Let’s briefly discuss what a brand can do for you as a freelancer. Consider two example:
• Example one
You and another freelancer are both competing for a job. You have similar styles of work and competence. Your price is double that of the other freelancer. Part of the reason your price is high is that you have cultivated a brand of service.
Materials such as your website define the level of service you provide. They are laden with testimonials from other clients and language that focuses on the customer. You have a polished set of business cards and stationery and when you meet your client you present them with a folder explaining what you do. Your competitor on other hand has a standard website and persona. There are many clients who will give you the job and pay the higher price. Why? Why do some people buy a Rolex and not a Casio? Does a Rolex really keep better time? It may do or it may not – it is our perception that is the deciding factor.
• Example two
Consider two freelancers who specialise in Search Engine Optimization – the art of getting a website found by searchers. Both have similar skill levels and services, however one publishes a well-read blog on the latest
SEO techniques, has a popular book on the topic and regularly makes appearances on other blogs, forums and websites. This second freelance has taken time to create recognition of their name and a perception of being an expert in the field. Who do you suppose would get more work? Who could charge more?
Branding when used effectively can lead to more work, higher perceived value and premium prices. This is why the branding of your business should be one of your top priorities.
• Example one
You and another freelancer are both competing for a job. You have similar styles of work and competence. Your price is double that of the other freelancer. Part of the reason your price is high is that you have cultivated a brand of service.
Materials such as your website define the level of service you provide. They are laden with testimonials from other clients and language that focuses on the customer. You have a polished set of business cards and stationery and when you meet your client you present them with a folder explaining what you do. Your competitor on other hand has a standard website and persona. There are many clients who will give you the job and pay the higher price. Why? Why do some people buy a Rolex and not a Casio? Does a Rolex really keep better time? It may do or it may not – it is our perception that is the deciding factor.
• Example two
Consider two freelancers who specialise in Search Engine Optimization – the art of getting a website found by searchers. Both have similar skill levels and services, however one publishes a well-read blog on the latest
SEO techniques, has a popular book on the topic and regularly makes appearances on other blogs, forums and websites. This second freelance has taken time to create recognition of their name and a perception of being an expert in the field. Who do you suppose would get more work? Who could charge more?
Branding when used effectively can lead to more work, higher perceived value and premium prices. This is why the branding of your business should be one of your top priorities.
