Domain names can be tricky. All too often, a domain name ends up with some sort of wacky, unintended double entendre of meaning that may detract from your overall branding message. One famous faux pas is Speed of Art's website, found at www.speedofart.com. With a second look, you can see how this might be a little uncomfortable. When you choose your domain name, it's important to follow some simple guidelines to ensure that your website upholds your branding image. 1. Type it out. Sit down in front of your word processor and pick a couple of different fonts. Type the domain in each font and see how it looks. Look at one letter at a time, and see which letter combinations make words that you hadn't expected.2. Say it out loud. Watch yourself in the mirror and use a couple of different tones as you say it. Pronounce the letters one at a time and change your inflection. 3. Ask other people. Get a third-party opinion on the domain you're considering. Call your hosting provider, your advertising agency, or a trusted friend and ask them to look at it from all angles. You'll likely want to keep this domain active and engaged for a long time—it's important to choose wisely.If you have seen other websites or domain names that might have benefited from a second look, I'd love to see what you've found! I know there are a couple in our area that are notorious for neglecting that final proof edit--just stick them in the comments for me.