What’s in a domain? Establishing your social business brand

Print Friendly


Businesses come and go. But your personal name, that’s another matter altogether. In the social business world, your name can be leveraged as your personal identifier across myriad social media sites as well as your monetized business brand. In creating a new business or online presence, one of the toughest decisions you may make is whether to establish your social business brand by your personal name or a fictitious “DBA” identity, such as a catchy word, phrase or slogan. It’s hardly a trivial decision, especially considering your online identity eventually will sprout hundreds if not thousands of backlinks which will need to be well-tended if you decide to do a digital makeover at a later date.

It was intriguing when, roughly 18 months ago, Chris Brogan, author of the early social media classic Trust Agents and the current Google+ for Business, complained in a webinar that one of his biggest regrets was establishing his flagship presence at chrisbrogan.com. To be sure, Chris has created other online portals, but his main blogging site still remains a prime destination for his business interests and hundreds of thousands of followers. Not fully satisfied with his original response, I recently asked Chris if he had any less grief today concerning his original online branding decisions.

“The biggest mistake I made in branding was not calling my site something like ‘Incredible Monkey’ or whatever,” he complained. “I’ve turned down three serious offers to sell it, because really, who would own my name?” OK, that makes sense. Chris has established what corporate accountants call “goodwill,” reflecting a significant financial value that can extend well beyond the tangible assets of a business. And there’s the rub: he can’t profit from the enormous value he’s created. On the other hand, Chris allows a sliver of grace for his original business choice: “The advantage of using my name is that I’m not saddled with a stupid name that no longer represents my intentions. For better or worse, people know I’m me.”

Confused on what to do? Join the club. Do you drop whatever you are doing right now, rush over to GoDaddy, and immediately reserve your-personal-name-dot-whatever, or stake your branding claim on a hot potential digital DBA such as IncredibleMonkey.com? (I just checked, it’s available.) Luckily others have already been down this path. They can offer a variety of business perspectives and advice on the question of building a social business brand based on a personal name vs. a domain that can grow and expand into a free-standing business that extends beyond the individual, and might someday deliver a lucrative buyout offer that tracks with a business plan exit strategy.

From startup to digital enterprise, DBA scales

Jason Falls, author of No B.S. Social Media, who runs Social Media Explorer, wouldn’t change a thing. “The biggest advantage to going DBA or brand versus your name is that the blog/brand/company can evolve into something much bigger and more valuable than one person’s perspective,” he suggested. “It can grow into a company, media outlet, etc., that can be monetized, bought, sold and so on. Mashable is a valuable media outlet. It wouldn’t be if it were just PeteCashmore.com. Social Media Explorer is now not just a blog but a company that is growing. I could feasibly sell it within 5-10 years for far more digits than if I’d made JasonFalls.com my primary brand. In that case, the only person I could probably sell it to is a county commissioner in North Carolina who probably wouldn’t give me more than $100 for it.”

Mitch Joel, author of Six Pixels of Separation and the upcoming book titled CTRL ALT DEL, concurs. Originally he started his main corporate presence as The Twist Image Blog, then repackaged the site (but kept the TwistImage.com domain) to the more marketable, trendy and globally recognized Six Pixels of Separation. Twist Image is Mitch’s digital marketing agency. “As a former publisher of print magazines, I always liked the idea of creating a brand that is supported by personable people,” he said. “People relate to individuals, but they don’t relate to them differently when their platform is represented with a branded name.”

The business persona and the person

Erika Napoletano established her colorful online presence as RedheadWriting and has leveraged her tendency to deliver the occasional four-letter expletive as a potent reflection of her persona and a business marketing tool. Her brand is permeated by her no-BS style, artfully reinforced by the blunt admonition of her Twitter tagline: (I keep companies from looking like assholes online.) Erika, who just published The Power of Unpopular, recently established erikanapoletano.com so that she’d have a place for people to get to know the person behind Readhead as well as promote her books and speaking engagements. “Building my brand under RedheadWriting has cut me a lot of slack,” she noted. “I can screw up, shift, build and grow under the safe haven of a nom de plume. It also allowed me to amplify certain aspects of my personality (like my column, The Bitch Slap). It certainly didn’t hinder me from picking up a couple of book deals and a national magazine column in Entrepreneur Magazine. In fact, it helped. The biggest hindrance, however, has been that people automatically assume that Erika Napoletano (as a human being) is synonymous with RedheadWriting. RedheadWriting is a persona, pure and simple. Erika is the gal who powers the persona. Sometimes it’s an uphill battle with people who have never met me in person, and it’s also a battle with those who know me and feel they have certain liberties they can take since I’m an outspoken, bawdy femme via RedheadWriting. It’s manageable, however. Just disappointing sometimes that people don’t see the difference between the person and the persona.”

If you work for another business, you’ll have to consider the delicate balance of marketing your personal brand alongside your employer. The PhoneDog lawsuit is a perfect example of how not to mix business with personal branding. That’s one of the reasons Dave Fleet, vice president of digital at Edelman’s Toronto office, blogs at davefleet.com. “If I could rewind the clock a few years, I would do the same thing,” he said. “I actually started out with a blog name that combined the industry and my own name (Fleet Street PR) but made the decision to switch over to just davefleet.com primarily for search reasons. I’ve certainly thought about the potential for a more topic-focused name over the last few years, but ultimately this started out as something for me, to explore my interests and help me learn, and I’ve been thoroughly happy with the way that it has worked out.”

What if your business fails? The hard facts are that, depending on the study, 50-60 percent of new businesses close in the first year; upwards of 80-90 percent go under within five years. You can dispense with a DBA given a few forms and some signatures. Not so easily done if your brand is your personal name and now a business liability.

Business and personal brand in harmony

“I have two brands,” said Shelly Kramer, founder of V3 Integrated Marketing. “The brand that is my agency and the brand that is me personally. And I think that both are important. No matter where I go, no matter what I do, the brand of Shelly Kramer is important and extremely relevant to me. And while today I might own a digital agency, who knows what I might do tomorrow. So, for me, a brand that is my business and a brand that is me is important. But I don’t think that’s always the case for everyone.”

For example, Gini Dietrich, head of public relations and marketing agency Arment Dietrich, blogs at Spin Sucks and runs the SpinSucksPro professional development site. She also has a co-authored book in the wings, Marketing in the Round. “Spin Sucks speaks to our vision for changing the perception of the PR and marketing industry,” she said. “The business URL armentdietrich.com is the name of the company. They’re very different visions and business models, but they also work in tandem.”

Deirdre Breakenridge, co-author of Putting the Public Back in Public Relations and an upcoming book on the convergence of public relations and social media marketing, blogs at her personal name and also blogs at her business site, Pure Performance Communications. “As an entrepreneur, I’ve always had different business initiatives going on at the same time,” Deirdre said. “So, it was always important for my communications strategy blog to be tied directly to my personal brand. I’ve launched several startups over the last 20 years and my work through the blog has really helped to build my personal brand through thought leadership and has resulted in continued trust with my community. As a result, every business I’ve developed has become a trusted resource, based on my personal brand and reputation.”

People buy from people

Mark Schaefer is the author of Return On Influence and head of Schaefer Marketing Solutions. His consultancy is housed at businessesgrow.com and he says it’s important to remember, regardless of personal name or DBA, the individual reigns supreme. “The social web offers a unique opportunity to humanize your brand and create a personal connection to customers,” he noted. “How do you create engagement and attachment to a logo? Be human.”

Perhaps a morphed version of your personal name and a DBA is the digital sweet spot. Steve Farnsworth, who runs Jolt Social Media, blogs at a WordPress hosted domain and has established his main marketing identity at @Steveology, a twitter handle that resonated with his audience. “Trying to build my name up was futile and divided my name recognition efforts. So, I decided to focus on just one brand,” he said.

If you’re still not sure which way to go, personal vs. DBA for your social business objectives, pay heed to this action list:

1) Lock your personal name now. Even if you never plan to use your personal name, it’s still prudent to reserve your domain just in case. Dino Dogan, who runs DIYBlogger.NET and is a developer of the Tribber blog comment system, reserved his name but uses it for testing (at least for now). He noted when he has children he’ll reserve their names as domains the minute they are born. Sames goes for Twitter handles. Peter Shankman, the public relations and social media gadfly, tweeted for the longest time by a handle associated with his passion/hobby (@skydiver), then changed to @petershankman as his highly successful HARO brainchild evolved into a hot property (he sold it and quickly added angel investor as a prominent label to his public profile). Good thing he reserved his name from the flock of circling domain squatters.

2) Consider the SEO implications. Dave Fleet noted that search rankings are enhanced if your real name matches your domain name. On a personal branding level, you have a greater ability to influence what people see when they search for your name.

3) Books or enterprise? Gini Dietrich notes a personal name domain is great for authors in pursuit of book deals and speaking gigs, even though it may not scale to an enterprise-level application.

4) Who are we hiring? If you brand your business venture on your personal name, clients may expect to always work with you, not members of your team. Part of your job will be to continually sell trust in your associates. Bait-and-switch doesn’t work; you will have to show up at the table, warns Deirdre Breakenridge.

5) The revolving brand. Over the course of a career, you may transition from a consultancy based on your personal brand to a full-time corporate job and then back to a solo business. You never know when opportunity may completely change your career course, as public relations and marketing consultant Shonali Burke reflected recently. Now Shonali has two brands to feed. It’s important to create a plan for your personal marketing and make sure you’re in sync with your employer.

The consensus on personal name vs. DBA probably errs on the side of you can never have enough domains in your basket of brands. Chris Brogan may never be able to sell his flagship site, but he has managed to leverage his personal identity to project the all-important “human” side to every new social business venture he has launched under the chrisbrogan.com umbrella. So if you think IncredibleMonkey.com may be the start of your Next Big Thing, it’s still not taken.

Joel Don
This monthly Social Business Trends column is contributed by Joel Don. Joel is principal of Comm Strategies, a consultancy that leverages public relations strategies, reputation enhancement and social media tools to maximize business success. Joel has worked for several PR and marketing agencies, and previously served as a public information officer at UCLA and UC Irvine. He also directed business and financial communications at a Fortune 500 computer manufacturer. Formally trained as a journalist, he has written for daily newspapers and national magazines throughout the country. In addition, Joel developed a digital solution for measuring the readership of company news prior to the advent of today’s link-tracking systems. +Joel Don
Joel Don


Community manager + social media/PR consultant helping you leverage the right strategies & tools. Skier & PADI scuba instructor
How to Set Up Facebook Dark Posts http://t.co/yKvKz4OsSL - 2 hours ago
Joel Don
Social Tools Summit


  1. says

    Very good post Don. As with everything, the tactic should be aligned with the objective. There is never  right and wrong answer with these. I loved seeing the thought process behind so many of my friends and people I respect with their decision making process on this front.

    • says

      And I like seeing people like you hopping on this a few minutes after publication, Sean. I agree — the inside look at the thought process was pretty cool from over here, too!

    • says

      Thanks Sean.  I am so glad that the survey resulted in a nice balance of views, though I originally expected a firm answer one way or the other.  There appears to be no single solution, and it’s prudent to keep your options open. 

  2. says

    Hi Joel!

    Wow what a piece with a lot of varying views! 

    I love the idea to register domain/social platforms of my kids the moment they’re born, I’m definitely going to do that!

    As far as the decision goes, I made the decision to be a brand because as has been stated, you have the potential to go much further with it and build upon it beyond just a name. 

    But there’s nothing wrong with having that personal domain name, either, to establish yourself outside of your brand. Because let’s face it, we’re human beings and we all have other interests and hobbies outside of our main biz. 

    Great break down and suggestions!

    • says

       Thanks Morgan.  That piece of advice from Dino Dogan probably sent a lot of people off to register domains for their kids (including me!).  When the Internet got serious in the mid-1990s, there were stories on people who registered hundreds or even thousands of domain names — just in case. Turns out to be a prudent strategy in case your personal brand evolves into a mega-enterprise.

  3. Christina Vasilevski says

    Just over 2 years ago I registered a domain namhttp://christinavasilevski.com/2012/03/why-i-rebranded-and-relocated-my-site/e under a DBA name that I had chosen for myself. However, in February, I decided to rebrand. I registered a new domain under my own personal name – which was easy as my name is nearly unique.

    I’m pretty happy with this shift, which I discuss in more detail on my blog. I wrote a very detailed post about my motivations for rebranding, and the process of reversing the use of my DBA name. It might be of interest to visitors here pondering the same question: http://christinavasilevski.com/2012/03/why-i-rebranded-and-relocated-my-site/

  4. ShellyKramer says

    Lovely post, Joel, and it’s wonderful to read so many different POV and see the depths you’ve gone to here. Great information for someone trying to figure out which direction to go. 

    Oh, and  I’m also the freak who’s registered every one of my children’s names as a domain – and many other names sa well, because it’s always better to have them than not.

    Great job!!

    • says

      Shelly, I was right behind you. I locked in my kid’s names shortly after getting Dino’s input. Who knew? If your last name is Smith or Jones, you may be out of luck. Perhaps in the future parents will have to cook up unusual first name spellings so they can lock in personal .COM domains.  And thanks for your help with the article!

      • ShellyKramer says

        LOL! Love it! I started doing that about 15 years ago – so I’m really a freakazoid. I figure the small cost is worth it to protect their names :))
        *Shelly Kramer* *| **V3 Integrated Marketing 816.200.2520 @ShellyKramer

        [image: Twitter] [image: LinkedIn] [image: Facebook] [image: Blog RSS] [image:
        Delicious] [image: foursquare] [image:
        SlideShare] [image: YouTube] [image:
        Yelp] Latest from the V3 Blog Google Needs Photos, Videos for Kansas City Commercial

  5. says

    Very interesting piece, Joel. You give a lot of food for

    As you know, we’ve had this rebrand conundrum occur in
    January as we moved from Central PA Webster to Strella Social Media.

    The ongoing argument is that “YOU are your brand.” Your
    company should be a reflection of your brand.

    You bring up some interesting points, especially regarding
    the potential of selling a business. This was something we considered when
    re-branding, but we also thought: if we build up and it makes millions, wouldn’t
    someone want their name attached to that business?  Heck, if I could afford what Chris Brogan was
    selling, I would buy it in a heartbeat. He has a phenomenal reputation.

    At the end of the day, it’s about being a person. We relate
    to people – not a logo – especially if someone is just starting out.

    • says

      Rachel, so true.  The human aspect is vital to the equation.  We can’t forget that.  I remember your prior branded business.  Strella Social Media clicks.  Good move!

  6. says

    As someone who works on the corporate side of things, your first sentence slightly modified explains why I brand with my name or, whenever available, my initials – “Jobs come and go.” Sure, I’ve worked for Dell for 11 years now, but who knows what tomorrow brings, right?  I don’t have a DBA, but have resisted creating an additional work persona because I believe my work and personal life are blended in my online presence. Should I one day strike out on my own, or join up with someone else, I have flexibility because I’m still me wherever I go. — Laura P Thomas aka LPT

    • says

      Laura, you’ve touched on an important point. You may change your course in the future, either as a planned transition to leverage a new opportunity or as a result of a marketplace shift that disrupts corporate resource needs. Your brand is the platform that you are building and evolving. You could parlay your communications expertise into a new corporate gig, or hang your shingle as a PR/social media agency that could someday become its own corporate entity with global reach and employees sharing in the vision. Your personal brand will always be the kernel.  LPT is the enduring element.

  7. says

    I’m totally with you on a unique, custom URL that you OWN meaning business. Being your name? IDK. Think everyone’s MMV – different goals, different businesses, different comfort levels w/ transparency – hence your wonderfully comprehensive look.

    I opted to focus on a business brand and a personal.. person. Closest I guess to @RedheadWriting:disqus this is me, this is the kind of business sense I bring to the table: plain spoken, or typed, a little humor, and hopefully, a lot of actionable smarts for my small biz clients. My stock line: this is the real me, but not the whole me. I’m a professional, not a brand; human, not a logo. I don’t want others confusing the professional me vs. the personal me, so I don’t make it an issue. FWIW I have considered switching Twitter handles. But at the same time, I like that “3HatsComm” kinda ‘brands’ my feed, that I wear a variety of PR and communications hats.

  8. says

    Alas, I have a truly common name (I know of four people in my city with my same name!) so owning my domain is out of the question. Which is nice, I never have to make the decision. 

    Although I did name my company after myself, I just used my nickname. 

    Great post, I can see both sides.

    • says

      Do you have a middle initial? Also, you can do variations of your name spelling and still achieve a pretty good result.  And consider the option to secure your name (or a variation) with .net, .biz, .me and so forth.  Good luck!

  9. says

    I’m TOTALLY buying IncredibleMonkey.com! 

    I just spent two days with a CEO organization and we spent some time dissecting whether or not the leader of the company should be the one blogging, using the social networks, starring in videos, or creating content. As a business owner, I know how difficult it is to keep with all this stuff…and it’s my job. So I don’t think the top executive is the one who has to do it…as long as the brand isn’t reflective of their personality (think Oprah). 

    So I think your advice is spot-on IF your brand is tied to your personality (like Shelly explained). There is so much “it depends” in this space that it’s hard to make a one size fit all.

    • says

      Ana, glad to read your take on this important issue. Even though my original post is more than a year old, I still debate whether the best choice is your personal name vs a DBA. Hedge your bet: lock down your name and any DBAs of interest. Then at least you have options. And if anyone is wondering, INCREDIBLEMONKEY.COM is still available. 😉

Please Leave a Comment!