Brandable domains are particularly effective at distinguishing your business, especially when they contain keywords that are relevant to you industry. Businesses that are serious about building a strong brand foundation should seek out a brandable and keyword-focused domain name.
There are typically two angles to consider in a domain name - catchy, creative domains can launch a memorable brand, but including keywords in a domain can make it descriptive at a glance. Ask.com, Booking.com, SalesForce.com, and Weather.com are just a few examples of Alexa Top 1000 keyword-based domains, but creative domains like Google.com and Tumblr.com are obvious examples of custom domains with incredible brand strength.
If your business already exists then you will want to try to incorporate your current branding into your new domain name. This carries your branding efforts over to your website and is a fantastic way to build your credibility as a brand and expand your sales to the internet marketplace.