Brand protection starts with your domain: 3 steps to get it right
Brand protection starts with your domain: 3 steps to get it right
Launching a new brand takes significant investment — from brainstorming and design to positioning and marketing. But what happens if, after all that effort, the perfect domain name is already taken?
Recently, a customer approached us with exactly this challenge. They had built a strong brand identity but discovered that the most strategic domain — under the country top-level domain (ccTLD) for their primary market — was already owned by someone else.
The good news? This situation is preventable. Below, we share three key steps to ensure your brand launch isn’t derailed by domain name issues.
1. Think domains from the very beginning
When you start brainstorming brand names, consider domain availability right away. Ask yourself:
- Which countries do we operate in today?
- Which countries are part of our expansion plans?
Some top-level domains (TLDs) or country code TLDs (ccTLDs) may be better suited to your market and strategy. Checking early prevents wasted resources on a brand that can’t secure the right online address.
2. Safeguard your brand with a domain gap analysis
Owning your primary domain is only part of the picture. To protect your brand long-term, it’s smart to review associated domains that could be registered by competitors or bad actors.
A simple domain gap analysis will help you identify which variations you should register now to safeguard your brand online. (Need support? Our team at Ilkari can run this for you.)
3. Consider domain brokerage if the name you want is taken
If your desired domain is already registered, all is not lost. Through domain brokerage services, it’s often possible to negotiate and acquire the name at a reasonable rate.
In our customer’s case, we helped them successfully purchase their preferred domain, protecting the investment they had already made in their brand identity and marketing campaigns.
Your brand is only as strong as its digital presence — and your domain name is the foundation. By thinking about domains early, securing associated domains, and using brokerage services when needed, you can avoid costly mistakes and protect your brand from the start.
Looking to secure your brand’s domain strategy? Explore more Ilkari Insights or get in touch with our domains experts who can guide you.
