When you’re setting yourself up in a new freelance venture, or starting a company with a staff of one (two if you include your dog), the idea of having a “brand” can seem a bit ridiculous. You’ll ask a friend who has Photoshop to design you a logo, and that’s all you need, right?
But brand is about more than just having a logo. Your core philosophy, what you do, how you do it, and why you’re unique, are all part of what makes up your brand.
Be clear about what you do
You’ll have heard about your elevator pitch, but this is even more simple. What is the focus of your business? What is your freelance speciality? Even if you are a literal jack-of-all-trades, you need to be clear about what you do, why that’s different to your competition, and what makes you unique. Then everything you build for your brand should communicate what you are all about.
Be thoughtful about your name
Are you going to use your real name, or pick out a trade name for your business or yourself? While a lot of this will depend on your industry, it also pays to take a few other things into consideration. If you’re using your real name – is it particularly common? When you Google yourself, do you find you share a name with a criminal? How are people going to find you?
And for small businesses, there is also the potential for growth to take into account. If you name your company after yourself, how will that work if you grow and take on staff?
On the other hand, if you’re going to choose a company name – seek feedback on it. Is it cliché or trendy? Does it have different meanings or awkward historical associations? You can pick an interesting and unique name without alienating potential customers.
Make sure your web presence looks good
Even if you’re a tradie and all you want on the internet is your business name and phone number, it’s still worth making sure that what comes up on a web search is what you want customers to see. Go through social media accounts and update privacy settings, judiciously delete awkward photos, and give your business a separate social presence.
And spending money on a well-designed website pays dividends. The more easily your customers can find pricing and rates, contact details, and what you specialise in – the more likely they are to call you over your competition.
Use your ‘About’ page, or your biography, to really reinforce your brand. It should tell a story about you, your work, your philosophy and your results. Be as compelling as possible – and that goes for your online portfolio or CV as well.
Don’t neglect the visuals
While a brand is more than just a logo, your visual identity is an important part of your brand. It communicates who you are without words getting in the way. So don’t skimp on this aspect – hire a designer (or a design student) to give your brand a visual identity. That identity should be consistent across your website, business cards, invoices, signage, and any other place where you need your brand to be memorable and to appear professional.