In today's digital-first world, your business's online presence is as vital as your physical storefront. Your digital assets – such as domain names, email accounts, social media handles, and verified online accounts – are critical components of your business's success and longevity. Just like any tangible asset, these need to be carefully owned, maintained, and protected to ensure your business thrives and remains credible in a highly competitive landsca­­­pe.

Whether you’re planning to grow your business or prepare for a future sale, the ownership and management of your digital assets can significantly influence the value of your company. Let's dive into why it's essential to own and maintain these digital assets and how doing so benefits your business.

1. Owning Your Domain Name and Variants

Your domain name is often the first interaction a potential customer has with your brand. A domain tied directly to your company’s name (e.g., www.yourcompanyname.co.nz projects professionalism and trustworthiness. Owning the full domain name, rather than a variation or a subdomain (e.g., yourcompanyname.gmail.com), gives your brand more authority, improves search engine ranking, and ensures you're easy to find online.

If your business operates internationally, it’s also vital to own country-specific domains (e.g., yourcompany.com, yourcompany.com.au for Australia). This protects your brand from impersonation or cyber-squatting in foreign markets and ensures that your international customers can easily find your localised websites.

Owning these domain variants not only expands your reach but also prevents competitors or bad actors from purchasing similar domains and potentially misleading your customers. It’s a small investment with long-term benefits for your brand’s integrity and customer trust.

2. Professional Email Accounts with Verified Domains

Gone are the days when businesses could get away with using a @gmail.com or @yahoo.com email address. Using a free, generic email service for business correspondence can come off as unprofessional and potentially damaging to your brand’s image.

A yourname@yourcompanyname.co.nz email address provides legitimacy, helping you build trust with customers, partners, and suppliers. It also allows you to keep communications secure and more controlled since your email server is tied to your own domain. Verified domain emails help customers easily recognise that the communication is authentic, reducing the chance of phishing or fraud attempts.

Having company emails also helps protect your brand when employees leave the business. You retain control of important business communications, ensuring the continuity of conversations and safeguarding your business data.

3. Owning and Verifying Your Social Media Handles

Just like with domain names, owning and verifying your business’s social media handles is crucial. This ensures that your brand identity is consistent across platforms and makes it easier for customers to find and engage with you.

Imagine having your business name as your handle on Instagram, but someone else owning it on Twitter or Facebook. Not only does this create confusion for your customers, but it could also lead to someone else misrepresenting your brand. Owning the same handle across platforms reinforces brand recognition and reduces the risk of brand impersonation.

Verification on social media (those little blue checkmarks) further enhances credibility. It signals to customers that your business is legitimate, giving them confidence in interacting with you.

4. The Value of Owning Digital Assets When Selling Your Business

When it comes time to sell your business, your digital assets can significantly influence the valuation of your company. Buyers want to ensure that they’re acquiring a company that has control over its online identity, including ownership of domains, verified social media accounts, and professional communication channels.

Imagine you’re selling a business that’s built up strong brand equity over the years. If you own your domain, professional email addresses, and social media handles, you can offer potential buyers a seamless handover of a fully established digital presence. Conversely, if your business’s online presence is disjointed or your digital assets are owned by third parties, it could lower the value of your business or create unnecessary complications during the sale process.

Buyers are looking for a business with a solid, maintainable online foundation. A well-organised digital portfolio demonstrates that your company is both modern and prepared for future growth. Moreover, a verified online presence can save the buyer time and effort in rebranding or re-establishing legitimacy with customers.

5. Ensuring Business Continuity and Brand Protection

Maintaining control over your digital assets isn’t just about appearance – it’s also a matter of security and continuity. Should your domain name expire or your social media handles be lost, reclaiming these assets can be expensive and challenging. Worst-case scenario, your brand could suffer from unauthorised use by third parties.

By regularly maintaining and renewing your digital assets, you ensure that no one else can hijack your brand’s identity. Keeping these assets under your control helps safeguard against cyber threats, ensures consistent customer experience, and maintains your company’s professional image.

Want to learn more? We're here to chat!