Author: matt-siddaway

A domain is the unique address people type to find your website. It’s a core part of your visual identity and one of the most valuable brand assets a business can own. A clean, distinctive domain carries weight. It signals professionalism, strengthens brand recall and avoids confusion in a crowded online environment.  
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By contrast, long or overcomplicated URLs do little for your brand. They are easy to forget, invite user error and make it harder for customers to find you quickly and confidently. In a time where trust and clarity matter as much as visibility, the right domain becomes a strategic asset, not a technical afterthought.

The Internet Corporation for Assigned Names and Numbers (ICANN), the organisation responsible for coordinating and overseeing the global Domain Name System (DNS), has opened the second application window for new generic top-level domains (gTLDs). This allows organisations to apply to operate their own top-level domain, including dotBrand domains. The application window is expected to remain open until 12th August 2026.

The first application round in 2012 saw many organisations take a cautious approach. The dotBrand model was new, and there was uncertainty about whether it would become widely adopted. As a result, some applications were made defensively and have never been used, while others were submitted without a defined long-term strategy.

The digital environment is now very different. Cloud-based services have become standard in business operations, and the emergence of generative AI has increased the speed and sophistication of cyber threats. ICANN’s policy framework has also matured considerably since 2012. Against this backdrop, brands should consider whether the current round presents the right opportunity to apply for a dotBrand domain.

What is a dotBrand Domain?

A dotBrand is a form of gTLD that uses a brand name rather than a generic term. For example, .brandsmiths.

When an organisation secures its own dotBrand it becomes the registry operator for that entire extension. This puts the organisation in charge of the whole namespace and every domain that could ever exist under .brand.

It also means the organisation appears on ICANN’s official list of registry operators and is responsible for meeting the technical, security and administrative requirements that keep the DNS functioning.

Organisations already use several dotBrand domains from the 2012 round in practice. These include:

- .google, which is used for official information and product content, such as ai.google
- .nike, which is used for marketing campaigns and product landing pages such as swoosh.nike
- .barclays, which is used for customer banking portals such as home.barclays

Why should a brand apply for its own gTLD?

Security and trust

A key benefit of a dotBrand domain is enhanced security. It gives the brand complete control over who may register domains within the extension. This is particularly important as cybercriminals increasingly use AI tools that can replicate websites quickly and at scale. A controlled domain environment can support both security and consumer trust.

A bank, for example, could operate exclusively from its dotBrand and educate users that it does not provide services on any other domain. Over time, this can improve customer confidence, reduce the risk of phishing and may help lower the costs associated with enforcing against domains registered in bad faith.

Flexibility for digital innovation

A dotBrand domain also gives organisations more freedom to design clear and secure digital pathways. For example, a business could use:

- login.[brand] for customer authentication
- cloud.[brand] for storage or collaboration spaces
- pay.[brand] for payment portals
- [product].[brand] for new products or services

These structures are shorter, more memorable and fully controlled by the brand.

Commercial opportunities

For brands with licensing or partnership models, a dotBrand can create new commercial possibilities. Examples include:

- allocating domains to licensees such as [licensee].[licensor]
- providing domains to partners such as [partner].[sportsteam]
- issuing domains to authorised dealers such as [dealer].[brand]

Because the brand owns the registry, it can implement strict governance to protect reputation and trade mark rights.

What are the downsides?

Cost

The main barrier is the cost. The application fee for a dotBrand domain this time around is approximately £170k ($227,000 based on current exchange rates). Maintenance costs are also significant – ranging from £22.5k to £75k per year. However, individual domains often sell for significant sums and here an entire registry is on offer.

Operational responsibilities

Running a registry creates obligations that differ from managing a single domain name. There are administrative requirements and, in some jurisdictions, regulatory duties. These responsibilities may be an unnecessary burden for organisations without a clear use case.

Familiarity and adoption

Familiarity and uncertainly may also be factor. Do Internet users know how to search for dotBrand domains in the same way that they do for more traditional domains? Are they as easy to navigate? If a brand does not have a defined use case in mind, and if it is unable to educate its customers, a dotBrand domain may quickly become an expensive and underused resource.

How are trade mark owners protected?

Some organisations may consider applying for a dotBrand for defensive strategy reasons. However, some protection is offered. ICANN’s guidebook makes clear that a trade mark certificate needs to be submitted in support of a dotBrand application – although it is not territory specific, and brands which coexist across different countries and/or sectors could be at risk of missing out to another party who legitimately uses the same name. There will also be a “string evaluation” process to determine if there are any confusingly similar TLDs which already exist, or which have been applied for in the same round and therefore need to be resolved through a “contention process”. The high costs should, however, be an effective deterrent for any bad-faith applications combined with the requirement to demonstrate trade mark protection.

When a dotBrand lacks commercial justification, brands may prefer to utilise broader blocking mechanisms that block trade mark terms from being registered by others across multiple gTLDs. These services are far less expensive and do not require the brand to operate a Registry.

What this means for your brand

dotBrand domains can deliver clear advantages. These include enhanced security, greater flexibility in digital architecture and potential commercial benefits. However, the costs and operational commitments are significant. Organisations should review their intended use cases and long-term strategy before deciding to apply.

For sectors where authenticity and online trust are essential, such as financial services, the benefits may be considerable. Crucially, with the application window open, brands should decide whether to proceed with a time sensitive application now or wait for a future opportunity (whenever that may be!).

If you would like to discuss your domain name strategy in more detail, get in touch here.