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25
Oct

How Should a Freelancer Brand Themselves vs. Their Business?


Chris Vanasdalan (@WriteNowIndy) asked a question we didn’t cover in the book enough, so it’s worth answering now: “How should a freelancer balance branding themselves vs their business?”

First, you need to think of yourself as your brand. The “problem” with freelancing is that you are the factory. You produce the content. You do all the heavy lifting. You get the work done. So, you might as well be the brand.

You’re a mullet — business in the front, party in the back.

Business in the front, party in the back

As relationship marketing grows, freelancers are in the enviable position of forming relationships between their brands and their clients. They get to be who they really are, sell the client on who they really are, and get paid to do it. They get to show they’re all business, but they get to do it as the fun-loving, personable human being they truly are. (Accountants at big accounting firms don’t get to do that.)

On his Twitter account, Chris says he is a “(w)riter, journalist, USA Hockey official, adult literacy tutor and shark advocate.” (Seriously? Shark advocate?) So, if Chris is a freelance writer, then he is basically known to his clients as “Chris the Freelance Writer.” When someone needs some copy written, they call Chris the Freelance Writer. He doesn’t have to deal with two separate identities, two separate accounts, two separate ways of thinking. There’s not Work Chris and Personal Chris, there’s just Chris.

The downside of this is that when Chris is in the social media public, he’s @WriteNowIndy. He’s always on. If he’s connected to his clients, and he tweets that he’s out with his friends, his clients may wonder why he’s not working. (Don’t laugh, that kind of thinking goes on. People think freelancers work all the time. They do, but that’s another matter.)

The upside is that anything Chris does scores him some cool points. If Chris runs in the Susan Komen Race for the Cure and tweets about it, his clients get a good feeling that they hired someone who does good in the world. If Chris tweets that this week’s episode of Extreme Makeover made him a little misty, his clients get to see his personal side and realize that he’s a real person, and not just a word factory.

So, the best way to balance everything is to not focus too much on work, and to not focus too much on your personal life. That doesn’t mean “be someone you’re not” or “hide your true self.” It just means you have to make sure you’re not putting out too much of one thing, or things that are inappropriate to your brand’s values.

There are a few people who are good at living their brand and their personal lives online.

  • Chris Brogan has turned his name into a brand.
  • Pete Wilson (@pwilson) is the author of Plan B, and the pastor of Crosspoint Church in Nashville, TN. He lives out loud on his Twitter account and on his blog, as well as in front of the 2,500 members of his church.
  • Scott Stratten goes by @unmarketing, and carefully protects the identity of his son by calling him UnJunior, but uses the name so he can discuss his personal life.
  • Lorraine Ball’s company, Roundpeg, is also her Twitter handle (@roundpeg). And everyone knows that if they follow her on Twitter, they get both barrels, the personal and the professional. I’ve seen her make dates with her husband, followed 5 minutes later by a blog post.

There are hundreds of people who are able to do this successfully. The trick is being able to find the balance between too much and not enough information. But don’t be afraid to mix it up.

Photo credit: FatMandy (Flickr)

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2 Responses


  1. Chris Vanasdalan on 25 Oct 2010

    Wow. This is fantastic. And an awesome mullet photo to boot. Thank you for taking the time to answer my question in such a personal manner. Reading this re-affirmed a lot of the branding themes I’ve tried to develop over the last several months.

    I covered this issue on my blog back in July – (How Do You Market This? Branding the Person Behind the Business -http://ow.ly/2Z9uf)

    It’s nice to see we’ve come to many of the same conclusions.

    And yes, I am a shark advocate. They need all the help the can get these days.

    Thanks again. You’ve made a fan for life and taught me a great lesson about generating ideas for my blog. I look forward to reading your future posts.

    Reply
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