Hi Frederic, thank you for taking the time for this interview!

1. Could you tell us a little about your role and your career so far, particularly in reference to working on DotBrands projects? 

As an experienced professional in the domain industry, I’ve had the opportunity to work on several DotBrand applications during the 2012 round. My primary role involved guiding multiple companies through the application process, collecting data, liaising with legal teams, and managing the technical and strategic aspects of the applications. It was a thrilling period, despite the challenges, as we were navigating uncharted territory. The lack of detailed guidance made it an exciting but complex journey, with each project feeling like an exploration into the new digital landscape of DotBrand. 

2. What were some of your key takeaways from the 2012 DotBrand round, and how have those experiences shaped the way brands should approach the new round in 2026?

One of the most important takeaways from the 2012 round was the need to significantly improve the Applicant Guidebook, which lacked clarity. It took nearly a decade to develop a more detailed version. For the 2026 round, brands can now rely on established processes and accredited providers for backend operations, which streamlines many technical aspects. In contrast to 2012, brands should be better prepared for this process, given the refined guidelines and accreditation procedures, which can save considerable time and resources. 

3. How has the application process for DotBrand domains evolved since 2012, and what new elements should brands be prepared for?

The application process has evolved by incorporating accredited backend providers which simplifies technical requirements. Brands no longer need to answer as many detailed technical questions if they use an accredited provider, which was a significant hurdle in 2012. While the core elements of the application process remain, such as verifying the brand’s legitimacy and proving rights to the applied-for string, the improved technical standards will make the process much smoother. Importantly, brands should start preparing as early as possible—ideally, 12 to 18 months in advance. 

4. What are the primary advantages of owning a DotBrand domain in today’s digital landscape, and how can it provide a competitive edge over traditional domains like .com or .org?

Owning a DotBrand domain offers companies unprecedented control over their digital presence. In today’s landscape, security, trust, and personalization are crucial. A DotBrand domain allows brands to create a secure, branded space, free from phishing risks and cybersquatting. Furthermore, owning a DotBrand gives companies full control over premium domain names (e.g., mail.yourbrand), which are not subject to price increases imposed by external registries. While brands may still need traditional domains, a DotBrand domain offers stability, security, and an exclusive online identity that fosters trust with customers, and an opportunity for experimentation. 

5. What are some of the biggest challenges brands faced in the 2012 round, and how can they avoid similar pitfalls in the 2026 application cycle?

One major challenge in 2012 was that many DotBrand projects were driven by a single individual within the company. At that time, you had to see the potential of a 300-400k Euros project just for domain names. If that person left, the project often lost momentum. For the 2026 round, brands need to ensure there is a cross-functional team in place—comprising marketing, IT, security, legal and finance departments—so that the project remains viable and integrated across the organization. This team-based approach will ensure long-term support and utilization of the DotBrand domain. 

6. How do we at BrandShelter assist brands throughout the DotBrand application process, from initial strategy to submission and beyond?

At BrandShelter, we assist companies at every stage of the DotBrand process. This starts with evaluating whether a DotBrand is the right choice for their business. We analyze market conditions, brand recognition, and potential use cases before moving to technical aspects. We also help select the appropriate backend provider. Additionally, we manage the entire application process with ICANN, from drafting the business case to ensuring compliance with technical and security requirements. Our support doesn’t end at submission—we also help clients leverage their new DotBrand for long-term digital strategy.  

7. How does owning a DotBrand impact a company’s branding, marketing strategies, and customer engagement, particularly with the growing emphasis on personalization and trust in 2026?

In 2026, as is the case now already, personalization and trust will be paramount. A DotBrand domain offers the ability to create a secure, trusted online environment for customers. Brands can easily communicate to their customers that their DotBrand space is the only safe, authentic place to interact with them online. This reinforces both trust and exclusivity. Additionally, with full control over premium domains (e.g., product.brand), brands can tailor their online experiences more effectively, improving customer engagement and brand consistency across platforms.  

8. Beyond branding, what are some of the technical or security benefits of a DotBrand domain that brands should consider when deciding to apply?

The technical and security benefits of a DotBrand domain are significant. By owning a DotBrand, companies can implement advanced security protocols, such as HSTS (HTTP Strict Transport Security), across all their domains, ensuring an entirely secure ecosystem. It also enables better protection against phishing attacks and ensures that only legitimate websites are hosted under the brand’s TLD. The technical infrastructure also allows brands to operate more efficiently, as they are not beholden to third-party registries for domain prices or management.  

9. The DotBrand process involves significant investment. What should brands consider when evaluating the costs, and how can they ensure a return on investment from owning a DotBrand?

While the upfront costs for securing a DotBrand TLD are substantial—estimated around €350,000 for the first year—brands should view this investment in the context of long-term strategic value. When compared to other marketing and security expenses, such as a large-scale TV campaign, the costs are comparable. Brands can ensure ROI by using their DotBrand domain for secure internal services like single sign-on (SSO), premium customer portals, and by leveraging it for critical infrastructure, which can reduce security risks and enhance brand engagement. 

10. Once a brand secures its DotBrand TLD, what are some of the key steps for managing and leveraging it effectively for long-term digital strategy?

Once a DotBrand is secured, brands should focus on gradual adoption, starting with simple use cases like internal systems (Wi-Fi portals, SSO, etc.) and customer-facing microsites. Building a dedicated team to manage and innovate with the TLD is crucial. They should focus on how the DotBrand can simplify security, improve personalization, and support new products or services. It’s also important to integrate the DotBrand into broader digital marketing strategies, ensuring that it aligns with long-term brand goals. One of our customers has been using its DotBrand for 10 years now to improve and raise his SEO ranking in various countries, and it took time, but it brought significant results.  

11. What advice would you give to brands applying for a DotBrand for the first time in 2026, and what factors should they weigh when determining if a DotBrand is right for them?

My advice is simple: start early and build a strong internal team that believes in the project. Brands should evaluate whether a DotBrand will enhance their digital presence, improve security, and offer more direct customer engagement. They should also consider their long-term branding strategy, as a DotBrand is a 10-year commitment. If the brand name is likely to change, or if there are other complexities like similarity to geographic names, careful consideration is needed. Reach out to experts like BrandShelter early on to ensure a smooth and strategic process. 

Thank you so much! 

If you are interested in finding out more about DotBrands, please contact our team here.

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