Unlocking New Digital Horizons: Why Brands Should Embrace gTLDs
As we navigate an increasingly interconnected world, businesses face a unique opportunity to elevate their online presence through the strategic use of generic top-level domains (gTLDs). According to a recent survey conducted by the Internet Corporation for Assigned Names and Numbers (ICANN), which engaged over 2,000 marketing leaders across eight key markets, a staggering 54% of brands prioritize enhancing brand awareness and visibility. But amidst this digital hustle, many remain unaware of the powerful potential that gTLDs hold for brand differentiation.
A New Era of Online Branding
The Evolution of the Internet
For nearly five decades, the Internet has fueled global economic growth, connecting more than 5.5 billion people. Central to this transformation is the Domain Name System (DNS), a system that translates complex numerical IP addresses into memorable domain names that function as digital storefronts.
As brands seek to establish themselves in this vast digital landscape, traditional domain names—often restricted to three-character endings like .com and .org—are no longer sufficient. The impending gTLD round offers a significant evolution in the DNS, enabling applications for domains in 26 different scripts and over 380 languages. Mark your calendars for April 2026, as this marks a pivotal moment for brands to apply for their own gTLDs after more than a decade.
The Power of gTLDs in Brand Building
A Game-Changer for Commerce and Communication
gTLDs represent an untapped resource for brands aiming to enhance their online identity. Brands can leverage gTLDs to reinforce their mission, spotlight geographical locations, promote social causes, or forge innovative channels for customer engagement. Operating a bespoke gTLD not only reinforces brand identity but also provides a direct link between the brand and its online presence.
One of the most compelling benefits? Enhanced trust and authority. Companies that control their own gTLD can build a reputation of security and legitimacy, as seen with giants like Microsoft, which utilizes its .microsoft domain to maintain consistency and recognition.
Data shows that 52% of marketing leaders believe gTLDs are crucial for stronger digital identities, with benefits such as brand differentiation (46%), customer trust (45%), and improved SEO (44%) ranking high on their lists. In emerging markets, this impact is magnified, with 74% of marketing leaders in Nigeria recognizing strong branding advantages.
Building Trust in Digital Spaces
Closing the Trust Gap
In today’s digital world, trust is everything. Establishing a trustworthy online presence is paramount. Managing a gTLD empowers organizations with full control over their domain ecosystems, creating a consistent and credible digital environment. It reduces risks associated with online authenticity while allowing brands to nurture relationships built on confidence and reliability.
Despite the evident benefits, a gap persists: only 19% of marketing leaders have taken the leap to apply for their own gTLDs. This highlights the challenges organizations face, such as limited time and resources, ambiguous ROI, and perceived security risks.
Fortunately, resources like the Applicant Support Program (ASP) are emerging to assist brands through the application process, offering both financial and non-financial assistance. Additionally, Registry Service Providers (RSPs) are available to handle technical operations, ensuring a smooth setup and management of gTLDs.
Envisioning the Future of the Internet
A Strategic Asset for Innovative Branding
gTLDs are more than mere domains; they are powerful assets that can reshape the narrative of a brand. Whether aiming to strengthen brand identity, highlight a social cause, or cater to new markets through Internationalized Domain Names, a gTLD provides a creative canvas for achieving these ambitions.
The potential applications of a gTLD are only limited by your imagination. Brands operating in niche markets, specific sectors, or particular regions can utilize a gTLD to carve out a unique, descriptive, and memorable digital identity.
Conclusion: Seize the Opportunity
As we prepare for the Internet’s next phase of evolution, understanding the strategic value of gTLDs is crucial for brands aiming to position themselves ahead of the curve. By embracing this rare chance to establish their own gTLDs, brands can unlock new pathways for engagement, trust, and innovation in our rapidly changing digital landscape.
Samiran Gupta
Samiran Gupta is Vice President, Stakeholder Engagement and Managing Director, Asia Pacific at ICANN.
