6 Name Reservation Ways to Position Your Brand Online

  • By Cheryl Kenny
  • 24 Aug, 2016
In the brick-and-mortar world, individuals and companies are investing a lot of time and money generating the best name and brand for their businesses. In the online world, it’s just as important to reserve a name for your product, brand, and/or business. This requires research, co-ordination, registration and documentation skills, and sometimes a bit of luck, too. Business leaders should continuously devote time and effort to reserving names as part of their ongoing operations and strategic initiatives.
Reserving your name is a little more complex than purchasing a domain name, particularly in this age of social media. A coordinated naming strategy requires making name reservations across multiple online channels — like Twitter, Facebook, LinkedIn among others — if you plan to expand your business or products beyond a simple domain name.
If you do not pay attention to name reservation it could cost you time and money in the future. You could end up having to change business or product names mid stride. You may have to make a compromise around a brand you feel attached to. You could bring the momentum you have with your online initiatives to a halt until a good naming convention across online channels is established. Figure out your online “name game” first!
So given the importance to your online identity that naming can have, here are a few “Insights, Tips and Advice” ideas to consider for Name Reservation:
1.)   Establish your name in an uncontested fashion in every digital doorway possible, even if you don’t think you will use the name now or in the future. As you work to establish a master domain name, verify that the same name — or a very similar one — is available with the many social networks or service providers whose networks your organization may use during its digital lifecycle (examples: LinkedIn, YouTube, Facebook, Twitter).
2.)   Conduct the same thorough due diligence on a desired Internet name as you have in the brick ‘n mortar world to make sure the desired name does not conflict, business-wise, translation-wise or legally, with any currently in your target market.
3.)   For a business — even one serving a limited geographical area — target the purchase of a . com   name for your website. For the present and the foreseeable future, consumer perceptions equate .com to business.

4.)   Prior to reserving a name in the brick-and-mortar world, it is a good idea to check domains on the Internet to see if there are domains that:

  • as closely as possible reflect your business name or an abbreviated version
  • are available to purchase at an affordable price
  • have other derivatives available, such as .ca and .net, that can also be purchased in order to ensure that customers find your business
  • have common “misspelt” domains similar to the master domain available
5.)   Once you have registered a name, verify registration by logging on to the service. While logged on, pause the service specific to your name registration, so visitors searching for your business do not encounter “empty” pages before you are ready with your messaging in place.
6.)   Ensure you store your names, IDs, and passwords and even the email they were registered from on a list that is in a safe place. This information is a corporate asset and should be treated as such.
I admit, naming and name research can be a tedious process. But it’s well worth the time — safely reserving name space for your organization across all networks can preserve the integrity of your identity in the future, make it easier for customers to find you, and helps to build and execute a solid online strategy.

Cheryl Kenny, is a digital and online media marketer, editor, researcher and branding guru. Through Concentric, she helps businesses maximize their communications opportunities using innovative and measurable digital strategies, marketing and advertising programs.


By Joe Wozny 27 Apr, 2017

Over the past year the SEO industry is observing a change in how pages are ranked by Google’s core algorithm (including Google’s RankBrain machine learning elements). It appears that pages which have high visitor engagement are rewarded with higher search rankings.  

By Joe Wozny 27 Apr, 2017

For business people, it’s important to keep up with the latest news and changes on LinkedIn. It’s one of the premier business social networks to share knowledge, connect with business colleagues and clients, develop new business opportunities and more. LinkedIn updated their desktop layout in January 2017 … and now after a few months of member input, the feature changes appear to be permanent and will soon apply to all accounts.

By Joe Wozny 27 Apr, 2017

Imagine having access to a large plethora of actual data on how visitors react to landing pages? This information could save you time and contribute value for your digital marketing conversion activities.

By Joe Wozny 27 Apr, 2017
Digital transformation and it’s impact on marketing and sales in your business is important.   This article, (and these practical 3 Steps) share practical methods of supporting digital transformation by creating a “marketing value loop” for your company.
By Joe Wozny 03 Mar, 2017
Are you getting a measurable ROI for from your dollars spent on digital marketing? Well, as reported on Entrepreneur, there's companies in 5 industries are reporting returns of at least $5 in revenue for every $1 spent on digital marketing (March 2017). Incredible and fantastic!
By Joe Wozny 14 Feb, 2017

The Internet has forever changed how retail businesses operate and how consumers shop. I enjoyed this infograph and wanted to share it with you since the stats are well researched and the impact offline to retail is quite astounding. Looking forward to new advertising tools that will allow retailers to track instore visits from an ad click as discussed in the Spring edition of Digital Dollars and Sense . Full credits to the infograph’s publisher and creators are provided below.

By Joe Wozny 14 Feb, 2017

In many SEO activities there’s a tendency to pick popular industry keywords that describe your products and services - implement these keywords, and voila the work is complete! However, using only popular   keywords in your program leaves you with half of the work completed, and the easy half at that.

By Cheryl Kenny 14 Feb, 2017
After review of much research, we feel safe in the following predictions for Content Marketing:
By Alex Wozny 14 Feb, 2017

Which online ad creative elements capture consumers attention and are most likely to be seen the most?

By Joe Wozny 14 Feb, 2017

Believe it or not, any reason we engage with content boils down to one simple motivation: filling a need.

More Posts
Share by: