The domain and the company name are linked decisions that are made at the same time, even though companies tend to handle them separately. Before registering a business name, it is worth checking three things at once: whether the name could be confused with an existing company in the same field, whether it conflicts with a registered trademark, and whether the corresponding domain is available. As for the extension, a local domain increases the trust of domestic customers, while an international one is more suitable when the intention is to operate in multiple countries. The domain should be registered to the company, not to an employee or supplier, and it is worth setting its renewal to happen automatically – losing a domain over a forgotten payment is among the most painful, and at the same time most unnecessary, forms of damage to a brand.
See also: Trademark registration, Domain Strategy for Markets, Digital Assets of a Company.
