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Creating a brand online? There is one fundamental truth you must know.

Smart entrepreneurs know the right domain name can be the key to success. 

What do a baby and a business have in common? They each need a name. Parents take great care in selecting a name that reflects their history, values, or personality, and entrepreneurs should be no different.

Picking a name for your business is not only one of the first steps–it’s arguably the most important: the right name can be catchy or clever, or it quickly communicates what you have to offer. Whatever you choose, that name is the key to establishing your brand.

But far too often, people are forced to make difficult compromises when putting their business online. While entrepreneurs of old expected that they had to have a dot-com domain name to be legitimate, the dot-com marketplace has become a vast collection of names that are in use or held by cybersquatters, so many business owners wind up with a bloated domain name that does not reflect their mission and brand.

So how do you build a new brand in a crowded dot-com world? You don’t.

The tech-savvy and future-facing brands of today are setting themselves up for success in the age of “digital-first” by understanding that a key tactic in creating a brand that is ubiquitous is to ensure that everything their brand stands for is reflected perfectly in their choice of domain name–and that the power of the once highly-prized dot-com address is now greatly diminished.

Stake Your Claim and Be True to Your Name

More than 1,000 new keyword extensions have been introduced in recent years, exceeding the branding power of decaying legacy top-level domains like dot-com, dot-org, and dot-net

Entrepreneurs now have a wide variety of options when choosing highly brandable, relevant, and modern domains like .live, .guru, or .lawyer that can be utilized across all digital platforms and packaging to drive brand affinity and familiarity within a target niche. 

In this modern era, a brand’s domain name is increasingly the key to its growth, how it resonates with its key market, its memorability, and brand perception. Ultimately, a domain name represents a brand the same way a storefront or staff would have decades ago. And now that many businesses have a majority of their audience touchpoints through digital channels, a brand now is a domain as much as a domain is a brand.

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