Introduction
ICANN’s 2026 application round presents enterprises with a rare opportunity: to secure their own Brand Top-Level Domain (.brand). This guide provides a clear, step-by-step overview of what’s involved, why it matters, and how to prepare effectively.
Step 1: Gap Analysis & Ideation
Begin by assessing your current domain and DNS strategy. Identify inefficiencies, security gaps, and marketing limitations that a Brand TLD could solve. Consider:
- Redundant defensive registrations
- Costs spread across multiple registrars
- Brand confusion or customer trust issues
- Security exposures from phishing and spoofing
This stage sets the foundation for a clear business case.
Step 2: Build the Business Case
A Brand TLD is a strategic investment. Build a business case that speaks to multiple stakeholders:
- CISO / IT Security – Reduced attack surface, stronger DNS controls
- Marketing – Authentic namespace, campaign clarity (e.g. product.brand)
- Finance / Leadership – Long-term cost savings from portfolio reduction
- Legal / Compliance – Alignment with security and compliance frameworks
The goal is to align leadership around ROI, security, and brand value.
Step 3: Application Preparation
ICANN’s application process is detailed and rigorous. Work with partners who bring expertise in:
- Policy and legal compliance (ICANN rules, trademark protection)
- Technical requirements (registry operations, DNSSEC, redundancy)
- Documentation and submission processes
Start early to ensure you have time to gather input from all stakeholders.
Step 4: Go-to-Market Planning
Once your Brand TLD is approved, success depends on how you activate it. Plan for:
- Pilot projects (e.g. internal portals.brand, partners.brand)
- Marketing campaigns (city.brand, product.brand)
- Migration of key digital services
- Ongoing governance and access controls
Think of your Brand TLD not just as a defensive move, but as a platform for innovation.
Step 5: Long-Term Operations & ROI Tracking
Operating a Brand TLD requires governance and measurement. Establish clear policies for:
- Who can request and approve new .brand domains
- How domains are provisioned and monitored
- Compliance with DNS security and regulatory standards
Track ROI by measuring:
- Reduced spend on defensive domains
- Lower incident rates for phishing/spoofing
- Campaign performance using .brand URLs
Case Insight
A major global bank worked with Authentic Web to benchmark its domain strategy, align stakeholders, and prepare for ICANN’s 2026 round. The result: readiness, executive buy-in, and a strategy to use its Brand TLD for both security and marketing innovation.
Resources & Next Steps
- Authentic Web + CIRA Partnership: Registry operations and security expertise
- Pitch.law: Legal and ICANN application policy support
- Authentic Web DNAM™ + BRAM™ platforms: Unified systems for managing domains, DNS, and Brand TLD assets
- Learn More: Why Own a Brand Top Level Domain?