Registering Domain Names May Save Your Brand

Learn more about why it’s so important to register more than just your branded domain name.

The business world is a tough place. Regardless of the laws and ethics in place to protect our online businesses, there’s no denying that your brand is at risk of falling into the wrong hands if you don’t take measures to protect it.

The internet has become full of scams and quick ways to make “easy money”, one of which is through domain name squatting. That’s why we emphasize the importance of protecting your brand by registering more than just your primary domain name.

We’ve seen well-marketed brands fall victim to domain name abuse, as well as small startups, celebrities and even presidential candidates. By simply registering an additional domain name or two, you can protect your brand name and focus on more important matters.

Here are three ways a competitor or internet troll can damage your brand with domain names:

  1. Traffic theft. If a competitor gets hold of a closely associated domain name, they can redirect the traffic to their site and thus poach your potential customers.
  2. Reputation damage. If someone has negative feelings towards your company, they can register a domain name and create a defamatory website that could damage your brand.
  3. Money-spinning domain squatting. Someone can register a domain name that they’ll know you want, and will only sell you the domain name at an elevated price. Don’t miss out on that $12 a year price…it could be $1,200 if it falls into the wrong hands.

The best way to go about protecting your brand is to come up with what we call a ‘domain name strategy’. Your domain name strategy is a detailed plan that will ensure that your brand name isn’t damaged by someone online.

Where do you start?

Once you’ve come up with your brand name, start thinking about what domain name you want to register. Remember, your domain name will be an integral part of your branding.

Once you have that perfect domain name, follow these steps to create your domain name strategy:

  • Make a list of all the domain names that could possibly relate to your brand. If your domain is, think about,,,,, and so on. Make sure to think like your competition to come up with every possibility.
  • Stay up to date with the new gTLDs that are coming out. New domain name endings such as .sucks, .porn or .wtf can be damaging to your brand. Many celebrities have bought domain names that have their name with a .sucks or .porn gTLD. This ensures they are the only ones with rights to those potentially harmful names.
  • Understand your domain name rights. Although it can be a long and dreadful process, taking legal action and filing a UDRP (Uniform Domain Name Dispute Resolution Policy) may be necessary if someone has truly abused your domain name.
  • Get to know the process of battling a domain name issue. If you notice that someone registers a domain name that is tied to your brand, are you ready to take immediate legal action? Or should you just make an offer and buy it from them? Know in advance so you can take quick action and keep your brand name clean.

Note: even if you’ve had your brand name or domain name for awhile, it’s never too late to go back and follow these tips to protect yourself from future attacks.

It’s so easy to register a domain name. Make sure that you’re the one doing the registering, and not some troll trying to make a quick dollar.

At, we help you sell domain names to your clients. Help your clients understand the importance of registering multiple domain names and coming up with their own domain name strategy.

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