Companies looking to stake their claim online need the right domain to take them there. The first step to finding that domain is to determine which style of name to go with: brandable or generic. Before we get into the criteria to consider, let’s look at what these terms mean. Generic domains utilize keywords describing an exact product, service, location, concept or combination. Cars.com, Denver.com, Insurance.com and FreeCreditScore.com are examples. A generic domain contain words with existing meaning and the domain is used for that meaning. If you take away the extension, the name is incapable of being a brand because it’s not unique. Brandable domains on the other hand use uniqueness in numerous ways for the purpose of creating a brand that can live without the extension (or uniquely with the extension in some cases). Google.com, Facebook.com, YouTube.com and Apple.com are all brandable domains, with Apple.com being brandable due to the company being involved in electronics, computing, and many things other than the fruit.