Acquiring the right and desired domain name is a crucial early step when developing a new brand. The domain will be the digital identity of your brand, so it needs to align with the overall brand strategy and positioning. Securing a domain is about more than just purchasing any available URL – it requires research, planning, and strategic decision-making to end up with a domain name that benefits the brand both now and in the future.

The domain should reinforce the brand name and make it easy for target audiences to discover the brand online. It also needs to be memorable, short, and easy to spell so that customers can find the website and share the URL without errors. The process involves brainstorming options, checking availability, evaluating SEO value, researching trademarks, and ultimately selecting the best domain for the brand before acquiring and configuring it.

This article will explore the key steps involved in securing the ideal domain name during the branding and website development process. It will provide actionable tips for researching, evaluating, and selecting a domain that aligns with brand strategy and positions the company for success.

Research Domain Name Availability

The first step when securing a domain name for your brand is to brainstorm potential names that align with your brand strategy and vision. This involves listing out keyword ideas, variations of the brand name, and alternative domain options.

Once you have a list of potential domain names, it’s crucial to check availability by looking up each one in a domain name registrar like GoDaddy or Namecheap. Pay attention to different domain extensions like .com, .net, and .org as well as alternate extensions like .io or .co. The .com version of the domain is ideal, but may not always be available.

When checking for availability, look at both the exact match of the domain name as well as similar variations like plurals, hyphens, abbreviations, or misspellings. Securing close matches and typo squats can help prevent cybersquatting or confusion down the road.

It’s smart to check availability across top registrars as sometimes a domain will be parked or reserved on one but available for registration on another. Having flexibility across domain extensions and considering alternative name combinations will give you the best chance of finding your ideal domain.

Conduct Trademark Research

An important step when securing a domain name for your brand is to research existing trademarks. This helps avoid potential legal conflicts down the road.

You’ll want to search the USPTO database for registered trademarks that are the same or similar to your proposed brand name. Look for trademarks in your industry as well as more broadly. Consider visual, phonetic, and conceptual similarities.

For example, if you plan to name your clothing brand “Botanica,” you would search for existing trademarks like Botanica, Botanic, Botanical, etc. Even trademark applications that were filed but not registered yet could cause issues.

Think carefully about how your brand name will be perceived overall. A trademark examiner will evaluate if there is a likelihood of confusion between your proposed name and existing marks. Err on the side of caution if your name is similar to others in your field.

It’s ideal to consult a trademark attorney during this research process. They can provide an expert assessment of potential conflicts. Their guidance will help ensure your brand name choice is legally sound.

Conducting thorough trademark research is a vital step before securing your domain. It helps avoid costly rebranding and legal disputes down the road. Taking the time upfront can save major headaches.

Evaluate Domain Name SEO Value

When choosing a domain, it’s important to consider the SEO value and how it may impact your site’s ability to rank in search engines. Here are some key factors to evaluate:

Keyword Targeting – Ideally the domain will contain your primary keyword(s). This helps establish keyword relevancy and makes it clear to search engines what the site is about. However, keyword stuffing can look spammy so it’s best to keep it to 1-2 keywords.

Length – Shorter domains tend to rank better. Try to keep it under 20 characters.

Domain Authority – Check metrics like Moz’s Domain Authority and Alexa Rank to estimate the existing authority of the domain. Higher scores indicate a stronger domain that may help with rankings. However, new domains start with no authority and can still rank well with time and effort.

Exact Match Domain – Using the exact primary keyword phrase in the domain can signal strong relevancy. However, exact-match domains are rare and expensive to acquire. Using just part of the phrase can still be beneficial.

Hyphens & Numbers – Domains with hyphens and numbers tend to look more spammy to search engines. All words spelled out is ideal, but hyphens between words is okay if needed for availability.

Brandability – The domain name should work for the brand identity and be easy to remember. Avoid obscure words or odd spellings.

Evaluating these key factors will help guide you in choosing a domain name with strong SEO potential. However onsite optimization and content will still be the main ranking factors. A good domain provides a boost but isn’t solely responsible for high rankings.

Choose a Domain Name That Aligns with the Brand Strategy

A strong brand strategy is essential for choosing the right domain. The domain should evoke the brand’s identity, positioning, personality, and promise to customers.

When evaluating potential domain names, consider how well each option captures the brand’s essence and aligns with its strategic vision. The name should reinforce the brand story rather than work against it.

For example, a playful brand selling children’s toys would likely seek a domain with a fun, lighthearted tone. An elegant jewelry company may prefer a sophisticated domain name.

The domain also needs to match the brand’s positioning in the marketplace. A discount retailer should avoid premium domain extensions like .luxury. Similarly, upscale brands should steer clear of bargain-focused names.

Think about the attributes, emotions, and associations the brand wants to convey. Brainstorm domain options that authentically communicate the brand promise. The domain will make a first impression on customers, so it needs to instantly reflect the brand’s identity.

With a domain aligned to the brand strategy, companies can build online awareness and recognition of their positioning. This consistency across channels helps customers understand what the brand stands for.

Acquire the Domain

Once you’ve chosen your ideal domain, it’s time to officially acquire it. The domain registration process is relatively straightforward. You’ll need to:

• Select a domain registrar to purchase the domain through. Popular options include GoDaddy, Namecheap, Bluehost, etc. Compare prices and features across different registrars.
• Register the domain for 1-10 years (typically 1-3 years to start). The longer you register, the better since you want to secure the domain long-term for your brand.
• Provide registrant contact information. This includes your name, address, phone number and email. Make sure this contact info is accurate.
• Make the payment to register the domain. Costs are generally $10-15 per year.
• Once registered, you’ll get full rights to use the domain for your brand during the registration period. You can point the domain to your “coming soon” page or website.
• Consider enabling domain privacy to hide your contact info, and turn on auto-renewal so you don’t risk losing the domain when the term expires.

Registering your domain is an important investment in your brand identity. Take your time to find the ideal available domain name, and secure it for the long haul via a reputable registrar.

Point Domain to Coming Soon Page

A coming soon or placeholder page serves an important purpose when securing a domain for a new brand. After acquiring the domain, point it to a simple one-page website with the brand name, logo, and contact information. This lets people know the official website is on its way.

The page should be optimized for mobile, with a focus on simplicity. Include the launch date so visitors understand it is temporary. Make sure the branding elements like logo, color palettes, and fonts align with the overall brand strategy.

A mailing list signup form is also useful on the coming soon page. This allows interested visitors to subscribe for launch updates and build anticipation.

Overall, a basic but well-designed placeholder page keeps the domain active while protecting the brand experience before the full website is ready. It turns initial interest into momentum for the official launch.

Develop the Full Website

After acquiring the domain name, the next step is to develop the full website that will represent the brand online. This phase is crucial for aligning the visual identity, content, and user experience with the core brand strategy.

Some key steps in developing the branded website include:

• Work with designers to create a visual identity and style guide that brings the brand to life. This includes logo, fonts, colors, imagery, etc. Ensure it aligns with brand values.
• Plan the information architecture and core pages needed to convey the brand story and offerings. Prioritize simplicity and ease of navigation.
• Produce unique, high-quality website copy that communicates the brand voice. Reflect brand personality in tone and style.
• Select engaging visuals like photos, illustrations, and graphics that support the brand image. Images should feel cohesive.
• Design page layouts and templates that organize content in an intuitive way for users. Maintain visual consistency.
• Build in branded UX elements like animations, transitions, micro-interactions that delight users. Enhance brand recognition.
• Integrate key conversion paths and calls to action to support business goals. Optimize user flow.
• Conduct usability testing to ensure easy navigation and a positive user experience. Iterate based on feedback.
• Make sure site architecture, metadata, URLs, and tags are optimized for SEO and discovery.
• Complete quality assurance testing across devices and browsers. Confirm brand consistency.

The website launch is a major milestone for new brands. Investing time in thoughtful design, content, and UX that align with the core brand strategy makes a powerful first impression and helps drive meaningful business results.

Redirect Traffic from the Official Launch

Once your website development is complete, it’s time to officially launch your site and domain name. This launch should be treated as an important branding event, with marketing and PR efforts driving traffic and awareness.

A key technical step is changing the DNS settings to point your domain to the new live site, instead of the “coming soon” page. This switch will instantly redirect all traffic to the fully developed website.

Some tips for managing the launch:

• Plan the launch date and time carefully, informing team members ahead of time.
• Make the DNS switch at the coordinated moment to go live.
• Immediately check that the site is functioning properly.
• Issue a press release and spread the news on social media.
• Inform partners, vendors, and customers about the new domain.
• Set up tracking and analytics to monitor traffic and performance.
• Continue optimizing and improving the site post-launch.

With the DNS settings now pointing to your live site, the new brand and domain name will be publicly accessible. Managing this transition smoothly is important to get your digital presence off to a strong start.

Renew and Protect the Domain

Once you have secured your ideal domain name and launched your website, it’s crucial to take steps to renew and protect your online brand identity. Here are some tips:

• Extend the domain registration annually. Most domain registrars allow you to purchase 1-10 years of registration. It’s wise to renew for multiple years to secure long-term rights. Set a calendar reminder before the expiration date.
• Monitor for trademark infringements. Occasionally other entities will attempt to register similar domain names. Use a trademark monitoring service to watch for potential cases of cybersquatting or typosquatting. Send cease & desist letters as needed.
• Prevent domain dropping. If you forget to renew the domain before expiration, some registrars enter a grace period where the domain is put up for public auction. Immediately renew if you receive an expiration notice.
• Implement domain locking. Contact your registrar to enable domain locking, which prevents unauthorized transfers of your domain to other parties. This provides an extra layer of protection.
• Use WHOIS privacy services. Domain WHOIS listings display your contact info publicly. Use your registrar’s WHOIS privacy service to mask this info and avoid unsolicited inquiries.
• Acquire alternative TLDs. For maximum brand protection, consider registering yourname.com along with .net, .org versions. Prevent others from owning similar domains.
• Sue for cybersquatting. If an unrelated party registers your exact brand name as a domain with an intention to profit, you may have grounds to sue for cybersquatting damages. Consult an IP attorney.

With the right domain name management strategies, you can securely maintain your brand’s digital namespace for the long term.