You are going at it backwards. Conceptualize a set of overall image/brand "packages", then find ones that would resonate with you and with your target market. From that comes finding open domain names and such. Only then comes SEO.
Basic SEO (crawler-friendly, good keywords, appropriate home page text, etc...) that allows people specifically searching for you to find you is easy. Fighting your way up to the top of the iPhone game market in vapid Google searches requires SEO skills well beyond your abilities (or funds). Nightmares where companies create sites that are SEO-centered instead of user-centered abound. YEah, they may get to your domain, but then leave. This is the best SEO explanation I've ever read.
Also, I think too many people/companies put a disproportionate effort on SEO (perceiving as "easy" because you just have to line up keywords, etc.) versus a solid and broad branding and marketing campaign. (Which doesn't have to be complicated or costly, and which is much more important, esp. for startups. See guerilla marketing.)