A branded short link uses your own domain, such as go.yourbrand.com/offer, instead of a generic shortener address. People trust links they recognise, so a branded link looks safer and usually earns more clicks than an unfamiliar one. To set it up, you buy or choose a short domain or subdomain, then add a DNS record (CNAME or A) that points it to your link service.
What a branded short link is
A normal short link looks like shortener.example/abc12. The visitor sees someone else's name and has no idea where it leads.
A branded link looks like go.yourbrand.com/summer. The first thing the reader sees is your name, and the word at the end tells them what to expect.
Technically it works the same way. The difference is only in the domain.
Why branded links earn more trust and clicks
People have learned to be careful with unknown links, especially in messages and on social media. Scammers also use generic shorteners to hide dangerous destinations.
A branded link answers the question "who is sending me this?" before the click. That is why many marketers prefer them, and why they can improve click-through rates compared with anonymous addresses. We do not claim a fixed percentage, because results depend on your audience and offer. The best way to know is to test your own links.
- Recognition. Your name appears in every shared link.
- Safety. Readers can see the link belongs to you.
- Control. You own the domain, so you can move services without breaking printed links.
- Consistency. Social posts, emails, QR codes and ads look like one brand.
- Memorability. A short, meaningful alias is easy to type and say aloud.
Generic short link or branded link?
| Aspect | Generic shortener domain | Your own branded domain |
|---|---|---|
| Trust | Reader sees an unfamiliar name | Reader sees your name |
| Setup | None | One-time DNS setup |
| Cost | Often free | Domain cost plus a plan that supports it |
| Control | The service owns the domain | You own it |
| Best for | Quick personal sharing | Businesses, ads, print, QR codes |
Free generic links are perfectly fine for casual use. Branding matters most when you invest in ads, print or customer communication.
How to choose a short domain
You have two good options: a dedicated short domain, or a subdomain of the domain you already own.
Option 1: a subdomain of your main site
Examples: go.yourbrand.com, link.yourbrand.com, l.yourbrand.com. This is the cheapest and easiest option, because you already own the domain and visitors recognise it immediately.
Option 2: a separate short domain
Examples: a short version of your brand name with a short extension. It gives the shortest links, but you pay for a second domain and it has to be recognisable as yours.
| Criteria | What to aim for |
|---|---|
| Length | As short as you can while staying readable |
| Spelling | Easy to say aloud and type without mistakes |
| Relation to brand | Contains or clearly resembles your brand name |
| Extension | One your audience trusts and that is available in your market |
| Avoid | Hyphens, numbers, confusing look-alike letters |
How the DNS setup works, conceptually
A domain is like a street name. DNS is the directory that says which building (server) that street leads to. To use your domain for short links, you tell DNS to send visitors of that domain to your link service.
You do this by adding a DNS record at the company where your domain is managed (your registrar or DNS provider).
- CNAME record: says "this subdomain is an alias of that other address". It is the usual choice for subdomains such as
go.yourbrand.com. - A record: points a name directly to an IP address. It is often used when you want the root of a domain to work, or when the service provides an IP to use.
Your link service tells you exactly which record type and value to add. You copy those into your DNS panel and wait for the change to spread, which can take from a few minutes to several hours.
Step-by-step: connecting a custom domain
- Pick the domain or subdomain you want for links.
- Add it in your link service and read the DNS instructions it shows.
- Open your DNS panel at your registrar or DNS provider.
- Add the record exactly as shown, with the correct type, name and value.
- Wait for propagation. Do not keep changing the record while waiting.
- Verify in your link service. It checks whether the record is visible.
- Create a test link on the new domain and open it from a different network.
- Use it everywhere. New links, QR codes, bio page, emails and ads.
If the domain also hosts a website at the root, use a subdomain for links. That avoids touching the records your website depends on.
When is a custom domain worth it?
Not every business needs one on day one. Ask yourself: do I share links with people who do not know me, spend money on ads or print, put QR codes on products or shop windows, or want to switch services later without losing my links? If you answer yes to two or more, a branded domain is a small investment with a clear return. Otherwise, start with a normal short link and upgrade when you grow.
Protect your domain reputation
Reputation builds over time. If you use your domain for misleading links, your own name is damaged. Send every link to a real, clear destination, and retire old offers with an expiry date.
Common mistakes
- Pointing the root domain by mistake. You might break your website. Use a subdomain.
- Typing the record wrongly. One missing character stops it from working. Copy and paste.
- Deleting an existing record that is needed. Only add, do not replace records used by your site or email.
- Expecting instant results. DNS changes take time.
- Choosing a hard-to-spell domain. People mistype it and land on someone else's site.
- Forgetting to renew the domain. If it expires, every printed link and QR code stops working.
- Changing the domain later. Printed material and old posts still point to the old one.
Making branded links work harder
- Choose clear aliases such as
/menu,/offerand/whatsapp. - Use the same domain in your bio page, email signature and QR codes.
- Add UTM tags so every click is attributed.
- Check statistics with click analytics.
- Read how to judge whether a short link is safe, and apply the same standard to your own links.
How to do it in LinkEase
LinkEase supports branded custom domains. Add your domain in your account, copy the DNS record it shows into your DNS panel, and once it is verified create links on your own domain. QR codes, bio pages and analytics work with those links too.
The Pro plan includes 1 custom domain and the Team plan includes 5, which suits agencies with several clients or companies with several brands. The Free plan uses the shared LinkEase domain. Compare plans on the pricing page, or create a free account first and upgrade when you are ready.
LinkEase checks links against Google Safe Browsing and phishing lists and refuses gambling, adult and drug links. If you are weighing options, see the URL shortener comparison.
Pre-launch checklist
- Domain or subdomain chosen and easy to spell.
- DNS record added exactly as instructed.
- Domain verified in your link service.
- Test link opens correctly on mobile data and Wi-Fi.
- Renewal reminder set for the domain.
- Team informed of the naming rules for aliases.
Frequently asked questions
Do I need a new domain for branded short links?
No. A subdomain of your existing domain, such as go.yourbrand.com, works well and costs nothing extra.
Should I use a CNAME or an A record?
Use the record type your link service tells you. In general, a CNAME is common for subdomains and an A record points directly to an IP address.
How long does DNS take to update?
Often minutes, sometimes several hours. Avoid editing the record repeatedly while you wait.
Do branded links really get more clicks?
They tend to look more trustworthy, which helps, but the effect varies. Test your own audience rather than rely on a generic number.
What happens to old links if I change the domain?
Links on the old domain keep pointing there. Printed codes and past posts will not move, so choose your domain carefully from the start.
