How owning every domain name protects your brand and gives you freedom

Domain names are like tiny real estate plots on the internet: if you don’t own the land, someone else will build there. Early in my career, I pitched a new show called Craft and Code and registered CraftAndCode.ca, thinking I could snag the .com later… only to find it sold to a sneaker company. I learned the hard way that letting valuable domains slip through your fingers means confusing clients and diluting your brand.

Every domain ends in an extension—.com, .ca, .net, or one of 600 plus new top-level domains like .yoga or .pizza. Beyond branding and SEO considerations, all extensions function the same technically. That means you can gather every variant of your business name—both expected and likely typos—to own the full namespace. Holding these domains is inexpensive insurance against copycats, lookalike sites, and potential phishing scams.

Once you’ve secured each domain, point them—via DNS redirects—back to your primary site. Visitors who mistype or guess your URL will still find you. Just like marking your territory, this simple habit preserves your brand integrity and spares you from future headaches. And remember to set up auto-renewals and keep your payment info current: nothing kills traffic faster than an expired domain.

In essence, registering multiple domain names is low-cost, high-impact legwork that buys peace of mind and professional polish. It’s a small step you don’t want to skip.

Start by listing every variation of your business name—extensions, common typos, and new domain endings included—and register them through a reliable registrar. Then use DNS settings to redirect each variant to your main website. Finally, make sure auto-renew is turned on and your credit card is up-to-date so your digital real estate never lapses. It’s easy, inexpensive, and protects your brand: give it a try today.