Digital brand protection is essential to safeguarding your brand. Today more than ever keeping one step ahead in business is crucial to an enterprises success. Whether you\u2019re a scaling SMB or a large multinational corporation, the same principles apply across the board; in order for your business to not only survive, but thrive<\/i> <\/b>in todays digital world\u00a0 you must implement a digital brand protection strategy. Many trademark and business owners are unaware of the daily threats and risks facing their brands\u2019 online.\u00a0 By developing a brand protection strategy, you not only safeguard your brand, you potentially increase your global reach, enhance your brand awareness and boost your bottom line.<\/p>\n
Implementing a brand protection is more important now than ever. Consider the following steps:<\/p>\n
1.<\/b> Revise, Reform and Develop Your Domain Name Portfolio. Strengthen Your Brands Visibility and Online Presence.<\/b><\/p>\n
The internet was once dominated by a small number of universal top level domains (TLD\u2019s) like .com, .org, .net. Today the ability to register a compelling .com has diminished. With ICANN\u2019s\u00a0 introduction of thousands of new gTLD\u2019s (generic top level domains) since 2013, there now exists boundless opportunities for enterprises to develop their global reach. Digital brands can now get really creative in developing their domain name portfolio. The new domain name system presents great benefits to businesses allowing for improved SEO, targeted and personalised marketing potential as well as growing prospective client bases. Consulting with domain name specialists to devise your domain name portfolio strategy will be of immense value to your business.<\/p>\n
2. Consider Defensive Registrations. Save on Legal Costs.<\/b><\/p>\n
Unfortunately there is no lotus without mud. The opportunities inherent in the new domain name system also come with a potential increase in cyber-squatting\/domain squatting. Opportunistic cyber-squatters set out to purchase, sell and profit from popular domain names. Your brand name could be next if you are not proactive and vigilant. dotNice recommend defensively registering new domain names in markets you currently operate in and also prospective markets that you hope to one day expand into.<\/p>\n
3. Familiarise yourself with the URS & UDRP.<\/b><\/p>\n
This should be a last resort. Filing disputes with the Uniform Domain Name Dispute Resolution policy with ICANN can be a long, tedious and costly process. By taking preventative measures like defensive gTLD registrations you may save your business potentially huge litigation costs. Consulting with experienced intellectual property specialists is an essential to avoiding such litigation. Expert legal advisers can provide strategic insights on how to recover domain names from counterfeiters.<\/p>\n
4. Consider Developing Your IDN portfolio. Expand Your Global Reach.<\/b><\/p>\n
Introducing internationalised domain names (IDN\u2019s) to your existing portfolio allows you to reach your target market in their native language. By incorporating IDN\u2019s you automatically increase your\u00a0 global reach.<\/p>\n
5. Integrate Trademark Monitoring & Surveillance Technology. Stay One Step Ahead.<\/b><\/p>\n
Brand awareness is everything in today\u2019s digital world. Protecting your brand involves continuous online monitoring of trademark abuses. Utilising technologies that notify you of trademark abuses or even defamatory comments on social media related to your brand will prove indispensable in maintaining your brand identity.<\/p>\n
6.Enforce Your Brand Guideline Policy. Cultivate Compliance in Your Company<\/b><\/p>\n
The internet is all-seeing, all-hearing and all-knowing. What is said once can be remembered forever. Employing a clear compliance policy to employees, partners and affiliates is essential. Continuous surveillance of digital channels using advanced technologies will give you insights on the conversation surrounding your brand.\u00a0<\/b><\/p>\n
7. Ensure Your DNS is Up to Scratch.\u00a0<\/b><\/p>\n
Ensure\u00a0 you have 100% uptime service level agreements with your DNS service provider to guarantee that your site is consistently available on quality servers. Even intermittent issues with DNS servers can desperately damage your brand through stalling web traffic. Such issues will negatively impact on your bottom line.<\/p>\n