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.
Choosing a Brand Name with Double Characters
When you’re evaluating a brand name with potential double characters, here’s a basic checklist:
Branding Checklist:
-
Does the first word end with the same letter the second word starts with?
Example: Smart + Things = SmartThings ? potential for “tt”. -
Is one of the words a real word?
If so, you probably want to preserve correct spelling (e.g., “Flavorful” not “Flavorul”). -
Is the double letter intuitive and easy to pronounce?
If it sounds confusing when spoken aloud, rethink the structure. -
Does it look clean and readable when written?
Double letters like “tt” and “mm” often look balanced, while others like “oo” or “ll” can look awkward depending on font. -
Are similar names already in use by major brands?
A quick web search or social media handle lookup can help avoid a conflict—or confusion. -
Have you done a preliminary trademark search?
Use the USPTO or EUIPO websites to check. If you’re in doubt, talk to an attorney.
Rule of Thumb
If the first word is a real word (like Flavorful, Smart, Watt) and the second one starts with the same letter, use the correct spelling with the double letter.
Examples:
- WattTime uses watttime.org (triple T included!)
- SmartThings uses smartthings.com but redirects to a page on their main domain (preserving the spelling of both words and the double “t”)
- GreenNutrition uses GreenNutrition.store (using the two Ns in the domain name)
Amazing Grass uses AmazingGrass.com (using the two Gs in the domain name).
Choosing and Registering the Domain Name
Once you’ve settled on a brand name, the domain name should follow immediately. Here’s how to approach it when double characters are in play:
Domain Strategy Checklist:
- Always register the domain with the double letter if that reflects the correct or expected spelling.
- Also register the version without the double letter (if available), and redirect it to the correct version.
- Consider registering alternate TLDs like .net or .co if .com is taken but you’re committed to the name.
- Watch for common misspellings—if your name is “SlimmMeals,” you may also want to register slimmeals.com.
- Trying to mash them together and drop one of the repeated letters might save you a keystroke, but it can make your brand look unprofessional or even like a typo.
Pro Tip: Use Majestic.com’s typo tool to discover similar or “typo” domain names that you should also register if they’re available. Then 301 redirect the typos to the main domain/site you’re using.
Critical Tip: Trademark First? Domain First? Do Both at Once
If you’re planning to register a trademark, especially in the U.S. or EU, buy the domain name immediately—before submitting the trademark paperwork.
Why?
Because once a trademark application becomes public, domain snipers and so-called “trademark trolls” monitor those filings and register the matching domain names before you can. Later, they’ll offer to sell you the domain—for thousands. It’s perfectly legal, and you’ll be stuck unless you want to go through an expensive recovery or legal dispute.
Double letters at word junctions aren’t a liability—they’re an opportunity to make your brand more memorable and distinct. Brands like SmartThings and WattTime have leaned into the repetition and made it part of their identity. If you’re building something that sticks, think carefully about the visual, phonetic, and legal implications of that name—and lock down the domain before someone else does.
Bottom line: Always register the domain name before—or at the same time—you file a trademark.
