The Dot-Spanning Brand

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If a company is going to use a non .com extension, it will serve the business well to incorporate the extension into the brand name. Spanning the dot with the brand name will help hammer home that the extension is part of corporate branding. This should help reduce consumer confusion when they want to visit the website or connect with the company online.

TechCrunch published an article this morning about a company called A.Team. As you can see, the company is using a .Team domain name and its brand name spans the dot:

According to the article, the company “emerged from stealth with $60 million in funding.”

One drawback is the ATeam brand space seems pretty full. When I think of “A-Team,” my immediate thought is of Mr. T. and his A-Team. In looking at Google, I can see an existing company operates on ATeam.com and another company operates on ATeam.CO. I did not do any extensive searching, but I would not be surprised if there are additional permutations of A Team brands.

With this crowded brand-space, I think the decision to embrace the .Team into the brand name is even more prescient.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the DomainInvesting.com Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn

2 COMMENTS

  1. They are going to leak all day .Best is to rebrand and get a premium name. Will keep losing emails to the .com. They are going to spend more on marketing and reminding people it is a.team.

    Final conclusion is to rebrand.

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