Ask HN: Use domain name as startup name or keep separate?

I own a .st domain that fit with my planned name, the last 4 characters are "klst".

Would it be better for brand recognition to use the "kl.st" part in my company name and social media or use it without the "." as just "klst"?

I'm thinking it would be easier to remember/connect the name to the website, but I'm also wondering if that's a general "don't do".

It would be like the difference between registering the company as "bit.ly" vs "bitly".