Any business owner eventually realizes that brand identity is not simply a talking point: it is your business. Establishing brand identity helps you cultivate the right reputation, and often spells the difference between a venture that succeeds and one that fails.
Therefore, threats to your brand identity can also jeopardize your whole business. Accordingly, you need to know how brand identity relates to your web address so that you know which domains you need to purchase.
This step is important for new online businesses, as well as for those seeking to establish their brand and online reputation.
Here is a short guide on domain buying for online businesses.
Why you should care
You probably worked hard to get your online business started with a clear intention for your brand. If other people online use your business’s name to conduct their own business, there’s no way for you to keep your identity intact.
To prevent other businesses from ruining your potential customers’ impressions of your business, you need to safeguard your reputation.
This goes for your marketing as well. Likely, you worked out with your team (or just yourself) on how you plan to craft a consistent marketing vision. You want your customers to know your business by name and by the values you hope it will embody.
However, your marketing efforts will go to waste if other marketing campaigns are popping up using your business’s brand. The identity of that brand requires your complete control over its distribution and marketing.
Know your domains
In order to know the different domains that need to be registered in order to safeguard your brand identity, you also need to know the differences between them.
The most extensively used domains are known as “top-level domains” (TLD) and they include .com, .org, and .net. If you only register one of them, you run the risk of someone else creating a similarly named business from a similar domain. This, in turn, will confuse your potential customers on the identity of your business’s brand.
After you register a TLD, you also need to know the domain extension for your country. These are specific domains for your country that specify the areas your business services, if this applies. These include .au, .uk, and so on.
The two goals of registering different domain names are to prevent other businesses from taking a similar name and helping people to find you. Some cities even have their own domain names, and you can consider this as well.
All entrepreneurs need to be protective of their brand, but the Internet can make this more complicated. This is because it has accelerated the ability of other businesses to encroach on your brand identity and use it as their own.
As a result, your potential customers can be confused about what you stand for. Moreover, it can make your venture more difficult to find online and even tarnish its reputation due to someone else’s bad feedback.
Purchasing multiple domain names likely to be searched is a great way to protect your brand in the modern age. Therefore, you should cover yourself on multiple popular extensions and those that are specific to your city or country. This way, you can give yourself a better chance to maintain the integrity of your reputation and the consistency of your brand.