Protect Your Brand
A local city website from my hometown began following one of my websites on Twitter the other day. I had never heard of this city site, and they have a unique/brandable URL – which I won’t give away for their privacy, but it was something to the effect of CyaInNewton.com. Since I hadn’t heard of their site nor visited before, I decided I would have a look, and I saw that it was a fully developed city portal.
I wanted to check to see if there was more than one site in their network, and while I wasn’t surprised that there weren’t others, I was surprised that they didn’t buy other domain names to go along with their branding, ie CyaInNewYork.com or even neighboring cities like CyaInNatick.com…etc. These domain names are available for their competitors and/or anyone else who wants to grab them at registration fee. I think this is a big mistake.
This company isn’t a domain investment or speculative company, where they are hoping someone else will like their idea and decide to buy it at a premium. They are growing an actual brand on one domain name, and the logical way to grow once terminal velocity is reached is to extend to different markets. While the domain names are available to register now, they might not be in a few months. Although they might have common law trademark rights, getting the domain names they want could be expensive.
I am going to send them a DM and recommend that they grab their brand domain names in other markets. While they may not plan to grow to those markets, it can’t hurt to protect the brand they are working hard to promote.
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