The ART in URL – Brand Thinking Module

The ART in URL - Intro | Trav.Media

History of Branding

In historic times, art was a way of communicating to one another. Today, we take a more literal approach to communicating and even try to position our brand as such, with brands that typically get confused with the household name, like Kleenex and Jacuzzi.

Together, we’re going to analyze the ins and outs of choosing a URL. Not just any URL, the URL that can hold up IRL (in real life) – creating an overall brand that, once properly groomed, can survive in the wild marketplace.

“Designing URLs for your next project is the first step in your branding model. “

– Travis Scott L.
Owner/Marketing Coach

When it comes to online marketing, let’s face it: Big brands don’t have to work nearly as hard as you do. Market share and cost of market entry CAN be exponentially more difficult and costly… unless you get creative. We uncover some of the mystery and look behind the curtain of the early stages of marketing… Your Branding. This starts with your URL.

Not sure when/what to post on Facebook?

Designed after the 80/20 Rule (80% help and 20% sell), this social media calendar guide is your inside track on tips + tricks for ideal times and content to post. Click to learn more.

Does every site need to have the dot-com?

If a URL was a painting, the overall structure of it would be somewhere between Realism and Abstract.

If you don’t believe me, please message me when you figure out what a “Google” is in the English dictionary. Try getting creative. There are a ton of great extensions that may work well with your brand.

“Travis, why is your brand/URL so long?” – Well, to be honest, I’m shifting our website slowly to Trav.Media, with “Media” being the extension. Currently, Trav.Media is a redirect for a few chosen pages on the website.

Find all extensions available (and coming soon) here.

How Does it Sound?

When you SAY IT OUT LOUD how does it sound? Does it roll off your tongue? Or, does it make you cringe? There are some words, like “moist” that are big “no-nos”, leaving people with an unsavory and moist taste in a dry mouth.

Can you hum it, match it up with colors, or just KNOW YOU CAN BRAND IT. However, be cautious of international meanings. When Chevy came out with their “Nova” model, it was a HUGE BUST in Mexico. Why?

  • Spanish translation: “no” means “no”
  • Spanish translation: “va” means “go”
  • Full Spanish translation: “No Go”

This was obviously a serious marketing mishap, but knowing what people have tried and failed at puts you in a better position.


Using words in phrases such as “First” and “Friday” not only help people to REMEMBER the DATE… but, they help people REMEMBER THE EVENT altogether. Many memorization gurus use this technique, or one similar, to memorize people’s names.

For instance, “Jason has a jacket” is a sure-fire way to remember Jason and his cool jacket.

With this technique used so frequently, it’s no coincidence that labels like Coca-Cola and Sony’s Sonos are household names. But, that’s just it: big brands have it easier than we do. True. And, false. Big brands have millions to put towards new branding because they have to. Otherwise, brands like MeUndies wouldn’t be able to compete with big boys like Fruit of the Loom (note: their URL is

How many syllables…

… does it take before you spit out the name of your brand? Take it from someone from a long last name, Gary Vaynerchuck, aka #GaryVee. He talks very candidly about the struggles he’s had “future-proofing” his brand, explaining that his name is “Gary Vee, that’s ‘V-E-E'”. He’s overcome the branding obstacles with his genuine and in-your-face help. (I’ve got him beat by 4 syllables… unfortunately lol)

Now, imagine trying to give your personal information to someone over the phone. Now understand how stressful that can be with someone with such a long name. Take it from someone who has a 4 syllable last name. It’s not fun.

Long story, short, keep it short and simple (more on “Simple” in the next tab). Ideally, something within two syllables.

Love your Thesaurus

We all have industry-specific jargon we use on a daily basis. Get in the habit of using for adjectives to make your domain name and verbiage more concise and searchable.

Bottom Line:

The faster you get to the point, the quicker someone grasps the concept and, ultimately, buys what you’re selling.

One of our favorite Ninja Turtles (jk) even said: “Simplicity is the Ultimate Sophistication” (Leonardo Da Vinci).

What does your list of domains look like? If it looks like a series of hyphens attacked your GoDaddy account, then you need to do some re-evaluating and apply some of the principles described throughout this article.

You don’t have to tell me what it looks like right now. But, if you would ever need help building out those sites to funnel customers and leads to generate revenue, I’d love to be able to help you out. During your first consult, we:

  • Establish Marketing Baseline
    Identifying the current state of your marketing plan
  • Benchmark the Competition
    Unlock and understand your competitors’ marketing mix using the top tools used by national agencies
  • Landmarks and Goals
    Milestones with a set of defined parameters based on goals, assets, and competition

Our custom plans are based on your needs and defined on a subscription, hourly, and/or project basis for marketing projects.

Discovery Call

Enjoy your first consult with Travis and his team as we start building your dream. By the end of our call, we will have a set of action items for you to attain a clear goal. Click Here to Schedule

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