If there was ever a good case for a killer domain name it’s the case of Workforce.com.
Workforce Software is a company that provides workforce management software. It uses the domain WorkforceSoftware.com.
Workforce.com, on the other hand, has been used as the home of human resource news for decades.
But a competitor of Workforce Software purchased Workforce.com last year. They changed their logo and rebranded their company to Workforce to go with the new URL. Now, they’re selling their own workforce management software.
Suddenly a direct competitor of Workforce Software has a better domain, better positioning, and a brand that creates massive confusion for potential customers.
Workforce Software filed a cybersquatting complaint against Workforce.com and lost their case.
So the confusion persists.
Both websites have incredibly similar icons, logos, and colouring. And the websites make you feel that they’re associated with a related company. But the case isn’t cybersquatting. It’s a case of someone swooping in and purchasing the better domain.
Usually, you’ll be okay purchasing the second-best domain if the primary domain is used for something radically different.
But the threat always remains that someone else can swoop in and rebrand the best domain as either direct competition or as something that might sully the image of your band.
Because at this point, Workforce Software’s only real option may be to rebrand.
Getting the second-best domain may, in fact, tank your brand.