Branded links, often created through custom URL shorteners, have become a staple in the digital marketing arsenal. As the internet matures and user expectations shift toward trust, clarity, and performance, marketers and business owners face an important question: should you brand your links?
In this article, we’ll explore this question in depth through four key areas: what branded links are, the benefits they offer, the potential drawbacks, and how to determine if they are right for your brand.
What are branded links?
Branded links are custom short URLs that use your own domain name instead of a generic one like bit.ly or tinyurl.com. For example, instead of linking to https://short.do/3pK8JtQ, a brand like Nike could use https://just.do/summer.
These links are powered by URL shortening platforms that allow domain customization and link analytics. Brands use them to reinforce identity, improve user trust, and gather performance insights.
Branded links consist of three parts:
- The domain – typically a custom, short domain linked to the brand (just.do for Nike)
- The path – a meaningful or trackable keyword or code (just.do/launch2025)
- The destination – the full, original URL behind the short link
Some popular platforms offering branded URL shorteners include Short.do, LC.CX, buff.ly, and Bitly Enterprise.
Why branded links work
There are several powerful reasons to use branded links. Let’s look at the most compelling advantages.
1. Increased trust and click-through rates
People are more likely to click on links that look clean, familiar, and branded. According to Rebrandly, branded links can increase click-through rates by up to 39% compared to generic short URLs.
Users tend to avoid links that seem suspicious or unfamiliar. Branded links remove ambiguity by giving the audience a sense of origin and legitimacy. For example, users are more comfortable clicking on nyti.ms/election (New York Times) than on a random LC.CX URL.
2. Consistent brand experience
Branded links extend your identity into every channel—email, social media, SMS, and even offline (QR codes, print, signage). A branded link keeps the brand experience intact, reinforcing your presence even in a hyperlink.
Brands like Pepsi (pep.si), Amazon (amzn.to), and The New York Times (nyti.ms) have used this strategy for years to stay top-of-mind and build trust over time.
3. Improved analytics and tracking
Most branded link platforms offer detailed analytics: you can track clicks, sources, devices, locations, and more. When combined with UTM parameters, branded links give marketers full visibility on performance.
This helps with A/B testing, campaign attribution, audience segmentation, and ongoing optimization.
4. Boost in SEO and shareability
While short links do not directly influence search engine rankings, they improve user behavior metrics like click-through rate (CTR), which indirectly support SEO. Clean and memorable URLs are also more likely to be shared organically.
For voice or radio marketing, short branded links are easier to recall and type manually.
Challenges and limitations
Despite the advantages, branded links are not without challenges.
1. Cost and complexity
Branded URL services often come at a cost. Platforms like Short.do or LC.CX offer free tiers, but meaningful branding (custom domains, advanced analytics, integrations) usually requires a paid subscription.
There’s also technical setup involved: purchasing a domain, configuring DNS records, and integrating with your existing marketing tools.
2. Maintenance and governance
With great power comes responsibility. Brands using custom links need to maintain link integrity. If a branded link breaks or leads to a dead page, it reflects poorly on the brand.
Managing hundreds (or thousands) of short links across teams and campaigns also requires governance: who creates them, who edits them, and how they are archived or deleted.
3. User perception in some contexts
Not all users are familiar with branded links, especially if the domain isn’t clearly associated with the brand. A link like go.lc.cx/123abc may still appear confusing or suspicious to some audiences.
Education and consistency are key. Over time, users grow to recognize and trust branded short domains.
Is it right for your brand?
Now that we’ve examined both the upsides and the challenges, how do you know if branded links are the right move for your organization?
Consider branded links if:
- Your brand already has digital visibility and a loyal audience
- You run campaigns on multiple channels and need consistent tracking
- You value brand perception, trust, and professional presentation
- You’re working with influencers, partners, or affiliates
- You want clearer analytics without relying solely on third-party tools
It might not be necessary if:
- You’re an early-stage project with limited traffic or brand equity
- Your team lacks the resources to manage link creation and governance
- You only share links internally or within low-exposure environments
In short, branded links make the most sense when brand presence and marketing performance matter. If you’re serious about digital reach, conversion tracking, and professional communication, a custom URL shortener can pay for itself many times over.
Final thoughts
So, should you brand your links?
For most businesses, marketers, and content creators aiming to grow their visibility, the answer is yes. Branded links enhance trust, consistency, and insight. They communicate professionalism and intention in every message you send.
That said, success with branded links depends on your readiness to commit to their use, your audience's expectations, and your team’s capacity to manage them well.
When done right, branded links are more than just URLs. They’re a subtle but powerful expression of your brand’s voice—one click at a time.
