has registered the fundamental word mark you want.

Even if you trademarked your brilliant idea, someone else could still copy it without incurring legal penalties. An imitator of your client’s yoga studio, for instance, might try using a domain with a similar name but with a different extension—perhaps dropping.studio in favor of something else. By registering multiple variations of the domain you want to protect and then forwarding them to that online property, you can deter criminals.