Kate Buckley
Founder & CEO
Thirty years in marketing and business development and working in the premium domain market since 1998, with deep expertise in domain sales and acquisitions, valuation, naming, branding, strategy, and negotiation.
Built around the power of the right name.
Defining brings together two disciplines traditionally kept apart: premium domain brokerage and brand strategy.
We help companies build brands, acquire the domains that strengthen them, and manage their most important digital assets. We also represent owners of exceptional domains in strategic sales, valuations, and advisory engagements.
One team. Two practices. A singular understanding of what the right name and the right brand can do for a business.
19
Years in business
350+
Brands launched
150+
Client testimonials
90%+
Repeat-client rate
The team
Meet the team.
Senior practitioners with decades of experience across premium domains, branding, naming, valuation, negotiation, and corporate domain strategy.
Todd Henderson
Senior Partner | Brand
Three decades building and strengthening more than 300 brands. Todd leads brand strategy, positioning, naming, and creative across the practice, from category-defining startups to Fortune 500 companies.
Alison Simpson
Corporate Domain Services
Leads corporate domain strategy and portfolio management, including audits, optimization, brand protection, security, governance, and oversight of critical digital assets.
Why Defining
Where domains and brands come together.
The name, the domain, and the brand are often treated as separate decisions. We don’t believe they should be.
Our experience on both sides of the equation gives clients a perspective few firms can offer: how to create a name worth building, how to secure the domain that gives it authority, how to build a world-class brand, and how to understand and protect its long-term value.
Our values
People who care.
01
Integrity
Our reputation matters to us. We act ethically, communicate candidly, protect our clients’ interests, and adhere to the professional standards of the industries in which we work.
02
Accountability
We take ownership of the work. We do what we say we will do, stay close to every engagement, and remain accountable for the advice and service we provide.
03
Community
We believe successful businesses can create value beyond the transaction. We support our professional communities, contribute our expertise to causes we believe in, and look for ways to leave things better than we found them.
Giving back
Business as a force for good.
Defining provides pro bono work to select organizations and contributes a portion of domain-sale proceeds to charitable causes, including organizations such as Feeding America and Promises2Kids.
We also believe in strengthening the industries in which we work. Defining is a member of the ICANN Business Constituency and the Internet Commerce Association, and our team adheres to the ICA Code of Conduct and Broker Code of Conduct.
Founder Kate Buckley is a member of the Forbes Business Council, and has served on the advisory boards and committees of leading domain-industry organizations, including the ICA Advisory Board, and NamesCon.
What clients say
“I would 150% recommend your team. I’d even put my job on it!”
Sam Brooks
VP Marketing · Silberline