A strong brand is integral to the longevity of your company. So, many things rely on it. For example, how strong your customer relationships are, who invests in your business, who works for you, and so forth. And each business type has its path.
Freelancers specifically have a unique road to building a solid personal brand. Much of the work involved has to do with positioning. The Branding Journal says that “Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.” In other words, brand positioning is all about how you want your customers to perceive your brand and why they hold it a step above your competitors.
The freelance world is getting bigger. So, you’ve got to design your brand to help your customers see what you need them to see. No matter the industry you’re in, follow these four tips for how to identify and better position your brand as a freelancer.
Establish Who You Are
First, understand that it’s nearly impossible to position your brand successfully if you have yet to define your personal brand clearly.
Your brand reflects who you truly are. It also shows how you differ from the competition. Your brand tells the complete story about your freelancing. Who are you? And what can people expect from you?
Additionally, your brand helps boost your credibility as a freelancer. You’re able to tell a consistent story about the value you provide your clients and what you represent. That builds trust because they know what to expect from you.
So, take the first step in building your brand by establishing who you are. Identify your strengths and weaknesses. List your unique qualities, accomplishments, and values. And leverage your network by asking for honest feedback about their opinion of you.
After establishing who you are and defining your brand, you can move on to the next step.
Research Your Competitors and Ideal Client
When you get into building your brand, it brings up questions about your competitors and ideal client. As a freelancer, how is your brand different from competitors? And who is your ideal client, and how do you want them to perceive your brand?
Questions like these are the core of brand positioning. And to answer these questions thoroughly, it’s wise to do some serious research on top freelancers in your industry and your ideal clientele.
So, learn about who’s currently in the top spot. Find out what services they offer and how they’re marketing them to their ideal client. In addition, learn all you can about your ideal client. Find out about their pain points, how they think, behave, and live day-to-day.
Once you’ve researched your competitors and ideal client, you’re ready to move on to the value you offer them.
Develop a Value Proposition
Once your brand is built and you know your competitors and target audience, it’s time to develop a value proposition. A considerable part of successfully positioning your brand as a freelancer is being clear about what you do for your clients.
Experts say that “Your value proposition is what makes people buy from you. It tells them, in no uncertain terms, the exact value you will be delivering to them as a customer.” So, when you can clearly define the value you bring to your clients, you can better position how your brand sits in your customer’s minds.
Also, you can further identify yourself from the competition with a solid value proposition. If there are things that your competitors aren’t doing that their customers are constantly complaining about, do those things often and make them a part of your value proposition. It sets the tone for how different you are from your competitors. And you need this for successful brand positioning.
Ultimately, your value proposition should detail the problems you solve for your freelance clients, the unique benefits they get when they choose you as the solution, and exactly how you differ from the competition.
After you’ve created a value proposition, the last step is creating a marketing strategy.
Create a Solid Marketing Strategy
Many freelancers wish they took marketing more seriously at the beginning of their careers. Many also wish they took their brand positioning more seriously to aid their marketing efforts. In other words, how you market your brand has a lot to do with how well you position it.
A solid marketing strategy can help you with brand positioning. And vice versa. You can leverage how different you are from your competitors in your campaigns. And that, in turn, creates a perception of your brand in customers’ minds.
So, know who you are, how you’re different from other freelancers, and the value you provide to clients. Then, you can design transparent marketing campaigns that result in better brand positioning.
Better position your brand as a freelancer with a simple yet effective marketing plan. Make sure your customers know you’re a level above your competitors all the time. You want to connect with your ideal client through the most productive channels. Then, you can begin to position your brand in their mind as the go-to freelancer in your industry.
Standing out as a freelancer is getting more and more difficult. But successful brand positioning can do the trick. To better position your brand in your industry, first, establish who you are. Next, do extensive research on your competitors and ideal client. Then, develop a clear value proposition. And finally, create a solid marketing strategy to grow your brand position.