Register a Custom TLD (.brand): Complete 2025 Step-by-Step Guide
- Venkatesh Venkatasubramanian
- Jul 7
- 4 min read
Owning a custom top level domain is about to become practical again: ICANN’s next application window opens in April 2026, giving forward-thinking brands a clear path to register a TLD such as .brand or .shop. This guide explains what a top-level domain is, why a custom extension pays long-term dividends, and the exact steps—technical, financial, and policy-related—to secure yours under the new gTLD program. It weaves in up-to-date requirements from ICANN and IANA, real fee figures, launch timing, and proven tips to keep your application on track.
What is a top-level domain?
A top-level domain (TLD) is the last segment of a domain name. Classic examples include .com, .org, and .net, all listed in the IANA root zone database that tracks every delegated TLD worldwide. When ICANN opened the first new gTLD round in 2012, hundreds of new strings—like .app, .blog, and .guru—joined that list, creating today’s diverse gTLD landscape.
Why register a custom top level domain?
Brand authority rises when every digital touchpoint ends with your name. Early .brand adopters report sharper phishing defense, simpler campaign URLs, and portfolio cost savings as legacy renewals drop. Google confirms that all new gTLDs rank the same as .com or .org; the algorithm does not boost or penalize based on the extension alone. That means your marketing team controls perception while search performance remains steady.
Step-by-step TLD registration process
Step 1 — understand ICANN requirements
Any established public or private organisation can apply, but it must prove technical, operational, and financial fitness to run a registry. Expect to maintain 24×7 DNS with DNSSEC, escrow daily zone files, and comply with consensus policies spelled out in the Applicant Guidebook.
Step 2 — research the gtld list and new tlds
Scan IANA’s current list and ICANN’s running log of applied-for strings to confirm your desired label is free of conflicts. If another applicant files a confusingly similar string, a String Confusion Objection can block delegation.
Step 3 — assemble your application
ICANN’s last-round base fee was USD 185 000; planners expect roughly USD 240 000 after indexation for 2026. Your packet must cover:
Mission and purpose
Five-year financials, including continued operations instrument
Registry Services plan (EPP, RDAP, abuse handling)
Security and Stability analysis
Continuity & Transition Plan
Most brands partner with a Registry Service Provider (RSP)—sometimes called a backend provider—to deliver the technical stack and meet service-level rules.
Step 4 — submit during the 2026 application window
Create an account in the ICANN New gTLD Program portal, upload all answers and attachments, and pay the fee before the window closes. A non-refundable USD 5 000 registration fee starts the file; the rest is due on final submission.
Step 5 — evaluation and possible objections
ICANN reviewers score technical, operational, and financial sections; public commentary runs in parallel. If an objection (for example, on trademark grounds) arises, you must resolve it or face rejection.
Step 6 — contracting and pre-delegation testing
Successful applicants sign the Registry Agreement, which mandates daily data escrow with an approved provider. Pre-delegation testing then validates DNS, EPP, WHOIS/RDAP, and fail-over systems before the string enters the root zone.
Step 7 — delegation and launch
After passing testing, ICANN inserts your string into the root, and the registry goes live. Brands usually open with an internal “NIC.” site, then roll out redirects from legacy .com URLs, and finally allow controlled third-party registrations if desired.
Costs and timeline snapshot
Milestone | Typical spend (USD) | Months after kickoff | |
Application drafting | $ 50000 –$80000 professional services | 0–6 | |
ICANN evaluation fee | $ 240,000 (estimate) | 6 | |
Registry Service Provider | $ 5000 – 50 k per year | 6–ongoing | |
Data escrow | $1000 - $10000 | 9–ongoing | |
DNS abuse monitoring | $ 5000 – $25000 per year | 9–ongoing | |
Launch marketing | varies | 18–24 |
Pre-delegation testing normally lands around month 18; live delegation often completes by month 24 newgtlds.icann.org.
Frequently asked questions
Is a custom tld domain only for large enterprises?No. Mid-market e-commerce, fintech, and SaaS firms increasingly budget for top level domain registration as a marketing moat.
Can keywords in a TLD improve SEO?Google treats all gTLDs equally; rankings depend on content quality and user signals, not the extension itself.
Where can I see the latest list of gtlds?IANA’s root zone database and ICANN’s program pages publish authoritative updates.
What happens if my application is objected to?You must answer the dispute panel; unresolved objections halt delegation.
Clip & save: 12-point application checklist
✔ Confirm string availability
✔ Secure executive sponsorship and budget
✔ Choose an RSP or build in-house
✔ Draft mission and purpose statement
✔ Complete security and stability review
✔ Prepare five-year audited forecasts
✔ Map DNS abuse response workflow
✔ Draft Registry Services plan and SLAs
✔ Perform legal rights clearance
✔ Submit filing fee and application
✔ Monitor objection window
✔ Schedule pre-delegation testing
Next steps
If you aim to register a tld domain in 2026, start stakeholder meetings now, request RSP quotes, and sketch your mission statement. Download the free planning worksheet at NewgTLDProgram.com and book a discovery call—because the next chance after this window could be a decade away.
Comments