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It’s not easy to cut through the clutter and create a strong brand, even with a big company budget behind you. It’s doubly difficult as a sole proprietor or freelancer. What does it mean for freelancers to have a personal brand? What does a good one look like and how is it created and nurtured?
In fact, how do you know if your brand is currently where you want it to be? Apparently, it is very human to overestimate one’s strength and reputation, and consequently can lead to mistakes, omissions, and missed opportunities. Cranfield professor Mikko Arevuo notes that managers “generally overestimate their effectiveness as motivators and leaders”. John Kotter at Harvard Business School long ago pointed out that company leaders regularly overestimate their success. The resulting problems are obvious.
Without a clear understanding of one’s brand aspiration, and how to define, build and protect it, freelancers are likely to struggle. In my Global Freelance Survey co-sponsored by the University of Toronto, we found that while most freelancers were financially successful, a significant percentage continue to struggle.
So what does a freelancer need to do to create a strong personal brand? To answer this question, I turned to two masters of contemporary brand building: Amra and Elma Beganovich
Amra and Elma are co-CEOs of the agency with the same name, Amra + Elma. These young polymaths (Amra is a trained economist and Elma is also a lawyer) and superstar influencers have over 2 million followers on their social media channels and created a full-service marketing agency to support their client companies. big and small. Their company provides guidance and support in media buying, influencer marketing, social media management, PR, content production, SEO and, of course, branding.
I had the privilege of sitting down with Elma Beganovich. Here is an example of our conversation:
1. We have read so much about the importance of brand building. What does brand building mean to you?
Brand building means building a name that is recognizable, that communicates trust and signals authority. It’s about taking a strategic approach and understanding where your target demographic “hangs” in the online real estate space. We encourage customers to withdraw it; map your target audience – where do they ‘live’ online? Is it on Instagram? If so, zoom in closer. What accounts and chat threads does your target audience/communication gather? Is your brand present at those touch points?
Basically, the brand creator needs to really dig deep and think about this particular target audience: Who are they/what are their values, what do they need and what is on their mind in this economy. For example, what are their pain points? How can you help them find and implement solutions? How do you get noticed? How do you stand out in the noise, traffic, and constant noise of the Internet?
2. We know brand building is essential for large companies, but does it make sense for individual freelancers to invest hard-earned dollars into building a personal brand?
Absolutely. Individual freelancers should think of themselves as an investment and develop the mindset – what is the return on investment (ROI) for myself? Therefore, if freelancers are developing a social media presence, this is what companies will look and see, this is how they will remember me, and this is my opportunity to stand out and communicate my added value. By writing this article, or participating in a podcast or webinar, and taking the time to diligently articulate my thoughts on an important topic, I am investing in myself, my career, and my future.
3. It is very clear that branding has been turned upside down by new media. You guys have built a thriving business in a very short period of time so you must be doing very well. What would you say are the new branding rules?
The new rules of branding are understanding how to integrate one’s brand from social media channels like TikTok, Instagram, and Twitter to the personal blog, where one can post one’s portfolio, case studies, credentials, and thought leadership. Don’t think of these online real estate “properties” as separate and unrelated; instead, think of them as connected parts and parts of a whole. And how is the freelancer leaving, so to speak, at each of these touch points?
4. Can you give an example of how an individual was able to build their business through successful branding? What made them successful?
I think the perfect example of a strong individual brand is Kim Kardashian. Often, people don’t think of an individual as a brand, but they are very much a brand / a brand name. In the case of Kim Kardashian, as in many others, it helps to be first, or at least one of the first. We saw many influencers get a head start by taking advantage of technologies like Instagram, TikTok and blogging early on when others were just not paying attention. As Ray Dalio says, one must be “open-minded,” which includes seeing the opportunity in available technologies and jumping ahead of the competition. Be on the lookout for new technologies, new features and data trends that your brand can benefit from. Was it Snapchat? Is it Reels? Are YouTube shorts? Is it TikTok?
5. If a freelancer called you, where would you start helping them? What would be the steps to help them build their brand?
The first step would be Google freelancer. Are you searchable? If so, what do the search results say about you? Don’t be afraid of Google; rather, see it as an opportunity to showcase one’s skills, talent and experience. Companies are looking for new talent all the time, and you don’t have to hide!
6. What do people do wrong? What are the typical mistakes?
The typical mistake of a “newbie” type is quitting too early. We see new companies, including individuals, that don’t give themselves enough time to succeed. It should be kept in mind that – building a brand is a process. It takes time for Google’s algorithm to pick up one’s content and index it; it takes time to build a following on Instagram; It takes time to create thoughtful and engaging content that is useful to your target demographic, etc. Also, making mistakes is part of the job – it means you’re trying! Give yourself a pat on the back because most people aren’t. I believe the statistic is that only 5% of people create content and 95% consume it.
7. What about “reps” who are full-time employees but earn extra money through freelance work?
Of course, the economy needs talent to thrive. If someone is bored at a job and needs some side income, it’s a win-win for everyone—for the freelancer and for the company, which is in dire need of talent. Keep in mind that companies need highly skilled talent just as much as they need freelancers for companies. Most companies thrive because of good people who support the mission, values and goals of its business.
8. What advice would you give to an ambitious freelancer eager to get started in building a personal brand?
Build your blog/website and produce valuable content for your target demographic. Users are hungry for informative, entertaining and engaging content in their fields. It’s a chance for you to shine and showcase your knowledge, experience and ingenuity. Also, don’t stop producing content. Google, like social media, is hungry for fresh, quality content. As an expert in your niche, it won’t surprisingly be that difficult to stand out on Google. That’s how it all started for us – writing advice for travelers on a budget looking for interesting but budget-friendly destinations, activities and transport around the world. At the time, only luxury and five-star resorts ranked at the top of Google for these exciting destinations leaving millions of travelers stranded, somewhat in the dark of the internet.
Long live the revolution!
