3 Quick Ways to Boost Your Personal Brand as a Freelancer
A study by Upwork from 2017 revealed that the size of the freelance workforce has been growing three times the rate of the total workforce in the United States alone. Today, with unemployment levels skyrocketing in many countries around the world due to the Corona pandemic, more and more skilled workers are resorting to freelance work styles. It is predicted that freelancers will eventually constitute the majority of the U.S population by the year 2027.
What does that mean for you as a freelancer? More and more competition.
That’s right. More freelancers are going to be online and offline ready to grab market share. Signing a freelancer contract is easy, as contract templates are widely available. This will make it more urgent for you to stand out from the crowd. Here are three quick ways to do it.
Have Your Own Website
When we say website, we mean website. Not a social media page, or a portfolio on some third-party website, or a boosted advertisement. You need to have your own dedicated website that is all for you: your background, your work, experience, client reviews, professional pictures of yourself (optional), your social media presence, and an easy way to contact you. Your website is where your brand’s home is and where business can start flowing: producing content on that website and optimizing it for better search results will get you more visitors and hence, potential clients.
Show Your Strengths First
Amid the competition, you should first stand out by promoting your most important skills first. What are you REALLY good at? In other words, what is your ‘sweet spot’? Referring to the CEO of Interbrand, Jez Frampton: “Brands are a business strategy brought to life and are the primary means for differentiation and growth”. So first, see yourself as a brand and establish a website. Second, explain what is your brand promise and your most consistently positive feedback from clients is. Is it being reliable? Creativity? Speed? Affordability? Emphasize it when you promote your brand and refer to customer testimonials as evidence.
Detect and Fill the Gaps
As you build your brand, you may see it as an all-perfect presentation of your expertise. That’s expected because you’re seeing it from your own perspective. Ask for honest reviews on how your brand looks like by inviting your friends, relatives, current and past clients who have the relevant knowledge to take a look at your brand presentation and spot the gaps for you. Make them your trusted ‘coaches’ to whom you refer to for honest feedback – one that would be useful for you to detect the gaps and weaknesses in your branding and correct them on the spot. Such feedback will ensure you’re on the right track.
Finally, establishing yourself as an industry authority will be greatly dependent on how vividly you present your skills and the extent to which you act as a ‘brand’. Yet the bottom line is consistent delivery of a performance that under-promises and over-delivers. These are the cornerstone for a memorable, positive experience with clients that will reinforce your brand’s reputation without you needing to promote it.