We have covered the difference between a domain name, URL and a website, touched on the history of domain names and their role for a brand, and the various domain name extensions with their ups and downs.
If you have ever browsed our Twitter timeline or the Domain Upgrades section on SmartBranding, you have come across the term Exact Brand Match domain. Let’s go over a little bit beyond its obvious literal meaning.
What is an Exact Brand Match domain name?
An Exact Brand Match (EBM) domain name is the most intuitive choice that your existing and future customers, business partners and investors would make when they look for your brand online. So if your brand is called Example, the majority of people would instinctively presume that they can find you on Example.com.
What are the reasons to use Exact Brand Match domains?
Consistent Brand Identity
Aligning your domain name with your brand name and investing in the most popular and trusted domain extension is of paramount importance if you wish to create a consistent brand identity. An inconsistent brand is an unreliable brand in your customers’ eyes. A brand is called Example, and their domain name is getexample.net. How much do you trust them just based on that information? How much would it cost them to convince you they’re trustworthy?
Security for your brand now and in the future
Operating on a domain not matching your brand name leads to traffic and email leaks. Lost traffic will definitely hit your bottom line but this may not even be the worst that can happen. Imagine your clients or business partners getting their data hacked, or sending private information to different emails than yours. How much would that cost you? What about a competitor, or just different brand getting the Exact Brand Match for your business?
Increased trust from clients, partner and investors
Domains are part not only of your brand’s identity, they are fundamental to capital raising. In this highly digital world you domain is the first thing any potential investor will look at, starting from emails to any presentation you may have – it shows how much you, yourself and your team, really believe in your project.
Unless you’re so big that your reputation precedes you, a marginal domain suggests you’re a marginal company.
Paul Graham, Y Combinator
Is an Exact Brand Match domain the right choice for your brand?
An EBM is not a silver bullet – if your idea is bad, or your team can’t execute it, even the best name in the world will likely not help. But looking at tens of thousands of successful businesses across industries, we can safely conclude that an Exact Brand Match domain name combined with a solid team and a good idea can definitely enhance credibility, maximize marketing efforts and ultimately result in a stronger, more successful brand and higher ROI.
How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.
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branding business domain domain name domain names domains EBM Exact Brand Match naming
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