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Extend Your Branding with New Domain Extensions
By: Cindy Wendland
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All the good domains are gone! If you are starting a business or want a new domain, it’s hard to find a good web address because after nearly 30 years, many of the best domains are taken. So over the next two years, ICANN, the non-profit body that governs the Internet, has authorized the creation of hundreds of new domain extensions to increase choices and encourage innovation.

There are over 900 new domain extensions available, including .support, .tech, .club, .coffee, .beauty, .book, .forsale, .coach, .career, .london, and .nyc. This will mean a company web address will become more like a phone number. You will need to know all of it, not just the abbreviation. Formerly there were just 17 extensions, and .com ruled. Now the sky is opening up and creativity will prevail.

Some industry analysts believe that it makes sense for Carmax to have Buy.Cars, or for Amazon or Barnes & Noble to have Book.Club. They believe that high-profile generic domain names such as these are logical and easy to remember. They may be easy to remember, but they may also be too generic and detrimental to all the branding work that has been done.

New domain extensions are exciting. They will require a little time for the trust from the main brand domain to carry over, but they can become great brand extenders and specialty extenders.

The downside is that all this costs more money. The pre-registration and priority pre-registration costs $60–75, and the trademark owners start at $230. For each domain and variation, the dollars will start to add up. Good ideas cost money. If the new domain helps branding, then the return is worth it. Businesses in cities should be excited. If you operate in London, and have your domain as .london, that is quite powerful. More exciting times are coming online!

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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