{"id":1853,"date":"2025-12-01T14:45:00","date_gmt":"2025-12-01T14:45:00","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=1853"},"modified":"2025-12-01T11:56:04","modified_gmt":"2025-12-01T11:56:04","slug":"risks-of-non-com","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/risks-of-non-com\/","title":{"rendered":"Owning Your Identity: 75% of Founders Consider it Risky to Not Own the .com Domain of Your Brand Name"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>75% of founders agree or strongly agree that not owning the .com domain presents risks to your brand.<\/li>\n\n\n\n<li>Just 3% of founders disagree that there are risks of being copied or imitated when you don\u2019t own your .com.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> .com domains are premium online real estate, but as alternative top-level domains from .ai to .xyz become increasingly normalised, brands have more choice than ever over their online home. While these domain extensions present opportunities for brand positioning and can be paired with super-short, memorable names, they can also pose problems. To help brands build domain strategy and for long-term risk planning, we sought to find out how founders perceive the risks of not owning the .com version of your domain name.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Question:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To what extent do you agree or disagree with the following statement: \u201cNot owning the .com version of a domain increases the risk that a brand could be copied or imitated.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Strongly agree<\/li>\n\n\n\n<li>Agree<\/li>\n\n\n\n<li>Neither agree nor disagree<\/li>\n\n\n\n<li>Disagree<\/li>\n\n\n\n<li>Strongly disagree<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audience:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C-Suite (e.g., CEO, CFO, COO) and Founders<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>75% of founders agree or strongly agree that not owning the .com domain presents risks to your brand.<\/li>\n\n\n\n<li>Just 3% of founders disagree.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To what extent do you agree or disagree with the following statement: \u201cNot owning the .com version of a domain increases the risk that a brand could be copied or imitated.\u201d<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1e487acd040&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1e487acd040\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"411\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4-1024x411.png\" alt=\"\" class=\"wp-image-1854\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4-1024x411.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4-300x120.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4-768x308.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4-1536x616.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/image-4.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While .com domains are scarce, they remain the gold-standard for brands. The majority of founders agree that brands operating from alternative extensions face risks of being imitated or copied. That doesn\u2019t mean these extensions can\u2019t be a great home for your brand \u2014 but they must be paired with a naming and branding strategy that builds a powerful identity your customers can\u2019t fail to recognize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/domain-name-data-and-insights\/\">Must-Read Insights on Domain Names Backed by Deep Audience Research<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/ai-domain-startup-credibility\/\">Startup Domain Choice: The .ai Extension is Credible with 67% of Investors for Startups Outside the AI Industry<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/domain-familiarity-and-trust\/\">Recognized Domain Extensions Strengthen Brand Trust: 2025 Domain Familiarity Research<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>.com domains are premium online real estate, but as alternative top-level domains from .ai to .xyz become increasingly normalised, brands have more choice than ever over their online home. While these domain extensions present opportunities for brand positioning and can be paired with super-short, memorable names, they can also pose problems. To help brands build domain strategy and for long-term risk planning, we sought to find out how founders perceive the risks of not owning the .com version of your domain name.<\/p>\n","protected":false},"author":5,"featured_media":1855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[31],"tags":[],"class_list":["post-1853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-domains"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/11\/domains-2048x1365.jpg"},"post_author":"Thom Davies","assigned_categories":"Domains","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Domains Owning Your Identity: 75% of Founders Consider it Risky to Not Own the .com Domain of Your Brand Name<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/risks-of-non-com\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Domains Owning Your Identity: 75% of Founders Consider it Risky to Not Own the .com Domain of Your Brand Name\" \/>\n<meta property=\"og:description\" content=\".com domains are premium online real estate, but as alternative top-level domains from .ai to .xyz become increasingly normalised, brands have more choice than ever over their online home. 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