The 4 Elements of Building Your Brand as a Freelance Copywriter.

Too many freelancers believe that creating a brand starts and ends with the creation of a clever logo and a nifty tagline.

Not so.

The final expression of your brand, in words and images, comes right at the end of the process of brand creation.

Why? Because, as a freelancer, your brand is YOU. You can’t create your business without putting yourself front and center. It’s your skills and expertise people will be buying.

Think about some of the biggest names in copywriting. They are all known by their first and last names, not by some company name.

And their name is their brand.

For you, this means creating your brand by finding the best ways to express your own vision, goals and strengths.

There are at least four elements to consider when deciding on how best to express YOU as a brand.

1. What are your core strengths?

You need to build your brand around your strengths. When people mention or read your name, you want them to immediately associate your name with what you do best.

There is an important issue of clarity here too. You need to be specific about where your core strengths lie. You don’t want people reading your name somewhere and thinking, “Yeah, I heard the name. A good copywriter apparently. But I really don’t know what he or she is known for or good at.”

So take some time to identify what you’re best at.

And keep in mind that the more you focus on your strengths, the more likely it is you’ll succeed.

If there are a few areas in which you really shine, keep that list of strengths in mind and see which one ties in best with the next three elements.

2. What are your own goals?

In some ways you will find yourself a prisoner of your own brand.

You can see this very clearly with actors. For instance, an actor might become known for his roles in action movies. Being an action hero becomes an important part of his brand and image. But what happens if he wants to act in a comedy or a serious drama? He may have the talent for it, but he will likely come up against barriers to getting those kinds of roles – because he is branded as an action hero.

The same can happen with your copywriting career.

So make sure that the brand positioning you choose for yourself fits your own career goals. If you don’t, you may find yourself a prisoner within a brand that isn’t going to take you where you want to be.

3. Stay close to your passions.

Passion is contagious. Clients and prospective clients will love to hear you speaking and writing with genuine enthusiasm about your work. It makes a big difference.

So make sure you pick on a strength that is also a passion.

As an example of what not to do, in my early years as a copywriter I focused on pharmaceutical copywriting. I was very good at it. Also, it’s a big-money industry, so I made a good income too. But I wasn’t passionate about it. I didn’t have a passionate interest in that industry. The result? I burned out fast and had to switch to something new.

4. Make sure your brand fits your personality.

What kind of person are you, truly? Are you outgoing and full of charisma? Or are you more of a quiet, behind-the-scenes kind of person?

Whatever your personality is, build a brand that fits.

For instance, if you are basically shy and have a fear of public speaking, don’t try to build a brand that will give the impression that you are outgoing and happy to speak at large business meetings, conferences and other public events.

Also, make sure that the brand you build fits with your personal moral compass. Don’t try creating a career in an area about which you feel any moral or ethical ambivalence.

Concluding thoughts…

To summarize, here are those four elements again.

Your brand should accurately reflect your STRENGTHS + GOALS + PASSIONS + PERSONALITY.

When you get all those elements in place, you will have the foundation on which to build your brand.

It is only then that you should sit back and ask yourself, “OK, how can I best express and promote this brand in words, images and actions?”

Want help transforming your freelance business? Find out about my coaching service…