Executive Personal Branding and Your Domain Name: dotCOM or dotCEO?

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What’s in a domain name for executive personal branding? A lot more perception and power than you might think.

With the recent introduction of new Top Level Domains, it is now possible for executives and business leaders to define and brand their digital existence down to their domain name.

What the heck is a Top Level Domain (TLD)?

See this for the best explanation:

dotCOM vs. dotCEO TLDs

While a dotCOM address will remain a popular address for general usage, an executive now has the opportunity to differentiate themselves digitally, for instance, by claiming the new dotCEO address that has recently been released into the market. Of all of the domains available on the market, there is no other domain outside of dotCEO that can convey the same authority and power that one associates with the CEO brand.

Think about it: There can only be ONE www.NealSchaffer.CEO , right? A dotCOM is a commodity; a dotCEO domain name becomes a personal digital trademark.

I always tell people that a LinkedIn profile is the next best thing to having a home page, but if you are a CEO, a dotCEO domain is clearly the best way to both establish your unique personal branding on the Internet as well as ensuring that you put your best “face” forward to anyone that wants to find out more about you. It truly is an address for leaders and entrepreneurs who want to control their brand and reputation.

I’ve recently partnered with the social media analytics company PeopleBrowsr, who I have a long relationship with, in the roll-out of the new dotCEO domain, which just became available to the general public last Friday. In just the last few weeks, 100 of the Fortune 500 registered their dotCEO domains and 3,000 individual CEOs are on the wait list.

What does a dotCEO look like?

PeopleBrowsr understand that business leaders don’t have time to install WordPress or mess around with websites. That’s why they have been working hard to develop a simple template that can pull in your headshot, profile summary, as well as bios from the various social media sites where you may have a presence. In such a way, a top-branded website can be launched in potentially minutes.

I actually have both a dotCOM address (nealschaffer.COM running on WordPress) as well as a new nealschaffer.CEO address that clearly illustrate the difference between the two. While nealschaffer.com required investment and resources to make a reality, nealschaffer.CEO has a simple, eloquent, and well-branded look which gives me complete control of both the imagery as well as text that appears on the website – and was created in a fraction of the time. You can see what my dotCEO site looks like without clicking on the links here:

neal schaffer dotCEO

Early adopters that have joined in the rollout of dotCEO include Andrew Grill (former Kred CEO and Global Partner at IBM Interactive Experience), Catherine Oxenberg (former Dynasty actress and CEO of production company Holy Cow), Jeremy Schoemaker (web enterepreneur and founder of ShoeMoney), and Monte Cahn (domain investor and industry guru).

Have you claimed your dotCEO domain yet? To claim your own dotCEO identity, please visit http://nealschaffer.ceo/joindotceo/

For more information about the concept of dotCEO and executive personal branding from its founders, check out this promotional video:

A New Era for Domain Branding?

dotCEOs aren’t the only new domain on the block: dotMARKETING, dotCONSULTING, dotSOCIAL, and dotAGENCY are just a few examples of many other new Top Level Domains that have been released in just the last several weeks.

Which brings up a larger question to ponder: Do you think “Domain Branding” will become a new trend in the future?

About the Author:

Neal Schaffer, Founder and Editor-In-Chief

The Founder and Editor-In-Chief of Maximize Social Business, Neal Schaffer is a leader in helping businesses and professional strategically maximize their use of social media. Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog. Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University. +Neal Schaffer

Neal Schaffer
The Founder and Editor-In-Chief of Maximize Social Business, Neal Schaffer is a leader in helping businesses and professional strategically maximize their use of social media. Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog. Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University. +Neal Schaffer
Neal Schaffer
PeopleLinx

Comments

  1. says

    Dear Neal
    I agree with you that personal branding (as opposed to bragging) has now become an accepted norm in the modern business world. However, doesn’t the general availability of the dot.ceo domain run the risk of it becoming common-place or even abused? I for instance use the e-mail address [email protected] which is perfect in the current context – if I move on, it will probably change. In other words, CEO s, presidents and the likes are temporary titles and fixing it in a domain name might be a bit impractical…Calvyn Gilfellan

    • says

      Hi Calvyn, you are correct that it is generally available. However, there is a price point that might prevent some from abusing it. Of course, even though many people aren’t companies, we’re all abusing the .com address, right? I personally think that a “CEO” is more than a temporary title and an embodiment of a certain mindset and professional experience. Obviously those that don’t see it that way won’t end up moving to the domain. Either way, from an executive personal branding perspective, I believe it is a great choice for someone who might be considering a .com address.

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