When I was younger, I thought .com and .co were the cool domains.
They felt bigger. More international. Like your business was ready to take over the world.
The more experienced I’ve become, the more I appreciate what .com.au and .co.nz quietly communicate.
If I land on a .com.au, I immediately have some context. I’m probably looking at an Australian-facing business. Prices are more likely to be in AUD. Shipping may be local. If it is a service business, there is a better chance they actually operate where I am.
A .co.nz gives a New Zealand customer the same useful clue.
Of course, if you are genuinely an international business, .com or .co may be exactly right. And where possible, owning the relevant domains is often sensible.
But this comes back to something we believe about branding generally:
Don’t hide a genuine strength because something else looks more impressive.
If you are an Australian business serving Australian customers, being Australian is useful information. If you are a New Zealand business serving New Zealand customers, the same applies.
You don’t always need to look like you are taking over the world.
Sometimes you just need to make it obvious that you are exactly where your customer needs you.
