Choosing the right domain name for your business
Your company name is an important element in establishing brand identity, with your website domain name typically following the business’ name. Beyond simply being an easy identifier for your business’ online presence, the domain name you choose for your business’ website can have some implications that you need to be aware of, especially with regards to issues of official use and intellectual property protection. Here are some considerations that a new business owner should bear in mind:
Check for domain name availability for your website
Firstly, check that your ideal domain name is available. There are many online tools you can use to search for domain name availability. Searching for and purchasing a domain is simple, with many domain registration companies also offering drag-and-drop website-building services — allowing even the least tech-savvy entrepreneurs to create websites for their businesses. As you evaluable your needs for building an e-commerce business, you may want to consider adding in additional services from the start, such as those that process online payments, and you can have an elegant and functional site live in no time.
However, before you set up your website and purchase that domain name, it is advised that you proceed with the next step below.
Check that your chosen domain name is not trademarked
This next step is just as critical: Check in with an attorney to see whether there may be a potential trademark conflict with your preferred domain. Owning a domain name does not equate to owning the trademark over the name. Similarly, the fact that the domain name was available and registrable also does not imply that you can legally make use of it. A trademark is a sign used by a person in the course of business or trade to distinguish his or her goods or services from those of other traders. When a name is trademarked, the trademark owner possesses rights that enable him or her to control the use of a trademark. This includes the right to restrict other parties from using the trademark without the owner’s consent. This means that if the domain name you’ve chosen or purchased is trademarked, you’ll either have to let it go (as there can be impending consequences in the form of a trademark infringement lawsuit), or try to negotiate the rights from the trademark owner.
If you’ve been using a non-trademarked name for your business and your brand has built goodwill over the years, this scenario could prove problematic. It may be difficult for you to change your brand name due to the impact the change could have on your brand identity. The alternative may then be a possibly costly process of acquiring the rights from the owner.
Therefore, to help save the unnecessary time, money and effort spent on the acquisition, it is important to take note of this from the get go and select a business and domain name that is not already trademarked.
Purchase similar domain names
In addition to purchasing your selected domain name, it is advisable to park a few similar domains by your side. You may conduct a quick search using GoDaddy’s Domain Name Search to reveal similar sites available for purchase. An example would be for fictional company DataBalloon to purchase and park the domains “databalloon.online”, “balloondata.com”, or “databalloons.site” etc. This can help prevent possible abuse by either cybersquatters, typosquatters, or people simply intent on cyber-smearing. These groups or individuals may cause brand dilution or confusion for your customers, potentially resulting in a negative impact on your business.
All in all, it might seem like a lot of effort to find a name that isn’t trademarked with an accompanying suitable domain — because it certainly is. But entrepreneurs don’t take on the challenge of growing a business and expecting it to be easy. Running a business is hard work, and doing things the right way from the start can take patience and diligence. However, that extra time and effort is worth it knowing you’ve worked to try to eliminate the threat of trademark-related action that could affect the company’s future.
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