Protect your personal brand with your own domain name

Building your personal brand is essential to earning more whether you’re an employee or self-employed. If you haven’t heard that already then you will when you explore career and professional development, and I will be writing more articles about it too. (Check out “Crush It! Why now is the time to cash in on your passion“)

But this tip could not wait for any precursor articles about personal brand as time is of the essence. Plus it is super quick and cheap to implement so you can and should take action now.


You know the internet is massive in its reach and influence so protect your personal brand on the internet. One way to do that is with your own domain name like www.matthern.com

You’re probably already familiar with this concept as celebrities and experts in the media tend to all have their own domain.

Luckily I didn’t wait…

Don’t wait until you’re famous or even just recognised as being prominent before getting your own domain name. It’ll probably be too late.

Fortunately I took action within a week of being given this advice in May 2003. I later discovered there is a prominent Canadian author who shares my name. Now he includes another word before his name in his domain name.

I wonder how many of his fans land on my site by typing matthern.com into their browser out of habit? Don’t let that happen to you some time in the future. If I had waited until I started my own business then I would have missed out on my own .com domain name.

Your own domain name is useful right now too

Having your own domain name right now can give you your own dedicated e-mail address that you will have for your lifetime. Say goodbye to being shackled to your internet service provider because so many contacts have that e-mail address.

Plus next time you apply for a job you put that personalised e-mail address on your CV. Looks much more professional. And given it is not that common (yet) I bet it stands out to recruiters and makes them curious.

Later that domain will be the home of your blog. But that’s for another article.

Register your children’s names too

Immediately after they were born I registered domains for my two children, Sophie and Isaac. Plus I’ve registered domains for my wife and sister.

One day they will all thank me for protecting their personal brand. (And if they don’t thank me I’ll sell the domain name to the celebrity or other enlightened person of the same name. 🙂 )

Quickly and cheaply getting your own domain name

You probably realise that .com domains are the most popular and recognisable. So if available buy yourname.com. The great news is that you don’t need to be a registered company to do so.

I use GoDaddy, one of the largest domain registrars. The domains are low cost, easy to register and come with a free personalised e-mail address at your own address. (Awesome!)

Buying .au Australian domain names

Australians may also like to buy the .com.au address, but there are restrictions in that you need to be a registered business with your own ABN. If you have an ABN then get your .com.au domain as well. (Unfortunately my uncle beat me to hern.com.au as he already had his own business.)

Don’t pay hundreds of dollars per year to register a .com.au domain. You can get them for about $30 to $40 for the minimum two year registration. (I’ve used Intaserve and Smartyhost. They are no frills but that’s ok for now since you just want to own the virtual real estate of your domain name.)

Got it? Now go register your name as a domain name and protect your personal brand.

Author: Matt Hern

Certified Financial Planner professional, Matt Hern has three times been awarded as one of Australia's Top 50 Financial Planners by The Australian Financial Review Smart Investor. He is passionate about guiding you on the right financial choices to achieve what you really want. Matt Hern is an Authorised Representative of Charter Financial Planning Limited AFSL 234665. All information is general advice only.