October 1, 2024

Why You Should Use The .com For Your Domain

written by

Joe Uddeme

Joe Uddeme

Why You Should Use The .com For Your Domain

Domain Buying Guides

Name Experts provides premium
domain service to:

MAX
MAX
MAX
Hope Channel
MAX
MAX

There have been many ‘young pretenders’ such as .ai and .io, but .com reigns supreme in the world of domain names. NameExperts.com Director Joe Uddeme explains why a .com URL is still the one to aim for in most cases.

 

Using a .com domain offers several significant advantages that can positively impact your brand’s identity, visibility, and long-term growth. To this day, a .com domain registration transfer is often the best choice for a new domain and purchase in your desired price range.

Buying a domain name can be daunting and less secure without the proper knowledge of the transfer process, which is where a top domain brokerage service can help. Price range is a major factor when it comes down to buying your URL – or selling it – and a broker can streamline the whole process.

Global Recognition

A .com website has the most-recognized Top Level Domain: The .com domain extension is known worldwide and widely respected. When users see a .com domain, they immediately associate it with a legitimate organization. It’s the default extension most people think of when typing a domain name or securing one for ownership and transfer. It’s a key consideration when you want to acquire a premium domain name.

Trust Factor

Buyers tend to trust websites that have a .com domain over other top-level domains. Most International registrars support the transfer of .com and offer additional features.

Since it’s the most established and widely used domain extension, it adds an element of professionalism, security and reliability to your marketing plan. This helps visitors with peace of mind and makes them more likely to engage with your entity and feel more secure. If you’re involved in domain name portfolio management, it’s a good bet you’ll have one or more .com names in your collection.

Memorability and Ease of Use

A short, catchy .com domain is easier for people to recall. People are conditioned to associate websites with .com, making it more likely that they’ll remember your complete domain name when searching for your business or product suite.

This improves free direct visit traffic, where users type your domain into their browsers, leading to higher engagement and conversions on your site to protect your brand and keep you covered.

Because .com is the default TLD, potential individuals are more likely to accidentally type yourbusiness.com even if your actual website is on a different extension (e.g., .net or .org). Owning the .com prevents you from losing traffic to other sites and allows your client to complete the navigation. It’s all part and parcel of a great brand name strategy.

Customer Expectations

.COM:

Customers often expect businesses to use .com for both websites and email addresses. If a site uses yourbusiness.com for its website but an alternative domain like .net or .biz for its email, it could create confusion or even raise questions about its legitimacy, even if it is catchy.

A professional email address ending in .com adds security and simplicity – and attracts more visitors to the domain to achieve success.

Using the same .com domain for both your website and professional email helps create a cohesive brand identity for your new domain and keeps you protected and ready to continue to build your organization.

Other TLDs:

If your website is hosted on a .com domain but your email uses different domain extensions (e.g., [email protected]), it can lead to confusion and undermine the consistency of your brand. Clients may accidentally send emails to [email protected] because they assume your email matches your website domain.

Grid of logos of popular digital brands for blog post about securing a .com domain name

Credibility with Investors and Partners

Perception of Success: Having a .com domain is often seen as a sign that a brand is more established, successful, and serious about its online presence.

Investors, acquisition partners, and other account stakeholders may view your brand more favorably if it has secured a .com domain, especially if you’re targeting a global audience or providing services or support.

Domain as a Digital Asset: A .com domain purchase that you intend to hold onto can also become a valuable long-term equity play. Premium .com domains tend to appreciate over time, adding value to your organization if you decide to sell or expand services to maximize the best price for transfer.

Register top keywords that identify with your services or product offerings or answer questions. Purchase a .org for your non-profit or a .net for your network platform.

Alternative TLDs such as .net and .org may each hold value to the domain name owner and may be attractive to the buyer as a cheaper alternative, based on the availability of domains.

SEO and Search Engine Benefits

Higher Click-Through Rates (CTR): A .com domain will ensure greater click-value in search engine results. Since users trust .com websites more, search engines like Google may favor them in search rankings, especially for advanced searches.

Even if a domain extension doesn’t directly impact SEO, user behavior (like click-through rates) does, and .com domains tend to perform better in this area.

Backlink Value: When other sites link to you, they may be more willing to link to a .com site due to its perceived authority and security. High-quality backlinks are essential for SEO performance, and .com domains tend to naturally attract more of those links.

International Appeal

Global Acceptance: If your organization operates globally or plans to expand internationally, a .com domain is universally recognized and accepted across borders and everyday life.

Country-specific domains (like .co.uk or .de) can limit your reach or cause confusion in markets outside that specific country. They can also cause transfer issues.

Consistency in Branding: As your organization grows, maintaining a consistent identity across different regions is essential. A .com domain helps establish a unified web presence, making it easier for customers worldwide to find and recognize your branding and url.

Competitive Advantage

Competitor Safeguard: Owning the .com version of your entity name prevents competitors from using it. Even if you currently use a different extension for your account, a competitor could purchase the .com and use it to divert traffic, confuse clients, or dilute your message or image and hurt security. Always be sure to check out a .com’s history before buying, though – there could be some nasty surprises if it has been used before.

Professionalism: Many well-established businesses, particularly in competitive industries, prefer .com domains. If a competitor has the .com version of a similar name, they may be seen as more professional or legitimate than a business name using a less common extension. Having a .com gives you an edge in appearing professional and trustworthy.

Versatility to Ensure Growth

Future-Proof:

As your network grows, the .com extension is flexible enough to accommodate expansions into new products, services, or geographic markets. Unlike some niche TLDs, which may be associated with specific industries (like .tech or .store), a .com can grow with your entity and remain relevant in any market.

Resale Value:

Premium .com domains can become valuable assets if your organization is ever sold or merged. The high demand for .com domains, especially short, brandable ones, means they often increase in value over time and make them an easier sale for the seller in a reasonable range. Some names exceed all expectations, however, and command seven-figure price tags or higher.

 

What other TLDs Are Good Options?

Clients ask regularly if there are decent top-level domain alternatives to the .com for transfer. There are many, including .org, .net,.co, .io, .ai, .xyz and .club domains that a degree of power and authority.

Top Extensions:

These extensions are popular for use in the crypto and web 3 space. There are many organizations that capitalize on the generic value such as the banking industry with the .bank top-level domain.

With more than 2,500 new GTLD domain extensions, you can now register and transfer anything from .legal to .car for your business, which is worth knowing if you’re securing a unique domain name for a startup in particular.

Here are a list of some top extensions and how they’re often used:

  • .ai: artificial intelligence, machine learning support, reasonable renewal cost
  • .net: internet infrastructure sites, more technical, fairly reasonable renewal cost
  • .co: abbreviation for commerce, corporation and community
  • .org: non-commercial org and non-profits
  • .io: tech sites, business or commercial use support

You definitely don’t need to use a website builder for every domain name you purchase. Make sure you forward any additional domain names you register to your primary site and add a secure server to protect your organization.

The .com Domain Should Be Your First Choice

When we talk about long-term investing and ROI, we think about the stock market, commercial or residential real estate investing, gold bullion and Forex – but domain investing is a legitimate business pursuit, too. Domain names hold value and add instant equity to the branding strategy and ownership in the purchase and sale of domain names.

There are hundreds of thousands of prime opportunities to invest in the domain space – and as the last 30 years have shown, the .com is the most credible TLD on the market, both domestically and abroad. This holds true if you are buying your domain for your business or to hold and transfer at a later date.

Whether this is your first domain or you own many, the .com creates easy accessibility for consumers and brands alike.

Brand Protection:

Companies work hard to protect their domain brands, accounts and marketing tactics. They invest millions of dollars and countless resources at building that beach-front real estate and maintaining their Internet presence in the world. As leaders in the domain space, the NameExperts.com team continues to recommend the .com as the superior domain with considerable upside and long-term equity potential.

Case Study: Tesla.com domain acquisition

Here’s a case study of a .com domain acquisition transfer that highlights the importance and benefits of acquiring a premium .com domain for a business. The study involves Tesla’s acquisition of Tesla.com.

Background:

For many years after its founding, Tesla, the electric vehicle manufacturer, operated under the registered domain TeslaMotors.com. Despite its growing success, the entity didn’t own the highly sought-after Tesla.com domain. TeslaMotors.com was functional, but having Tesla.com would better align with the company’s image as it expanded beyond cars to include energy products like solar panels and batteries.

The domain Tesla.com was originally owned by a man named Stuart Grossman, who had registered it long before the organization existed. Grossman wasn’t actively using the domain, but he also wasn’t interested in selling it easily, making the acquisition a challenging and lengthy process.

The Acquisition Process:

  1. Need for Rebranding: As Tesla grew and became a household name, the organization realized that TeslaMotors.com was limiting its branding. The “Motors” in the domain name suggested a narrow focus on cars, whereas Tesla’s long-term vision encompassed energy solutions, solar products, and batteries. The organization needed a simpler, cleaner domain—Tesla.com—that reflected its image as a leader in the broader tech and energy sectors.
  2. Complex Negotiation: Elon Musk, Tesla’s CEO, revealed that acquiring Tesla.com was a difficult process, taking over 10 years of negotiations. The domain owner, Grossman, was reluctant to sell the name for many years, leading Tesla to offer a significant amount to finally secure it. Musk later hinted that they had paid $11 million to acquire the domain, though exact figures weren’t officially disclosed.
  3. Hands-on Approach: Tesla’s approach to acquiring the domain involved:
    • Patience: Tesla waited until the domain owner was ready to sell, all while continuing to build their company.
    • Persistence: Tesla remained in contact with the owner over a long period, signaling ongoing interest and ensuring the owner knew they were serious buyers.
    • Strategic Timing: Tesla finally closed the deal when they were ready to reposition their entity from just a car line to a broader energy and technology company.

Outcome:

In 2016, Tesla successfully acquired and completed the transfer of the Tesla.com domain and immediately rebranded their website and digital assets. This acquisition allowed Tesla to secure its concept and image across all its product lines and simplify its online presence and customer support tools.

 

Screenshot of Tesla website for article about securing the Tesla.com domain name

 

About the author

Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Joe’s specialty is helping clients secure .com domain names that appear unreachable – and at the right price, too. Contact Joe at: [email protected]

Subscribe for More Domain Buying & Selling Advice

Related posts

Man stares at a large whiteboard. He is wearing a purple tee shirt.
How Much Do Domain Names Cost? Everything You Need To Know

Ready to start a business? Then get set to enter the world of domain name buying. In this post, NameExperts.com Director Joe Uddeme covers all the pricing information a newcomer to domain names needs to know.   When it’s time to start your business online, securing a domain name is the first step. Regardless of whether or not your business is established, you can’t create a website without a domain name. If you’re like most business owners, you’re probably wondering how much do domain names cost? You might also have questions about how much time you should spend looking for the right URL or even how to buy a domain name. We’ve got the inside scoop on what you need to know. Your domain name essentially functions as your website’s address, so you want to make sure you have one that is simple and relevant. You’ll also want to make sure it’s easy to remember so that people can easily find you and your business online. With all of that in mind, it’s easy to see why some people are willing to break the bank to get the domain name they want. If your domain name is just right, it can greatly increase website traffic. Discover everything you need to know about domain names and how much they cost right here. Key Takeaways A beginner’s guide to domain names Pricing details for domain name buyers How a domain broker can secure a better price and streamline the process   Pricing for Domain Names – the Inside Guide Ready to delve into domain names and what they cost? Let’s start with the basics: What Is A Domain Name You don’t want to shell out a ton of money on a domain name without first understanding what you’re paying for. We mentioned it earlier, but a domain name is the web address you type into a browser to bring up your specific website. It typically will start with https or www and will end with something common like .com. You’ll recognize some of the higher profile (read: high traffic volume) domain names like www.google.com or www.irs.com. Why Do You Need To Purchase One If you want to have a website, then registering your domain is absolutely necessary. There are three main reasons why you might need to buy a domain. 1. You’re building a website. You’ll most likely use a domain name that ties in with your business name or utilizes keywords that are related to your company. This is a non-negotiable part of the business world – you need a domain name. 2. Another reason you might register a domain name is when you’re considering starting a business or website. If you have a great idea for a business or a website, then you might want to jump on registering the domain you want. Stake your claim before anyone else comes along and takes it before you’re ready to execute. Check out our guide to finding a great brand name for your business. 3. The third reason that people start to wonder how much domain names cost and start registering domain names is when they are investing. Domain name investing was really popular at the start of the internet age, when popular keywords were still available. Nowadays, a lot of domain names are already taken (read: what to do if the domain you want is taken), but domain investing can still be a great way to earn money. If you’re working with a broker who is managing your domain portfolio, you can find domains that have the potential for significant value and buy them now so that you can sell them for a profit later. How Much Do Domain Names Cost In general, you can purchase a domain name for $2-$20 a year, depending on discounts available and who you’re purchasing it from. Newer domain extensions, the part at the end of your address, like .app or .info might cost more, as they are newer on the market. We can break down how much domain names cost based on a couple of factors. Like we just said, the domain extension can increase the price – for example, using .com might be more expensive than .shop. Where you purchase your domain name is another factor. A reputable registrar might be less expensive than an aftermarket service or private seller. Additionally, if you choose to register for multiple years and elect to include domain privacy it can also increase or decrease the price of your domain name. You’ll find that the most expensive domain names will be the ones you’ll find on auction houses, through private sellers, or aftermarket services. Unfortunately, there are no hard or definitive prices for domain names, regardless of the avenue you choose to purchase from. The domain name industry varies, just like real estate. Sometimes it’s a seller’s market, sometimes it’s a buyer’s market – as our guide to domain name valuation illustrates. Scarcity, though, is what drives domain name prices to eye-watering levels. Add in desirabilty, and you have a recipe for domain name costs that can shoot through the roof. The most expensive domain name ever sold – cars.com – went for just a little short of a billion dollars. Make sure you consult a domain broker if you’re looking to buy from a private seller, or are looking to purchase a domain that is already owned. Brokers are experienced and can handle all of the ins and outs of the acquisition and negotiation process so that you get the domain you deserve at a fair price. Why You Should Consider Hiring A Broker As mentioned above, hiring an experienced domain broker might be the best idea to make sure you get the domain you want. However, for a readily-available name, such as parkmylimo.com, there’s no need – it’s yours from any of the registration companies for just a few dollars. If you can be flexible when the domain you want isn’t available, that’s another great way to snap up a bargain, too. Sometimes, though, you can’t proceed without a certain domain name. Even the mighty Tesla struggled to do what they wanted with the brand because they didn’t own tesla.com. They eventually bought it – after many years of negotiations and a price tag thought to be in the many millions. A broker with experience will know the market inside out. He or she will have a thick contact book, and their years of experience provide leverage when negotiating the best price for you. If going it alone, look out for hidden fees, discount scams, and even hidden costs in your written agreements. This is where having a domain broker on your side comes in handy. They know the lingo, they’ve negotiated before, and they aren’t emotionally invested, which means they just want to get you the best deal. Let a broker help you navigate this industry and help you determine what might be too good to be true. Sometimes, when a great domain seems really cheap, it might be because there are hidden fees when registering. A domain broker can help you choose a reputable registrar and find the right price.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]
Computer keyboard with large red return on investment button denoting the importance of accurate price evaluation in domain names
How to Value A Domain Name

Did you make a speculative investment in a domain name some years back and are now wondering what it’s worth? In this article, domain name specialist Joe Uddeme provides expert insight into how to accurately value what you have in your portfolio.   How to Value A Domain Name Valuations can be confusing whether you are the buyer or seller. “What’s my domain worth?” is a question that many owners ask themselves. “Why are domains so expensive?”, an intending buyer may ask after seeing the price of the asset they want. Utilizing an appraisal services tool is crucial to accurately assess the value of certain names for various purposes, such as buying, selling, or evaluating brand name changes. We will dive deep into domain valuation and the factors that affect the value of a domain, but first it’s helpful to understand why they cost money in the first place.   Key takeaways Domain name values rise and fall as with other asset classes Accurate domain name valuation ensures both buyers and sellers leave the negotiation table happy Understand what makes one domain name more valuable than the next Access evaluation tools to help you arrive at a fair price Understanding Domain Value Domain value is a crucial aspect of the online business world, and understanding it can help individuals and businesses make informed decisions about their digital assets. Remember, values could rise and fall according to market trends and the desirability of a name to a particular buyer at any point in time. Knowing the value of a name is essential for both buyers and sellers, as it ensures fair transactions and helps in strategizing future investments. In this section, we will delve into the concept of domain value, its importance, and the factors that influence it – as well as offer a complete review of the best-known domain appraisal services. What is a Domain Worth? Domain worth refers to the monetary value of a name. It’s an estimated amount that an asset could be sold for on the market. This estimated value is influenced by various factors, including the domain’s length, keywords, and extension. Domain worth is a critical factor in determining the value of a business, as a high domain worth can significantly enhance a business’s overall value. For instance, a memorable and relevant name can attract more traffic, improve brand recognition, and ultimately lead to higher revenue. Why Do Domain Names Cost Money? A domain name is an online property – and property is not free. They are scarce by design; once a person buys an asset, it belongs to them as long as they pay the renewal fees. Likewise, it costs money to maintain the vast computing infrastructure that powers the internet, and selling digital domains is a way for registrars to recoup their costs. Expertise in buying premium domains is crucial to ensure accurate appraisals and competitive pricing, helping buyers avoid over-payment. Why Would You Need To Value A Domain? It is important to have an estimate of what a name is worth, whether you are the buyer or seller for any potential sale. Understanding a domain’s worth ensures that a buyer won’t overpay for an asset and a seller won’t sell their domain for a price far below what they could have gotten from another acquisition partner. Domain name valuation helps buyers or sellers assess the worth of a domain and pay or receive a fair market price. What Makes An Asset Valuable? The Top-Level Domain (TLD) The TLD refers to the last segment of a domain name that comes after the “dot” symbol (.com, .net, .ai, .co, .xyz, etc.). It plays a big role in the value of your asset due to supply and demand insight and data. For instance, .COM is the most popular option for buyers, so domains with this TLD tend to be more expensive than others with less interest. Some other TLDs also have a reputation for being expensive because of a strong market, like .ai and .io – according to current data. Domain Length The number of characters of an asset also affects its value metrics. The rule of thumb is that the lesser the number of characters, the more valuable the asset. Number of Words Similarly to length, the number of words in a name affects its valuation. The lesser the number of words, the more upside an asset has. This happens because domains with one or two words are easier to remember and thus command more brand power. Age or Domain History How long a domain has been owned by someone else contributes to its value. The longer the period of ownership, the higher the chances of that domain being recognizable. So, domains owned for a long time tend to command higher prices than new or short-lived ones. Domain Popularity If a name is already in use, the volume of the traffic on the site using it contributes to its value. High-traffic domains are more expensive because the new owner can leverage the existing traffic to drive eyeballs to their own website. Likewise, if an existing asset has backlinks from other websites, it will command a higher price because backlinks improve search engine rankings and help generate organic traffic. Understanding the domain marketplace is crucial for accurately estimating values and optimizing URL investments. Availability of Alternative Domains Can the purchaser find a similar asset elsewhere? (for instance Trucks.com > Trucks.co or Trucks.net or the .org). If the buyer can’t find a similar name somewhere else, then they may be more willing to pay a higher amount for it. Market Interest and Characteristics Market interest and characteristics are two essential factors that influence the names. Internet market interest refers to the level of interest in a name, which can be driven by trends, industry relevance, and the popularity of certain keywords. Characteristics, on the other hand, refer to the attributes of the name, such as its number of characters, extension, and keyword density. A URL with high market demand and desirable characteristics can command a higher price. For example, short, memorable domain names with popular extensions like .com are often more valuable sales due to their high demand and ease of recall.   How To Determine A Domain’s Value There is no specific formula for this activity. However, there are some free tools and services to help you estimate the cost of a domain name. 1. Research Tools The first step in figuring out how much a name can sell for is checking out the rate of similar domain names. Thus, you can use a research tool to see what similar domain names are selling for and compare them to your own. This will help you select a fair market price. Some sites are free to use while others charge a fee. DN Journal is a good example of a platform that collates sales figures and displays them to readers for free. Namebio, much like DN Journal does a great job cataloging recent names with an easy to use scan tool. They offered a monthly service fee for multiple inquiries. Domain Name Wire is another free resource. You can find blog posts about notable domain sales to help you estimate what you can sell yours for. Godaddy is a great resource to see what names may be available. They also offer a fast transfer service. There are many others, but these a few good places to start. 2. Use An Appraisal Service A domain appraisal service estimates the market value of a name. They appraise a domain based on many factors, including popularity, search engine ranking, social media shares, TLD, and by comparing it to similar domains. These domain appraisal services platforms make it easy to get an educated answer on how much a domain is worth. A free valuation tool can give you an overview of the appraisal value, such as godaddy. 3. Find Out What Others Are Willing To Pay A more direct way to answer the question of “what is a domain worth?” is to understand the domain sales marketplace and see what others are willing to purchase it for. The easiest way to do this is to list your domain on a marketplace like Sedo and Afternic and see what offers you receive to purchase. Create cool landing pages to help drive leads. This data can help set better pricing. You can use the offers as the yardstick for valuing the domain. Combining AI and Human Expertise To accurately determine domain value, it’s essential to combine artificial intelligence (AI) and human expertise. AI searches can analyze vast amounts of data, including market trends, search volume, and similar domains, to provide an estimated value request. They are vast resources for information. These automated tools can quickly process information and identify patterns that might not be immediately apparent. However, human expertise is necessary to interpret the data, consider the nuances of the domain name, and provide a more accurate appraisal. Experienced domainers and brokers can offer insights that go beyond raw data, such as understanding the potential for future trends and the strategic value of a domain within a specific industry. How To Increase Your Domain’s Value There are several ways to boost the value of a domain, including: Search Engine Optimization (SEO) This refers to optimizing a web page such that it ranks high on search engines. You can do this by including relevant keywords in your niche and getting backlinks from other websites. If people can find your website on Google algorithms, they will click on it more often and give you higher conversions, which translates into a higher domain value when you analyze the data. Market Your Site You can advertise your website on appropriate venues like social media services, search engines, or even use free word of mouth for your Company. This lets people know you exist and will likely drive higher eyeballs to your domain, giving it a greater value. Availability of Other Domains People are less willing to pay a high price for a domain if they can get something similar for cheaper elsewhere, e.g., Cars.com > Cars.co. One way to avert this is to buy the keyword across multiple TLDs, e.g., Box.com, Box.org, Box.net, etc. This way, the intending buyer will have less leverage. Build An Online Presence You can create profiles on social media platforms to build an online presence. This gives your domain more brand power and, in turn, a higher evaluation figure. Types Of Domain Name Valuations There are three main types of domain name valuation: Retail Pricing These are domain names directly offered by the owners to end users with a clear use case. The end users already have something in mind to do with the domain, usually for a website, so are more willing to pay a higher sum than the estimates. Liquid Pricing This comes into play when domain names are being offloaded by an owner, court order, or a bankruptcy proceeding sales. The domains are typically sold as a group and are cheaper to buy because it is a fire sale. However, the chances of finding domains with liquid pricing estimates are slim compared to the others. Liquid pricing is usually between 20% to 30% of retail pricing. Investor Pricing This is when domain names are offered for sale by professional domain brokers or flippers. You can find these types in an auction where you will likely bid against other people to acquire a domain. Some people may exchange domains with other Internet portfolio investors or team up to acquire a single valuable name for their domain portfolio. Investor estimates pricing between 40% to 60% of retail pricing. Working with Domain Investors and Brokers Domain investors and brokers play a crucial role in the domain name market. They help individuals and businesses buy, sell, and appraise their names, leveraging their expertise to ensure fair and profitable transactions. Brokers, meanwhile, act as an expert go-between the buyer and seller of a domain name. Role of Domain Investors Domain investors are individuals or companies that buy and hold domain names with the intention of selling them at a profit. They often have a deep understanding of the domain name market and can provide valuable insights into the value of a domain name. Investors typically maintain a domain portfolio as part of their business, which includes a variety of domain names that they believe will appreciate in value over time. By analyzing market trends and leveraging their experience, domain investors can identify undervalued domains and acquire them at a lower cost, with the aim of selling them at a higher price in the future.   About the author Joe Uddeme is Director and Principal of NameExperts.com, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]
Woman faces the camera while sitting in front of a laptop for blog post about domain names
How to Rebrand Your Business and Domain Name

Even well-established businesses sometimes need to rebrand, and one of the biggest issues can be finding a new domain name to match. In this post, NameExperts.com Director Joe Uddeme looks at the smart way to do it.   Looking to rebrand your business? It’s rarely a walk in the park, with a to-do list that features everything from registering your new name, changing all of your company materials, and, crucially, securing a new domain name that can help your rebranded business to grow. There’s often a significant culture change, too, and it’s important your staff understand why you’re rebranding and what your hopes are for the new-look company. In this post, we’ll look at some key things to consider, including buying the domain name you’ll need. Key Takeaways The compelling reasons behind rebranding Considerations for your audience/marketplace Publicizing your new brand Practical considerations (logos, etc.)   How to rebrand a business Branding is a critical consideration for every business. Branding refers to promoting your products with a distinctive feel and design. It’s an ideal way to differentiate yourself from competitors. No matter how good your products are, you won’t sell them without proper branding and customer awareness. Branding isn’t an easy task. We wouldn’t have many companies struggling to sell themselves if it was. The world is littered with failed branding strategies, even from big brands. Netflix’s struggled early on to use Qwikster to break out its DVD rental service and its streaming service. However, a failed branding strategy isn’t the end of the world. Any business can rebrand and make it right with consumers. Netflix didn’t give up when its Qwikster brand failed. It continued DVD rentals with its usual name (successfully) before pivoting to video streaming later. When your initial branding strategy doesn’t work, the intelligent thing to do is a rebrand, and there are specific factors to consider when doing that. Be clear on what’s driving the rebrand Before initiating rebranding efforts, you must be clear on what’s driving the need for the rebranding. There are varying reasons for a business to rebrand, and each demands different strategies. The most common reasons for rebranding include: Having an outdated brand To reposition your brand Reputation management Brands can become outdated when they fail to keep up with rapid changes in modern style and influence. For example, a social media site from the early internet days won’t survive well in this current internet age when we have vastly different demographics. The early social media platforms became outdated over time, and those that failed to rebrand lost market share. You can also rebrand to reposition your company’s business strategy. If your original name focused on a niche, but has evolved to target a broader offering. FilterEasy to Second Nature is a good example of a brand that changed brand names to better align with their new offering. They originally focused on selling only filters but evolved to sell home care products. Check out our story about the rebranding of Monday.com for another great case study. Businesses also rebrand for reputational purposes. You may have started with a well-meaning name that unfortunately became associated with negative things in the future. A typical example is a Chinese fashion retailer named ISIS that had to rebrand when the name became associated with terrorist activities.   Focus on the Core Messaging Your rebrand should have clear and concise messaging. You should be able to tell a story with your new brand that customers can relate to. Just don’t rebrand without context – because that can irk existing customers. Let them know why you’re rebranding and why it’s better for the business. A simple explanation goes a long way in making your customers empathize with you despite the short-term inconvenience. Let your teams know this, too.   Consider your audience, market, and competition Take time to evaluate how your rebranding would affect your existing audience (customers) and standing against competitors in the market. Ensure you research to validate if your rebranding reasons are appropriate. How would your customers react to an unfamiliar brand name? Is there intense brand competition in your industry? These are good questions to ask before initiating any rebrand. You must be sure that the direction of your rebrand matches what customers want. There are two main types of branding research: quantitative and qualitative. Quantitative research entails collecting and analyzing numerical data to find patterns, while qualitative implies using non-numerical data. Focus groups are a good example.   Publicize your new brand Your rebranding efforts will be futile if you don’t make customers aware of it. Consumers have short attention spans, meaning they can easily forget your old brand. Once you rebrand, assume you’re a newly formed brand and market like one. Buy ads on social media platforms, search engines, TV, etc., to spread the word about your new identity.   How do I rebrand an existing business? 1. Buy a new domain name In this digital age, not having a website puts you on a lower level than your competitors. Hence, the first step to rebranding an existing business is securing the proper domain name. Before choosing your new brand name, check if a corresponding domain name is available. Your domain name is how customers would find you, so you can’t afford to make errors here. You can buy any available domain name through any domain registrar. However, there are cases where a domain you want is already taken, and you see yourself having no other choice. Don’t fret. You can enlist a domain name broker to find and contact the owner with an offer on your behalf. Domain brokerage services are great at negotiation and can take care of the technical side of domain name acquisition, too. 2. Change your logo A logo is an essential aspect of any brand because it’s one of the first things a customer recognizes and identifies with. Hence, you should change your logo during rebranding to signal your new brand identity. You can make your logo simpler for customers. Likewise, you can use unique colors to make your new brand stand out from your former. 3. Change your slogan Many brands have a slogan that customers resonate with, e.g., Nike’s “Just do it” and Disneyland’s “The happiest place on earth.” It would be best if you changed your slogan when rebranding to flaunt your new brand identity. 4. Create new ads You should create advertisements fitting your new brand identity. Your ads will now use a different slogan, color palette, keywords, etc.   What does it mean to rebrand a business? Rebranding is the process of changing an organization’s corporate image. It entails creating a new look and feel for an existing company to influence customer choices. A rebranding company would typically change its name (and domain), logo, slogan, vision, mission statement, etc.   Why would a company rebrand? There are various reasons why a company would rebrand. It could be repositioning themselves for a new business strategy, reputational management, or simply fixing an outdated brand. If a company is switching from a niche market to a larger one, it’s wise to rebrand appropriately to match its new focus. Likewise, if a company’s brand suffers from a poor reputation due to internal or external causes, a rebrand can help avert it.   Should you rebrand your business? Rebranding is a complex and expensive undertaking that you must do only with a clear goal. If you’re not looking to change your strategy, avert a reputational crisis, or face other standard issues that call for rebranding, we advise you to avoid it. However, in the right circumstances, it can give a struggling company or one with immediate challenges a new lease of life.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Joe has helped with the rebranding of numerous large companies. Contact him at: [email protected]    

Why Work with Name Experts

Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

Free Consultation

Some of our most
successful stealth acquisition and sales

Aid.com

Fit.com

Mine.com

GLD.com

Jeff.com

Fora.com

Nori.com

Secure.com

Guitar.com

F*ck.com

Radian.com

MetaData.com

Prize.com

Link.com

Loop.com

Programs.com

Claim.com

Quince.com

Hook.com

QXO.com

NQ.com

Rest.com

Humani.com

Max.com

Need help buying or selling premium domains?