Loom, Inc. is a technology company that provides video communication software for work. It allows users to record their screens and cameras, edit video, transcription, and share recorded video links. In 2022, according to Forbes, the firm was valued at $1.5 billion, having secured $200 million in funding.
In an X thread, Shahed Khan detailed the journey of acquiring the Exact Brand Match (EBM) domain Loom.com. It all started in 2017 when the company rebranded to Loom from its original name, Opentest. The team believed the name was original, reflected their mission of ‘weaving’ conversations, and hoped it would become a verb (send me a ‘loom’). The EBM Loom.com was unavailable then, so Loom registered the alternative UseLoom.com. Shahed shared that the Loom brand operated on Useloom.com from 2017 through most of 2018. As Loom grew, so did the brand. One of the early investors suggested the company trademark its name to avoid confusion with similar brands, so they did.
With a new round of funding and a commitment to investors to establish themselves as the definitive ‘Loom’ in the market, Shahed Khan and his team recognised the need to take their brand far more seriously. Determined to solidify their brand’s presence, Shahed embarked on a mission to identify the owner of the EBM Loom domain, secure social media handles, and optimise their SEO strategy.
He discovered that Loom.com was initially owned by a public SaaS company that had acquired a homonymous company but shut down the brand, rendering the domain inactive. Shahed contacted the CEO and initiated negotiations. However, a competing startup also expressed interest in the domain and was willing to spend significantly more. Determined to secure Loom.com, Shahed’s team highlighted their established trademark on the name “Loom” and its strong user association. To address the domain ownerās concern about rebranding, they also offered to cover the rebranding costs. The offer was accepted, and the negotiation concluded with Shahed’s team acquiring Loom.com.
Investing in an EBM domain enhances marketing efficiency, builds user trust, and ultimately leads to long-term success, as demonstrated by Loom, Inc.’s acquisition of Loom.com. This strategic move enabled Loom to establish a powerful, memorable brand presence that resonates with users, fosters trust, and supports the company’s growth and innovation.
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