Branding 101 as a Freelancer

By Dr. Tyra Seldon

I will be honest that the first time someone talked to me about branding, I was not sold on the concept. It felt counterintuitive and even contrived.

“I just want to write,” I remember saying.

My friend was quick to reply. “Do you just want to write or do you want to monetize your writing?”

Obviously, freelancing isn’t free, so he was right; I wanted to be fairly compensated for my work. As I thought about ways that I could brand myself as a writer, I decided not to hire a brand strategist; instead, I listened to the person who understood me the best—me.

Admittedly, branding is a word that is used quite a bit—maybe even overused in some industries. But, the reality is that each of us has a brand. A brand is a way that we market ourselves to potential clients. It may be reflected in how we name your services, where we market, the insignia that we use, or even the design or logo featured in our marketing campaigns.

People want to know who we are and why they should purchase our products or enlist our services. And it all boils down to two questions according to Harvard Business School Professor, Dr. Amy Cuddy:

Can I trust this person?
Can I respect this person?

Because many freelancers don’t meet their clients in-person, you may be wondering if these questions still apply? Yes!

Think about the choices that you make when selecting a product to purchase. Do you prefer Evian or Dasani? Coke or Pepsi? Brooks or Nike? Besides pricing, there is a strong possibility that trust and quality are metrics that factor into your decision making process.

Now think about one of your potential clients. Before making a decision to hire you, he/she might think: Why should I listen to, or take advice from, you? Can I entrust you with my tangible or intellectual property? Will you exude grace and compassion if needed? Will you enter into an ethical and fair agreement with me?

If clients don’t have the advantage of meeting you face-to-face then what can they rely upon to answer these questions? Your brand.

Your brand should show potential clients who you are and what you represent. Being perceived as trustworthy and intelligent are critical aspects of any freelancer’s brand. Like the old adage, you can’t please all of the people all of the time, but you can create a brand that you are proud of and here are three steps to help get you started:

Be clear about your Messaging:What do you represent or stand for? When people think about you, what do you want them to associate with your services/products? Make sure that your brand’s characteristics are clear and consistently messaged.

Speak Your Own Language: Language is important and it’s never neutral. In what ways are you giving ‘voice’ to your brand? When others read or see your work, what does it say to them? Are you established? What do you do that sets you apart from your competitors? Do you consider your services high end? Do you market to niche audiences or to the general public?

Integrate your brand on your Social Media Platforms: With Twitter, Facebook, and Instagram, your brand is often interpreted or analyzed even if that is not your intent. Not only is it important to have a consistent brand, but it’s also important that your statuses, tweets and even Instagram videos reflect your brand. Whether you are a freelance lawyer, accountant, writer, videographer, or graphic designer, there is something unique about you that needs to be highlighted. Why not create a page, channel, or platform that focuses on some of your work or includes clients’ testimonials?

As freelancers, we may have to carve out unique ways to make our brand ‘pop’ or stand out amongst our peers. Having a clearly defined brand is critical to your success and your future business endeavors.

Source for study: http://www.businessinsider.com/harvard-psychologist-amy-cuddy-how-people-judge-you-2016-1