Owning a branded .com may have once been the rage in the early days of the internet. Because only a few top-level domain (TLD) options existed at the time, any brand seeking to develop an online presence was forced to adhere to the same domain naming conventions. As the internet exploded in use, however, traditional .com domains have been snapped up by individuals and organizations around the globe.
For fast movers, this may have been a great way to secure a long-term digital brand identity, but for upstarts or established organizations seeking to expand or clarify their online presence, limited TLD options have forced many to settle for less-than-ideal domain options.
ICANN’s New gTLD Program was established to address the shortage of available, quality TLDs. Rather than choosing a cumbersome domain that doesn’t accurately reflect brand identity, organizations now have the opportunity to create their own unique DotBrand. A new round of TLD applications is planned for 2022, and brands shouldn't miss out on the opportunity to potentially secure a powerful online identity.
Multinational accounting giant KPMG, for instance, recently carried out a successful migration from generic TLDs, like kpmg.com, and country-coded TLDs, like kpmg.co.au, to its own DotBrand, home.kpmg. Recognizing the benefits of owning a DotBrand that allows an organization to better control its digital brand identity, KPMG has since used its .kpmg TLD to introduce unique domains for social media URL shortening and country-specific microsites.
Migrations to DotBrand TLDs, like that carried out by KPMG, highlights the many advantages that organizations find in owning their branded TLD, such as:
BrandShelter helps organizations navigate the New gTLD application process. As a leading domain registration, acquisition, and security consultant, BrandShelter makes it easy for organizations to secure trusted brand identities and manage entire domain portfolios. For more information about securing a DotBrand TLD, contact BrandShelter today!
