There are hundreds upon hundreds of things that people do to make their brands memorable. And, no, I'm not talking about the Kardashians here. Businesses and marketers are constantly clamoring for new ways to make their brands stand out—from PR to advertising to blogging to new social media such as Snapchat and Facebook Live.
As marketers, we want to be on the cutting edge of all things related to branding; yet, most of us use the same domain name we've been hauling around since we purchased it back when AOL disks were used to dial up the Internet.
If you want to help people find and remember your brand online, you need a digital identity that stands out from the crowd. With hundreds of new domain names, such as dot-marketing (.marketing), dot-agency (.agency), and dot-media (.media) now available, we can use them to tell the world who we are and what business we're in.
Naturally, as with all technological innovation, there will be questions. The biggest one is, Will I be found online if I use, for example, a dot-digital (.digital) or dot-productions (.productions) domain name?
It's a legitimate concern for businesses and brands when their economic success is based on the almighty search engine results page. Luckily, I can put those concerns to rest because the short answer to your question is YES, you will be found online if you use a "not-com" domain name option.
I won't make you listen to me, though. Instead, see what Google, the ultimate arbiter of online search, said in an FAQ blog post at the end of 2015: "New domain endings are not treated any differently than traditional domain name endings like .com or .org. Domain names with new endings are shown in search just like any other domain name."
Google brings this point to life with a good example. If you type "coffee club" into the Google search browser, you'll get this as one of its top results: www.coffee.club.
There are plenty of examples of businesses and personal brands adopting "not-com" domain names and finding success online, from startups (Driftaway Coffee: driftaway.coffee) to established companies (Intelligent Product Solutions: IntelligentProduct.solutions) to personal brands (The Christmas Expert: TheChristmas.expert—hey, 'tis the season, right?).