Domain Name | Nathan Ives | Digital Products Platform | Digital Business

Five Things You Should Advise Your Client to Do with That Defensively Registered Domain

Domain Name | Nathan Ives | Digital Products Platform | Digital BusinessAs a trusted legal advisor, you have taken valiant measures to protect your client’s brand against evil cybersquatters, typo-squatters, domain tasters, and other nefarious enemies by defensively registering a domain. Your client has already spent money to buy the domain, so why not provide your client additional value by encouraging him or her to put the domain to work instead of letting it just gather dust in the registrar account?

Indeed, defensive registration of a new domain is an exciting opportunity for a brand to tell its story, and perhaps more importantly, to attempt something bold, innovative, and exciting. Here are five inexpensive and easy ways your client can utilize that new domain right now:

  1. Use the domain for a microsite or micro campaign. You’ve got to admit that www.yourbrand.rockslooks great on a billboard – certainly much better than a QR code – and it sounds great on the radio. It’s just different enough to turn heads and to position your brand as savvy to emerging tech trends and developments.
  2. Redirect the domain to a third-party social platform. Is your client’s brand on Facebook? YouTube? Periscope? If so, there’s a good chance that your client is getting lost in a lengthy and forgettable domain such as or By redirecting to your Facebook page, to your YouTube page, and to your client’s Periscope page, your client is providing customers and audience with a memorable and quality path to content that puts the brand front and center.
  3. Use the domain to emphasize a page on the client’s website that’s not getting its fair share of attention. It can be challenging to direct an audience to a specific page of your client’s website, especially if the user has to navigate an extensive website menu in order to get there. By setting that new domain to redirect to a particular page in the website, your client is providing his or her audience with a clear and exciting path to that content, whether it’s leading to a careers or company culture page or as a showcase for a corporate philanthropy page.
  4. Use the domain to aggregate the client’s social media streams or track a particular hashtag. Whether your client’s brand is hosting a contest or giveaway or your client simply wants to make the most of the brand’s social network aggregation by sharing the feed with his or her audience, pointing a descriptive and unique domain at that feed is a great way to celebrate this content as a destination. For social media aggregation, domains like and are fantastic options.
  5. Augment the client’s Search Engine Marketing (SEM) efforts. There are more websites and third-party content to compete with than ever before, meaning that getting found is half the battle. A recent study of the 100 most expensive keywords on Google revealed that the industry specificity of these searches happens to coincide with—and in many cases exactly match – these search terms. By redirecting a keyword-rich domain to your website, or by outright transitioning to a more keyword-rich domain, brands can significantly improve their search engine rankings even in the most competitive fields, like law. When personal injury attorney Eric S. Block realized he couldn’t match his competitors’ SEM spending, he decided to make the transition from to Where the previous website had failed to rank at all for any relevant search terms, Eric Block’s new .attorney website ranks first for the search term “Jacksonville + Attorney.”

Your clients have already invested in a marvelous tool, so why not help them put that tool to use? Don’t let your clients’ money go to waste!

About the Author

Statton Hammock | Nathan IvesStatton Hammock is responsible for guiding Rightside on business, legal, and policy matters related to its registry operations. Prior to joining Rightside, Statton spent five years with Network Solutions as Sr. Director of Law and Policy, where he provided legal and strategic business advice related to the protection of intellectual property rights, Internet governance, data security and privacy, and compliance with ICANN policies related to the provisioning, sale, and use of domain names.

Stylistic Uniformity | Nathan Ives | Digital Products Platform | Digital Business

Stylistic Uniformity

Stylistic Uniformity | Nathan Ives | Digital Products Platform | Digital BusinessWith the myriad of communications bombarding your customers, it’s increasingly important to get your message across as quickly and concisely as possible.  In fact, the average person’s attention span is only 6 – 8 seconds!

Effective branding visually conveys your message in a manner that subconsciously communicates key elements of your message without words.  Think of the best known brands and their stylistic communications…

  • Apple’s clean, white, contemporary backgrounds, images and styling;
  • Nike’s bold athleticism and swoosh;
  • Coke’s cool, wet red, and silver; and
  • IBM’s big blue.

In each case, the branding communicates volumes without printing or saying a word.  And everything the respective company publishes embodies uniformity in styling so to ensure viewers immediately recognize their communication and register the desired message.


Achieving this level of immediate brand recognition requires discipline and uniformity in the styling of all of your communications from your website and social media accounts to your presentations, videos, and podcasts to your stationary, letterhead, and business cards.

Key Elements

Immediate brand recognition occurs through consistent, repetition of messaging.  Receivers of your messages should always ‘see’ the same styling such that, over time, they come to associate the uniqueness of your styling with your business and its characteristics.  Key styling elements include:


The specific color combinations used across all of your communications, platforms, and products should be the same.  But how can you define an array of colors that both reflect your company and look good together?  One simple method is to use the predefined color scheme used within your website’s theme.  As is typically the case, these color combinations have been defined by professionals with an eye for what works together.  Simply choose the scheme that aligns with your desired messaging and then apply those colors across all of your many internal and external communications mechanisms.


Like colors, character fonts visually communicate the uniqueness of your brand.  Be careful to choose a font that is web and printer friendly; taking the lead from your website theme often works well.


Images illicit feelings among viewers and photographers each tend to exhibit a unique approach to the stylizing of their images.  Images may be contemporary, rustic, real-life, illustrated, etcetera.  Choose and image style that conveys the desired feeling about your business and consistently use those types of images.


Visual depth represents another styling variation.  Flat (lacking depth) is a cooler, contemporary styling whereas shadowed (deep) imaging is a warmer, conservative styling.  Whichever approach you choose, apply it consistently across all of your communications mechanisms.

Other Features

There are many other opportunities to reinforce your messaging through consistent styling including:

  • Logo (styling application and consistent use)
  • Taglines
  • Trademarking
  • Bullets (both type and color)
  • Icons (consistent application/use and color)
  • Indenting
  • Framing (images and text)
Developing Strong Passwords | Nathan Ives | Digital Products Platform

Developing Strong Passwords

Developing Strong Passwords | Nathan Ives | Digital Products PlatformStrong passwords are a cornerstone of cyber security.  In the case of your digital products platform, strong administrator passwords not only protect your website from malicious intrusions but also protect stored customer data and your intellectual property.  Therefore, special consideration should be given to the development of your administrator passwords.

Characteristics of Strong Passwords

Research shows that a combination of characteristics help ensure passwords are ‘unhackable.’  Your passwords should:

  • Be a minimum of 12 characters
  • Include numbers, symbols, and upper and lower case letters
  • Not be an obvious sequence of letters, numbers, or symbols
  • Not be a word or word combination
  • Not use obvious substitutes such as swapping typically upper and lower case letters

Additionally, you should have a unique password for each important account.

Tips for Developing Strong Passwords

Three methods for developing strong passwords include:

  • Mnemonics: Develop a password using from the first letter of each word and the numbers associated with a somewhat random sentence such as “In 1892, Columbus sailed the ocean blue and discovered America!” becomes I1892CstobadA! (14 characters, 4 numbers, 1 symbol, 6 lower case letters, and 3 upper case letters)  Note that mnemonic passwords tend to be the easiest to remember.
  • Discarded Products: Develop a password using the serial numbers or UPC symbols from two or more common products that you consume and discard such as soda cans, stock paper, etcetera.
  • Random Password Generators: Use a reputable password generating service to develop your strong password.

Final Thoughts…

Password security starts with the design of your password and continues with its own security.  Keep your passwords secure by keeping them offline (documented on paper) and in a secure/locked location.  Additionally, change your passwords routinely to further minimize the chance of your digital products platforms becoming compromised.