Choosing a brand name is one of the most important early decisions you’ll make—and when that brand includes a double character, such as “tt,” “mm,” or “ll” at the junction between two words, things get tricky fast. Think SmartThings, WattTime, AmazingGrass or even GreenNutrition—they all have one thing in common: a double letter right where the two words meet.
Double letters can work in your favor—they can create a strong visual identity and help with phonetic memorability—but only if you handle them strategically, especially when choosing a domain name. [Read more…]