INVEST IN IDENTITY
A domain isn’t just an address; it’s an identity.
A domain is like a name: it shapes how you’re perceived and what kinds of customers you’ll attract.
Attracting the right customers requires the right domain name. What better destination for high-end diamonds than, say, FancyDiamonds.com? Or for blue sapphires than BlueSapphires.com?
Like the street numbers and address that first greet a home’s visitors, a domain name forms a first impression for visitors online. And this first impression becomes a foundation of your identity.
An instantly recognizable domain name creates immediate connection between your brand and what you offer to the world.
Simplicity is Key
Domains that double as “dictionary words” have shown to be a valuable investment in the online world of business.
Like a collectible, antique, or piece of intellectual property, value is often associated with quality, age, and rarity.
Making Up Words is a Very Expensive Investment
The Twitters and Facebooks of the world required millions of dollars in marketing and advertising to gain name recognition.
Yet words like “diamond” are learned in first grade, and thus require no branding campaigns for recognition.
Leveraging these familiar words for your company’s online identity can save countless advertising dollars.
The Power of Association
A good name has a psychological impact. The word “diamond” carries with it decades of memories and associations. We remember Marilyn Monroe declaring that, “diamonds are a girl’s best friend,” and hum along to the tune of John Lennon and the Beatles singing, “Lucy in the Sky with Diamonds.”
These words as a familiar to us as an old friend -- familiarity that is a powerful force for branding.
In fact, a significant number of industry jewelry companies own “dictionary word” domains, including:
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Mason-Kay - JadeJewelry.com
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Benchmark - EngagementRings.com
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Welry - Jewelry.com
Indeed, many of the world’s most prestigious brands use the power of "dictionary word" domains to connect consumers with their own product lines:
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Ralph Lauren - Polo.com
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CitiBank - Mortgage.com
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Peets Coffee - Coffee.com
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Getty Images - Photos.com
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Hagen Daaz/Dryers Grand Ice Cream - IceCream.com
Creating Customer Confidence
Successful businesses aren’t just promoters of goods; they’re promoters of confidence.
When a customer encounters a trade show booth or store display with an extensive inventory of a particular product, such as blue topaz jewelry or pink diamonds, their confidence rises.
That same confidence instilled to customers through robust, specific inventory at a tradeshow can be instilled through a category-specific online identity.
By “owning the online address” for your product, you’ll establish your brand as its preeminent supplier.
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