By Suman Das, .STORE Domains
There’s nothing more rewarding than starting a business from
scratch and watching it grow. As an entrepreneur, you can build your business
and watch it manifest into something larger than life that no one can take away
from you. However, transforming your e-Commerce business into a renowned brand takes
more than just a smile on a rainy day. While there are many complicated
marketing gimmicks and expensive advertising techniques that can help your e-Commerce
business become the next big thing, there are simpler, more cost-effective ways
to achieve this feat.
Did you know that you can ace your e-Commerce branding with
something as simple as the choice of your domain name? Yes, you heard that
right. Your domain name plays a significant role in building a memorable brand.
A short, relevant and definitive domain name makes for an outstanding brandable
moniker.
What’s in a (domain) name?
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Your domain name is the first touch point for your customers
and prospects to get an idea of what to expect when they land on your web site.
For example, when you look at www.buylaptoponline.com , you already know
what the web site is about.
Your domain name helps you influence your customer’s
judgment about the following aspects:
Clearly, a lot rides on your store’s domain name, especially
since your business depends on your customers transacting on your web site.
The question then becomes — is there a way to find the
perfect domain name that can empower an e-Commerce business? Yes! The answer
lies in being able to find a domain name that communicates a message about the
business while making a great first impression.
The perfect e-Commerce domain name:
- Is short, relevant, memorable;
- Evokes credibility;
- Establishes a strong brand positioning; and
- Communicates an important business message or
business ideology.
There are domain extensions for every possible industry and
purpose out there: .TECH for technology, .CLUB for clubs, and .STORE for retail
and e-Commerce, giving companies a huge inventory of available domain names on
new extensions.
Building A Strong Brand
Positioning
To ensure that your domain name is bringing you all the
benefits that it possibly can, here are some tips and suggestions:
1. Tap Into Psycholinguistics
With new domain extensions, you can play around with the
psychology of language to benefit from the interrelation between linguistic
factors and psychological aspects. Basically, you can integrate words that make
your brand seem more compelling or persuasive.
Certain words and connotations trigger the human mind to
associate it with either negative or positive or neutral emotions and thoughts.
For example, the following words are termed as ‘emotional trigger’ words in
marketing:
- Now
- Create
- Discover
- Secret
- You
By using these words in your marketing, you can engage with
your customers emotionally. Is there a way you can use this technique in domain
names too? Yes! Here are some examples:
So, by using names that generate a positive emotion in the
minds of the customer, you can make your brand message more persuasive.
2. Use Your Domain Name To Set Up A Company-Branded Email
Address
Having a relevant domain name for your online store means
you can acquire a branded email address too. As an e-Commerce business, the
last thing you want is to look spammy to your customers!
Take a look at the following email IDs and it would be clear
how valuable a branded domain can be in building a strong brand:
[email protected] vs. [email protected]
[email protected] vs. [email protected]
3. Use Branded Links On Social Media
Another effective branding hack involves using branded links
when sharing anything on social media. For instance, consider these examples of
branded links from Amazon, The New York Times and PepsiCo respectively:
By using branded links, you can create a higher brand recall
as well as build “link trust” in every update you share online.
4. Include Your Domain Name On Marketing Collaterals
The best way to build a strong first impression for your
online brand in an offline environment is to include your web address on your
business cards, offline ads, email signatures, uniforms, brochures, newsletters
and other collateral that you share with customers. This is a great way to
promote your brand offline and give potential customers an easy way to learn
more about, and connect with, your business online.
In Conclusion
In today’s competitive e-Commerce landscape, it is essential
to stand out and build a memorable brand that will stand the test of time. Your
brand building process begins with your domain name. With new domain extensions
such as .STORE, meant specifically for e-Commerce and retail businesses, you
have the opportunity to pick the most suitable and outstanding name for your
web site to strengthen your brand.
Suman Das is the Director of Brand Operations for new
domain extensions such as .STORE, .TECH and .SPACE at Radix, the third largest
new domain registry. He has 10+ years of experience in brand management,
program management, and business development across industries, 4+ years of
which are in the Internet domains industry. At Radix, Das leads brand
operations and growth, and also heads Radix’s business in China. He has prior
experience in managing channel partnerships in Europe and Japan and has also
been instrumental in designing and launching Radix’s unique startup-focused
initiative called the Startup League.