FREELANCING / NOV. 02, 2014
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How to Keep Consistent Branding When Self-Employed

When venturing into the arena of self-employment, it would be prudent to remain consistent in your branding at all times. In today’s world of remote working, e-commerce and global freelance services, it’s important for every freelance writer, blogger or entrepreneur to brand themselves with one thing in mind: consistency. 

A self-employed professional is a brand, a logo and a business all unto themselves. Indeed, successful branding isn’t created quickly, but rather it takes an extended period of time to have a brand that is well-known and has an excellent reputation. A problem that some self-employed individuals have is that they are willing to sacrifice their values in the name of immediate recognition, which can actually hurt in their brand in the long-run. 

Consistent branding doesn’t necessarily equate to incorporating the same words, offering the same services and being the same type of professional or business without evolving. Instead, having a brand that is consistent means to invoke the same message and to maintain a set of ideas that you established your brand on. 

Your brand message will be the key to a successful venture. Therefore, a well thought out strategy that is executed correctly can help move your company or your professional career to new levels, and thus enhancing your bottom line. 

Here are five ways to keep consistent branding when you’re self-employed: 

1. Trustworthy 

Rome wasn’t built in a day, and neither will your business. Although it may be cliched to think this way, it’s crucial to treat every single client as if they’re your only one (think Jerry Maguire). It can take time to construct a rolodex of hundreds of clients so building a trustworthy brand will also take a while. 

How can your business be trustworthy? 

  • Offer a good service and competitive prices. 
  • Answer every inquiry that a client may have, whether it’s through email, phone or social media. 
  • Engage with your social media audience. 
  • Reward your customers with discounts, promotions and special seasonal offers. 

2. Know your audience 

When sharing content, sending out company updates or tweeting a joke, it’s important that the message can be understood by the audience. This means that if you’re an Internet marketing service, then the content should be related to this field. If you’re opining on science-related topics then your social network should consist of this type of information. By issuing messages completely unrelated to your niche and demographic, you’ll potentially alienate your audience. 

3. Evolution 

Imagine if some of our favorite brands today ignored social media and smartphone applications. Let’s just say that they’d be at a competitive disadvantage. If your audience is using a certain program, social network or mobile device then adapt to this and evolve with your audience. We dislike change, but in the business world, change is something that has to be embraced no matter what. 

4. Assistance 

If you or your company lacks the skills to perform a certain task at hand then you could inquire with your audience to seek out their help. By simply tweeting for assistance, posting an update on Facebook or taking a picture of the problem on Instagram, then your audience will often provide (free) advice. Also, it shows that you’re human like everyone else and you don’t have too much pride in seeking help from your customers. 

5. Content 

Companies enjoy producing content that they believe would intrigue their clients. Your brand should mimic this behavior and produce content that will engage your audience. This can be a weekly blog post, white paper or podcast reporting or opining on an industry topic. In addition, by incorporating this into your business model it suggests you’re astute and conversant in your business. 

Whether you’re a novice or 20-year veteran, every self-employed professional must be consistent in what they say, how they carry out projects and when they communicate with their clients. Branding can make the mundane seem fun and allows the individual to be creative.

 

Image: iStock

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