It’s like a vanity license plate for your website. Normally I glance over short-links without thinking nothing of them, but I came across a tweet by @destroytoday with the url dstry.it and BOOM the brand was burned into my head. Although having a bad ass business name helps too. I also like that a personalized short-link gives the user a bit of confidence it’s safe to click. The hardest part to setting up a custom link system is registering a relevant domain. Two characters is almost impossible and not allowed by some top-level domains. If you’re lucky you can find a clever three or four character domain that bleeds into the TLD so it’s easy to remember and recognize.