This morning, TechCrunch published an article about a banking and financial services startup called Vivid, a self-described “unique mobile banking app.” While the startup’s brand name is Vivid, it uses the Vivid.Money domain name for its website. There’s nothing really wrong with using a .Money domain name, but in my opinion, Vivid should add “Money” to its branding, and either be known as Vivid Money or Vivid.Money. I think brands operating on new extensions should embrace the extension, and it is especially important in the case of this startup called Vivid.
One of the most well-known brands in the adult entertainment industry is a company called Vivid Entertainment. The company operates many different brands, and many of those brands also have Vivid in their branding. As you might expect from a well-known brand such as Vivid, the company operates on the brand match Vivid.com domain name (definitely not safe for work – especially working from home with kids around!).
Vivid, the banking services company, may primarily be an app-based business, but people will inevitably try to find the company’s website. It is very likely that people will directly navigate to the Vivid.com adult website because they have a habit of appending .com to a brand name. Ordinarily, when customers accidentally navigate to the wrong domain name and website, it is easy enough for them to navigate to Google to search for the correct website. In the case of Vivid, some customers might get very upset if they end up on an adult website without any warning.
I happen to like the term “Vivid”, and I think it is a neat brand name. If I was operating this brand called Vivid and wanted to make it less likely that my customers would end up on an adult website, I would make it as clear as possible that the brand is Vivid Money. Smartly, the company owns the matching VividMoney.com domain name, so the addition of Money to the brand would be a pretty straightforward change.