The U.S. Chamber of Commerce reports that due to the Covid-19 pandemic, 66% of minority-owned small businesses are concerned about having to permanently close their business versus 57% for non-minority-owned small businesses. (Source) Their data also shows that the pandemic is disproportionately affecting women-owned businesses. (Source)
As the coronavirus drives more business activity online, it’s more important than ever to have a strong online presence. But it’s not just about showing up—it’s about standing out, and that starts with choosing the right domain name.
TrueName™️ domains is the world’s largest operator of new-world domain extensions, which are an increasingly popular option next to the legacy .com, .net, and .org domain extensions. To date, 4.3 million of the currently registered domains using new extensions are using TrueName extensions. TrueName extensions are used by businesses whose brand positioning is forward-thinking and agile. Using new domain extensions like .studio, .solutions, or .life help build brand awareness in a way that’s targeted and memorable.
But there’s another reason many businesses choose TrueName extensions instead of the traditional .com: security. TrueName domains include a robust security technology— at no additional cost to the buyer — that blocks domain imposters before they strike. This proactive protection called homographic blocking prevents the registration of fraudulent lookalike domain names that substitute letters or numbers with characters from Latin, Greek, and Cyrillic script tables — undetectable to the naked eye — to be used for phishing attacks or other malicious activity.
We’re rooting for small businesses, especially those that are the most vulnerable during the pandemic. We’re proud to spotlight these women- and minority-owned businesses who have built their online presence on TrueName domains that are as unique and creative as they are.
Founded by Natasha Case and Freya Estreller, this premium ice cream brand is a nod to architect Rem Koolhaus. And just like the architect, it’s been artfully built with innovation at the forefront: from the ice cream itself to an edible ice cream wrapper that can be branded with edible inks.
*By choosing the domain cool.haus with the TrueName extension, .haus, they are actively protected from 36 malicious variations of their domain name containing homographs based on the letters in their URL.
This clothing rental subscription gives members access to high-end clothing for a flat monthly price. Their domain name is as fashion-forward as their clothing: unique, expressive, and modern. Founded by Ambika Singh and run by “a group of eclectic women (and a few kick-a** men)” Armoire is one business that will never go out of style.
*By choosing the domain armoire.style with the TrueName extension, .style, they are actively protected from 23 malicious variations of their domain name containing homographs based on the letters in their URL.
The Wrap Life is all about beauty, creativity, and self expression through unique headwraps and bandies. Founded by Nnenna Stella, this Brooklyn-based label infuses its brand with the same creativity that’s celebrated in its products.
*By choosing the domain thewrap.life with the TrueName extension, .life, they are actively protected from 5 malicious variations of their domain name containing homographs based on the letters in their URL.
This coffee subscription service invites customers to “drift away” in their morning coffee ritual. Offering personalized subscriptions, founders Anu Menon & Suyog Mody have a passion for good coffee, but also for the sustainable livelihoods of the coffee farmers who grow and supply their beans.
*By choosing the domain driftaway.coffee with the TrueName extension, .coffee, they are actively protected from 528 malicious variations of their domain name containing homographs based on the letters in their URL.
Haus apéritifs are made with natural ingredients, bringing customers low- to no-alcohol beverages crafted with the same care as a high-end cocktail at a fancy bar. Founders Woody Hambrecht and Helena Price Hambrecht chose minimalist branding, along with a domain name that incorporates their brand with a clean and simple call to action.
*By choosing the domain drink.haus with the TrueName extension, .haus, they are actively protected from 3 malicious variations of their domain name containing homographs based on the letters in their URL.
Switchboard is a distribution platform that broadcasts live streams across multiple channels at once: YouTube Live, Periscope, Facebook Live, Twitch, landing pages, and more. The cloud-based platform is the brainchild of Rudy J. Ellis, and is perfectly positioned to serve a broad range of users during the current resurgence of live video, especially with so many in-person events cancelled.
*By choosing the domain switchboard.live with the TrueName extension, .live, they are actively protected from 431 malicious variations of their domain name containing homographs based on the letters in their URL.
Not only are all of these businesses using memorable, perfectly-suited domains, they have built in TrueName protection against those who may create malicious lookalike or homograph domains that could be used for phishing attacks — more than 500 possible variations were blocked on these featured sites alone.
That means that instead of dealing with security issues, they can focus on what they do best: bringing their creative ideas to life.
Please note: The opinions expressed in Industry Insights published by dotmagazine are the author’s own and do not reflect the view of the publisher, eco – Association of the Internet Industry.