MARKETSTORM NEWS AND ARTICLES
YOUR DOMAIN NAME IS YOUR INTERNET BRAND
In today's marketplace, it's a given: if you're in business, whether
you own a company or simply work in one, you need an internet domain
name that effectively represents your business on the web.
A few years ago, a scandal that could only happen in the information
age hit the news headlines. The famous singer Madonna sought to
register the domain name Madonna.com
and discovered, much to her dismay, that it had already been registered
by someone else. Dan Parisi was an astute opportunist who bought
the Madonna.com domain in 1998 for $20 and refused to sell it to
her. Instead, he cunningly used this domain name to host a pornographic
site, which, as you would expect, infuriated the pop star.
Of course, Madonna and her well-paid legal team eventually recovered
her domain name as part of the legal trade mark which already belonged
to her, but it cost her a bundle. And while this is an extreme example
from the life of a celebrity, it is a situation that could happen
to any business or trademark, regardless of its fame, fortune, or
lack thereof. Imagine if you were trading as a well-known business,
say, Pump Ltd, and someone else started a business online using
the domain name pump.co.nz and began selling the same range of products
using your good reputation. How would you feel about that lost business?
It is common practice today, that when deciding on a name for your
company you should at the same time ensure the domain name is also
available. In New Zealand, the best place to go for this is www.domainz.net.nz
KEEP IT SHORT!
This is not to say that your domain name must be equivalent to your
company name. For example, if you trade under the name, First Electrical
Company, it would probably be a good idea to register a domain name
like fec.co.nz (abbreviation), or firstelectric.co.nz,
to make it less cumbersome for users typing in your web address.
Also, you'll be using your domain name on all of your marketing
materials, so you want to make sure it's easy to say, easy to read,
easy to write, and easy to remember! So when it doubt, keep it
Sometimes it is better to register a domain name that's sounds
completely different from your company name. In the case of First
Electrical Company, a fresh alternative could be the domain name
goelectrical.co.nz. In this case, the
domain name could be used as an opportunity to rebrand your business
or establish a unique selling proposition. In any case, if you are
planning to use your web-site as an E-commerce tool, you would do
well to think long and hard about what your domain name will be.
Remember, it should be short, catchy, and memorable.
If your business is entirely Internet-based, choosing a domain
name is so important, it could make or break your company! Your
domain is more than just an inherent part of your brand, it IS your
brand. Think about it, the most successful brands on the Internet
(xtra.co.nz, trademe.co.nz, amazon.com) were built entirely on the
web, for the web, and using the domain as the brand.
Finally, if you are trading outside of New Zealand, it's a good
idea to register a .com domain, because the .co.nz tag identifies
your company as New Zealand-based. This is fine if you focus exclusively
on the New Zealand market, but overseas customers will want to know
that you operate a global organisation with a global presence.
One barrier you might encounter when trying to register a .com
domain (one place to go is www.whois.net)
is that you will soon realize that many domain names are already
taken. It makes sense if you consider that New Zealand alone generates
more than 100 commercial web-sites every single day. Just imagine
what that means for the whole world! So, be selective and specific.
Use less common words, be creative and innovative. Remember that
the most popular Internet brands look strange (Yahoo.com, eBay.com,
google.com) but work well!
If you would like more information about how to register a domain
name and start trading on the Internet, call us at 360 2095