Imagine you’ve decided to launch a website. You’ve come up with a killer brand name, and you’re all ready to go. You visit a domain marketplace and search for your brand – but there’s bad news. The exact-match dotCOM domain for your brand is already registered by somebody else. At this moment, you might think to yourself, “No, biggie. I’ll just add a hyphen or an extra word to my domain name. Or maybe I’ll use an alternate gTLD.” Not so fast – this is a trap that many new businesses fall into, and it could have a negative impact on your ability to reach your customers. In this article, we will explain the benefits of purchasing a premium domain for your business.