3 Keys to the Right Domain Name for Building a Brand. Some people and businesses are purchasing names in these new domain name extensions in hopes of future paydays, but others are interested because new gTLDs are hyper-relevant to certain verticals. Neither of those businesses could have registered the .com variation without first acquiring it from the existing owner, and so the new gTLDs presented opportunities for them to acquire both cost-effective and more relevant names online. No matter the reason, if you wait to purchase the name you want, it will typically only get more expensive the longer as time passes. The goal of every small business or startup should be to secure the most relevant domain names early on in the process of building the brand. Founders should actively investigate and register with those extensions that make sense, focusing on their core offering. Acquiring Dosh.com should be something that the company seeks to do sooner rather than later. Therefore, startups should consider owning the .com variation, as well as relevant new gTLD extensions. While the .dog domain successfully captures the company’s core value and tone, the website still redirects to a .com address. Want a certain domain name?
Domain names have been at the forefront of the digital experience for 20 years. They provide the real estate for businesses to build their online presence and provide doorways for their customers to find them.
Now more than ever, choosing which domain names to own is a complicated and critical task for startups and seasoned businesses alike. This complexity can be attributed to the fact that most dictionary words in .com have been taken: According to the latest figures from Verisign, close to 130 million .com domain names are already registered.
To add to the confusion, the internet space now has hundreds of new generic top-level domains, also called gTLDs. As we broaden from .com, .org, .net and .co.uk to .art, .blog, .google and .walmart, we open the doors to many new opportunities.
Transforming cyberspace
New gTLDs are in their infancy, and we’re just starting to see their adoption take hold. Undoubtedly, .com is still king, and if you can secure your .com variation, you should do it.
But over time, new gTLDs are expected to become more relevant and could perhaps change the way that consumers globally seek out and consume content online. When well-chosen, domains can be sticky and memorable. A fine jeweler who chooses .diamonds makes an instant connection with prospective clients. Just one simple extension can speak loudly as a branding vehicle.
Some people and businesses are purchasing names in these new domain name extensions in hopes of future paydays, but others are interested because new gTLDs are hyper-relevant to certain verticals. For example, it would make sense to the customers of a store that sells dog-related products to use a .dog domain name. Just look at the designer pet products company Zee.dog, for example.
Similarly, a business that focuses on providing care to others may want a .care domain name. Dedicated Senior Medical Center, which owns multiple senior facilities, chose to register, use, and advertise www.dedicated.care.
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