Booking Right Domain Name Extensions to Secure your Digital Branding

Solution Point • 9 March 2016

Before 1984, when University of Wisconsin engineers developed a name server, there were no domain names, only numbers like to designate a website address. Imagine that on a business card or a street poster!

In 1985, domain names using the extensions .com, .net, and .org were available to the world.  And today, tens of thousands of new domain names are registered every single day - with over 1000 domain extensions ranging from .agency to .in! A domain name will probably cost around Rs. 800 a year, but premium domains can go for up to few lac rupees to acquire initially.

One of the ways to make your branding more effective is to have domain extensions that define your core competence. That’s what makes your brand name more meaningful, memorable and searchable. Additionally, one of the biggest benefits of new domain extensions is that the most desirable names are likely to be available on relevant extensions such as .भारत, .TECH, .STORE and .FUN.

Don't think to get a lot more traffic if you buy up every extension possibility on your domain name? It is not recommend to register low quality TLDs such as .biz, .info, .ws, .name, etc. as a means of increasing traffic. But if you’re simply concerned about protecting a branded website address, it’s not a bad idea to pick up related domain extensions and redirect them to your home page, just to avoid brand confusion in the future.

A branded link is simply a short link – a shorter version of a URL you want to share online (especially on platforms like Twitter with limited character limits) - built around a brand name or related term. With URL shortening services, brands now have the option to use a shortened link that not only highlights their brand name, but also the content that they share; reinforcing brand awareness and enhancing their brand recognition.

Amazon did this with the Kindle. The redirects you to the relevant page on their main website. Brands are investing heavily in tools and resources that help them build a strong digital brand. For example, a motor brand launching a “fun” new car could choose carname.FUN and promote it heavily to hammer the positioning well in the consumer’s mind. On the other hand, a co-working space could choose a .SPACE domain to make the website address keyword rich, yet short and memorable.

Your domain name communicates an integral message about your brand and influences your audience’s perceptions. New web addresses are flexible and meant to accommodate a wide range of uses. As the registrant, it’s in your power to register and use them as you see fit. Before there is no going back - ask the closest 10-year-old what he thinks of your new domain. If he starts giggling uncontrollably, he may have just saved you from ending up on yet another list of unintentionally horrible domain names.

A Short URL to view price list of hundreds of domain extensions: