The Role of Domain Names in Online Identity and Branding

Entrepreneurs and marketing experts unanimously agree that branding is one of the most crucial aspects of any business. It’s a continuous process where every element, from the brand and domain name to visual identity and content, plays a significant role in digital representation. Among these, deciding on the brand name and, later, the domain name is an opening move in the market game.

Why Is Choosing the Right Domain Name So Important?

Your brand name and domain name reflect your mission, core values, and purpose to your audience. In most cases, the domain name includes the brand name, which is the preferred option to prevent confusion and ensure consistency. When your domain name aligns with your brand name, it makes it easier for your customers to find you online.

However, if you’re unsure what kind of domain name to choose, this article will help you navigate some critical considerations. Brainstorming and securing a domain name search should be one of your first steps when establishing your brand. It’s essential to check the availability of your desired domain name before you decide on your brand name and identity, if that is possible for your situation. This ensures that your domain name aligns with your branding and is accessible for registration.

Failing to secure the right domain early in the process, even before launching your company, can result in forcing you to acquire a nonoptimal domain that perhaps isn’t intuitive, short, or obviously connected to your brand name. If someone else registers the domain before you do, they own it, and you might have to negotiate a purchase, which may be expensive or an unsuccessful endeavor. Domain registration is relatively straightforward, and if the domain isn’t trademarked, almost anyone can claim it. So, act quickly and secure your domain name as soon as you make your branding decision.

Which Domain Extension Is the Best?

The domain extension, or top-level domain (TLD), is another critical factor in your branding strategy because your TLD can speak to your brand’s purpose. A top-level domain (TLD) is the suffix at the end of a domain name, like .COM, .ORG, or .EDU, that signifies the domain’s purpose or origin, whether it’s a commercial website, an organization, or a specific country.

For example, choosing one of these TLDs: .ACTOR, .PHOTOGRAPHY, or .BLOG makes it easy for audiences to understand your brand's industry. This can help narrow your brand's focus directly from the domain name itself. Country code TLDs (ccTLDs) like .US (for the United States) and .CA (for Canada) are country-specific and designed for businesses and organizations primarily operating within those regions. These domain extensions help localize websites and establish a clear connection to their respective countries.

It’s worth considering purchasing multiple extensions for your brand, as that can help protect your business from cybersquatters or malicious entities that may want to capture a brand’s audience while also helping you get more traffic to your website if they’re used correctly. On the other hand, purchasing multiple extensions is a great solution for those who can’t decide what domain extension fits the best. Just be sure not to create multiple separate websites for multiple domains, as you want to concentrate your efforts early on a single website. If you’re using multiple domains, consider redirecting or forwarding domains to your primary website.

The .COM extension is the most widely recognized and trusted, however, depending on your location, industry, or even .COM availability, other extensions might be worth considering. For example:

A U.S.-based business could benefit from securing a .US extension alongside their .COM domain.
Tech startups sometimes prefer the .TECH, IO, or .AI extensions, which have gained popularity in the tech industries.
Nonprofit organizations might opt for .ORG, which is commonly associated with charitable and non-commercial entities.

There are hundreds of domain name extensions available for registration, so doing research into what could align with your brand can be very beneficial.

Brandable vs. Descriptive Domain Names

When choosing a domain name, one common question is whether to go for a brandable or descriptive domain.

1. Brandable Domain Names:

Brandable domain names are unique and memorable and often don’t include keywords related to the business’s industry. They can be invented or a creative combination of words that evoke certain emotions or brand associations, often which don’t have specific meanings initially, but they are developed over time through the brand’s reputation and marketing. Many luxury brands often choose brandable domain names to stand out. For example:

Burberry – A British luxury fashion brand named after its founder, Thomas Burberry.
Louis Vuitton – A French fashion house known for high-end luxury goods founded by Louis Vuitton.
Mercedes-Benz—The name of a car brand blends two founding figures, Mercedes Jellinek and Karl Benz, into a powerful brand identity.

These names may not describe the brand’s products directly, but they carry strong emotional and cultural significance through exposure and notoriety.

2. Descriptive Domain Names:

On the other hand, descriptive domain names explain precisely what a business does. They are often keyword-rich, premium domains, which can enhance SEO and make it easier for customers to understand your business at a glance. For example:

TotalEnergies: Focuses on energy production and services worldwide.
Mastercard: Specializes in payment cards and financial services.
WeChat: A messaging app that also offers social media and mobile payment services.

Both approaches could be a good choice. If you opt for a brandable domain, you can still benefit from keyword-driven domains by purchasing relevant descriptive names and redirecting them to your main site. This dual approach can help you capture more traffic and improve your search engine ranking. If you are still unsure which domain name to choose - brandable or descriptive, check out our blog about this topic.

How to Buy a Domain Name and Check Availability

Once you’ve decided on a great domain name, now’s the time to secure it. Smart online tools, such as domain name search or some other domain name finder, can help you check if your desired domain is available. AI domain search provides suggestions for alternative available domain names or provide domain name examples if your first choice is taken, while offering other TLDs that might work for your brand.

It’s also essential to check for trademarks to ensure that your domain name doesn’t infringe on another company’s intellectual property. The Trademark Electronic Search System (TESS), provided by the U.S. Patent and Trademark Office, allows you to search for registered trademarks and avoid potential legal issues.

If your domain name is unavailable, you might also consider looking at expired domains. These are very often valuable domain names that were previously registered but were not renewed. Expired domains can offer unique opportunities because they often come with an existing traffic history, which can be valuable for boosting your website’s performance. If your domain name is not in expired domain auctions, try looking at the domain marketplace; maybe there, you can find your perfect domain.

The Role of Expired Domains in Branding

With so many businesses registering domains each year, many eventually let their domains expire, especially since a significant number of startups and small businesses fail within the first two years after launch. The U.S. Bureau of Labor Statistics (BLS) reports that around 20% of new businesses close within their first two years, while 45% do not make it past five years. By the 10-year mark, 65% of businesses have failed, and only about 25% survive for 15 years or longer. This makes the aftermarket full of expiring domains or previously registered domains that may still carry valuable traffic history. These domains can present a golden opportunity for your brand, offering established SEO benefits and existing backlinks.

By checking for expired domains through tools like the Whois database or using registrar’s platforms to auction valuable domains, you can find a domain with a history that aligns with your brand. Using various online tools, you can investigate how the domain was previously used and determine if it fits your branding strategy. For example, services like Nortsafe focus on detecting malware and security vulnerabilities associated with a domain, ensuring that it is safe to use. Acquiring a previously used domain can give you a head start in SEO, boost credibility, and drive traffic to your site right from the start.

Social Media and Domain Name Consistency

Securing a social media handle that aligns with your domain name across social media platforms is almost as important as registering the domain itself. Check platforms like Facebook, Twitter, Instagram, LinkedIn, and others to ensure your domain or brand name is available if possible.

Even if you don’t plan to use specific social media platforms right away, securing your brand’s handle protects it for future use. As new platforms emerge, staying proactive by registering your domain name ensures that your brand remains consistent and protected across all online channels. Additionally, make sure to monitor your social media presence regularly. Even if you decide not to develop it, someone might use it as a way to contact you, and you could miss out on valuable business opportunities.

Both brand and domain names show the brand’s mission, values, and purpose. Whether you choose a brandable or descriptive domain name, ensure it resonates with your audience, is easy to remember, and aligns with your overall branding strategy. Using tools like domain name search, domain name generator, and even exploring expired domains can help you secure the perfect domain name for your business.

By following these steps, you’ll create a strong foundation for your brand’s online presence and ensure that your digital identity is protected for years to come.