Introducing the .neustar Launch Guide

dotneustar dotbrands launch guide TLD strategy

Introducing the .neustar Launch Guide

Today we’re pleased to announce the release of our .neustar Launch Guide – a step-by-step outline of how we got our .brand TLD to launch.

If you’re one of the 550+ companies that have already applied and received approval for your own TLD, this document is designed for you. It’s a detailed look at what we learned as we planned, executed and launched our .neustar TLD.

Quite simply, we believe .brand TLDs represent one of the major pillars for the future of the Internet. The possibilities for creativity and innovation are nearly endless. And we’re not alone – dozens of Fortune 500 companies have already joined the movement and launched their TLD.

Moving to .neustar was about more than promoting our own Registry Services capabilities. If we are going to talk the talk about TLDs, then we need to walk the walk. There is no stronger statement for a product or service than using it yourself, and we’re incredibly excited to be among the pioneers in this space.

This document will provide you with important tips, hints and suggestions based on our own experiences so your .brand launch goes as smoothly as possible. By sharing what we’ve learned in this Launch Guide, we hope to inform and empower other .brands with the know-how and resources to launch their own TLDs.

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About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
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.brands Spotlight: Neustar

.brands Spotlight: Neustar

.brands Spotlight: Neustar

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on Neustar’s use of its .brand TLD.

Summary

In December 2017, global information services company Neustar, Inc. announced the move of its online assets from neustar.biz to its branded .neustar TLD. This was one of the most complete transitions to date, including a newly-designed website, individual pages for key business units, a full switch to .neustar email addresses for all staff and other initiatives.

As both a .brand applicant and a Registry Service Provider for other .brands, Neustar has promoted its unique position as one of the first to ‘go big’ in its TLD launch as well as its transparency in outlining its approach, its successes and its biggest obstacles.

Key statistics

Total domains registered

  • Proportion of active domains (resolving or redirecting) 83%
  • Proportion of overall IT industry domains 57%

Overall rank by domains registered

Key use cases

Industry spotlight: Improved user experience in the Neustar environment

Rethinking traditional website structure

Perhaps the most significant feature of Neustar’s transition to .neustar is the redesigning and restructuring of its corporate website. Previously located on neustar.biz, Neustar’s homepage now lives on home.neustar – following the trend of ‘home.brand’ registrations that have been created in over 50 brand TLDs.

In addition to switching the homepage address (and using the opportunity to redesign the site), Neustar converted its existing business unit sub-pages into their own sites on the .neustar domain. For example, Neustar Marketing Solutions now lives at marketing.neustar and Registry Solutions can be found at registry.neustar.

This strategy taps into one of the strongest benefits of .brands: creating domains that are memorable, intuitive and instantly branded, allowing for easier direct navigation to the information. In addition, while the sites have been designed with the same look and feel to appear seamless when moving between them, having them function independently allows the Solutions groups to customize the user experience as needed for campaigns and audience targeting.

Neustar uses redirects here to mimic standard website structure, meaning that any of the business unit sites can be access from a menu on the homepage as would be the case in a traditional single-domain website. This master navigation has been replicated across all sites to allow easy access to all Neustar information despite the unique website structure.

Want to learn more about .neustar?

Using a redirect strategy to encourage direct navigation

Among its 600+ .neustar domain names, Neustar has set up 495 (or 80%) as redirects, forwarding visitors to other new or existing locations on Neustar’s website. These include the likes of blog.neustar which takes visitors one layer deeper into the site and directly to the company blog; lisahook.neustar which redirects to information on Neustar’s leadership team including CEO Lisa Hook; and ddos.neustar which forwards to a DDoS protection service page within the Security Solutions business.

This strategy, which has been adopted by many .brands including Audi, has both proactive and defensive motivations. Some of the redirects capture common misspellings or potential errors so that users who misremember a domain are still able to locate relevant information, ensuring a clean user experience and protecting against lost traffic.

More strategically, redirect strategies such as that employed by Neustar allow .brands to move towards an ‘anythingyouwant.brand’ approach for customers. That is – for most of the conceivable terms people may think of in relation to Neustar, visitors can type in whatever word or phrase they like and just add .neustar to find a relevant page on the Neustar site. This allows savvy users to bypass gatekeepers like search or social media and find what they’re looking for from Neustar quickly and intuitively.

A very public .brand launch

In addition to its initial press announcement, Neustar broadened the publicity of its .neustar launch with other initiatives such as a highly-trending piece on Forbes BrandVoice, a widespread digital advertising campaign, an upcoming webinar from its Registry team covering some of the operational and technical steps that went into the launch, and a variety of other content and resources developed from its first-hand experience.

While the usage of .brand domains skyrocketed throughout 2017, few brands have been so public in launching their TLDs as Neustar. This obviously ties in well to Neustar’s position within the domain name industry but is also a demonstration of the level of buy-in across the organization, as the project and campaign encompassed areas of IT, marketing, legal, customer support, Registry and more.

A campaign of this scale has the dual purpose of promoting Neustar’s efforts with .neustar as well as drawing attention to the .brands space as a whole.

Conclusion

Neustar has undertaken one of the most complete transitions to a .brand TLD to date, covering a wide spectrum of its digital assets and incorporating a widespread promotional campaign to educate and inform customers and the general public about how .neustar works and why Neustar made the move.

While the Information Technology sector could intuitively be expected to lead the way in .brand TLD usage, Neustar is the runaway leader in its industry with regards to domains registered and overall usage. Neustar’s involvement in the domain name industry, as well as its desire to be a digital leader in the .brands space, mean this is one of the most highly-publicized, transparent .brand launches to date and will continue to provide insights and guidance for other .brands as it continues.

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Stay up to date with the latest .brand news and views by entering your email below.

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
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Three predictions for .brands in 2018

Three predictions for .brands in 2018

Three predictions for .brands in 2018

By Tony Kirsch
Head of Professional Services, Neustar

As I wrote in my 2017 recap, last year the .brands space certainly did not disappoint. I’m not ashamed to admit I’m an optimist and an evangelist when it comes to .brands, but 2017 truly was a year of exciting launches and building momentum.

So, now that over 200 brands have launched their TLDs, and we’re seeing usage expand, diversify and truly push the boundaries, what can we expect to see in 2018?

And of equal importance, will 2018 be the year that ICANN finally gets moving and delivers the second round of new gTLDs to the community?

1. Social media continues to lead the way

Many marketers will know social media can be both a blessing and a curse. Connecting directly with customers has never been easier – but the platforms change by the day and the goal posts are constantly shifting. To survive, creativity and innovation are key. That’s why it was really exciting to see the use of .brands in social emerging as a trend last year, particularly in the last six months. We’ve seen huge organizations like Citi, HSBC and Philips lead the way and this is really just the beginning.

In fact, I’m going to suggest that this will be the year where we all sit back and reflect by saying “what the hell were we thinking?” when it comes to using horrible links in our social media. I’m seriously excited about how .brands could make waves in the world of social by showing marketers that there’s a better way to do things. This will definitely be a space to watch as the year develops.

You can read more about why social media and .brand TLDs are a match made in heaven in my blog Did you ever stop to think what the ‘link’ is all about?’ or my colleague Corey Grant’s piece on 5 reasons to use your .brand in social media’.

“In fact, I’m going to suggest that this will be the year where we all sit back and reflect by saying “what the hell were we thinking?” when it comes to using horrible links in our social media.”

2. Security remains a key selling point

The ability to create domains in your .brand TLD that can’t be replicated, imitated or malevolently acquired has resonated with many .brands since the beginning, and now more than ever organizations are seeing the benefits of increased consumer trust and one extra layer of defense in their cybersecurity arsenal. In fact, it was one of the main features that helped us gain buy-in from Neustar leadership to launch our own .neustar TLD.

I’m predicting this to be a true motivator as the year rolls on, as organizations educate their customers that ‘if it doesn’t end in our .brand, it isn’t us.’

3. .brands as the basis for digital disruption

Finally, 2018 will likely feature many brands challenging the status quo of digital, using new technologies in conjunction with their .brand to develop new tools and techniques for engaging with customers. In particular, we’re just beginning to see how Blockchain technology could interact with new, owned digital platforms like .brands to create unique new ways for consumers and brands to interact online. AXA’s use of Blockchain for its fizzy.axa site is just one great example of this – check out the explainer video on the site for a cool introduction.


 

We’re no longer talking about a handful of examples in niche, technical industries. The .brands space now encompasses a huge number of the world’s biggest brands, ready to reap the rewards of more direct customer relationships.

2018 is set to be a momentous year in .brands, and we’re thrilled to be part of the movement that is truly revolutionizing digital.

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Stay up to date with the latest .brand news and views by entering your email below.

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal

Top 10 .brand moments of 2017

Top 10 .brand moments of 2017

Top 10 .brand moments of 2017

By Tony Kirsch
Head of Professional Services, Neustar

Each year in December, I sit down and take a moment to reflect on how the .brands space has progressed in the previous 12 months.

Most folks will understand that starting a movement to create the next evolution of the internet with ‘digital superbrands’ was a little slow at first. Slowly but surely, that has started to change and especially in 2016, it really felt like people were starting to ‘get it’ – both in terms of brands themselves, and the media and consumers.

Then came 2017. We entered the year with a lot of ambition, and a great sense of optimism.

That optimism was well and truly rewarded and I can honestly say the progress we’ve seen in 2017 has been amazing, and incredibly exciting in terms of the future.

From full transitions, to emerging usage trends, to some brilliant examples of promotional pages and everything in between – there have been so many great moments.

But let’s get to it – my top 10 .brand moments of 2017.

1. Major Amazon Web Services advertising campaign featuring .aws

We’re always on the lookout for .brand domains being used ‘in the wild’, and in October we were excited to see a national US campaign involving out of home and TV advertising by the tech giant Amazon Web Services. Of equal importance was that this is reportedly the first time that Amazon has done major campaign advertising for AWS Cloud solutions, reinforcing the ‘build on’ catchphrase with the memorable domain buildon.aws.

As I wrote in a blog about this campaign, the size and scale of AWS as a brand makes this all the more impressive – and it serves as a true challenge to other .brand applicants to “tackle the challenges of internal engagement and take advantage of the unique branding opportunities offered by .brand domains – or be left behind by those who are.”

2. Major League Baseball’s SEO expert shared his advice for .brands

We were thrilled earlier this year to have Matt Dorville of Major League Baseball write a guest series on how a vanity URL strategy using .brand domains could mean great things for search ranking. Matt’s insights are well worth a read (start with Part 1 here) and as I’ve mentioned already, redirecting domains have increased significantly throughout the year – so it seems brands are definitely catching on to the potential here.

3. Full transitions

In addition to the ever increasing use of .brands being used for campaign sites and social media, it’s been incredibly encouraging to see that some have taken the plunge and fully transitioned their digital properties to their .brand TLD.

Whilst most have undertaken the transfer to their .brand as part of a web redesign effort, these organizations should be applauded for embracing the future and taking the leap into the next evolution of the internet.

Some examples of companies that have made this shift include The State Bank of India which moved onto .sbi, Spanish brand SENER Engineering and Construction to .sener, and FAGE yogurt to .fage.

4. Australian Football League paves the way for global sporting organizations

With a live attendance of more than 6 million people in 2016 and an average television audience of over 4 million, the Australian Football League (AFL) is Australia’s most popular and influential sporting code. In 2017, the AFL launched its historic women’s league, a milestone moment for elite sport in Australia, and chose to use its .brand for the league’s primary site. Drawing massive media attention around the country, the womens.afl site joined other important community assets, including the AFL’s grassroots engagement program play.afl.

5. .brands: the future for a connected world – a video

This year we produced a video that really tells the story of .brands and what they could mean for businesses and consumers. Our ‘Connected World’ video has already had over 400,000 views and we’re super proud of how it looks and the narrative it conveys – you can check out the video below and read a bit more about how it came together in my blog post ‘The story of a video’.

6. Use of .brands in social media becomes a go-to

The topic of integrating .brands into social media through branded URL shorteners has dominated our recent content and been the number one topic of conversation with our clients in recent months. The benefits for branding and security, combined with the ease and simplicity of implementation, have really captured the attention of brands who are moving towards usage of this strategy. You can read my previous blog on this topic or some recent pieces from Neustar’s Corey Grant on how branded links in social can boost security, as well as 5 reasons you should use your .brand in social media.

 

7. AXA integrates Blockchain technology with .brand domains

In recent months insurance company AXA launched a new product for travelers called Fizzy and launched via the fizzy.axa domain. Not only is it an interesting product offering, but in this case AXA has integrated its .brand with an additional new technology – as Andrew Allemann of Domain Name Wire reported, “Fizzy is based on the Ethereum blockchain. Insurance purchases are recorded on the blockchain so they are tamperproof. Payments are automatically made whenever a contract should pay off; in this case, if a flight is 2+ hours late.” This is a super cool concept and I predict we’ll see more innovation like this among .brands in 2018.

8. FOX uses its .brand to promote Predator strategy

The media and entertainment industries have been a little slower off the mark in terms of .brand usage, but given their incredible brand recognition and audience sizes, even small steps can be really significant. And recently mass media corporation FOX has taken a huge leap, using its .brand to launch a fan application promoting the new Predator movie at thepredator.fox. This could be fantastic publicity for .brands as a whole, and is an excellent, isolated way for FOX to roll out its TLD and start educating users about new possibilities for navigating to FOX content.

9. French transport company promises customers more with its .brand

Only last week, the French National Railway Corporation (Société nationale des chemins de fer français or ‘SNCF’) has completely moved its existing ticketing portal from the ugly domain voyages-sncf.com over to oui.sncf (or ‘yes’.sncf translated to English).

This is a huge deal, as the site is responsible for millions of tickets and billions of dollars in annual revenue.

While promising no disruption to the service it offers consumers, SNCF explained that the new .sncf website would provide “more clarity in choice”, “advice and support” and “more ideas and inspiration” to become “your favorite go-to travel companion.” After 17 years in operation and with more than 180,000 employees in 120 countries, this is yet another major European organization to go big with its .brand.

10. A few industries rise to the top

This year we launched the Spotlight series to delve deeper into the some of the interesting facets of the .brands space. Through it we’ve examined some of the industry sectors that showed high rates of adoption and interesting use cases – including the Banking & Finance industries, Insurance industry and Automotive sector.

 

With all this momentum driving us into 2018, we’re looking forward to some great progress in the New Year and wish all of our readers the happiest of holiday seasons.

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Stay up to date with the latest .brand news and views by entering your email below.

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal

.brands Spotlight: Manufacturing industry

.brands Spotlight: Manufacturing industry

.brands Spotlight: Manufacturing industry

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on the global manufacturing industry.

Summary

When considering .brand domain adoption, there are some industries that you’d expect to be early adopters of this new technology. Those that are already heavily dependent on internet technology, especially in attracting and retaining customers, can easily identify the potential benefits of .brands – such as in the banking and finance, and automotive industries.

However, for sectors that operate in a more business-to-business (B2B) market, the potential of the .brands space lies in different opportunities. While the manufacturing industry has a relatively lower number of domains registered compared to some other industries, its insights for differing usage are interesting and could provide guidance for other industries – particularly those that are not as retail- or consumer-focused.

Key statistics

Total TLDs delegated: 25

Including

BOSCH      HITACHI    KOMATSU     TORAY     SENER

Total domains registered

Average domains per .brand

  • Proportion of active TLDs (more than 2 domains registered) 60%
  • Growth in active domains in 2017 46%
  • Proportion of active domains (resolving or redirecting) 66%

Key use cases

Industry spotlight: Audi leading the way

High usage, high growth, and some full transitions

Of the 15 brands that have transitioned their homepage a .brand TLD, two of them come from the manufacturing industry – Komatsu and Sener. This places the industry equal with the industrial sector, and just behind banking and finance in terms of full transitions.

Also of note is the significant growth this sector has experienced. With regards to active domain names – those resolving or redirecting to a live site – the manufacturing sector has grown by 46% in 2017, compared to insurance for example, which has the highest number of domains but just 19% growth in 2017. In fact, 66% of manufacturing .brand domains are in active use, compared to 49.8% across all industries – meaning that this sector’s usage is higher on average than others.

.brands and B2B: a variety of usage models

There is significant variation between the .brand strategies used by brands in the manufacturing industry. Despite their vastly different approaches, each of these show the utility of .brand domains outside of the retail or consumer-focused markets, and provide great examples of how all types of businesses can adopt .brand domains.

1. Business units

Sener and Komatsu for example, have created a number of domains structured around different business units. This allows the units to have their own dedicated pages, with more intuitive web addresses to reach this information deep within the brand’s site. For example, Sener has created infrastructureandtransport.sener, engineeringandconstruction.sener and aerospace.sener; and Komatsu has registered smartconstruction.komatsu and sanki.komatsu.

2. Brand identity

ABB has used its .brand as part of its overall branding and corporate identity efforts, building an eye-catching landing page with great imagery that explains details of ABB’s branding. The site at brand.abb ties the concept of ‘brand’ right back to its identity online and offline by using the .abb TLD.

3. Product-focused

Toray has adopted an approach similar to that of using business units, but instead focused on specific products and services. This allows for the brand name to be reinforced every time the product is mentioned, while also creating an intuitive naming structure that customers can predict and replicate any time they are looking for a product from these brands. Examples include sportstextiles.toray and nanoalloy.toray.

4. Geographic

Linde has used widely-recognized, two-character country codes to create dedicated sites for different geographic regions, allowing customers to navigate by location using terms they already know and recognize. For example, es.linde redirects to the existing Spanish landing page, and ca.linde forwards visitors to Canadian content. This is just one example of the way .brands can aid geo-targeted marketing, for more on this read our whitepaper ‘Think global, act local: Geo-targeting & your .brand’.

 

Conclusion

Because they operate in a space that is less consumer-facing or focused on mainstream retail channels, .brands in the manufacturing sector have a different approach to using their branded TLDs. In general, the strategies that have emerged so far support better site navigation; clearer branding of business units, products and services; and strengthened corporate identity online. Each of these contributes to the overall strength of an organization in its own way, and together they provide some new and innovative ideas of how .brands can support business objectives.

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Stay up to date with the latest .brand news and views by entering your email below.

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal

Five reasons to use your .brand in social media

Five reasons to use your .brand in social media

Five reasons to use your .brand in social media

By Corey Grant
Senior Advisor, Professional Services, Neustar

If you’ve followed our recent blogs, attended our latest webinar or checked out our social feeds, you’ll likely be aware that social media is a big talking point for .brands at the moment.

The potential for .brands in social, particularly in their use as URL shorteners, has been the number one topic in our conversation with clients over the last few months and it really seems to have struck a chord with .brands all around the world.

So if you’re looking for inspiration to take the plunge, here’s some of the key reasons social media could be the perfect next step in your .brands strategy.

1. Low friction

Implementing your .brand as a URL shortener is one of the simplest ways to use a brand TLD. It utilizes techniques and tools that are already in use at most major organizations, fits neatly into the existing workflow of social teams, and is generally either free or low cost.

To build a branded URL shortener, just choose the domain you want as your shortened phrase (on.brand is popular), then follow the simple process in your chosen platform – such as Bitly or Rebrandly – to apply a custom URL for shortened links. It really is one of the smoothest ways to introduce a .brand into your day-to-day marketing activities without creating a significant impact on existing processes.

2. High volume

Even in the most content-driven, brand journalism-focused organizations, the highest frequency content for most brands tends to be on social media. By its nature, there are often numerous posts a day that may be shared by hundreds of followers, customers, media and other audiences.

Because of this volume of content, implementing a .brand URL shortener can be a great way to introduce and educate audiences about your .brand. Followers of your social channels receive continued exposure to the .brand with constant reinforcement – which is some of the best publicity you can hope for.

3. Length is not an issue

While URL shorteners evolved out of necessity due to factors such as Twitter’s character limit (read more on this in Tony Kirsch’s blog here), the fact is that this in itself has changed over time. Now that Twitter has increased its character limit, even organizations with a longer brand name can take advantage of branded URL shorteners without fear of running out of space.

4. Internal awareness

Chances are, your social team holds a fair amount of influence in your company. They’re online all day every day talking to customers so they’re incredibly connected, and your other staff likely follow the brands on social for easy updates and to see what’s being discussed in the public forum. So starting your internal awareness-raising around your .brand with the social team is a great strategy to encourage word-of-mouth. Raising the profile of your .brand internally is the best way to ensure it becomes a vital part of your digital toolkit, and social media can be a great place for this to start.

5. Security

With a plethora of domain shortening options out there, added to the increasing security-consciousness among consumers, it’s more important than ever to imbue a sense of legitimacy into your social posts so followers know you can be trusted. The simple addition of a .brand link sends a clear message that “if the link doesn’t include our .brand, it isn’t us.”

For organizations looking for the perfect first step or next step in rolling out their .brand and increasing internal and external awareness of the project, social media can be the perfect option. The ability to expose a large audience of people to your .brand while reinforcing security and brand value is almost unrivaled, and with minimal impact or disruption to existing processes – there really is nothing to lose.

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Stay up to date with the latest .brand news and views by entering your email below.

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal