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The first item on the agenda was what we would name the business. While in the past we would have wanted to include the primary keyword (pocket watches) in the domain name, we lean more towards branding these days. For some reason, the name “Fob & Co” came into my head. This is almost certainly because I grew up in a town called Toowoomba, and they have the “Cobb & Co” museum, which is about the history of a successful stage coach company in Australia which operated from the 1850s to the 1920s. Given that “fob watches” is one of our primary keywords (just another name for a pocket watch), the era and the feeling it engendered seemed right for the brand.
I had a chat to Tess about it, and she liked it as well, and so I went and registered the domain name fobandco.com.au. I also looked at the searches in New Zealand, and while there weren’t that many (maybe 1000 if you included the top three keywords), it’s very easy in future to duplicate our site, and change the text to create another stream of income, given that NZ is so easy for us to ship to. While we won’t do this straight away, we registered fobandco.co.nz in preparation.
Once we had the name and domain, it was off to fiverr.com to order a logo. I did a seach for “vintage logos” […]