Name The name of the site has to be easy to pronounce and spell, quite different sounding from existing names in the same field of business, related to your area of business in some way and without any negative connotation whatsoever. Avoiding trendy names and words with confusing meanings would be advisable. Using your own name or a coinage based on your name or surname would go a long way in avoiding complaints of infringing upon someone else’s name.
Logo The logo should be simple, visually stimulating and apt to make people remember the company. It should be pleasing and good enough to be used for years to come and clearly discernible whether you see it in a one metre square or one centimetre square. It should not be suggestive of the logo of another company
Colour There are four basic colours in popular use in advertisements and commercial publicity materials. These are dark blue, blue-green, orange-red and bright yellow. Four colours auxiliary to these are violet, brown, black and neutral grey. Dark blue represents depth of feeling, contentment, tranquillity, etc. Blue-green denotes elasticity of will, self-assertion, self-esteem, etc. Orange-red stands for force of will, desire, excitability, etc. Bright yellow represents spontaneity, variability, expectancy, etc. The colour you select should go with the niche and identity you choose. Long-term association with a single colour will be very helpful for entrenching yourself in the mind of your customer.
Niche You have to select a niche that differentiates your company from your competitors, unless, of course, you have no competition. The three factors that influence your decision on selecting the niche are your competition, your target audience and your own operation. The niche you pick should fit in well with all these three factors. The secret of success of many highly successful companies is that they looked for unoccupied niches in their markets and chose them.
