Going from a business to a brand begins with a domain name. Domain names are long-term, appreciating digital assets—your most valuable business asset, digital storefront and competitive advantage.


Domains are your most valuable business asset.

Domains are your most valuable business asset.

Domains are your most valuable business asset.


A relevant domain is business-critical. It will take people, new customers, to a site in which they may not otherwise have known about. Exact match, keyword and descriptive domains relating to a product or service (say what you do) reflect leader in your space. They provide credibility, will set you apart and avoid confusion. Whether starting a small company or creating a global one, targeting locally or hitting the masses, your domain name is your digital identity.


In general: dot com is the global standard. New generic top-level domains offer creativity and multi-purpose. Effective domains are memorable, unique, relevant, and easy to share. Domain slogans are powerful for advertising campaigns, as primary domains, or as an alternative to .net. Almost every ad campaign has a web presence behind it, using a URL that matches its slogan. Two-word domains can be better than one-word domains when more specific. Off-the-wall names are original, however new company name recognition can be challenging. A great slogan along with it can make it relative.


Digital spaces are gateways, communication initiated on the web can expedite effective traditional communication (in person). Websites increase awareness, engagement and drive new business. They're the face of almost every company and the first place people go to learn more. Even apps need a home on the Internet. Business is found and done online, ecommerce has just scratched the surface.


By integrating trending technology advancements—AI, machine learning, augmented and virtual reality, bots or IoT—companies are able to elevate user experience and better compete. Leverage a domain with video. By blending any one of these interactive tools into a mobile-friendly website, companies can learn more about their customers, target market and more. The sky is the limit with a solid, well-thought-out domain.


Appreciating digital asset investments vs. tech investments: Companies invest millions of dollars in necessary infrastructure solutions that are either replaced or displaced every few years as newer technologies and innovations emerge. Domains appreciate over time and don't need to be replaced unless for an upgrade, a new campaign, or renaming. By route of a company domain name, it's website or email, is how people buy. 


There is no shortage of online users or IP traffic growth from mobile devices. The Internet is advancing with AI-powered websites, more video, online shopping, mobile commerce and social selling. As it becomes more interactive and more crowded with fewer .com choices, new generic domain extensions are coming to market. A couple ways to use these is for customized short links (social media) or as a domain hack.


The World Wide Web was invented in 1989, publicly available in '91. Domain names first came to use through the Domain Name System in 1983, the first .com domain registered was in 1985. Since then, the Internet has been a unifier of people, companies and online networks. It's still very early for the Internet. Imagine where digital will be in the next five, ten, 20+ years!


With the right domain(s), companies can blanket the market. A lot of .coms are taken, by no means are all the good ones gone. With some imagination, time to think and research, you can still find a diamond in the rough. 



Tips for domain do's and don'ts:


- Grab your children's names (firstlast .com) for an early start on their digital future


- Raise the bar, imagine and differentiate


- Use keyword dotcoms to drive more traffic


- Don't cybersquat


- Take advantage of what dot opportunity is available today