Let’s be honest, nothing beats the thrill of launching your brand in the digital frontier. Whether you’re a mom wanting to launch your Italian sauce blog, a teen with a gaming site, or an entrepreneur with a million-dollar idea, we all want that starry eye moment when first brainstorming, creating, and then publishing our web destination. It’s like planting your flag on the digital landscape declaring, “This is my address!”

And for a long time, we ended our digital brand names with good old “.com” extensions. It’s what we know. It’s comfortable. However, most of us are now looking for something more personal. A name that represents our entire brand, not just part of it. Lisa Box, SVP Business Development, Identity Digital examines why now is the  time to embrace the exciting and varied world of new web addresses – those juicy extensions like “.bio”, “.pizza”, “.games”, or even “.land”. Think of them as the secret sauce to your online branding.

Companies like Co.school, Cultural Currents Institute, and Levels.fyi are proof of the power of venturing beyond the legacy domain name comfort zone. Working with domain registries, like Identity Digital, they’ve embraced the power of their unique domain names, using them to shout their brand’s mission from the rooftops (well, the URL bar at least).

Co.school: state what you stand for

Take Co.school, for example. This is a company whose mission is to help individuals learn and develop essential communication skills to collaborate effectively in the working world. With the spike of social polarization, they seek to help individuals from limiting their development of interpersonal skills. Their web address, or domain name, clearly communicates their company name, is easy to remember, and fosters a sense of education.

As a result, Kevan Gilbert, CEO of Co.school, mentioned how their company name became their name, logo, and brand. “It’s the most concise way to convey our mission to ‘learn to work together’ and explain who we are and what we do, all in just two words,” Gilbert said.

Levels.fyi: communicate your cause

And then there’s Levels.fyi, the equalizer of the tech world, fighting for transparency in the often opaque salary landscape. Their domain name is a battle cry, a declaration of their commitment to providing transparency about tech salaries.

Co-founded by Zaheer Mohiuddin and Zuhayeer Musa in 2017, they were looking for a web address that highlighted their company’s mission. When discussing how they selected their domain, Mohiuddin highlights how “having the same domain and brand makes it easier for people to remember and share the site with others.”.

Now, after five years, Levels.fyi has become an authoritative source for tech job seekers looking for salary information. The firm has even caught the attention of industry giants like Amazon and Google, who wish to learn how their tech salaries compare to the likes of other competitors.

Cultural Currents Institute: declare your authority

In 2022, PR veteran Jack Carpenter set out to create a new type of full-service marketing firm. Since his firm works with journalists, brands, and publishers, it was important to establish credibility and show their commitment to working within the bounds of applied sociology and behavioral science. They chose “.institute” to speak to how they don’t just communicate on behalf of brands; they help shape how the world sees a brand. And guess what? The tactic worked wonders. Their domain authority skyrocketed, and site visits tripled, all without spending a penny on ads.

Don’t settle; spice it up

So, the next time you’re cooking up your online identity, don’t settle. Embrace the power of a memorable domain name. Think of it as an investment in your brand, an opportunity to stand out from the crowd and shout your message, your mission, and your cause to the world. After all, in the ever-evolving digital landscape, a little creativity can go a long way. Add a little spice to your branding sauce.

Lisa Box, SVP Business Development, Identity Digital