Key Considerations for Your .Brand TLD Launch

For many global brands, ICANN’s 2026 New gTLD round is the first opportunity in over 14 years to secure valuable digital real estate in the form of a .Brand TLD. As you prepare your .Brand application, here are some crucial considerations to keep in mind. 

Getting it Right

In order to be considered for a .Brand TLD, you must designate your string as a .Brand on your application. ICANN has strict eligibility criteria for .Brand applications, including that strings: 

• Must be minimum 3 characters (to avoid conflict with country codes like .au or .ai).
• Must exactly match the textual elements of your verified trademark in the Trademark Clearinghouse (TMCH) Signed Marked Data (SMD) file. 

Importantly, you must have a valid SMD file in the TMCH prior to application submission.

Eligibility evaluation: ICANN’s expert panel will evaluate your application to confirm it meets .Brand TLD criteria. Note: Applications that pass the .Brand TLD Eligibility Evaluation will have Specification 13 added to the applicable Base Registry Agreement at contracting time.

What you need to do: Allow adequate time to complete your TMCH filings and verify that the string you are applying for is an exact match to your TMCH SMD file. Be sure to answer all of the questions in the .Brand TLD Status section of your application, and pay the additional .Brand TLD Eligibility Evaluation fee to ICANN (approximately $500). 

The Importance of a Backup String

As we shared in a previous post, every applicant can include a pre-designated Replacement String (or backup string) in their application. If Reveal Day shows your primary string faces contention, you have 14 days to switch to your backup. 

What you will need to do: Submit a Replacement String with your initial application. As a .Brand applicant, you’ll need an additional TMCH SMD file for the backup string (approximately $150/year per trademark record). This small investment helps protect against the risk of losing your preferred string to contention. 

.Brand Benefits and Obligations

Validating your string via the TMCH is a prerequisite for Specification 13 (.Brand) status. Once granted Spec 13, some of the benefits include: 

• Exemption from Spec 9 (non-.Brand TLD operators are required to maintain registry/registrar separation and to provide open and equal access to all registrars). 
• Ability to designate up to 3 ICANN-accredited registrars as exclusive registrars for the .Brand TLD.
• No sunrise period, which simplifies launch for .Brand TLDs.
• Enhanced protection upon termination of the TLD, meaning ICANN won't transition the TLD to another registry operator for 2 years after termination without the brand's consent.

Obligations that brands must meet to maintain Spec 13 include:

• A valid trademark in the TMCH.
• Closed registration where only the brand TLD operator, affiliates, and licensees can register domains.
• Annual certification to ICANN that it meets Spec 13 requirements 
• TMCH integration testing, trademark claims services, and notification to ICANN of claims period dates (mandatory 90 day phase during launch).
• Notification to ICANN of any changes that could potentially disqualify the brand from Spec 13.

Are You Ready?

The application window is open until August 12, 2026, so it’s time to move from planning to execution. Have you completed these steps?

1. Selected your Registry Services Provider, and signed a Registry Agreement which includes Spec 13
2. Verified your Trademark Clearinghouse data matches your application
3. Submitted your Replacement String TMCH SMD file (if you are including a Replacement String with your application)

Don’t miss this once-in-a-decade opportunity to establish your brand’s digital presence. Contact our experts at rsp@identity.digital today to discuss your application and find out more about what we offer as a Registry Services Provider.