When it comes time to choose a domain name for your website, the question often arises as to whether you should use your own name for your site or blog.  There are valid arguments on both sides – however, I often lean toward selecting a domain name other than your name when trying to build a brand, blog, or site.  One of the biggest benefits when choosing to use your name – is the enhanced credibility and authority that it gives you, but you can be extremely successful and still build your expertise under the guise of a brand as well.

There are many people who have chosen a brandable or keyword-rich domain name and are able to leverage their own persona at the same time:

• Problogger - Darren Rowse
• Entrepreneur’s Journey – Yaro Starak
• Copyblogger - Brian Clark
• ShoeMoney - Jeremy Schoemaker
• Dooce - Heather Armstrong

As you can see, you can build your own reputation through a domain name other than your own name.

The benefits & disadvantages of choosing your own name for your domain

I feel that using your own domain has more disadvantages that it does benefits – and it opens you up to a lot more vulnerabilities:

• Names are difficult to spell
• If you decide to change direction in your life – your name is already out there with an association
• Your name is personally associated with everything on the blog – including the negative
• If you ever want to sell your site – tough luck

If you are already a recognized expert, then it makes sense to use your name because of the built-in popularity that people have already associated with it.  Otherwise, I would try to find a domain name that you can brand and closely associate your name with like just like Darren, Heather & Brian mentioned above.