Why own your .Brand?

Firstly, a ‘dot brand’ is a Top-Level Domain (TLD) similar to .com or .org, however your brand name appears to the right of the dot, and you own the entire name space.

Owning your dot brand provides you with huge flexibility to broaden the scope of your organisation as you alone will control the entire branded corner of the Internet – your own digital ecosystem. This allows you to register any domain names you like, to use in any way you like, and infuse more innovation, creativity, and security into your domain names and digital strategy.

The multiple benefits of owning a .brand include:

Simplified Navigation

In the age of digital advertising, email marketing and constant technological advancements, each business needs the ability to stand out on its' own in the jungle of 0s and 1s. With a .brand your customers can easily find your brand through the increased SEO and reach that a .brand brings to your sites.

Influential companies, such as .google, .apple, .bbc, .gucci are already owning their namespaces and personalising their part of the internet to suit their brands.


Launching a .brand can provide your business with the ultimate competitive advantage, giving you the opportunity to redefine the competitive landscape in your field of expertise, and display your business as a digital leader and innovator through your use of your personalised domain space.

Increased Advertising Efficiency

Brand credibility and authenticity comes with owning your .brand, including eliminating the need for third parties when advertising as you will have the ability to connect to your customers directly from your namespace.

Rich data and analytics are also easily within reach when working with your own .brand to better understand customer and client behaviour and traffic.


Full control of the customer experience gives you insider information on your brand performance. A well as the ability to implement cost reductions overall and the intelligence to empower more targeted offers and campaigns.


Owning your .brand comes with increased security against trademark abuse and sole control over managing registrations and access and limiting this to only trusted personnel.


DNS Business can assist you in attaining your own .brand domain extension when the new gTLD round takes place in 1-2 years time. Visit http://dns.business or email support@dns.business to find out more!

Posted by Kilana Chohan
Kilana is our Marketing and Communications Coordinator, having graduated from UCT with an Environmental Science and Media Studies degree, her wide range of interests and expertise have brought a fresh and interesting lens to the display and distribution of our products and services.