Essentially, a TLD is the suffix your domain name ends in.
Traditionally, we are more familiar with website and email addresses that end in .com, .co.uk, .net and .org
These are commonly used, widely recognised and have been around for many years, so there is an inherent trust and a credibility that is linked with these Top Level Domains.
However, we are entering different times and the authority of a .com for example, may not hold the weight it always did.With +700 new top level domains launching over recent years - things are changing. Many businesses are opening up to the new possibilities available to them and some are even dropping their traditional.com - opting instead for a cool new TLD that is relevent to their sector, memorable and helps to build brand recognition.
Here's some things to consider:
Memorability - if you find a domain name that makes sense to your business- people will find that easier to remember - they will not have to try the .com and the .co.uk as they can't quite remember.
The human brain can better recognise and remember something that is part of natural language and if a name looks more relevant written down, then it will be more memorable.
Availability - unlike the early race for the .coms and the .co.uks there are many short and memorable domains now avaialable - this is a way to shorten your name - from a possible tongue twister to something precise, relevant and memorable.
Changing perceptions - these newer domain extentions will soon become as acceptible and credible as the tradtional TLDS. So this could be an opportunity to invest in a shorter name that will help you to become easily recognised and build your brand.
Take Amazon for example they use .smile and .like for some of their products and this becomes part of their branding architecture.
Equally though, it is wise to consider that yes, you may have a short modern domain extenstion, but does it imply that you have not been around for long? Within in the field of law, finance and those more tradtional professions - this may work against you -and ask yourself "Are your target customers generally tech savvie or likely to be suspicious of spam sites or somewhere inbetween?"
What's the nature of your business and the audience you are trying to attract? Where is their geographic location? Are you looking to aim at very local customers where a close vicinity is important or are you planning to reach out worldwide and trade internationally?
Thinking through the answers to these questions, should help to inform your decision on a domain name and extention. If you find you are still stuck making a decision, get in touch - we have over 2 decades of experience in brand consultancy and can help you to explore your options.