| One of the first things you should do as a freelance | | | | 3. If you have a personality that everyone loves, then |
| designer is separate your personal name from your | | | | more power to you but unfortunately not everyone is |
| professional design brand. Unless you're a celebrity, | | | | blessed with charisma and social intelligence. For the |
| athlete, or other type of public figure, using your name | | | | majority, there is no changing who you are no matter |
| as the basis for your brand is probably not the best | | | | how hard you try; it is inevitable that your true colours |
| idea. Although both your name and brand are | | | | will eventually emerge if you work with a client long |
| important to selling your creativity, it is crucial for | | | | enough. You can't change this fact, but luckily your |
| freelance designers to distinguish between the two for | | | | brand can be carved into whatever shape or form |
| the following reasons: | | | | you wish. The brand provides a blank canvas for you |
| 1. Your brand is about your professional services and | | | | to create visual styles that evoke any range of |
| creative portfolio. When a potential client is deciding on | | | | emotions you desire. Position your brand wisely! |
| a freelance designer to work with, the portfolio and | | | | 4. By establishing a brand concept you can then filter |
| range of work are the most important factor so it's | | | | the idea, logo, and visual style through various |
| crucial that you delegate enough time and resources | | | | communication touch points: your website, name cards, |
| to this. Don't just try to smooth-talk and force-build | | | | portfolio, the list goes on. A clever brand concept |
| rapport; instead, sell your creativity through your work! | | | | serves as a visual umbrella for your touch points, |
| The way you present your work also speaks volumes | | | | communicating your brand message to your audience |
| about you as a designer so pay careful attention to | | | | in a consistent manner at every turn. |
| the details. | | | | 5. If you're lucky enough to expand your freelance |
| 2. Your name is about your character and personality. | | | | design business, you'll eventually need to hire |
| This is where your brand facade and voice come | | | | employees. You'll need a company/brand name |
| from, distinguishing you from your competition. Once | | | | because you don't want to be falsely accused of |
| clients are sold on your work, you can develop a | | | | taking credit for your employees' work (it's hard to |
| deeper relationship with them by revealing more about | | | | avoid if the brand is your name!). The creative work is |
| the name and personality behind the brand. Also, keep | | | | shared, so praise and accolades should be shared as |
| in mind that referral work is important for growth, so if | | | | well even if you are the boss! This community mindset |
| your clients already approve of your brand portfolio, | | | | is more easily established when a company is branded. |
| their decision on whether or not to refer you to a | | | | Bonus: your employees will think more highly of you in |
| friend will be based on your personality. | | | | the process, which is never a bad thing. |
