The next round of ICANN's new gTLD (generic Top-Level Domain) program is on the horizon, and savvy brands should already be gearing up for the application window, expected to open in 2026. It’s an opportunity that has the potential to redefine online branding, offering a chance to secure a custom domain extension like .yourbrand. The timing is crucial—preparing now could mean the difference between a successful application and a missed chance at owning a slice of the internet.
Brands like .sbionline, .audi, and .leclerc have shown the value that a branded TLD can bring. For example, .audi allows the automaker to create a tightly controlled, secure digital space where customers know they’re interacting directly with the brand. It’s about more than just prestige; it’s about trust and digital authority in a crowded online space.
Why Start Now?
The new gTLD application process is thorough and can be complex, with ICANN's application guidebook expected to be released about a year before the window officially opens. Brands that start planning now can get a head start on understanding ICANN’s criteria, securing the necessary resources, and developing a strategy to ensure a smooth application process.
A Lesson from the Last Round: What Happened to .tata
Take the story of .tata as a cautionary tale. Tata Group’s application for a branded TLD seemed like a sure bet—after all, they’re a global conglomerate with a household name. But during the last round, their bid was derailed by an objection from Morocco, where "Tata" is the name of a province. Geographic names often require special permissions, and the objection led to a lengthy review process, ultimately ending with Tata’s application being blocked. It’s a reminder that even the best-laid plans can encounter unexpected hurdles in the world of gTLD applications.
The Next Wave: More Than Just .com
While .com still holds the crown as the go-to extension, brands are increasingly looking beyond it to create unique, branded spaces online. With the next round of gTLDs, companies have the opportunity to differentiate themselves in a digital landscape where standing out is more challenging than ever. A branded gTLD not only offers exclusivity but also provides flexibility in how a company structures its digital presence, from marketing to internal use cases.
The new round is also expected to see a broader range of applicants, including those who missed the first wave, along with digital-first businesses looking to establish a stronger foothold. Whether it’s a major bank like .sbionline or a retail brand like .leclerc, these examples show that owning a gTLD is about creating a trustworthy space that directly aligns with customer expectations.
Getting Ready for New gTLD: What Brands Should Focus On
For brands interested in applying, the next steps involve assembling the right team, consulting with experts who understand the nuances of the ICANN process, and conducting research to avoid pitfalls like geographic conflicts. It’s also about building a business case that justifies the investment and demonstrates how a branded TLD will be used to enhance the customer experience.
The new gTLD round might feel far off, but the groundwork you lay today could determine your success. Brands that act now can secure a digital asset that not only shapes their online presence but also offers a competitive advantage in a crowded marketplace.
The Bottom Line
The upcoming new gTLD round isn’t just an administrative process—it’s an opportunity to redefine how brands present themselves online. Learning from past challenges, like the .tata story, and studying the success of brands that have thrived with their own TLDs, businesses can better position themselves for the future. As the next wave approaches, the time to start is now.
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