Rows YT Spotlight: Rows

Rebranding is a natural step in the business world. Companies hit a point where they want that extra push to build their business. Rebranding is one way to do it. What comes with rebranding? Finding a domain name that checks all the right boxes. A domain name that matches the new brand name, is short, easy to spell, memorable and unique. 

Rows recently went through a rebrand. Formerly named DashDash, they felt the old name was subpar as both a brand name and a domain name. Some of their reasons were, people not understanding the meaning of DashDash was (“=”), hard to read and say and commonly written incorrectly. 

“It was frustrating to say the least. It took a long time for us to settle on just the right name for our business. helped us make that a reality.”

At, we help companies be seen online. Whether that includes a startup, or an established company looking to rebrand. We are here to help every company buy a domain, sell a domain or protect a domain. Read on to find out more about the rebrand. 

From DashDash to Rows

It’s 2021. It was time for something new. Rows is that something new. Use it to grow your business, automate marketing reports, find leads, collaborate with team members, and so much more. And – you can do it from anywhere! Rows allows you to make it what you want, and make it simple.

Rows is the first true spreadsheet with built-in integrations and a slick sharing experience. Made for teams to build and share their work, all in one place. The type of product we have been waiting for since 2006! 

Learn more about the spreadsheet with superpowers, Rows, here

Not only did the name Rows fit their company – but it worked as a domain as well. The team at Rows understood the power of a premium domain name. So, they secured a four letter domain that is memorable, easy to spell and brandable. Additionally, they found one that worked for their brand and would help them meet their future goals.

Securing the Domain

The team at Rows had the domain they wanted in mind. However, they needed assistance to secure the domain name – This is where we came in! Co-Founder Humberto Ayres Pereira found us online and reached out to our domain broker Rob Wilson. We helped the Rows team secure with open communication and stayed within their budget. 

“It was a pleasure working to acquire the domain name This is an exceptional four letter, premium domain. I was happy to be a part of their rebrand and wish them luck in their future endeavors!” 

Rob Wilson, Domain Consultant 

Congratulations on acquiring, from Rob Wilson and the rest of the domain brokerage team! For more on the rebrand, read their article.

More About

Interested in rebranding? Speak with one of our professionals about a free consultation today. Let us help you find the perfect domain name for you and your brand! 

Our domain brokers are experts in domain acquisition, appraisal, branding, brand protection, portfolio management services and more. We pride ourselves in our transparency and passion to help you reach your goals. Additionally, we handle the nitty-gritty work for you. 

Domain name cost

How Much Does a Domain Name Cost?

You have a product or service idea, created a business plan and now you are ready to begin your journey as a company. It is time to get your company name out there. When beginning your online business, we suggest you start with buying a domain

However, there are lots of questions that come with buying a domain name. If you are a first time domain name buyer, you probably do not know where to start. Some frequently asked questions at are: What is a domain name? How do I buy a domain name? What if I don’t know what domain name to buy? How do I find the domain name I want? And of course, how much does a domain name cost?

Today, we are going to discuss everything that involves the costs of domain names. What affects the cost, why premium domain names have a larger price tag and what you should be spending. 

How Much Does a Domain Name Cost?

There is no one simple answer here. Domain names range in price anywhere from $10 to $49.7 million, which was the sale of Why is there no simple answer? Because domain names vary in price depending on different factors.

What Affects the Cost of Domain Names?

There are many factors that affect the cost of domain names. However, here are a few common ones to look out for while searching for a domain name:

1. Domain Extensions

Domain extensions are the last part of a domain name. Top level domain extensions include, .com, .gov, .edu, .mil, .net and .org. In recent years, more unique domain extensions have been used. These include, .yoga, .blog, .vip and more. 

Extensions affect the price of domain names since some are more valuable than others. Many people feel that the .com is king of domains, since they are the most searched for online. Top level domain names typically cost much more than unique domain extensions.

2. Premium Domains

In addition to the domain extension, premium domain names are also a factor when it comes to the cost. Premium domain names are high quality domains, usually one word that is memorable and easy to spell. For example,,,, and 

These domains are brandable and memorable, but come with a large price tag. 

3. Where You Purchase the Domain

Where you decide to purchase the domain is also important to consider. Especially since this could potentially affect the cost. There are many places to find domains for sale – but prices vary. A private seller might be more expensive than an aftermarket auction, and using a registrar depends on the domain name. 

Using a domain broker that is familiar with the industry is usually the way to go. A domain broker can answer all of your questions, work with your budget and conquer the hard parts like negotiating and closing the sale. 

Unregistered vs. Registered Domain Price

Again, the price of a domain really depends on many different factors. However, here are some things to think about when purchasing either an unregistered or premium domain. 


Purchasing an unregistered domain name is typically the cheaper option. Many unregistered domain names go for about $10-$20 a year. You will also get to avoid negotiating and dealing with private sellers.

The downside? You probably will not get your ideal domain name. The odds of finding your brand name, unregistered, is fairly unlikely. You will have to be open minded while searching for an unregistered domain. 

This is a common option for small businesses or startups looking to make their first domain purchase. It is a smaller investment, and easiest while getting your company off the ground. From here, you can plan to upgrade down the road. 


As we have discussed, a premium domain is more desirable. They are shorter, easier to spell, memorable and brandable. Hence, why everyone wants them for their company.

They come with a huge asking price, usually anywhere from a three figure number to seven or eight figures. Although the amount can be scary, investing in a premium domain name can do wonders for your company. Owning a premium domain name brings more site traffic, improves credibility, brings returning customers and so much more.

The Decision is Yours

No matter what size company you are, your business needs a domain name.

 It is your online address, the way people will find you while surfing the Internet. It is up to you whether you want to spend $200, $20,00 or $2 million on the domain you want. You need to decide what is the right decision for your business. Look around at your assets, make a business plan and decide where your domain name will fit into your budget. You can always change and upgrade your domain name down the road. 

Ready to Buy a Domain?

Are you ready to launch your company website? Let us help you find the perfect domain name for you and your brand! 

Our mission is to help businesses large and small be seen online. Our domain brokers are experts in domain acquisition, appraisal, branding, brand protection, portfolio management services and more. We pride ourselves in our transparency and passion to help you reach your goals. Additionally, we handle the nitty-gritty work for you. 

If you are interested in speaking with an expert from our domain brokerage service about buying a domain, please contact us for a free consultation.

Build a Business

How to Build a Business From the Ground Up

You have a business idea, the money and the drive to get going. Now what? This is where many people sell themselves short, they simply do not know where to start and are scared of the jump. Many entrepreneurs do not have the patience and persistence to see their ideas through to the finish. Additionally, they are afraid of the unknown obstacles that come when building a business from the ground up.

While starting a business can be scary and overwhelming, it is also an exciting journey of seeing dreams become a reality. Staying motivated, creative and on track is possible with our tips. Also, if you are here reading this article, you are off to the right start. congratulates you and will be cheering you on! Here are our tips for building a business from the ground up. 

Ways to Build a Business from the Ground Up

First, a disclaimer before we dive into the ways you can build your business from point A. These steps are a guide, suggestions to help you begin your journey. There is no one correct way to build a business. There is not always a correct order of steps, and they are not to be done all immediately. Building a business takes patience. 

1. Establish Your Brand

Define the brand you want to create. Know who you are. What does your company stand for? Can you define the mission? What is your product or service? Who is your target audience? What is the feel of your brand? Where do you want to take this business and why?

You should have complete confidence and clarity in who you are as a brand and what your goals are. Understand your core values and you will go far. Let your confidence from the start be the foundation of your future successful company.

In order to achieve this level of confidence, you might have some personal work to do. Dive deep into yourself, be realistic and accept your strengths and weaknesses for what they are. Optimize on those strengths, optimize on those insecurities. What do you need to do in order to get ready to start a company? What resources do you have, what resources do you need?

Doing this helps you become aware of yourself, the business you are trying to create and the world around you. Who knows, it could help you think in a new way than you had not before. 

2. Think like the Customer and Competition 

In addition to being mindful about you and your brand, be mindful about your customer and competition. You need to understand the industry, and be current and relevant. Be aware of the world around you. What is happening in the industry you are entering? What events could have an effect on businesses? For example, a United States company starting in March of 2020 would need to be aware of the global pandemic and plan accordingly. 

Similarly, you need to be aware of your customer. You need to eat, sleep, breathe like your target audience in order to understand their wants and needs so you can meet them. What are the current trends? What are people interested in? Build a strong website with your customer in mind, and figure out ways to encourage engagement. 

3. Buy a Domain and Set Up a Company Website

One of the most crucial components of building a business is of course, the storefront. When you start a business, you can purchase a brick and mortar. However, would recommend buying a domain name, digital real estate. Owning a domain name that matches your brand will allow customers to find you more easily and build credibility. This can sometimes be a cheaper and easier option. Additionally, with some of the world still recovering from the COVID-19 pandemic, it can be easier to reach customers.

4. Create a Strong Corporate Environment

Remember you can’t do it alone! Surround yourself with a team of people who support you and your vision. Make sure you hire smart people in the areas that you need to make stronger. Having the right team of driven and intelligent people will bring your business far. They are the ones you can bounce ideas off of, learn from and trust.

In addition to your direct team, make sure you network. Have people across your industry and beyond that you can reach out to and learn from.

5. Stay Driven and Be Flexible

When you build your business from the ground up, all you can really do is jump in. Building a business is a marathon, not a sprint. Be ready for the mistakes along the way, expect things to go unexpectedly. Get ready to work through disappointments and failures. 

However, if you stay driven and focused we can assure success will come your way. 

Ready to Buy a Domain Name?

Are you ready to launch your company website? Let us help you find the perfect domain name for you and your brand! Our mission is to help businesses large and small be seen online. Our domain brokers are experts in domain acquisition, appraisal, branding, brand protection, portfolio management services and more.

If you are interested in speaking with an expert from our domain brokerage service about buying a domain, please contact us for a free consultation.


6 Tips for Securing Your Website

With the vast amount of information about ourselves online, we all understand the importance of personal cybersecurity to protect our information. When you buy a domain, it is crucial to set up a way to protect it. You know the drill – don’t use public WiFi, use strong passwords, use multi-factor authentication when available, etc. However, securing your website is just as important as securing your personal information. A breach of your website can crash your website, put your company’s private data at risk, put your customers’ data at risk, and damage your company’s reputation. As a business, all this means lost money.

So, just like you take precautions with your personal security, you also need to secure your website. You’ll notice that some of the ways to secure your website align with the ways to secure your personal information.

Here are some tips for how to secure your website:

1. Use security software

Anti-malware software for your website is a must as 18,500,000 websites are attacked by malware each week. And if your site gets infected by malware, you could even get blacklisted by search engines.
The good news is that many website builders include security software as part of their package. They may also offer website security plugins for free.

2. Install SSL

An SSL certificate encrypts the data that is sent between your site and its visitors, including login credentials, contact forms, and payment information. It is what signals to the Internet that your website is secured (it’s what adds the ‘s’ to https:// and the padlock to the address bar when someone visits your website).
Without an SSL certificate, any information sent on your site is essentially out in the open for hackers to see. Additionally, Google adds a warning to websites that do not have SSL, and those sites will also rank lower for SEO.

3. Keep your website updated

You should regularly update your website to include the latest software updates as they typically include important security patches. If you use a website builder, it’s likely that they will handle the updates for you. But if you use WordPress, you need to make sure you regularly update to the latest WordPress software in addition to any plugins you use. Think of it as updating your operating system.

4. Use strong passwords

Just like it’s important to use a strong password for all your personal accounts, it’s crucial to have strong passwords for your admin and employee accounts on your website. Passwords are easy to overlook, but they’re many times literally the only things standing between hackers and all of your company’s data.
Follow these tips to make sure your passwords are as strong as possible:
  • Make them long. The longer, the better (at least 10 digits)
  • Make them unique without using personal information
  • Use special characters and numbers
  • Don’t reuse any of your passwords
  • Change them regularly
Another note on passwords – you should encrypt your stored users’ passwords instead of storing them as plain text.

5. Regularly back up your data

Even though you’re prepared with the rest of the tips on this list, the worst could still happen. You should always be prepared for the worst-case scenario by backing up your website, which is essentially creating a copy of it. Think of it as backing up your personal data onto an external hard drive.
Without a backup, if your website were to be hacked, you might have to completely rebuild your entire website from scratch, data and all. Because of the high-risk nature of a potential hack, you should back up your website daily.
There are many options for backup services, including standalone services, web host-provided backup services, and WordPress plugin backup services.

6. Be smart

This one may seem like a no-brainer, but unfortunately, the reality is that many hacks occur due to victims unwittingly giving away their information to hackers.
Your website could be the most secured website on Earth with every cybersecurity bell and whistle. But all that could be for nothing if one careless employee responds to a phishing email.
That said, here are some things you can do to be smart with your website’s data (again, these are some of the same tips you can follow to protect your personal data online):
  • Avoid public WiFi like the plague. These connections are completely unsecured and ripe for hacking.
  • Be wary of emails. If an email seems odd or suspicious to you, simply delete it. And never click a link on that email. If the email is important enough, the sender will find another way to contact you.
  • Vet your admins. You should only ever provide admin access to people you trust 100%. This one doesn’t need any further explanation.
  • Change default passwords. See 4. Use strong passwords above.
By following the above tips, you should be well on your way to having a more secure website, which should provide peace of mind to both the business and your customers.

If you are interested in purchasing a domain name for your business, the domain professionals at can provide a free domain consultation. Our dedicated team is well-versed in all things domains, including website security. With a domain brokerage service like, anyone can buy a domain, sell a domain or protect a domain. 

Domain Statues

Domain Statuses – What They Are, and How to Find Them

Domain name status codes, called Extensible Provisioning Protocol (EPP) domain status codes, tell you the status of a domain name registration. A domain’s status codes can tell you whether the domain registration is about the expire, whether there are any restrictions on the name, whether the domain can be transferred to a different registrar, and more.

Importance of Status Codes

Because status codes tell us so much about a domain name, it’s important that every domain owner understands their domain’s status codes. Understanding your status codes can help you:
  • prevent hijacking
  • keep track of expiration dates
  • troubleshoot issues with the domain

How to Find Status Codes

You can find a domain’s status codes by searching the WHOIS database. Every domain’s EPP codes are included in WHOIS search results.

When you perform a WHOIS search, you will get two different types of EPP status codes – client codes and server codes.

Client codes are provided by the domain’s registrar and usually set automatically when the domain is registered.

Server codes are provided by the registry and take precedence over client codes.

See the WHOIS results for, with the EPP status codes highlighted.


Registry Domain ID: 2138514_DOMAIN_COM-VRSN

Domain Status:













Registry Expiration: 2028-09-14 04:00:00 UTC

Created: 1997-09-15 04:00:00 UTC

As you can see, Google has six status codes. These codes prevent from being deleted, transferred, or updated. This protects Google from any issues with its domain name registration resulting from hijacking or fraud.

EPP Status Codes

See below for the list of EPP status codes provided by ICANN:

Client Codes

clientTransferProhibited: Tells your registry to reject requests to transfer the domain from your current registrar to another registrar. This is an important status to set as it prevents unauthorized transfers of your domain resulting from fraud. 

clientRenewProhibited: Tells your registry to reject requests to renew your domain.

clientHold: Tells your registry to not include your domain in the zone file. This is an issue as your domain will not resolve to a website.

clientDeleteProhibited: Tells your registry to reject requests to delete the domain. This is an important status to set because it can percent unauthorized deletions resulting from fraud.

clientUpdateProhibited: Tells your registry to reject requests to update the domain. This can help prevent unauthorized updates to your domain name. 

Server Codes

OK: This is the standard status for a domain, meaning it has no holds or restrictions. This is counterintuitive, but as a domain owner, you do not want OK as your status. You should ask your registrar to enact certain restrictions to prevent unauthorized transfers, deletions, or updates.

serverTransferProhibited: Prevents domain from being transferred to another registrar.

serverRenewProhibited: Indicates the registry will not allow the registrar to renew the domain.

pendingTransfer: Indicates that a request to transfer the domain to a new registrar has been received.

pendingUpdate: Indicates that a request to update the domain has been received.

pendingRenew: Indicates that a request to renew the domain registration has been received.

pendingCreate: Indicates that a request to create the domain has been received.

inactive: Indicates that DNS information has not been associated with the domain and it will not resolve. Essentially, this means no one can visit your site. If this is the case, you need to contact your registrar to resolve the issue.

serverHold: Indicates the domain is not in the registry’s zone file and will not resolve. If this is the case, contact your registrar to resolve the issue.

serverDeleteProhibited: Prevents your domain from being deleted.

serverUpdateProhibited: Prevents your domain from being updated.

addPeriod: Grace period provided to the registrar by the registry. If the registrar deletes the name during this period, they will be reimbursed by the registry.

autoRenewPeriod: See addPeriod.

renewPeriod: See addPeriod.

transferPeriod: See addPeriod.

redemptionPeriod: Indicates that your registrar has asked the registry to delete your domain. The registry will hold the domain in this period for 30 days, after which it will be updated with the pendingDelete code.

pendingRestore: Indicates your register has asked the registry to restore your domain that was in redemptionPeriod status.

pendingDelete: Automatically set if your domain has been in redemptionPeriod status AND you have not restored it within the maximum 30-day period.


Key Takeaway

You don’t need to remember all of these codes. Instead, just know the important codes that prevent your domain from being hijacking without your authorization. You should remember the “UpdateProhibited,” “DeleteProhibited,” and “TransferProhibited” codes. For more information on status codes, see the ICANN status code resources page.

When you buy a domain from, our experienced domain brokers will work with you to make sure your domain registration is set up in a way that you are protected from these issues. We will work with you every step of the way to ensure you reach your business goals. To learn more about domain name brokerage service, contact us for a free domain brokerage consultation.
How to protect yourself when buying a domain

How To Protect Yourself When Buying a Domain

4 Things To Be Aware of When Buying a Domain

For a new business or entrepreneurial venture, buying a domain is an exciting first step. It’s the step that launches a business into action and makes it “go live”. That said, there’s more to buying a domain than finding a great name and clicking “BUY”. Similar to buying real estate, there are many steps to the process, and many considerations along the way to make sure you protect your business in the long run. Before you start your domain purchasing journey, there are some key things you should watch out for to protect your business.
When you purchase a domain, either directly through a registrar, or through a domain broker, you need to register the domain by paying a registration fee (a fee which you will need to pay each year to renew the registration). The fee goes toward keeping the domain active, but it may also include additional services such as hosting, email, privacy, and security services. Given that not all registers are created equal, here are some things you should know when navigating the domain purchasing process.

1. Hidden Costs

In the domain register world, the old adage, “you get what you pay for,” doesn’t necessarily hold true. For example, sometimes registrars offer extreme discounts on the first year, only to charge you exorbitant renewal fees after the promotional period. Registrars may also hide fees in the fine print, or charge you extra for services that you don’t want or need.

Here are some tricks registrars often pull in order to increase their bottom-line:

  • Add-ons. Registrars may include additional services at an increased cost that you must buy in order to register the domain. This is similar to when a cable company requires you to bundle phone with Internet in order to get a better “deal.”
  • Charging extra for standard services. As the industry progresses, certain services that used to be considered “premium” are now standard. For example, domain information (including personal contact information) is kept in a public record data pace called the WHOIS. Watch out for registrars that charge extra for “privacy services,” such as keeping your WHOIS information private.
  • Charging transfer fees. Some registrars may charge high transfer fees, or make the transfer process overly burdensome in order to retain customers. Make sure to read the fine print of your terms of service agreement to make sure you can easily transfer the domain to a different registrar if you so choose.

2. Data Security

Registrars have a responsibility to protect their customer’s data, but this may not always be the case. Registrars have been known to sell their customers’ data to marketing companies. Before registering your domain, always make sure to check in the terms of service how the registrar can use (or misuse) your data. As a business, it’s important that your data does not get into the wrong hands.

3. Privacy

In order to protect their privacy, many business owners chose to keep their personal information private from WHOIS searches by using registrar-offered “privacy services.” In order to protect yourself from malicious actors, look for registrars who offer WHOIS privacy services for free. Certain registrars charge extra for “privacy services.”

4. Transparency

As with any service, you should look for registrars that provide full transparency in all aspects of their business practices. Throughout the registration process, if anything seems vague or unclear, it is a red flag. Some key things that you should always understand clearly upfront include:

  • Initial registration and renewal rates
  • Transfer and cancellation policies
  • Order cancellation policy

Choosing a Registrar

As you can see, there are many considerations you should make when choosing a registrar. Extensive research is required to ensure that you avoid some costly mistakes. If this sounds time-consuming, you’re right – especially for someone new to the whole domain purchasing process. This is why offers a full “domain concierge” service to handle the domain registration/transfer process after the purchase of a website domain.

Similar to when we get in over our heads on a big home project and decide to call a contractor to finish the job, sometimes it’s better to hire a professional to do the work for you.

When you purchase a domain through domain broker service, we handle all of this for you. A professional domain broker with years of experience will do the required legwork to make sure you get exactly what you need from the registrar at the best possible price. Rest assured that a domain name brokered by will avoid hidden costs, provide domain security and privacy at no extra cost, and you will receive full transparency throughout the entire process.

The Rise of the $2 Billion Secondary Domain Market

With more business moving towards the digital space, and away from brick-and-mortar operations, domain names (particularly dot-coms) have never been more valuable. A Boston Consulting Group (BCG) report finds that “over half of online customers worldwide go to the websites of businesses to begin searching for products—either directly or guided by search engines.” Due to this shift, more businesses are looking to buy a domain name. Names can be purchased through a registrar – this type of transaction occurs in the realm of the primary domain market. If, however, the name is already registered, the buyer must buy the name from the current registrant. This type of transaction is referred to as the secondary domain market.

Primary Market Versus Secondary Market

According to BCG, while “most new dot-coms are registered in the primary market… domains that are resold can be 150-200 times as expensive with a typical resale ranging from $1700 – $2500.” The study goes on to explain that as a net result, the secondary market, worth more than $2.1 billion per year, is nearly as large as the primary market at $2.3 billion per year.  In other words, even though a vast majority of domains are purchased in the primary market, nearly half of the dollars spent go towards domain investors selling unused domains for profit.

Comparing Apples to Oranges?

Many business owners find this trend irritating and see it as a distortion in the market. They also argue that domain investors provide no value to the domain name ecosystem. And it makes sense that some feel this way. For instance, if you see dot-com domains going for $15 on a registrar, and turn around and find that a similar domain you need is being sold by a domain investor for $2500, I’m sure you wouldn’t be pleased. That being said, it’s not fair to compare primary market prices with secondary market prices. And many complaints about the secondary market are simply untrue. For one, the primary market price does not represent the true value of a domain name. In other words, registrars do not sell domains at full resale value. When you purchase a domain through a registrar, what you’re really doing is paying for the registration for the domain – and that’s it. It’s the same registration fee you would have to pay each year to renew your registration. The registrar doesn’t own the domain, and cannot use the domain. It simply manages the purchase, sale, and registration of the name. On the other hand, when you buy a domain in the secondary market, you’re paying for the digital real estate of being able to use that domain for your business’ website. And you’re paying for that price because someone else already owns it and has the right to use it. So you’re paying for the true value of the domain. Think of it this way – the primary market of unregistered domains is essentially a marketplace of freely available domain names. The secondary market, on the other hand, is more like shopping for real estate, where you have to negotiate the price with the seller, based on the true value of the property. In other words, when dot-coms are registered from the primary market, the buyers could be getting absolute steals (depending on the name, of course).

What Does the Future Hold?

In the future, as savvy domain investors take advantage of this growth of the secondary market, more and more domains will be purchased for resale (especially for dot-com domains). For business owners and brand owners, the implications are clear. If you have a brand and do not own the domain, you should register it before someone else does. If you fail to do so, you may pay for it later (literally). However, it’s not all doom and gloom in the domain market. We are not in a situation where domain investors are gobbling up all the good domains and selling them for 1000% profit. While the secondary market is growing, a vast majority of domains are still sold on the primary market (1.25 million in the secondary versus 39 million in the primary). Additionally, in 2020, end-users registered 128 million domains while domain investors registered 27.7 million domains.


Ultimately, however, you may find that the dot-com domain you want to purchase is already taken, and you have to go through the secondary market anyway. This is not the end of the world, as you still have options. The experienced domain broker team at will work on your behalf to acquire the domain at the best possible price. The domain broker service is a team of professionals with years of experience buying and selling premium dot-com domain names. We know the market inside out, and will always get a fair price. Understanding the value of domains, we can also provide consulting services for how a dot-com domain could help your business find and keep new customers. Speak with a domain broker today!
Digital transformation

Making the Digital Transformation During a Crisis

Pivoting from a primarily offline marketplace to 100% e-commerce requires fundamentally shifting the way you do business. This statement has been repeated countless times since March, when many brick and mortar businesses were stopped in their tracks by the Covid-19 pandemic. Many organizations have had to become nimble. Forced to morph their business model(s) and mobilize their teams practically overnight to stay connected to their customers. This dilemma has been the challenge of the day for new companies and established companies alike. This problem is especially troublesome for companies that already lacked digital infrastructure before Covid-19. Companies that fail to make the digital transformation will continue to struggle to reach their customers and new audiences, who may be searching for their goods and services online. This problem has been exacerbated by Covid-19. However, the fundamental shift in the way we do business has been gradually occurring over the past two decades. This article will lay out ways you can better position your business for now and the future.

Making the Transition

Savvier organizations have shuddered their brick and mortar operations entirely and have moved their business completely online. These digital transformations are happening across many industries including retail, education, manufacturing, and hospitality services. A great example of this change is in the restaurant industry. The most adaptable restaurants have launched or bolstered online ordering systems due to social distancing guidelines, a trend that was already occurring before Covid-19. Delivery-only restaurants, called ghost kitchens have been popping up in cities across the country. It certainly makes sense from a business standpoint. Less overhead on rent, employees, raw materials, etc. but new-found access to customers in their homes via food delivery apps. In order to compete in this increasingly digital landscape, companies must create new levels of trust and security when making the digital transition. One of the easiest ways companies can do this is by starting with the strong foundation of an exact match website domain. Exact match domains lay the perfect foundation for any business looking to transition to the digital world and set itself up for success. Think about it this way – if customers know a business as “Blue Plate Dinner,” the easiest way they’d find that business would be to Google “Blue Plate Dinner.” In this case, if the domain were, they’d have the best prospects for connecting with potential customers.

The Exact Match Domain Is Your Friend

The exact match domain is the best and easiest way to maintain search traffic volume when customers try to find a business online. Having a clear and concise way to communicate your business online is crucial. It allows you to engage with current customers and reach more prospective customers during this crisis. Using a sub-par domain will often times create confusion and break trust when customers are trying to find and communicate with their preferred business. Especially in the case of to-go, or delivery-only restaurants, having a tangible, substantial way to reach your customers. A website is like a virtual address – it is where your business resides. And if your restaurant literally doesn’t have an address, your virtual address becomes so much more important. Virtual or not, eat-in or delivery, customers will still want to know who you are as a restaurant. They’ll still need a way to contact you – without a website, how will you reach your customers? You might say that social media is sufficient, but we’d strongly disagree for multiple reasons. Social media simply isn’t an adequate replacement for an effective website. Having the right domain will also help companies maintain their connections for email responses. We’ve seen far too many companies lose sensitive information from confusion over their web domain. This can result in unnecessary legal and financial headaches. Additionally, if organizations take the time to secure their first-choice web domain they can diminish security concerns and avoid missed emails. Both of which could result in loss of revenue.

Find the Right Domain Today

Be prepared for the quickly evolving world of e-commerce by securing a domain for your business. Where can business leaders turn for support and guidance? Every day, we hear from organizations who do not know where to begin when their first-choice domain name seems to be unavailable. There are companies (ours is one) who specialize in domain buy service confidentially on behalf of their clients. This service can be a valuable resource to companies. Especially amid this crisis, for those who are trying to transform their businesses into the digital world. The most trustworthy domain brokers help educate their clients on how to utilize their domain buy service most efficiently. By assisting them, domain brokers can get their clients up and running as quickly as possible. Using the help of a domain broker service is a great way to allow an industry expert to do the heavy lifting for you when you need it the most.
branding your business

What You Need to Know About Branding Your Business

What is a brand?

A brand is a name, term, design, or symbol that identifies a company’s services and sets it apart from other company’s. Brands are companies’ identities and are how the public views the business. For example, is our business name, we have a brand logo, and our brand mission is, be seen. A brand is how customers will recognize and experience your company. In other words, it is the customer’s overall perception of your company as a whole. That goes beyond a pretty logo- it is everything from customer service, domain name, product, content, environment, marketing, advertising, etc. Building a brand does not happen overnight, it requires a strategy and buying a good domain name. But, the result will be a strong brand and a lasting relationship with customers.

What is a brand-building?

Brand building is the process of generating awareness and promotion about the services of a business. Essentially, it enhances the brand using marketing strategies. It is a crucial aspect of the business because it is both the visual and voice of the company. There is no specific way to correctly build your brand, but can be accomplished through a mix of brand strategy, brand identity, brand marketing, and more. Additionally, make sure you understand your target audience and stay creative and innovative.

Why is brand-building important?

Successful brand building has countless benefits for your company. First, it creates the ideal image that represents the spirit of your company; professional, visually appealing, trustworthy. A company image you are proud to stand behind. Second, it can help you outshine your competition. The right brand image can put you above other competitors in your market. Furthermore, it can increase your sales. Third, it plays a crucial role in customer loyalty. Customers are attracted to the company with a trusted image and are more likely to continue working with you.  

What you need to know about branding your business 

1. Research Competitors 

You can not build anything without the blueprints, so you need to do your research. While building your brand, you need to be up to date on the current market. This includes your competitors, your target audience, and other current trends in the world. Researching competitors can give you an idea of what other brands in your industry are currently doing. Additionally, this will show you what customers are interested in. Look at competitors’ marketing, visual identity, products, and customer reviews. See what works for one company or what doesn’t for another. However, be sure to keep in mind that you need to be different from the other brands.

2. Determine a Target Audience 

The target audience must be determined in order to begin to build a brand. Keep in mind if there is a specific age, demographic, interests, etc. When you keep in mind exactly who you are trying to reach, you can ensure your message fits their needs. Once you have your target audience, you can tailor your brand directly to them. This can be done through the design of your website, ad campaigns, social media, products, etc. For example, if your target audience is people in their twenties, you would not be advertising in the newspaper. You would be focused on marketing through social media since that is where most twenty-year-olds get their news.

3. Define Brand Mission

It is important to keep your mission in mind as you build your brand. Think of your mission as the personality of your company. Think of what the personality feels like, values, how you would describe it. Creating a brand mission will keep your brand centered as well as show your audience what your purpose is. Since a mission helps to present an image of what your company is. Everything from your logo, website, to slogan should reflect your company’s mission. Ask yourself: Why are you starting a business? What are your goals? How is your business different from others? At our passion is everything that domains encompass, and our mission is to help our clients be seen online.

4. Choose The Look of Your Brand 

You are aware of what your competitors are doing, you have a target audience and you have a strong brand mission. Next is creating a look for your company. This includes all the visual aspects of a company like a logo, color, slogan, font, and domain name. However, as exciting as it is to build the visuals of your company, this is a crucial step. The visuals of your company are the first thing customers see. So, they must accurately display your company name and what you stand for. Choosing the right domain name for your company is just as important as picking the right logo or slogan. Domain names are a key element of your website. In many cases, a domain name is a difference between a successful business and a failing business. Domain names are crucial to making your business stand out among the millions of other businesses in the world.

Want to discuss brand-building more?

Our domain brokers at know how challenging brand-building can be. If you would like to learn more about our company, please contact us or give us a call at (781) 281-9475 for a free consultation today.

“Wait, What Was That Site Again?”

As a Domain Broker, I get told regularly that “domain names don’t matter. It’s all about Google these days”. This is usually said by someone in the market for a domain but doesn’t feel like paying more than $50 for it. One of the most important parts of my job is education – ensuring the potential buyer is aware of the metrics involved in valuing a domain name and why those metrics are important. It’s about getting them to understand the value of a memorable domain for their business. But alas, some simply don’t want to know and we respectfully end our discussions.

Let me tell you a story from my personal experience that highlights the importance of having a memorable domain name.

From Jamaica to The UK

I have been very fortunate to live and work in some amazing places in the world. As a Jamaican, most of the places I’ve called home have been warm and sunny. But having an English wife, I knew the day would come when we would move to the UK. That day came last summer when after 8 years in the Cayman Islands, my wife and I moved across the Atlantic to be closer to her family and to broaden our kids’ horizons. One of the more interesting parts of settling into life in the UK was having to get a driver’s license (unfortunately, my driver’s licenses from Jamaica, the Turks and Caicos Islands, and the Cayman Islands were not convertible to a UK license).

Gearing Up For The Driver’s Test

Taking a driver’s test after 25 years of driving was a daunting but necessary task. So, I started researching what was required. First, I had to take a theory test comprised of multiple-choice questions and a hazard perception simulation. Second, I had to pass the practical driving test. To prepare me for the theory test, I wanted to brush up on the questions that would be asked. I looked for a site to help me and I easily found one through a popular discount site, so I signed up. I tested out the site, but since I couldn’t take the test until I had been resident for 6 months, I put it aside until closer to the time I could take the test.

“Wait, What Was the Name of That Website?”

Here is where my issue began. When it came time to practice for the test, I couldn’t remember the company or the site name. I tried Googling it, but all the results looked the same. They all contained the same three or four keywords in different orders, passyourtheorytest, theorytestpass, and passtheorytestand all jumbled together. I couldn’t find the site without going to my email to find the confirmation from months previous, and even then I had to type keywords to bring it up.

Bottom Line

In the end, I was able to find the company through my email confirmation. I was able to study and pass my test, and the product was decent. However, the customer experience was terrible because I had to waste my time and jump through hoops to find their website. And most importantly, if I wanted to recommend them to someone else who was in a similar situation, I couldn’t. Not because their product is bad, but because I can’t remember their name!

This was a real eye-opening experience. It was clear that this company invested in their product, and invested in the look and feel of their site. But they didn’t buy a web domain that would make them stand out from the crowd. Instead of having a domain name that would help potential and current customers find them, they rely on buying traffic from search engines and discount sites. This reliance on third parties is a monthly expense that is now required for their survival without a decent domain.

My advice is simple. Think very carefully about your company name and your domain name to make sure customers can find you.

If I can help with that, please let me know at (one of the easiest emails to remember!) and I can let you know about our domain broker service – even if your preferred domain name is taken, we can help acquire it or suggest a suitable alternative.