How to Register DotBRAND Domain Names? (Latest Update 2026)

Introduction: In today’s digital-first marketplace, global companies are looking beyond traditional domains like .com or .net and toward owning their own piece of the internet by getting their hands on DotBRAND domain names – custom top-level domains (TLDs) that match a company’s brand (think .microsoft or .apple). ICANN’s New gTLD Program has made this possible since 2012, and a new application window in 2026 is opening the door for forward-thinking brands to secure their own TLD. Unlike buying a $10 domain on GoDaddy, obtaining a DotBRAND is a strategic, multi-step process involving a formal application to ICANN, rigorous evaluation, and significant investment. This blog post will demystify that process and highlight why brands like Microsoft, Apple, Nvidia, Walmart, Chipotle, Starbucks, Perplexity – and even influencers like MrBeast or Taylor Swift – see DotBRANDs as a game-changing advantage for marketing, customer trust, and long-term ROI.

What Is a DotBRAND Domain?

A DotBRAND TLD is a custom top-level domain exclusively owned and operated by a single organization – typically matching its trademark or name. For example, instead of using brand.com, a company can operate .brand as its own registry. ICANN first enabled these in the 2012 New gTLD Program expansion, when companies like Canon and Audi applied for .canon and .audi. Unlike “generic” extensions open to anyone, a DotBRAND is exclusive to one entity, eliminating any public registrations. This exclusivity creates an unmistakable link to the brand: every site ending in .brand is under that company’s control. As one industry report notes, “Unlike .com or other generic extensions, a .BRAND domain is exclusive to a single entity. This creates clearer brand association, greater memorability, and eliminates confusion or impersonation risks.” In other words, DotBRAND domains turn your brand name into a whole internet namespace that only you and your authorized partners can use.

DotBRAND vs. Traditional Domain Registration

It’s important to understand How register DotBRAND domain names TLD differs from buying a regular domain name:

• Application vs. Instant Registration: Buying a .com domain is a quick online purchase through a registrar. By contrast, getting your own .brand TLD requires applying through ICANN (the Internet Corporation for Assigned Names and Numbers) during a designated window. ICANN’s next application round (often called New gTLD Round 2) is slated to open in 2026. There is no “checkout cart” for a DotBRAND—brands must submit a formal application and be approved to operate a registry.

• Significant Investment: DotBRANDs are not $10 domains. ICANN’s base application fee alone was $185,000 in the last round, and it’s expected to be around $240,000 in 2026. This covers the evaluation process. Beyond that, brands need to budget for technical setup, ongoing registry maintenance, and compliance costs. In short, owning .yourbrand is a six- to seven-figure commitment, not a quick impulse buy.

• Due Diligence and Evaluation: ICANN will scrutinize your application on multiple fronts. Any established organization (corporate, government, etc.) can apply, but it must prove it is capable of running a registry. That means showing you have the technical infrastructure (24/7 DNS uptime, DNSSEC security, etc.), financial stability, and operational policies to safely run a piece of the internet’s root zone. Unlike a simple domain registration, this is more akin to launching a new business line – complete with technical audits and compliance with ICANN’s guidebook rules.

• Timing: Registering a DotBRAND is a longer timeline endeavor. You can’t get it overnight. The application window is time-limited (e.g. a few months in 2026), and after submission it can take 18-24 months or more for evaluation, contracting, and delegation before your TLD is live. So if you apply in early 2026, your .brand might go live by 2027 or 2028. By contrast, a normal domain is live in minutes or days.

• Exclusivity & Control: With a normal domain, you are simply a registrant and must adhere to the registry’s rules. With a DotBRAND, you are the registry. You have broad control over how domains under .yourbrand are issued and used. For example, you could choose to only allow your company and its partners to register names, effectively creating a walled garden of trusted sites. No one else in the world can ever buy a domain on your DotBRAND – that’s a stark difference from .com, where anyone could register a confusingly similar name. This control vastly reduces cybersquatting, fraud, and misuse.

In summary, obtaining a DotBRAND is a strategic corporate initiative, not a simple IT task. It requires planning, budget, and executive buy-in – but for many brands, the benefits far outweigh these upfront challenges.

Why DotBRAND? Key Benefits for Brands

Owning a DotBRAND TLD offers unique advantages that traditional domains simply can’t match. Here are some of the key benefits that have marketing, branding, and IT leaders excited:

• Total Brand Control & Authenticity: With a DotBRAND, every domain ending in your TLD is under your control. This ensures customers always reach an authentic website for your brand. There’s no risk of a scammer buying yourbrand-sucks.com or a phisher mimicking your site on another TLD. If a user visits anything.yourbrand, you know it’s legitimate because only your organization can create those addresses. This exclusivity builds inherent trust – one study found 80% of users trust .BRAND domains more than traditional domains. It’s peace of mind in an age of phishing and lookalike sites.

• Enhanced Security for Customers: DotBRAND domains significantly reduce phishing, fraud, and typo-squatting risks. Since malicious actors can’t obtain domains on your TLD, it becomes much harder to impersonate your brand in URLs. For instance, Microsoft notes that its new .microsoft domain structure provides extra security and protection against spoofing – users can trust that any site ending in .microsoft is official. All experiences on a DotBRAND domain are guaranteed authentic, because the brand is the sole operator. Many DotBRAND operators also implement strict security measures (like HSTS preloading for always-on HTTPS) across their entire namespace to safeguard users. The result: customers feel safer, and brands gain tighter security governance over their online properties.

• Marketing Agility & Brand Recall: DotBRAND opens up a world of creative, memorable web addresses. Instead of clunky subdomains or long URLs (e.g. www.mybrand.com/springpromo), you can use short, campaign-specific addresses under your TLD (e.g. springSale.mybrand or nyc.mybrand). Early .brand adopters reported using their TLD for simpler campaign microsites and seeing sharper customer engagement. Because the entire URL is on-brand, every link becomes a marketing message. It’s easier for consumers to remember product.brand or promo.brand than a generic URL, boosting direct traffic and recall. Consider the advantage for a company like Canon: instead of hosting product pages on canon.com, they created camera.canon, printer.canon, even shop.canon – instantly conveying purpose and brand in the URL. This kind of naming is intuitive for customers and sets your web content apart from the sea of .com addresses.

• Streamlined Customer Journey: A DotBRAND can significantly simplify navigation across a large brand’s online ecosystem. Many enterprises today juggle dozens or hundreds of disparate domains for various products, regions, or services, which can confuse users. By consolidating under one trusted TLD, you create a unified front door. For example, Microsoft is unifying many of its Office 365 apps under the cloud.microsoft domain to reduce user confusion and improve cross-service integration learn.microsoft.com. Instead of asking customers to navigate multiple sites (outlook.com, office.com, etc.), a single DotBRAND hierarchy can serve all needs with consistency. This means fewer redirects, consistent login experiences, and a smoother journey as users move between your services – all reinforcing the primary brand name. For marketing leaders, this consistency can improve conversion rates and user satisfaction, as every touchpoint feels connected.

• Long-Term ROI & Cost Efficiency: While DotBRAND requires a upfront investment, it can pay dividends over time. Think of it as owning prime digital real estate rather than renting. Brands often spend significant money on defensive domain registrations (buying multiple domains like brand-sucks.com, brand.org, brand.co, etc. to prevent abuse) – costs that add up yearly. With a DotBRAND, many of those defensive costs can be reduced, since your focus shifts to promoting your exclusive TLD. Early adopters have noted portfolio cost savings as they let unnecessary legacy domains expire. Also, any new campaign or product domain you need, you can create instantly under .yourbrand without purchasing it from a third party. In terms of digital marketing ROI, DotBRAND can improve effectiveness: higher user trust and memorability can lead to better click-through and engagement on campaigns, improving returns on marketing spend. And importantly, from an SEO perspective, you won’t sacrifice search performance by switching to a DotBRAND. Google has stated that all new gTLDs (including .brands) are ranked the same as a .com or .org – there’s no search engine penalty or boost for the TLD alone. Your content quality and user behavior remain the SEO drivers. This means you can reap branding benefits without losing organic traffic – a key consideration for ROI.

In short, a DotBRAND gives companies a secure, flexible, and highly brand-centric foundation for all their online activities. It’s about owning your namespace – enhancing trust, enabling marketing creativity, and creating operational efficiencies that ultimately impact the bottom line.

DotBRAND in Action: How Different Businesses Benefit

Leading brands across industries are eyeing DotBRAND domains as the next frontier of digital strategy. Let’s look at how various types of organizations – from tech giants to retailers to even individuals – can leverage a DotBRAND TLD:

• Tech Titans (Microsoft, Apple, Nvidia, Google): Technology companies are often early adopters of DotBRAND because their online ecosystems are vast. Microsoft, for instance, has already begun using .microsoft for unified cloud services (e.g. migrating user-facing apps to *.cloud.microsoft) to improve security and user experience. This move simplifies things for end-users and admins alike, and underscores Microsoft’s brand on every URL. Google operates several DotBRAND TLDs (.google, .youtube, .chrome, etc.), using them for specific purposes like blog.google or registry.google to clearly identify official services. If Apple secures .apple in the next round, imagine the possibilities: URLs like music.apple, store.apple, or support.apple could each directly lead customers to the right Apple service with zero ambiguity. It would reinforce Apple’s tightly controlled branding – a huge plus for a company known for its ecosystem approach. Nvidia, a leader in AI and graphics, could use .nvidia to unify its developer resources (e.g. developer.nvidia for SDKs) and customer platforms, signaling innovation and providing a safe destination for downloads (no more wondering if a driver site is official). For these tech leaders, a DotBRAND is not just a vanity project – it’s about staying ahead in branding, simplifying complex webs of sub-sites, and instilling user trust that “if it’s on .brand, it’s the real deal.” As one industry research report summarized, case studies from companies like Microsoft and Google show that DotBRAND domains “strengthen trust, simplify digital ecosystems, improve security, and preserve SEO value” - newgtldprogram.com – critical gains for any tech enterprise.

• Retail & Consumer Brands (Walmart, Starbucks, Chipotle, etc.): Large consumer-facing companies with global presence stand to gain tremendously from DotBRANDs. Walmart, for example, operates e-commerce in many countries – usually on country-specific domains (walmart.com, walmart.ca, etc.) – plus numerous campaign microsites. With a DotBRAND like .walmart, they could unify under one trusted umbrella (e.g. us.walmart for U.S., ca.walmart for Canada, or deals.walmart for seasonal sales). Customers would instantly recognize the URL as Walmart-owned, no matter what comes before the dot. This consistency can enhance brand recall internationally and reduce dependence on the .com. Starbucks could benefit similarly: they could move from multiple localized web addresses to a simpler scheme such as menu.starbucks, careers.starbucks, or india.starbucks, all reinforcing the core brand name. Marketing campaigns could run on short, catchy URLs like summer.starbucks for a summer promotion, which are easier to share and remember than something like starbucks.com/summer2026. Chipotle, an innovative fast-casual food brand, could use a DotBRAND to create fun, engaging customer experiences – picture a loyalty program site at rewards.chipotle or a new product reveal at guacamole.chipotle. These URLs double as marketing slogans and direct navigation paths. Moreover, for retailers and restaurants, security is key – a DotBRAND helps ensure that any ordering or payment page under .walmart or .chipotle is authentic, tackling phishing risks (a fraudulent site couldn’t use .starbucks). Overall, consumer brands love DotBRANDs for the marketing freedom to launch microsites at will and the consumer trust that comes from an exclusive domain.

• Digital-First Platforms (Discord, Slack, Wix & Apps): For companies that are the platform for user communities or content (social networks, SaaS apps, website builders, etc.), DotBRAND offers intriguing opportunities. Consider Discord – home to countless online communities via invite links and subdomains. If Discord obtained .discord, they could give each community a custom address like gaming.discord or developers.discord, making community URLs both shorter and more authentic. It blurs the line between a URL and a community’s identity in a positive way. Slack could do similarly: currently a Slack workspace URL is workspace.slack.com. With .slack, that could become simply workspace.slack, a nice perk for enterprise clients wanting a cleaner address that still carries the Slack brand (and Slack could ensure security of all such sub-sites). Wix, a website builder, might leverage .wix to offer its users branded web addresses (e.g. user.wix or businessname.wix) without relying on second-level domains like wixsite.com. This kind of offering would tightly integrate Wix’s brand with every site it hosts, possibly increasing user trust in sites built on the platform. More broadly, low-code/no-code app platforms and SaaS services can use a DotBRAND to deliver integrated experiences – for instance, all plugins or customer portals hosted under a single branded domain hierarchy, which is easier to support and secure. From a marketing standpoint, a platform having its own TLD also signals technological leadership; it tells savvy customers that this company is big and serious enough to “own its namespace.” It’s no surprise that digitally native firms are considering DotBRANDs as a way to differentiate their service and offer creative domain-based features to users (like vanity URLs that match the platform’s brand).

• Celebrities & Influencers (MrBeast, Taylor Swift, and more): It’s not just corporations – the concept of personal brand TLDs is gaining attention too. Top influencers and celebrities today have massive online presences, essentially functioning as brands themselves. A superstar like Taylor Swift could apply for .taylorswift to curate her entire digital universe – for example, music.taylorswift for her albums, tour.taylorswift for ticket info, merch.taylorswift for her store. Fans would know any link ending in .taylorswift is official, which adds a layer of authenticity beyond just a verified badge on social media. MrBeast, one of YouTube’s biggest creators, might pursue .mrbeast as a way to host all his content initiatives: videos.mrbeast, charity.mrbeast (for his philanthropy projects), burger.mrbeast (for his MrBeast Burger business) – the possibilities are endless for someone with such a diverse brand portfolio. Owning a personal TLD could also enable vanity URLs for fans or collaborators under that domain, in a controlled way. It’s a novel idea – essentially celebrities taking control of domains the way companies do – and if it becomes reality, it would mark a new era of personal branding online. For influencers, having a DotBRAND is the ultimate statement of digital ownership and can offer fans a trusted gateway to all official content, no matter which platform it lives on (for instance, linking to a YouTube video via a short .brand URL). While individuals would still need to go through the same ICANN application process (likely via a business entity they control), the prestige and branding power could be well worth it for global names with the means to invest.

How to register DotBRAND Domain names: The ICANN Application Process

So, how does a company (or eligible entity) actually register a DotBRAND TLD? As mentioned, it’s a multi-phase process rather than an instant purchase. Here is a step-by-step breakdown of what to expect in ICANN’s New gTLD Program 2026 application cycle:

1. Plan and Prepare: Internal Planning & Feasibility. Begin with executive alignment and strategy. Decide why you need a DotBRAND and how it will be used (internal buy-in is crucial given the costs). Ensure you meet ICANN’s baseline requirements: you should be an established firm with the financial and technical capability to run a registry. Applicants must show they can maintain 24/7 DNS uptime, implement DNS Security Extensions (DNSSEC), and follow detailed policies in ICANN’s guidebook. Many brands engage a consultant or specialist early to navigate policy and gather necessary info. At this stage, also research your desired TLD string – check the IANA root database for existing TLDs and see if anyone else might apply for a similar name. If your brand name is unique, you’re likely clear; if not (e.g. a common word or an acronym others use), be prepared for potential conflicts or objections. Only one entity can ultimately get a given string, so due diligence is key.

2. Assemble the Application: Documentation & Partnering. The application itself is comprehensive. Think of it as a business plan and technical proposal for running a piece of the internet. You’ll need to prepare documentation on your TLD’s mission/purpose, detailed five-year financial projections (and set aside a contingency fund to ensure continuity of operations), a robust Registry Services plan (how you’ll handle domain registration, Whois/RDAP directory services, abuse prevention, etc.), a security and stability analysis of your proposed registry, and plans for continuity (if something goes wrong. Most brands partner with a Registry Services Provider (RSP) at this stage. An RSP is essentially a backend operator – a company that runs the technical infrastructure (DNS servers, registry software, maintenance) for your TLD. They have the expertise and platforms already, so you don’t have to build everything from scratch. Common RSPs include companies like Verisign, Neustar, Nominet, GoDaddy Registry, etc., which specialize in running TLDs. You’ll work with the RSP to gather the technical answers needed for the application. This step can take a few months of effort and coordination.

3. Submit Your Application (2026 Window): Filing with ICANN. ICANN will announce a fixed period during which applications are accepted (for the 2026 round, it might be a few months long). You’ll use ICANN’s online portal to submit your application dossier and pay the fees. The application fee for 2026 is expected to be roughly $240,000 (a portion of which, ~$5,000, is paid as an initial deposit to open your file). This fee is non-refundable once the application moves forward, so everything must be in order. After submission, there is a public “reveal” of all applied-for strings. If another company applied for a string identical or confusingly similar to yours, you may end up in a contention set, which means only one of you will ultimately get it (there are processes like string similarity reviews and possibly auctions to resolve such conflicts). Fortunately, ICANN now allows listing backup name choices in the application, but your primary goal is to secure your exact brand term.

4. Evaluation by ICANN: Review & Objection Period. Once submitted, your application undergoes a thorough review known as Initial Evaluation. ICANN’s evaluators (and third-party panels) will score your responses on technical, operational, and financial criteria. They want to ensure you can run the TLD stably and securely. At the same time, there’s a period for public comment and formal objections. Competitors, governments, or other parties could object on various grounds (legal rights/trademark conflict, string confusion, public interest, etc.). If an objection is filed against your application (say, another company claims it has rights to the name or that your string is too similar to theirs), you’ll need to respond and possibly engage in a dispute resolution process. In 2026’s round, expect a transparent process – all applications will be posted for scrutiny. No news is good news here: if you pass evaluation and there are no sustained objections, you move on. For many DotBRAND applicants (especially well-known companies applying for their own names), objections are unlikely, but it’s a step to be aware of.

5. Contracting & Pre-Delegation Testing: Final ICANN Approval Steps. Once your application is approved, you’ll be invited to sign ICANN’s Registry Agreement – a contract that formalizes your responsibilities as a registry operator. This agreement includes commitments like keeping a data escrow (backup of the registry data) and maintaining certain service levels. After signing, there’s a technical checkpoint called Pre-Delegation Testing. Essentially, before ICANN lets .yourbrand into the DNS root, you must demonstrate that your registry systems (or your chosen RSP’s systems) function correctly – that domain registrations, DNS name resolution, Whois lookup, and security protocols all work as expected. Think of it as a dry-run of your TLD operations in a test environment. Most of this is handled by your backend provider, but you’ll need to coordinate. Passing this test is the final go/no-go before you get live.

6. Delegation & Launch: Go Live with Your TLD. Upon passing all tests, ICANN will delegate your new TLD to the internet root – meaning .yourbrand becomes an official part of the DNS, and you are listed as its operator. You can now actually use it! Brands typically start with a soft launch: the first required domain in every new TLD is nic.yourbrand, a minimal informational site about the TLD (as mandated by ICANN policy). Then comes the fun part – rolling out real uses. Many companies begin by redirecting key .com URLs to new .brand addresses. For example, if you have an existing homepage.com, you might make home.yourbrand and forward it there, gradually training users to see the new domain. Over time, you could migrate full websites or create new ones under the DotBRAND. It’s wise to start with internal or low-stakes uses, then expand as confidence grows. Some brands keep their DotBRAND mostly internal at first (for secure employee sites, etc.), while others do a public splash. One important note: you are in control of registrations. You might keep it strictly for your own pages, or you could allow certain partners or even customers to register second-level domains under supervision. For instance, a car maker with .automaker might let authorized dealers use dealername.automaker addresses. Or a SaaS platform might give each client a custom sub-address as part of its service. The launch strategy will tie back to the goals you set in step 1. And of course, marketing the new URLs to users is key – you’ll want to advertise and explain the change so that customers recognize and trust the new DotBRAND addresses.

Throughout this process, it’s advisable to work with experienced advisors or consultants, since the DotBRAND registration journey is complex. The timeline from application to delegation can be ~2 years, so starting preparations early (even before the 2026 window opens) is critical. As ICANN’s program evolves, staying updated on guidelines will help avoid pitfalls. Remember, the 2026 round is a rare opportunity – if you miss it, the next chance to apply for a new TLD could be years away (possibly another decade, as the last round was in 2012!). So proper planning and execution in this window is essential.

Conclusion: The Future of Branding – Act Now or Wait at Your Peril

For large enterprises and savvy brands, DotBRAND domains represent the next stage in online brand evolution. They offer a level of digital branding, security, and flexibility that legacy domains can’t match. We’re entering an era where owning your name as a TLD could become the hallmark of an innovative, trust-centric brand. As Venkatesh Venkatasubramanian (a veteran New gTLD consultant) observed in a recent research report, “The window opening for the next round of ICANN’s new gTLD program marks the most strategic moment yet for brands to secure their own dot-brand TLD. The lessons of the past have given way to proven frameworks, measurable ROI, and industry validation that this model works.” In other words, early doubts about DotBRAND TLDs have faded as real-world case studies (from Google’s and Microsoft’s use of branded domains, to banks like SBI’s transition to .sbi) prove that a well-executed DotBRAND can strengthen customer trust, improve security, and drive marketing innovation.

From a competitive standpoint, adopting a DotBRAND is quickly shifting from an experiment to a long-term strategic investment in authority and customer experience. Brands that move early will reap the benefits of differentiation and leadership. They’ll set the norms for how consumers interact with branded domains, enjoying the novelty factor and buzz that comes with being a first-mover. Late adopters, on the other hand, risk playing catch-up or even being locked out if their desired name is taken by someone else in their industry. Recall that ICANN’s windows are infrequent; missing 2026 could mean waiting many years for another shot.

Marketing, branding, and IT leaders at major companies should be evaluating the DotBRAND opportunity now. Does owning your own TLD align with your digital strategy for the next 5-10 years? Consider the security implications (phishing virtually eliminated on your domains), the marketing possibilities (brand-centric campaigns and URLs), and the customer experience improvements (one trusted domain for all services). If those align with your goals, the time to act is now – assemble the business case, secure executive buy-in, and prepare for the 2026 application. As we’ve detailed, the process is non-trivial but manageable with the right expertise and planning.

In the near future, we may see a web where navigating to brand-owned TLDs is as common as .com is today. Imagine a world where your bank is at .bankname, your favorite coffee at .starbucks, and your go-to app at .slack. That future is on the horizon, and companies moving in this direction will enjoy enhanced credibility and control. Whether you’re a global tech firm, a retail giant, or an innovative platform, a DotBRAND domain can be your competitive edge in the evolving digital landscape.

Bottom line: Registering a DotBRAND domain name is a bold move, but for many organizations, it’s the logical next step in claiming their digital identity. It’s about owning your brand’s home on the internet, with all the benefits that ownership brings. If you have the vision and the commitment to see it through, a DotBRAND could very well become the smartest investment in your brand’s online future. The opportunity is here in 2026 – it’s time to put your brand name in lights, right at the top of the internet’s marquee. YourBrand awaits, should you choose to make it a reality.