The NetNames Guide to Applying for a DotBrand

In the next few months we will start to see many big brands launch their own DotBrand Top Level Domains (TLDs) and claim their own piece of the new Internet. A DotBrand TLD, such as .samsung, will allow you to control an area of the Internet from its root and could be the most important digital asset that your company ever owns. However, applying for such a gTLD can be challenging – where do you start and what is the right approach?

 At the beginning of the year, professional services firm KPMG announced the launch of its very own .kpmg domain name. The company’s Head of Global Digital Marketing explained that .kpmg will eventually replace the firm’s primary web address. The main advantage of a DotBrand TLD, such as KPMG’s, is that you are not applying for a domain name, but for the ability to operate a secure registry system at the root of the Internet. The benefits of this include having superfast servers able to handle a more powerful processing power. DotBrand TLD applications therefore require more planning than applying for a generic TLD. So what steps do you need to consider?

  1. Strategic Planning – analyze whether your competitors, vendors or customers have applied for a TLD and speculate what they might do. Review your current data on search, social and mobile platforms to evaluate what works best.
  2. Technology – the DotBrand TLD is a technology platform so you will need to think about navigation, landing pages and connections with existing online platforms.
  3. Marketing – you will also need to consider whether you are going to promote your DotBrand TLD when it launches. Consumers will start to gain a better understanding of the new gTLDs once big players like Google and Amazon start to act, but do you want to start educating your customers now?
  4. Monitor – once you have launched your DotBrand TLD, you need to closely track data within your TLD to see how customers are navigating your new area of the Internet and determine potential improvements.

For more information on how to apply for a Dot Brand TLD, get in touch with your NetNames representative or fill out this contact form and we’ll get back to you.