This book on the branding, naming and structure of digital addresses exists because I had a realization early on in a pretty major international globalization project. You must know your online marketing goals when building a website and any surrounding platforms, communication channels, social media handles etc. It is very easy to come unstuck and make some pretty fundamental mistakes if that you will pay for later if you do not have a basic understanding of top level domains (TLDs), language codes, country codes and basic rules of online branding.
URL branding and domain names walks you through this digital landscape step by step, first giving you an idea of the pitfalls of branding yourself online and then reflects on some standards outlined by various online bodies. We dive into the characters following the forward slash, more specifically country and language considerations and the affect your image and folder-naming conventions has on search. I have included a light overview regarding 'top level domains' and social media handles. Our final topic is around email structure and how you can carry over some best practice specifically for large organizations to help your email address make sense to the reader.