As a freelancer, you already know the freelance marketplace is getting increasingly crowded. For this reason, you should find a way to stand out. A proven way of doing this is creating a personal brand.
Personal branding is about creating a unique professional identity that sets you apart in the marketplace. Think of it as your reputation, calling card, and promise to clients all rolled into one.
Here's the deal: As a freelancer, you are not just selling your skills because you are also selling yourself. Your brand is how you package and present your expertise, personality, and values to potential clients.
What Does a Personal Brand Include?
It covers everything from your online presence (think website, social media, portfolio) to how you communicate with clients and the quality of work you deliver. A strong personal brand helps you:
So, what steps should freelancers take when building a personal brand?
Identify Your Unique Value Proposition
A Unique Value Proposition (UVP) sets you apart from other freelancers in your field.
In short, “What do you offer that is unique and that would make a client choose you over another freelancer?”. The answer to that question is your UVP.
Identifying your UVP is about clearly communicating the specific benefits you offer and how those benefits solve a problem for your ideal client. For example, a web developer might “build lightning-fast, user-friendly websites that dominate search engines and boost online visibility.”
Here are proven steps you can take when building your UVP:
A brand voice is the unique personality your brand projects. It's how it communicates, the tone it uses, and the overall impression it leaves. It should be consistent across all platforms and is crucial in helping you build a strong brand identity.
Your brand and personality can be very varied, with some of the most common ones being formal, humorous, and casual. Your brand can also project youthfulness, trustworthiness, or other positive qualities that make people want to work with you.
Consistency in all your communications will be crucial as you create and cement your brand identity, voice, and personality. This is especially true for all communications you put out. To ensure consistency, start by clearly outlining your brand tone, style, and personality as discussed above.
Then, create a style guide. While you will have a style guide for other brand elements like your colors, logos, and typography, you should also create one for your messaging.
You should also consider creating templates that standardize how you communicate via email, on social media, and everywhere else.
Lastly, encourage your clients and team to provide input that will help you identify and address inconsistency across your communications.
Create A Strong Online Presence
Your online presence is one of your most important assets as a freelancer. There are two main reasons for this. One, it helps clients find you, and two, it helps clients judge you to see if you are the right fit and best person for the job.
When starting, it is better to have a deep rather than a wide online presence. This means it is better to concentrate on a few platforms that paint you in the best light rather than having a fragmented online presence which can happen if you have profiles all over the place.
The two best places to start are your website and social media profiles. A personal website should say who you are and showcase what you can do through a carefully curated portfolio.
It should also be easy to navigate and clearly show our contact information. Trust me, no client wants to rummage through your website for minutes trying to find a way to contact you.
Creating a social media presence is never a one-and-done thing for a freelancer. All industries evolve, and you should use them to show that you are keeping up with the latest happenings in your industry. This will assure clients that you are proactive and a life-long learner, two qualities people tend to value.
An important thing to mention is SEO (Search Engine Optimization). A client should be able to find your website or social media profiles when they search your name. Granted, other people might have a similar name, but your tagline or meta description should tell them if they are looking at a link for the right person.
Network Strategically
Visibility is crucial for any freelancer because it helps you connect with clients to create a healthy roster to reach out to when you need work. Online and offline networking are essential for gaining this visibility and career growth.
Online platforms like forums and social media groups can help you expand your reach, connect with diverse professionals, and build visibility. Offline networking enables you to create deeper relationships, strengthens trust, and opens doors to opportunities you might not know exist.
Both options complement each other, creating a powerful network for personal and professional success.
As you network, remember to keep a healthy balance between professionalism and authenticity. Professionalism is about adhering to standards of conduct and etiquette. It is about how you carry yourself. Converse and associate with others. For this reason, it is crucial for building trust and credibility.
Authenticity is about being genuine to yourself. You should not pretend to be anyone else because people can feel as if you are being inauthentic. Importantly, it ruins your UVP because you can never be unique if you are trying to be someone else. Lastly, authenticity fosters connection and relatability.
A blend and balance between professionalism and authenticity can help you build strong relationships, help you achieve your goals, and make things much easier for you as a freelancer.
Gather And Display Social Proof
Social proof is the idea that people look to others to guide their behavior, especially in uncertain situations. We're hardwired to follow the crowd, assuming that if others are doing something, it must be the right thing to do.
Social proof is important for freelancers in several ways. First, it is a critical component for building trust. When potential clients see that others have worked with you and had positive experiences, it reduces perceived risk. It's like a shortcut to trust.
Second, it helps overcome skepticism. Let's face it, hiring a freelancer can feel risky. Social proof helps overcome the “But can they deliver?” doubt. It is also a validation of quality. In a world where anyone can claim to be an expert, social proof serves as external validation of your skills and reliability. Related to this is that social proof can provide a credibility boost. Testimonials, case studies, and client logos all serve as evidence of your credibility in your field.
Social proof also helps reduce clients’ cognitive load. Decision-making, especially when deciding who to hire among thousands of freelancers, is mentally taxing. Social proof simplifies the process by providing a mental shortcut.
For freelancers, leveraging social proof can mean the difference between struggling to find clients and having them come to you. It's not just about showing off, it's about providing reassurance and evidence of your value.
Remember, though, that authenticity is key. Fake testimonials or inflated claims can backfire spectacularly if discovered. This can severely hurt your brand and make it much harder to find clients or work.
Consistently Deliver High-Quality Work
High work quality is essential for a strong brand reputation and often leads to positive customer experiences. When a freelancer consistently delivers high standards, customers are more likely to view their brand favorably and recommend it to others, enhancing their reputation. This can lead to repeat work or new long-term relationships crucial for their success.
High work quality can also differentiate a freelancer from its competitors. A strong reputation for quality can attract more customers and business opportunities, providing a competitive edge crucial in the freelancer market.
Conclusion
Creating a brand as a freelancer will take time and effort. However, knowing where to start and what to do as you grow your brand and business is incredibly crucial to building one that leads to success.
Personal branding is about creating a unique professional identity that sets you apart in the marketplace. Think of it as your reputation, calling card, and promise to clients all rolled into one.
Here's the deal: As a freelancer, you are not just selling your skills because you are also selling yourself. Your brand is how you package and present your expertise, personality, and values to potential clients.
What Does a Personal Brand Include?
It covers everything from your online presence (think website, social media, portfolio) to how you communicate with clients and the quality of work you deliver. A strong personal brand helps you:
- Stand out from the competition
- Attract your ideal clients
- Command higher rates
- Build trust and credibility
So, what steps should freelancers take when building a personal brand?
Identify Your Unique Value Proposition
A Unique Value Proposition (UVP) sets you apart from other freelancers in your field.
In short, “What do you offer that is unique and that would make a client choose you over another freelancer?”. The answer to that question is your UVP.
Identifying your UVP is about clearly communicating the specific benefits you offer and how those benefits solve a problem for your ideal client. For example, a web developer might “build lightning-fast, user-friendly websites that dominate search engines and boost online visibility.”
Here are proven steps you can take when building your UVP:
- Assess your skills and expertise - List your professional skills, experiences, and knowledge. Avoid only focusing on the obvious ones; think about your soft skills and unique combinations of abilities, too.
- Reflect on your passions - What work gets you excited? What problems do you love solving?
- Analyze your past successes - Look at projects where you have excelled in the past. What specific value did you bring? Were there common themes between all or most of them?
- Understand your target market - Research your ideal clients. What are their pain points? What do they value most?
- Identify gaps in the market - Is there a need that is not being met? Could your unique mix of skills fill that gap?
- Get feedback - Ask past clients or colleagues what they think your strengths are. Sometimes, others see value in us that we overlook, and these overlooked values can be a crucial ingredient when creating a UVP.
- Consider your personality - Your working style, communication approach, and personal quirks can be part of your UVP.
- Craft your statement - It should be a clear, concise statement that answers: “Why should a client choose me over other freelancers?”
A brand voice is the unique personality your brand projects. It's how it communicates, the tone it uses, and the overall impression it leaves. It should be consistent across all platforms and is crucial in helping you build a strong brand identity.
Your brand and personality can be very varied, with some of the most common ones being formal, humorous, and casual. Your brand can also project youthfulness, trustworthiness, or other positive qualities that make people want to work with you.
Consistency in all your communications will be crucial as you create and cement your brand identity, voice, and personality. This is especially true for all communications you put out. To ensure consistency, start by clearly outlining your brand tone, style, and personality as discussed above.
Then, create a style guide. While you will have a style guide for other brand elements like your colors, logos, and typography, you should also create one for your messaging.
You should also consider creating templates that standardize how you communicate via email, on social media, and everywhere else.
Lastly, encourage your clients and team to provide input that will help you identify and address inconsistency across your communications.
Create A Strong Online Presence
Your online presence is one of your most important assets as a freelancer. There are two main reasons for this. One, it helps clients find you, and two, it helps clients judge you to see if you are the right fit and best person for the job.
When starting, it is better to have a deep rather than a wide online presence. This means it is better to concentrate on a few platforms that paint you in the best light rather than having a fragmented online presence which can happen if you have profiles all over the place.
The two best places to start are your website and social media profiles. A personal website should say who you are and showcase what you can do through a carefully curated portfolio.
It should also be easy to navigate and clearly show our contact information. Trust me, no client wants to rummage through your website for minutes trying to find a way to contact you.
Creating a social media presence is never a one-and-done thing for a freelancer. All industries evolve, and you should use them to show that you are keeping up with the latest happenings in your industry. This will assure clients that you are proactive and a life-long learner, two qualities people tend to value.
An important thing to mention is SEO (Search Engine Optimization). A client should be able to find your website or social media profiles when they search your name. Granted, other people might have a similar name, but your tagline or meta description should tell them if they are looking at a link for the right person.
Network Strategically
Visibility is crucial for any freelancer because it helps you connect with clients to create a healthy roster to reach out to when you need work. Online and offline networking are essential for gaining this visibility and career growth.
Online platforms like forums and social media groups can help you expand your reach, connect with diverse professionals, and build visibility. Offline networking enables you to create deeper relationships, strengthens trust, and opens doors to opportunities you might not know exist.
Both options complement each other, creating a powerful network for personal and professional success.
As you network, remember to keep a healthy balance between professionalism and authenticity. Professionalism is about adhering to standards of conduct and etiquette. It is about how you carry yourself. Converse and associate with others. For this reason, it is crucial for building trust and credibility.
Authenticity is about being genuine to yourself. You should not pretend to be anyone else because people can feel as if you are being inauthentic. Importantly, it ruins your UVP because you can never be unique if you are trying to be someone else. Lastly, authenticity fosters connection and relatability.
A blend and balance between professionalism and authenticity can help you build strong relationships, help you achieve your goals, and make things much easier for you as a freelancer.
Gather And Display Social Proof
Social proof is the idea that people look to others to guide their behavior, especially in uncertain situations. We're hardwired to follow the crowd, assuming that if others are doing something, it must be the right thing to do.
Social proof is important for freelancers in several ways. First, it is a critical component for building trust. When potential clients see that others have worked with you and had positive experiences, it reduces perceived risk. It's like a shortcut to trust.
Second, it helps overcome skepticism. Let's face it, hiring a freelancer can feel risky. Social proof helps overcome the “But can they deliver?” doubt. It is also a validation of quality. In a world where anyone can claim to be an expert, social proof serves as external validation of your skills and reliability. Related to this is that social proof can provide a credibility boost. Testimonials, case studies, and client logos all serve as evidence of your credibility in your field.
Social proof also helps reduce clients’ cognitive load. Decision-making, especially when deciding who to hire among thousands of freelancers, is mentally taxing. Social proof simplifies the process by providing a mental shortcut.
For freelancers, leveraging social proof can mean the difference between struggling to find clients and having them come to you. It's not just about showing off, it's about providing reassurance and evidence of your value.
Remember, though, that authenticity is key. Fake testimonials or inflated claims can backfire spectacularly if discovered. This can severely hurt your brand and make it much harder to find clients or work.
Consistently Deliver High-Quality Work
High work quality is essential for a strong brand reputation and often leads to positive customer experiences. When a freelancer consistently delivers high standards, customers are more likely to view their brand favorably and recommend it to others, enhancing their reputation. This can lead to repeat work or new long-term relationships crucial for their success.
High work quality can also differentiate a freelancer from its competitors. A strong reputation for quality can attract more customers and business opportunities, providing a competitive edge crucial in the freelancer market.
Conclusion
Creating a brand as a freelancer will take time and effort. However, knowing where to start and what to do as you grow your brand and business is incredibly crucial to building one that leads to success.
