Traditional vs DotBrand Domains: What Brands Need to Know

News

Should My Brand Use a DotBrand or a Traditional Domain?

By Andrew J Moore
Published 29 January 2026

In 2012, the initial application for DotBrand domains was opened. This turned out to be a process that consumed a considerable amount of time and resources for those corporations who could foresee the virtue having their own DotBrand TLD (top-level domain). In fact, ICANN received thousands of applications – somewhat unexpectedly – as there had been some initial scepticism with regards to the popularity of the idea.

Over a decade later, the next round of DotBrand domain registrations has been scheduled for April 2026. This has been eagerly anticipated within the industry, and improvements in policy developments, as well as a streamlining of the application process, have been implemented. Exciting stuff!

But the real question is: do you and your company really need a DotBrand TLD?

Is a DotBrand better than a Traditional Domain?

Firstly, for those who may have missed the first go-round, a DotBrand is, quite simply, a url that looks like .yourbrandname. The benefits of this are multifaceted: DotBrands serve to reinforce your brand’s identity, make you easier to find, and give you control over how and where your brand shows up online.

In comparison, a Traditional Domain is your more familiar .com, .org, .net and the like, and are shared among many organisations. It’s like renting a flat on a shared property with a shared address as opposed to buying a house with its own individual postcode: there are more spaces to ‘rent’ with a Traditional Domain name, making them more accessible; they’re always available, as opposed to being on the market for a short period of time; and, if you don’t have the funds for the costly initial outlay of a DotBrand, they are a much more affordable option.

A Direct Comparison

When directly compared, it becomes evident that both DotBrands and Traditional Domains have their benefits and limitations:

	DOTBRAND	TRADITIONAL DOMAIN
Cost	Expensive – looking at an initial outlay of approximately €350,000 for the first year, and annual fees thereafter	Cost effective – great for startups and more general websites
Availability	Not available until April 2026, and then for a finite period of time	Always available
Familiarity	Potential clients may not know to search for a DotBrand	Users are accustomed to .com and others as a common extension
Control	Complete control of the namespace	The entire namespace is not yours
Management	You are in charge of who has access, what your domain does, and managing the infrastructure	You have to follow the rules and the infrastructure of the registry
Security	Risk of phishing, spoofing, and fraud is reduced in a closed, trusted namespace	More vulnerable to phishing, spoofing, cybersquatting, as well as unauthorised use by competitors and bad actors
Brand Integrity	Can build customer trust and reinforce your identity	Not impossible, but more amorphous
Customisation	Can easily create subdomains for campaigns, special initiatives, etc.	Additional costs involved, more complicated
Complexity	Entire domain infrastructure needs to be managed on an ongoing basis	Infrastructure managed for you
Administration	Strategic planning is required	Less administration
Application Process	Complicated – requires buy-in from decision makers across the business	Simple, can be managed by your IT department
Future Proofing	Security and customisation aspects make you less likely to run into issues in the future	Uncertain – will costs go up? What about technological changes in the future?

Ultimately, the decision between using a Traditional Domain or a DotBrand is entirely dependent on what you intend to use it for. If costs are a concern, and you already have an established Traditional Domain that your customers are familiar with and are more likely to find, then a DotBrand may not be for you.

How to Decide

The initial costs for registering a DotBrand website are considerable. If you do not have a well thought out plan for how you intend to use the property across your marketing strategy, this could be money wasted. Much like a rental property can be perfectly adequate for someone who does not have the means or the time to maintain their own home, a Traditional Domain works for those companies who cannot justify the costs of the initial outlay and the ongoing fees.

That said, if you have the means and the stakeholder buy in, a DotBrand can be immensely beneficial for your brand. Take, for example, Barclays Bank use of .barclays – their brand domain is used for their corporate website at home.barclays, though they have kept their local offerings tailored to ccTLDs. Having a domain that no one else can copy goes a long way to prevent phishing. Another great example is media conglomerate Sky’s use of .sky, though they use their DotBrand for advertising and branding, specifically for shorter-term campaign microsites that are easier-to-remember domains for potential clients.

BrandShelter Can Help

If you’re still not sure if you even need a DotBrand TLD, it could be worth speaking to a provider such as BrandShelter. We are equipped to assist throughout every stage of the process, from the initial analysis of market conditions, brand recognition, and potential use cases, to managing the entire application process with ICANN. We will also help you to make the best use of your new DotBrand for your long-term strategy.

If you decide that a DotBrand is not what you need, BrandShelter also offers Traditional Domain Management, to help you protect your brand online from risks like expiration and impersonation, and to ensure that your domains support your business goals.

Whether you decide to invest in a DotBrand or stick with a more traditional approach, speak to one of BrandShelter’s experts today – we are looking forward to hearing from you!