.YourBrand Now!

Alex Tajirian
November 1, 2010

The time is now to make sure your brand makes it onto the list of new top-level domain names.

Brand owners should immediately start re-enforcing your brands by promoting “.Your Brand” as a top-level domain (TLD) extension. You must implement the strategy through a two-stage process: free ride on pre-launch discussions and submit your application request with ICANN during the application period.

Talk up “.YourBrand” as a TLD extension by free riding on conferences and blog discussions, and make sure you’re included on informational sites that list potential applicants for the expected launch of new TLDs. By doing all this, you are sending a signal that you listen to your customers, that you are an early adopter of technology, and that you are proactive.

Meanwhile, get ready to submit your request for a “.YourBrand” when ICANN begins its application period. Remember that being approved for the TLD does not obligate you to use it in branding. Your final branding decision should be based on additional information that becomes available over time. But TLD status of your brand name grants you a valuable option. For example, when other brand owners, especially competitors, start using dot-brand as a marketing tool, it puts pressure on you to do so too. Without a successful TLD application, you won’t be ready with the tool you need to reinforce your brand. Instead you’ll have to wait at least a year before the second round of new TLDs is launched.

I am advocating a branding strategy for the to be launched new TLD extensions that is independent of the viability of defensive domain name registrations to protect your brand names. As with new generic TLD applicants, you must start your marketing campaign now.