DomainSpotting: Personal Branding with new TLDs

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Many businesses are founded with little more than an idea for a product or service. The brand—which is to say, the business’ name (and domain name)—comes later. But for many of the countless entrepreneurs in the world, the “product” is themselves, and the name is already a given. For these professionals, personal branding is about keeping their name as the centerpiece of the brand, because it’s their name that customers associate with trust and expertise. Our portfolio of new domain extensions are ideal for personal branding because they align with so many skills, professions, and identities such as .FAMILY, .ATTORNEY, .NINJA, and others you’ll see below. At the same time, common first and last names are often much easier to obtain than in legacy TLDs. On this personal branding edition of DomainSpotting, we have an industrial designer, a vlogger, a world-famous racing champion, and a pair of upbeat life coaches.


Ryan White uses a dot Studio domain for his apparel design services

Convey the image of an entire firm with a .STUDIO domain

One-person businesses often have to project the image of a full-service firm, and that’s exactly what many individuals have in mind when they register a .STUDIO domain. For “Designer, Cyclist and Photographer” Ryan White, his background in athletic wear, menswear, and accessory design makes him a good fit as a hired gun for apparel makers. He’s so invested in that his original domain,, now forwards to his new site.


Amy Schmittauer, the Vlog Boss, uses Amy dot Video as a personally branded redirect

Amy Schmittauer managed to secure a very common, short first name for her domain

Vlogging has become an incredibly popular format for Youtubers because it’s in-the-moment and authentic in ways that traditional scripted or “reality” programs are not. For vloggers trying to engage with their audience, however, the call-to-action is often friendlier to their platform than to their own personal brand. For Vlogger Amy Schmittauer, instead of asking her followers to see her video archive at, all she needs to utter is

Lewis.SOCIAL (Branded Short Link)

Lewis Hamilton uses a dot Social domain as a Branded Short Link to keep his millions of followers up to date

F1 racing champ, Lewis Hamilton, uses to keep his social media feed on brand

A personally branded domain name can be used for many things. Just ask three-time Formula One world champion Lewis Hamilton. As one of the most accomplished drivers in the sport, he has a large social media following (4.37 million on his Twitter account alone), and takes advantage of the spotlight by using as his short link, giving him free exposure for his own brand, rather than the brand of a generic short link provider.


Brian and Carrie dish out life, love, and fitness advice on their daily live streams

Brian and Carrie get two personal brands for the price of one with their .LIVE domain

Personal branding doesn’t just have to be for individuals. For life/fitness/business coaches Brian and Carrie, their relationship is the brand, and they’re a package deal. Brian and Carrie stream live from Facebook every morning dishing out tips and affirmations to get the most out of life. Meanwhile, their blog posts, video archives, and more can be found at their digital home base, at, a domain that keeps their brand up front with a catchy keyword TLD.

Have you seen other examples of new gTLDs in the wild? Send them to us at or post them yourself with the #DomainSpotting. See more examples of new domains at Showcase.NINJA.