“Your personal brand is what people say about you when you are not in the room” - by Chris Ducker
If you are wrestling around with the idea that you don’t need to think about your brand, I want to stop you right there. You will learn how important branding is to your freelance business in this episode.
What my branding looked like?
For a very long time, I didn’t put much thought into branding. In fact I thought the brand was the logo. And since I didn’t have the money to allocate to getting a logo designed, I would just design my own.
This was very much the way I did branding for my business from 1999 to 2015.
2014 I started to pay a bit more attention to the details of some of the people and businesses that I followed, admired, and respected. I noticed that everything they did from their website design, logo, social assets, and even physical goods like notebooks, mugs, hats, and wrist bands.
Why is the Nike Swoosh so effective? And if you don’t think it is, my one year old son points to it anytime my wife and I wear Nike apparel and says “swooo”.
Why is the red for Manchester United or the navy blue from the Yankees so widely recognized?
These things are all apart of branding. When you see them outside of their normal context, it puts it right into context.
What branding IS
In 2015, I decided to hire Megan Gray for the branding of my company. I gave up the reigns and gave her complete creative control over all things rezzz.
She put me through a process to unpack who I was, what my company was, who I would help, and all things that made me and my company.
What came out in the end is a brand. The website, which 3 years later, get compliments on very often. A logo that’s able to use on all sorts of assets both digital and physical. A typeface that is recognizable. And an overall look and feel with imagery that when in the wild, people know it’s rezzz.
I didn’t know it then what sort of an impact it’s had on my business, but looking back over the past 3 years, it’s done a 5 things for my freelancing.
- Took a lot of the decisions away from me when it comes to imagery, text, font, etc.
- Elevated my professionalism
- Sets a tone that branding is important for my business
- There’s a thought process to what I do and that translates down to clients
- Stand out in a crowded market
If you want to be charging clients for your premium services, you have to be premium. Which means you can’t just throw spaghetti at the walls and see what sticks.
Send the message that you know what you are doing, especially if you are designer or branding expert, make sure that your company exudes that too.
Branding is very important in freelancing. Standing out in a crowd of other freelancers is hard, but when you have a brand and a way to be front-of-mind with leads, clients, and past clients that puts your brand out there.
A past client or lead won’t say “Let’s go to Upwork”, they’ll be saying “Wait a second, I know someone, let me dig up their name.” Because your branding stuck out in their mind.
Marketing for Freelancers
More episodes in this topic:
Social Media Marketing, is it worth it to do?
What social media platforms to spend time on?
How to get clients when I have no portfolio?
How to get the messaging right to attract customers?
Have advice for soliciting podcasters to be a guest?
Should I focus on SEO or Paid Ads to gain new clients?
Do you get any leads from your content? And what traffic acquisition methods have worked best?
When creating a new freelance service what’s the best way to send cold emails?
What is my second most successful lead generation tactic?
Why is an email list important for a freelancer?
What is the best way to attract larger clients?
How do you market your business to local clients other than attending networking meetings?
How do I pitch some big companies in my niche?
Imagine I was going to bring you $100k in revenue
How does a freelance web designer build a client profile when preparing their marketing plans?
How do you price your services on your site?
How important is branding?
What are some useful tools that you use?
What makes a great case study?
How do you turn the things I do into benefits?
How do you decide what to start blogging with if you’ve never blogged before?
How often should I write a blog post?
Should I put pricing on my website?
How to overcome objections people have about you?
What is the best lead generation strategy?
What is your cold outreach strategy?
How would you get into the corporate business as an independent professional?
What is the difference between warm and cold outreach?
How to answer objections and get clients to say “yes”?
How to grow with word-of-mouth marketing?
How to ask?
All my work has been word of mouth, how do I find work on my own?
How do you handle a good fit for you that doesn’t really fit for your marketing message?
What do you say when a lead comes to you from a bad experience with another freelancer?
What to say when a potential client says you are too expensive?
How do I find the time to create content for my business and what do I write about?
Is this going to get me clients fast?
What is the #1 business trend for 2019?
How to sell on Twitter?
How do you make it simple for a lead to sign?
Why did I move my business from Drip to ConvertKit
How do you sell strategy?
11 Lessons on How to Find Clients
Finding Clients Lesson #1: Targeted Referrals
Finding Clients Lesson #2: Zero Line Item
Finding Clients Lesson #3: The Client Sandwich
Finding Clients Lesson #4: The Sneak Peek
Finding Clients Lesson #5: Buy a cup of coffee
Finding Clients Lesson #6: Get Yourself On A Podcast
Finding Clients Lesson #7: Your Up Level Skills
Finding Clients Lesson #8: Brag about your clients
Finding Clients Lesson #9: Are you priced right?
Finding Clients Lesson #10: Who do you hang with?
Finding Clients Lesson #11: Group Coaching for Leads
Is Instagram a better vehicle for visibility? Sales?
Best of Season 3 - Get out of the comfort zone
Best of Season 3 - Building Relationships
S06 E12 - Undercharging, Targeting the Wrong Audience, and What You Should Do About It with Alex McClafferty
S03 Bonus - Tom McFarlin on Blogging, Balancing Work and Family, and Building a Business that Lasts
S09 E11 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja
S01 E11 - Kai Davis helping freelancers get more clients with outreach