You've made a user-defined type "Username". You cannot assign a value of one type to another type (in this case a string to Username) without converting. Incidentally you can assign a string literal to it.
var u Username
u = "test"
Will work.
var u Username
var s string
s = "test"
u = s
Will give you the error:
cannot use s (type string) as type Username in assignment
You can convert from one type to another, so...:
var u Username
var s string
s = "test"
u = Username(s)
...will also work. "u" will be of type Username with the value "test".
For the record these are not meant as idiomatic examples. I am simply trying to clearly illustrate what's going on with the types here.