{"id":5191,"date":"2016-02-23T09:00:41","date_gmt":"2016-02-23T14:00:41","guid":{"rendered":"http:\/\/www.digitalbrandinsider.com\/?p=5191"},"modified":"2022-01-04T07:57:47","modified_gmt":"2022-01-04T12:57:47","slug":"how-can-dot-brand-owners-help-create-naming-standards","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/how-can-dot-brand-owners-help-create-naming-standards\/","title":{"rendered":"How can dot brand owners help create naming standards?"},"content":{"rendered":"<p>by <a href=\"http:\/\/www.digitalbrandinsider.com\/blog-authors\/arnaud-astier\/\" target=\"_blank\" rel=\"noopener\">Arnaud Astier<\/a><\/p>\n<p><strong>How should companies name their main .brand website, investor center, and e-commerce pages? Each could create their own naming strategies independently, or they could collaborate to come up with some common labels and define future naming standards!<\/strong><\/p>\n<p>One third of all the current new gTLDs are .brands. Eventually, big brands will want to make use of their .brand assets, ideally in innovative ways that attract users. But there is an important aspect to keep in mind\u2014naming consistency.<\/p>\n<p><a href=\"http:\/\/www.digitalbrandinsider.com\/wp-content\/uploads\/2016\/02\/Alignment2.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5194 size-full\" style=\"margin-left: 10px;\" src=\"https:\/\/www.cscdigitalbrand.services\/blog\/wp-content\/uploads\/2016\/02\/Alignment2.gif\" alt=\"Alignment2\" width=\"200\" height=\"200\" \/><\/a>All brands are undeniably different. Their DNA, the way they do business, their messaging, and how they communicate with the public is unique for each brand. Brands will want their unique identity to show through the naming of their .brand by using distinct wording, marketing formulas, and slogans (such as \u201c<a href=\"http:\/\/lifetothefullest.abbott\" target=\"_blank\" rel=\"noopener\">lifetothefullest.abbott<\/a>\u201d and \u201c<a href=\"http:\/\/testnavoznja.bmw\" target=\"_blank\" rel=\"noopener\">testnavoznja.bmw<\/a>\u201d).<\/p>\n<p>There are also some transversal concepts within websites that are common to all online brands, like the home page, contact page, news, financial information for publicly listed companies, or e-commerce\/shopping pages. Currently, one organization may use \u201cjob.tld,\u201d another \u201ccareer.tld,\u201d a third, \u201copportunities.tld.\u201d But this might confuse the public, which risks slowing the public\u2019s acceptance and adoption of new gTLDs in general.<\/p>\n<p>Therefore, it would be prudent for .brand owners to provide users with some naming \u201clandmarks\u201d common to most .brands. The idea is not to give away industry secrets, but to work together on the best online marketing domains to help the public get used to new gTLDs. For example, if all .brands use \u201chome.tld\u201d for their main landing page and \u201ccontact.tld\u201d for their contact page, etc., it will create a consistency that might help users recognize and adopt new gTLDs more readily. And eventually Internet users will start accessing online content more often via direct navigation (typing a domain name directly in the address bar) versus search.<\/p>\n<p>Direct navigation traffic\u2014getting to the right information faster and in fewer clicks, or avoiding going through third parties\u2014has always been a goal for digital marketers. Creating standards is one way to help reach this goal. This shouldn\u2019t prevent .brand owners from registering alternative names, but the idea is to promote the one that could become the standard. For example, .brand may choose to register \u201ccareer.brand,\u201d \u201ccareers.brand,\u201d \u201cjob.brand,\u201d \u201copportunities.brand,\u201d \u201copportunity.brand,\u201d etc., but each of these should default to the standard name agreed upon in the industry, perhaps, \u201cjobs.brand.\u201d While this creates a familiar pattern for Internet users, .brands should also register typos, synonyms, or translations to help capture traffic, which is an essential step to push direct navigation.<\/p>\n<p>The emergence of naming patterns is one of the reasons why CSC<sup>\u00ae<\/sup> Digital Brand Services\u2019 <a href=\"http:\/\/newgtld.report\" target=\"_blank\" rel=\"noopener\">New gTLD Utilization Report<\/a> is interesting. We identify trends that will soon become standards. And the beauty of standards is that no matter how strange, people will adopt them (think \u201cwww\u201d for world wide web). And while English is typically the language of global standards on the web (and new gTLDs are definitely global), the same approach to naming consistency should be replicated in local languages where it makes sense.<\/p>\n<p>To start brainstorming, here are some of the most popular domain names currently registered under .brand new gTLDs:<\/p>\n<blockquote>\n<table width=\"100%\">\n<tbody>\n<tr valign=\"top\">\n<td>[home]<br \/>[support]<br \/>[www]<br \/>[mail]<\/td>\n<td>[news]<br \/>[shop]<br \/>[store]<br \/>[careers]<\/td>\n<td>[about]<br \/>[business]<br \/>[travel]<br \/>[group]<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/blockquote>\n<p>So .brand owners really have a chance to set the stage here, and take a proactive role in helping to create naming standards. To do that, <a href=\"https:\/\/www.cscdigitalbrand.services\/en\/webinars\">CSC Digital Brand Services<\/a> recommends initiatives including attending workshops for .brand owners, working through your registrar partner to get in contact with other .brand applicants, or looking at what\u2019s already been done (such as the <a href=\"http:\/\/newgtld.report\" target=\"_blank\" rel=\"noopener\">New gTLD Utilization Report<\/a>).<\/p>\n<p>Obviously, the more .brands that agree to standards, the easier it will be to spread the word. There will be about 500 .brands in the coming months, but even more in the coming years. The early adopters have the opportunity to lead the way!<\/p>\n<p>\u00a0<\/p>\n<p>&gt;&gt; <strong><a href=\"https:\/\/www.cscdbs.com\/blog\/email-sign-up\/\" target=\"_blank\" rel=\"noopener\">View our\u00a0latest New gTLD Utilization Report<\/a><\/strong>.<br \/>Be sure to <a href=\"http:\/\/www.digitalbrandinsider.com\/email-sign-up-2\/\">subscribe to our blog updates<\/a> or follow us on Twitter <a href=\"https:\/\/twitter.com\/cscdbs\" target=\"_blank\" rel=\"noopener\">@CSCDBS<\/a> to get the bi-monthly New gTLD Reports.<\/p>\n<p>&gt;&gt; <strong>For more information on our new gTLD and Dot Brand solutions, please <a href=\"https:\/\/www.cscdigitalbrand.services\/en\/new-gtld-services?utm_campaign=NewgTLDReport%2BFEB16&amp;utm_source=blog%2Bpost&amp;utm_medium=social&amp;utm_content=EN\">visit our website<\/a>.<\/strong><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>by Arnaud Astier How should companies name their main .brand website, investor center, and e-commerce pages? Each could create their own naming strategies independently, or they could collaborate to come up with some common labels and define future naming standards! One third of all the current new gTLDs are .brands. Eventually, big brands will want [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,525,167,387],"tags":[23,512,111],"class_list":["post-5191","post","type-post","status-publish","format-standard","hentry","category-domains","category-domains-new-gtlds","category-internet","category-new-gtlds","tag-domain-names","tag-dot-brand","tag-new-gtlds"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How can dot brand owners help create naming standards? | CSC<\/title>\n<meta name=\"description\" content=\"by Arnaud Astier How should companies name their main .brand website, investor center, and e-commerce pages? Each could create their own naming strategies\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cscdbs.com\/blog\/how-can-dot-brand-owners-help-create-naming-standards\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How can dot brand owners help create naming standards? | CSC\" \/>\n<meta property=\"og:description\" content=\"by Arnaud Astier How should companies name their main .brand website, investor center, and e-commerce pages? 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