If your software creates long, ugly, easily broken URLs, one option might be to install your own shortener using your own domain, which ensures consistent branding. Just make sure that new links can only be created by approved staff inside your company. Many ESPs offer similar services to help track click-throughs — but this type of redirection sometimes results in longer URLs. And whether it’s in-house or external, make sure the service you choose isn’t easily abused, because whether you like it or not: that’s your new brand.