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Dot Brand Evaluation

Strategy Alignement

We analyze your present digital strategy, discuss and identify the objectives that would be efficiently supported by a dot brand – consolidation of the distribution, association with a strong concept, competitive differentiation, security and safety. We believe dot brand are not a additional problem but a solution to your present issues.

Business case

We assess with you your dot brand business case. We gather and review the costs and benefits to assess the financial opportunity of a dot brand. Costs include application fees and consultancy, internal project management, fees and back end provider. Benefit can include Search budget optimization, defensive domain name registrations review,  PR and image enhancement. We analyse those criteria and provide you with a business case to better assess the opportunity.

Pre-studies and assessments

Together with you, we look at the initial opportunities and build a realistic overview of your dot brand space. We review your brand, you campaigns, your processes and technology, your content and your objectives. Based on our analysis, we are able to recommend structures, technology and migration tactics. Every dot brand plan is unique. A dot brand serves your brand and fits with your organization.

Workshops and seminars

We run education workshops talking from Marketers to Marketers, looking mainly at Branding, Search, Distribution, Partnerships, Planning – not only about Policies and Contracts. We mobilize teams and energies around operational and pragmatic challenges with direct and tangible business impacts. We run exploratory workshops to support your teams shaping your own dot brand landscape.

The Focus is the Brand

We create branding and marketing plans that leverage the power of new domain names, and not the other way round. Our approach and objective is to create value for your brand and deliver a better experience for your customers. We start from your actual brand, your global strategy, your online presence and the gobal state of dot brand domain names, to arrive to your dot brand strategy.

Decoding the landscape

Our research programme, the dot brand observatory, is the go-to place to find relevant and accurate information about the active brands, from their naming structure to their content strategy and launch tactics. It boasts a global dashboard as well as individual profiles and case studies. It is available in dotbrandobservatory.com.

Vertical Analysis

We research and provide with Ad-hoc competitive intelligence about the activation status of your peers and your competitors. We gather the standards of your industry, as the best practices are very different per vertical – Industrial sector has a different dot brand approach to the banks, and Automotive uses other strategies than Heathcare. We have the knowledge and we compile it for you.

Dot Brand Design

Design Framework

We have elaborated a dedicated dot brand framwork, representing your domain portfolio based on the objective of every domain and the typology of content that is associated to it. This framework considers thress types of domains – the core domains, the added value domains and the cloud of domains.

Go Live Strategy

We define with you the best go live approach in order to minimize risks, learn together from pilot projects before launching large programmes, and globally ensure the most efficient delivery. Launching new Domain Names can be very sensitive and must be carefully planned. Every project is specific and depends on the present digital assets, your technologies, your go live planning and many other factors.

Project Management

We run your domain name projects according to the best practices. We can run and supervise any dot brand project, from organizing a workshop until an extensive dot brand project, orchestrating your webagencies, hosting providers, registrars and registry operators SEO experts and internal stakeholders. Our experts have run major digital projects in large companies.

Dot Brand architecture

We create the naming strategy and corresponding content and objectives, based on our research and on your digital presence, including social media data, keyword positioning, global brand vision. Unleash the potential of a multifacet and keyword rich naming plan.

TLD Design

We design domain portfolio to reach your objectives. The content associated to every domain will be different if the domain is a sign post, a landing page for search or advertising, or an actual destination. We design your domain in order to reach your objectives as efficiently as possible.

Domain Name Operation

We can become your unique point of contact for the complete operation of your TLD, designing and monitoring the processes. You have complete peace of mind to focus on generating better experiences for your customers, and not with the operational issues and constraints of operating a TLD.

Elaborate your Documentation

We create the functional processes, write the specifications. We analyse with you what internal and external documents are needed to support and run the project. We have created naming guidelines, webagency briefing documents, presentations for senior management and decision makers, as well as internal communication leaflets to support engagement of key stakeholders.

Branded Links

Branded Links

Replace ex.ly/RaNdOm by collection.brand/promotion and share across Social Media, campaigns, events. Improve your Branded Links increase click through by 39%. It is the easiest and most effective way to start, learn and provide effective results with your Brand TLD.

We identify and recommend the most efficient keyword based on your objectives and your content. You select the best keywords and share them across the internet.

Advanced Marketing

People who click on links can be added to the retargeting lists.

Track advanced stats including conversion ratio.

dot brand branded links are trusted and therefore enjoy an improved deliverability of every message containing a link that is shared via social media or a mailing system.

Advanced redirect

User can be sent to a different website if they are visiting from a mobile phone / speaking a specific language / clicking for the 3rd time. Brands have control over the destination a link brings users to, based on the natural behaviour of that user. Brands can deliver more relevant and customised messages to users and optimise the conversion rate.

Branded, Memorable and Specific

Branded: The TLD is the brand name. The link is necessarily branded. You can also add some sub-brands, or some important keywords, reflecting brands values such as sustainability.

Memorable: Traditional short links cannot be memorized. The can only be clicked, but typed. Dot brand Branded Links are easy to remember.

Specific: the shortcut can have two keywords associated : The Second Level Domain and the Path. keyword1.brand/keyword2

Increased trust

Attach brand name to the link increases the guarantees for your followers that you are not redirecting them to spam or phishing sites, but that the content you are linking them to is relevant to them and consistent with your brand. This increased trust can improve CTR (click through rate) up to 39% when compared to generic short urls or long, unbranded links.