Extensions are important
Where possible you should always choose a .com or .com.au (your country of origin) extension. These have the longest standing reputation and that reputation will transfer to your brand. There are many unique options available now including other keywords like .blog, .photo, .insurance etc etc. while these are fun and tailored to your product or service they can also have a negative impact on the reliability and trust that you are trying to build within your branding.
Ensuring your SEO ranking should be one of your priorities for online marketing. Choosing a domain name that uses keywords for your industry will help you to increase this ranking and ultimately pull in more business.
Short & snappy
You should select a domain name that is easy to read, say and spell. Keep your wording original (only use creative spelling if you really need to). Your website will be the link between you and your online customers so if the domain name is easy to remember they will simply type it directly into their browser, eliminating the search engine function and reducing the likelihood of clicking on your competitors link instead of yours.
Use your brand
If you haven't left your run too late, you may still be able to secure a domain name that matches your brand name exactly. If this is the case then you have hit the jackpot in branding. It is always better to have your domain name identical to your business name; it avoids customer confusion and contributes to their seamless online experience.