It's the more the development that will need to be changed, but it can also be the information architecture which could mean changing the navigation around and thus changing the look. In general though it's less about changing the look of the site and more about changing the code behind the site, but I have seen where the look does change.
One thing we haven't mentioned yet is choice of domain. You should be thinking marketing when choosing a domain. I think it's best to pick one for branding, but I do like researching keywords prior to choosing a domain. The research often leads to a domain choice.
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