Custom Domains and Branded Links: When They’re Worth It
A custom alias and a custom domain solve different problems
A custom alias changes what comes after the slash. A branded domain changes the domain itself — the difference between "lumara.chat/links/launch" and "go.yourbrand.com/launch". The second is a bigger commitment: it usually means DNS changes, ongoing maintenance, and a dependency your shortener now shares with your main brand.
Signals you’ve actually outgrown the default
A branded domain earns its complexity once short links are a recurring, visible part of how your brand shows up — regular print materials, a consistent presence in ads, or a support team fielding "is this a real link?" questions often enough that brand recognition on the link itself would help.
When the free, shared default is still the right call
If you’re shortening links occasionally — a handful of campaigns a year, mostly for internal or one-off use — the maintenance overhead of a branded domain outweighs the benefit. A clear custom alias on a shared domain gets you most of the readability with none of the DNS upkeep.
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