You have to consider your target audience also. If you're just wanting to appeal to a certain geographic location you may want to use those kinds of identifiers. for example ..If you wanted to make a site that generates lists of used car dealerships in florida, then you might say. Floridacars.com.. or something of that nature.
haha :D choosing a domain name will be harder as you all know most of the short keyword rich domains are no longer available.
but how about the extension how will choose it? Does it have to be .com?
By branded, do you mean something that could develop into your own brand? If so, I think that would be better if you are looking for long-term developing your website. However, if you're looking for something quick and short to get your website started and in search engines, key-word rich domain names would be a good choice.
I think you should try and choose a domain name that fits what your website will be about, or just a name you like, and maybe is easy for people to type.