On the Level

Josh Bourne ⬥ 19 August

Last weekend, I started building a tree fort for my children.  It turned out to be a bigger project than I anticipated, and I only got as far as partially completing the subfloor, which you can see pictured here.  Building around a tree presents some serious challenges in terms of keeping everything level, square and sturdy.


During my third hardware store trip of the day this past Saturday to buy supplies I didn’t realize I would need, I decided to pick up some wood shims to help level things out.  (For those of you who, like me, aren’t master carpenters, shims are small wooden wedges that are designed to fill in gaps or spaces between objects – in this case between the joists that will support the floor and the perpendicular boards that tie into the tree with 8 inch lag screws.)  I bought Nelson brand shims, and when I looked at the package I noticed the company uses the domain name shims.com.  For a company that specializes in shims of all kinds, this is a great domain name to own.  Here’s a picture of the package:

nelson wood shims

While the company is called Nelson Wood Shims, both nelsonshims.com and nelsonwoodshims.com are available, which I thought to be particularly interesting.  They own a great marketing domain that makes it easier for people looking for “shims” in general to find their product, but they don’t own the obvious domains that would help protect their brand and reputation.

I’m going to get back to building this weekend, and I’ll be sure to post a picture of the finished product here on the blog when I’m done. 

Tags: brands, domain names, hardware store, marketing, Nelson Wood Shims

Latest Posts

Scroll to Top