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Daniel Williams
Daniel Williams

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CMC vs. VMC: What’s the Difference and Why Does Your Brand Need Both?

#cmc #vmc #emailcertificate

In today’s digital-first world, your email inbox isn’t just a communication channel—it’s a branding battleground. With phishing attacks on the rise and inboxes becoming increasingly crowded, brands are looking for new ways to build trust, stand out, and safeguard their identity.

That’s where Verified Mark Certificates (VMC) and Common Mark Certificates (CMC) come in. These two powerful tools are part of the Brand Indicators for Message Identification (BIMI) ecosystem and are changing the way brands present themselves in the inbox.

But what exactly are VMC and CMC? How are they different? And why does your brand need both? Let’s break it down.

If you want details so read this blog:- CMC vs. VMC: Which Email Certificate Does Your Brand Need?

What Is a Verified Mark Certificate (VMC)?

A Verified Mark Certificate (VMC) is a digital certificate that allows organizations to display their official brand logo alongside their email messages in supported inboxes like Gmail and Apple Mail. It serves as proof of the sender's identity and is issued by trusted Certificate Authorities (CAs) such as DigiCert or Entrust.
To be eligible for a VMC, your domain must also have proper DMARC enforcement (Domain-based Message Authentication, Reporting, and Conformance). This ensures that your emails are authenticated and helps protect against spoofing and phishing attacks.

What Is a Common Mark Certificate (CMC)?

A Common Mark Certificate (CMC) is a digital certificate that validates the ownership of your brand’s logo, verifying that it is a registered trademark. CMCs are issued by Mark Verifying Authorities (MVAs), such as those operated by certificate providers like Entrust or DigiCert.
While the VMC verifies your brand identity for email purposes, the CMC verifies the authenticity of the logo itself, ensuring it’s legally registered and not subject to misuse.

Why Does Your Brand Need Both CMC and VMC?

To activate BIMI (Brand Indicators for Message Identification), you need both components:

  • A VMC to verify your domain and organization.

  • A CMC to validate that your logo is a registered and protected trademark.
    This dual-layer approach provides:

  • Security: Prevents spoofing and phishing by verifying the sender and their brand assets.

  • Brand Trust: A verified logo builds immediate recognition and credibility with recipients.

  • Visual Impact: Your logo stands out in the inbox, increasing engagement.

The Business Benefits of CMC and VMC

  1. Improved Email Open Rates:- A recognizable logo in the inbox increases trust and visibility, leading to higher open rates.
  2. Brand Protection:- Your verified trademark (CMC) and domain (VMC) reduce the risk of impersonation and phishing attacks.
  3. Customer Trust:- Seeing a verified logo signals to users that your brand is legitimate and secure.
  4. Compliance and Reputation:- Aligns your email practices with industry standards like SPF, DKIM, and DMARC—enhancing your overall sender reputation.
  5. Competitive Edge:- Not many brands are using BIMI yet. Getting ahead of the curve gives you a marketing and security advantage.

How to Get a CMC and VMC

Here’s a simplified process to help your brand get started:
Step 1: Register Your Logo as a Trademark
Your logo must be registered with a recognized trademark office (e.g., USPTO, EUIPO) to qualify for a CMC.
Step 2: Apply for a Common Mark Certificate (CMC)
Choose a provider like Entrust or DigiCert that offers CMCs as part of the BIMI process.
Step 3: Ensure DMARC Enforcement
Configure your domain’s DNS settings to meet DMARC enforcement standards (quarantine or reject).
Step 4: Apply for a Verified Mark Certificate (VMC)
Once DMARC is in place and your CMC is approved, you can apply for a VMC from a trusted Certificate Authority.
Step 5: Publish BIMI Record in DNS
Add the necessary BIMI record (including your logo URL) to your domain’s DNS so email clients can fetch and display it.

Conclusion

In an era where trust, visibility, and security are vital, CMC and VMC certificates offer a powerful way to protect your brand and boost your email performance.

  • The CMC confirms that your logo is legitimately yours.
  • The VMC lets inboxes know your emails are legitimately from you.

Together, they enable your logo to shine in email clients while shielding your brand from threats.

If your brand relies on email to engage customers, then investing in both CMC and VMC is a smart move toward greater authenticity, protection, and performance.

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