If a company is going to use a non .com extension, it will serve the business well to incorporate the extension into the brand name. Spanning the dot with the brand name will help hammer home that the extension is part of corporate branding. This should help reduce consumer confusion when they want to visit the website or connect with the company online.
TechCrunch published an article this morning about a company called A.Team. As you can see, the company is using a .Team domain name and its brand name spans the dot:
https://t.co/JWTAnTr8gr emerges from stealth with a gig marketplace for product specialists https://t.co/0QbAkTD2Lr by @kyle_l_wiggers
— TechCrunch (@TechCrunch) May 17, 2022
According to the article, the company “emerged from stealth with $60 million in funding.”
One drawback is the ATeam brand space seems pretty full. When I think of “A-Team,” my immediate thought is of Mr. T. and his A-Team. In looking at Google, I can see an existing company operates on ATeam.com and another company operates on ATeam.CO. I did not do any extensive searching, but I would not be surprised if there are additional permutations of A Team brands.
With this crowded brand-space, I think the decision to embrace the .Team into the brand name is even more prescient.