Your personal brand : Why you should care and how you can build it?
In this third article of the “Freelance : Let’s make money” series, we will be talking about another staple and unmissable concept in freelance : “Branding”.
Branding, what is it?
“ Branding is endowing products and services with the power of a brand.” (Kotler & Keller, 2015 ) Click to tweet
Branding is a marketing concept. It is the strategy adopted by companies to shape their brand in customers’ minds. It is the process of defining what the brand stands for, its core values, and tone of voice involving the logo, website, design… But most importantly by giving the customer a unique experience related to that specific product.
“ In a society that is information-rich and time-poor, people value feeling more than information. “ -Marty Neumeier. Click to tweet
A brand for a company is like a reputation for a person. So you can tell the importance of branding in a world where businesses are growing out like mushrooms.
Good branding makes any business memorable and thus recommended. It is your best weapon to target and reach the right audience. It is what helps you build the necessary trust with your clients to ensure the sustainability of your project.
Now that we’ve taken a glance at what branding is in general, we want to know what it specifically means for a freelancer.
“Simply, your brand is what people are saying about you when you’re not in the room.” -Jeff Bezos. Click to tweet
Now think of it as a solopreneur, you are the face of your freelance business. When someone (a potential client) mentions your name or your business, what do you want them to think?
Some people can answer this in a matter of seconds, while it may take others a lifetime to figure out.
To be able to share your story properly, you will have to build your brand properly. Click to tweet
For that, you have to come across some crucial steps.
First, you need to find your community, or freelancing can rapidly turn isolating when you are not part of a community of people doing the same thing as you do. Whereas, when you are within a competitive atmosphere with some people you can relate to, it will inspire you and lead you to improve your work.
The second important thing, you have to build your network by attending events, being active within your community, and show your presence on social/professional media so that you become knowable, likable, and trustable.
Then, Define your brand’s voice. Because many of your prospects will be seeing you online long before they ever get a chance to meet you in person. The words and tone you choose will have a huge impact on whether you get hired or not.
But still, the language you use will not be the first thing to be seen, your brand’s visuals will ! So you need to choose them wisely. They have to fit together and build a cohesive image of your brand.
“ Brand is the story. Design is the storytelling. “ -Susan Sellers. Click to tweet
To complete your brand image, build a website where you will have everything in one place. It is accessible and simple for the client to find everything they need to know about you in one place.
Tip :
- Start with your full bio. Tell your personal story in a compelling and captivating way, it could be a big advantage.
We’ve come only halfway through the process. What we are going to say next may sound quite basic but this is what will give you the competitive advantage.
Know what makes you different and be real. Don’t be afraid to embrace your differences, use it as your strength. Instead of inventing new versions of yourself to meet someone else’s expectations, let your principles and business values guide your decisions. Once you have your personal branding defined, put it at the heart of your decision-making. There is nothing wrong with being flexible and creative with how you forge your path, as long as you stick to your moral guiding compass.
This will allow you to amplify your message and connect with clients on a higher level of trust. It is that invisible and intangible driver that will make people choose your product over someone else’s in the same range of services.
Some final tips :
- Know what your business is in the first place.
- Know your customer really really well so that you can shape your services to perfectly fit their demand.
- Have patience and don’t lose hope.
- Take the time to practice yourself.
- Don’t be afraid to ask for advice from more experienced freelancers than you.
- Get as much feedback as you can, it will help you progress.
Some helpful links :
How to Build a Powerful Personal Brand for Your Freelance Business
Why is personal branding important: Top tips for your freelance business
