If your brand is gearing up for the ICANN New gTLD 2026 Round, this is the blog for you. Securing a Dot Brand like .brandname is a big step forward for digital identity, trust, and innovation. But let’s be real—applying for a Dot Brand TLD is no walk in the park. It’s more like constructing a skyscraper: a solid blueprint, meticulous execution, and expert oversight are essential.
Drawing from what we learned in the 2012 New gTLD application round (which saw 1,930 applications submitted), here’s what you need to know about the application process, common pitfalls, and how to start strong.
1. The Core of the ICANN New gTLD Application
Think of ICANN’s New gTLD application form as an in-depth interview for your brand. It’s not just about ticking boxes; it’s about telling a compelling story about why your brand deserves its own TLD. Here are the key components:
The Basics: Sure, you’ll start with the straightforward stuff—your organization’s details, proof of legal establishment, and contact info. But ICANN expects more than the basics. Expect to submit evidence of your brand’s global footprint, such as trademark certificates or business records, to establish credibility.
The Mission: Why do you want a Dot Brand TLD? It’s not enough to say, “Because it’s cool.” Whether it’s about protecting your customers from phishing or consolidating your digital presence, your case must align with ICANN’s mission of enhancing competition and innovation in the DNS space.
The String: Here’s where you name your TLD—something like .brandname. The string must be unique, not prone to confusion with existing TLDs, and relevant to your brand. ICANN received 751 applications for contested strings in 2012, so uniqueness matters.
The Operations Plan: Owning a Dot Brand TLD isn’t just vanity; it’s a responsibility. Your application needs to detail how you’ll run the registry, manage DNS infrastructure, ensure data security (like DNSSEC), and handle domain registrations.
2. Lessons from 2012: What to Watch For
The last round wasn’t without its challenges. Brands applying for the 2026 round can learn from past pitfalls:
String Contention: In the 2012 round, there were 230 strings where multiple parties applied for the same name (e.g., .app, .shop). ICANN resolved these either via private agreements or auctions. Before you submit, research thoroughly to avoid applying for a name that might spark contention.
(Please Note: In 2026 NewgTLD round ICANN has banned private auctions and private agreements, contesting applicants will go through an auction conducted by ICANN)
Technical Capability: ICANN requires robust technical infrastructure. Partnering with an experienced backend registry provider is essential. The 2012 round saw major providers like Neustar and Verisign handle hundreds of TLDs.
(Please Note: In 2026 round ICANN will be publishing a list of Registry Service Provider (RSP) who are the only authorized RSP whom any registry or TLD operator can use)
Demonstrating Need: ICANN is careful about who it grants TLDs to. Vague or generic reasons for applying (e.g., “It would be great for marketing”) won’t fly. Articulate clear, brand-specific goals like fraud prevention, better segmentation, or creating a trusted ecosystem for customers.
3. Why This Matters for Your Brand
Imagine this: Wells Fargo bank secures lets say .WellsFargo TLD and assures customers that all legitimate websites—login.WellsFargo, support.WellsFargo—are housed under its secure TLD. Trust is built right into the URL.
Or picture a global retailer segmenting its offerings: shop.brandname, offers.brandname, and help.brandname. It’s seamless for customers and consolidates digital branding in a way traditional domains like .com or .net simply can’t.
With over 1,200 TLDs successfully delegated since 2012, brands that invest in a Dot Brand gain control, exclusivity, and a competitive edge in today’s crowded online space.
4. Preparing for 2026: Where to Start
Here’s what you should consider before diving into the 2026 application process:
Talk to a Consultant: Seriously, don’t wing this. Discuss your brand’s goals, technical readiness, and the specifics of your proposed TLD with an expert. They’ll help identify potential hurdles early.
Think Long-Term: A Dot Brand isn’t just for now—it’s a long-term asset. Make sure it aligns with your digital strategy for the next 5-10 years.
Get Technical: Does your team (or partner) have the capability to manage a registry? If not, start vetting registry service providers now.
Some Fun Stats to Consider
Applications by Region (2012 Round):
North America: 911 applications
Europe: 675 applications
Asia-Pacific: 303 applications
Top Contested TLDs in 2012:
.app (13 applicants)
.inc (11 applicants)
.shop and .book (9 applicants each)
Dot Brand Representation: Over 600 applications in the last round were from brands—proof that this is more than just a trend
At the end of the day, applying for a Dot Brand is about much more than a cool domain name. It’s about control, trust, and the future of how your brand exists online. The ICANN New gTLD 2026 Round isn’t just an opportunity; it’s a chance to redefine what your brand means in the digital age.
Got questions? Let’s chat—your Dot Brand journey starts here!
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