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Most businesses when they start up pick the domain name for their website and concentrate on getting it built. What's wrong with that I hear you say. Well absolutely nothing if you are a small business looking to trade online right now but think 1 or 2 years down the line.
You want your business to grow and hopefully you'll be doing a roaring trade online in a couple of years. Your brand is everything to your business. It's like your electronic shop front. People should recognise it, associate it with you and your products or service, and even try to locate you by it. When registering a domain name initially, all businesses are well advised to make sure that they can get their brand as their domain name.
It makes sense as a lot of internet users will have a bash at sticking a.com or.co.uk on the end of your brand and seeing where it gets them. If you haven't already established a brand, this is something worth thinking about also when coming up with one. So what happens when you have a brand, you have your domain name, but then someone else sneakily uses your brand as part of their domain?
Buying as many versions of your domain as possible like the my-company-name hyphenated version as well as the mycompanyname version is a good start. But if you take it one step further and get the.info.co.org and any others you can find you are well and truly locking your companys name into the internet yourself. None of your competitors can get at it now. Domains range from about 1.99 to 15.00 and if you spend 100 on lots of them now you'll never have to worry about losing them in the future. As an added level of security you can register your domain name, as well as your brand, as a trademark, but being a web company, we're not in much of a position to go throwing legal advice around.
What we can say is that you should be vigilant about the use of your brand by others, particularly where domains are concerned. Cybersquatting, as it is popularly known, sees unscrupulous characters using your brand in their domain name, or using a mis-spelled version of your domain name in order to divert traffic away from you, and towards them. Take action now to avoid future battles with cybersquatters!
