Whether you want to be your own boss or a better work-life balance, taking on freelance work is an attractive option. From writing and graphic design to more specialised skills, for example, in blockchain technology and safety audits for warehouses and other hazardous workspaces, you can earn independently or on a project basis for companies looking to outsource work.
With freelancers comprising 10 per cent of Australia’s labour force, there’s no shortage of outsourced jobs. It’s essential, then, to stand out from the competition. Developing your personal brand – logo, bio, voice, persona and the visual elements that follow – differentiates between gaining clients and struggling for projects.
Effective branding helps you acquire a steady flow of gigs so you can build up a reputation and ask for higher rates. Whether you’ve just started or you’re an experienced freelancer, here are tips for creating an outstanding personal brand.
The Brainstorming Process
First, identify your overall goal. What services do you seek to provide, and what do you want your customers to feel? Seek inspiration from large companies by looking at their products, services, image and approaches. List your positive qualities and focus on creating a brand that emphasises these. Make sure that your brand reflects your values.
You should have a clear image of your customer’s average age, lifestyle and preferences. This is so that you can adapt the brand to match their needs and catch their attention. Determine your competitive advantage, or what sets your work apart from other freelancers. Consult with friends, experts and fellow freelancers to come up with a company name, logo design and other elements that formulate your brand.
Create Your Visual Elements
Every visual element, from the logo to the colours, aims to catch the attention of potential clients. At the same time, they must help customers remember your services.
Creating your personal branding’s look takes time. Consider consulting with an expert designer to create the elements you need. Make sure the elements – logo, colour palette and typeface – are consistent when they’re present in your website design, business cards and other promotional material or reports you’ll present to clients.
Create an Effective Social Media Presence
Choose social media platforms that best work with your business. For example, Instagram and Tumblr are your best bets when working in design or another creative profession. When promoting through Facebook, make sure to join niche groups relevant to your industry.
Focus on creating and sharing relevant content to these social media platforms. Provide industry-related commentary and share advice and insights. Doing so shows that you’re an expert and you can solve your audience’s problems.
Learn Your Brand’s Perception
Your branding will not take off if it doesn’t match the perceptions of others. Learn how others see your business by asking clients for feedback. Be amenable to complaints and criticisms and adjust your brand when necessary.
Today’s freelancing industry is full of skilled people who want to keep ahead of the competition. In a crowded field, you can still stand out. Spending time to develop your brand at the beginning will help build a client base and establish a steady stream of loyal customers.
