There's a lot to branding your business in sync with your domain name and I'm just going to discuss a few key points that begin with the letter A.

Authority and Affinity

Being a brand authority now of days is having a powerful domain name.  Powerful domain names are valuable because they are memorable and reflect your business as a leader in your industry.  Like it or not we live in the age of information overload, and that's a good thing.  As a kid I would ride my bike back and forth to the library trying to juggle a stack of books, knowledge and products from all over the world are now at anyone's finger tips from just about anywhere.  How does a customer find, return to, or recommend your business in a sea of 1.7 billion websites all competing for the first page of Google?  This is why your domain name matters.

Affinity is the sense of the natural path to your business, a relationship to or the path of the least resistance.  If a customer has to remember your domain name or apply a silly extension, not only are they going to have a hard time getting back to you, it's even more difficult for them to refer your company to their contacts.  Word of mouth is still a powerful tool in growing your business.

Here's a few great articles on the subject of branding and why your domain name matters: Spend Less on SEO, More on a Memorable Brand by Jamie Zoch and The True Cost of Your Domain Name by Chris Zuiker.

One point I would add to both of these articles is that not acquiring your matching domain name is leaving the door open for your competition to purchase it.  Some companies have spent millions just to keep their competition from having them.

Many online businesses have been thriving throughout the pandemic, some have had an unprecedented 2nd quarter.  How? The answer is simple, they have mastered the art of the UX (user experience).  Evaluate your sites whole UX and ask these 10 questions about your site from Medium.com.  I'd add credibility to that list and that begins with your domain name.  The article is from 2018 and is every bit as relevant then as it is today. 

For the DNN platform there's an upgrade for the developer's UX too with Vanjaro.com from Mandeeps.com.  When you design all day, what you experience matters.  The new UX is comparable to Wix, SquareSpace, and Weebly.  Featuring a Drag & Drop Live Editor, Responsive Editing, Automatic Revision History, Workflow Management, and in context, user aware, centralized site administration and it's open source.  Vanjaro.com is compatible with custom DNN Modules, (including XMod Pro) and hundreds of existing solutions on the DNN Store.

The experience is the journey.  Make it better and make more sales.