Challenges for .brands – Transforming ideas into strategy

Published on August 19th, 2015

Corey GrantBy Corey Grant
19 August 2015

This is the fourth post in a series of blog posts discussing the strategic and operational challenges faced by .brand TLD owners and the processes involved in getting them ready for use. Previously we discussed the importance of engaging stakeholders in the decision-making process around operating your TLD, which you can read here.

The importance of engaging with all the necessary stakeholders in your .brand TLD and ensuring you have company-wide buy-in cannot be understated. But once you have all these players in a room together, what’s next?

Every brand launching its own TLD will move through the process differently. Unfortunately for those managing this project, there is no single, ‘off-the-rack’ strategy that will suit every .brand TLD’s individual requirements. Most importantly, the strategy for launching a .brand needs to be tied to what your goals are as an organisation, as well as reflecting your culture and the brand itself.

Once you’ve engaged the right senior stakeholders, your next vital step is to develop a high-level strategy which you can all agree on and allow the project to progress.

The three main benefits of holding a strategy workshop are:

1. Buy-in. The .brand TLD project will require support across the organisation. If senior stakeholders participate, they are much more likely to buy-in to the strategy.

2. Risks and opportunities identified. Only when ideas are explored and challenged, do the risks and opportunities reveal themselves.

3. Shared load. This project is too big for one person, or even one department. The strategy workshop will enable tasks and deliverables to be shared fairly.

In the past, we have conducted a number of workshops with .brands that have involved two or three days’ worth of brainstorming and extraction sessions. This might sound like a large commitment of time, and it is, but spending the time up-front is the best investment that can be made in the .brand TLD project.

One consistent factor is that while our formula for running the strategy workshop remains the same, each one evolves very differently depending on the brand and the people involved. A strategy workshop is a challenging exercise, so bringing in a qualified external facilitator is recommended.

By getting all the major stakeholders involved in a strategy workshop, you are educating and motivating them, as well as building a strategy. You ensure that no major stakeholder is taken by surprise and most importantly, you demonstrate a genuine desire to get their input and have a great opportunity to learn how the project will impact their department.

This participation up-front will mitigate disagreement later down the track, by allowing all those involved to get all the information they need, have their say and be a part of the decision.

Once this is completed, you’re ready to begin developing your implementation plan. This is a far-reaching process which I will delve into further in the coming weeks.

Corey is part of the Registry Services team at Neustar, based in Australia. Corey previously worked for ARI Registry Services – part of the Bombora Technologies Group of companies, which was acquired by Neustar on 30 July 2015. 

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