It's a Site, It's a Brand, It's a...How to use your domain name as a brand
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Think of your domain name as a brand. You might havewww.YOURCOMPANYNAME.com or you might have thought of a clever,memorable name relevant to your business.
For example, in 1995 my former company, Cybergrrl Inc., createda Web site called Femina.com, the first search engine forwomen-related Web sites. While Cybergrrl was our primary brand,Femina.com quickly gained a strong following, particularly amonglibrarians and researchers. Femina.com had its own logo and the Website had its own "look and feel," meaning a design thatwas in line with its purpose.
We promoted Femina.com as a unique Web "property,"offering sponsorships to advertisers for the site and marketing itonline as its own entity. From day one, we looked at Femina.com asa brand, not just a Web site, and that thinking paid off. Fiveyears later Femina.com remains a strong brand name with womenonline. So remember: It's not just a Web site, it's abrand.
Aliza Sherman is an entrepreneur and author ofCybergrrl:A Woman's Guide to the World Wide Web(Ballantine Books).She is currently working on her next book and new company.
