Tomas Mcloughlin is a Domain Consultant and Account Manager at Safenames, based in the UK. He advises his global client base on brand protection and cyber security best practices.
The Domain Name System (DNS) is now over 30 years young. Despite this, many in the tech world don’t have a full understanding of the domain space and the significance it carries in the ever-evolving, complex digital landscape.
Amidst managing Trademarks, Patents, Copyrights and all other important areas of IP, domain names can be easily overlooked by brand owners.
However, domain name and DNS strategy are a fundamental, core component of your web presence and sets a benchmark for your online brand. Failure to build this cornerstone can lead you on a journey to brand vulnerability, damaged reputation and loss of revenue.
Contrary to popular belief – a belief largely clouded by the sheer abundance of emerging threats online - cybersquatting in the domain space remains as rife as ever. For the period January to October 2020, WIPO handled a record number of Uniform Domain Name Dispute Resolution Policy (UDRP) cases, up 11% on the previous year.
Such a threat points to the principle reason why an entity develops a domain portfolio in the first place – to protect their brand. Just how broad this portfolio should will depend on several factors (which markets you’re in, the nature of your business, size of your organisation, number of brands you own etc).
One thing is for sure – nobody wants to be tomorrow’s bad news. Defensive registrations can be a key tool to prevent this. Whether small or large, a start-up or multi-national conglomerate, owning a single Trademark or multiple brands, an efficient domain name strategy is imperative.
It can be difficult knowing what to register, when to register it and how much attention and investment is required.
As a domain consultant, my job is to guide my clients in developing and maintaining a healthy domain portfolio, helping incorporate a cost-efficient brand protection strategy - tailored for them.
If you’re interested in finding out more, please feel free to reach out to me at [email protected]. Whichever provider you choose, keep your names safe.
As a corporate registrar, Safenames work closely with our clients as an extension of their teams and have been doing so for over 20 years. A personal, client-centric approach to domain management is at the heart of what we do and we take great joy in building relationships with our customers, whilst watching their digital platforms flourish.