As a freelancer, Is it better to market yourself as in individual or try to develop a brand?

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Permalink Reply by Erik Deckers on August 24, 2009 at 10:50pm

Kyle, you have an individual enough name, that I bet if you were to Google yourself, you'd show up pretty highly. When I did a quick search, you showed up, but so did a guy who does construction in Florida (unless that's you).

Don't worry about the one company/brand thing right now. You ARE your brand. When people talk about what you do, make sure it's YOUR name, not your company's name that comes up. I can think of several people right now who excel in their chosen field, but I think of them by their name, not the name of their company — Jeb Banner, Doug Karr, Kristian Anderson, Kyle Lacy, Hazel Walker, Lorraine Ball, Bruce Hetrick. It doesn't matter how many people work for them, I still only associate them and their company with their own name.

Promote "Kyle Keesling" as your brand. As you grow and the company gets bigger, turn it into "Keesling Communications" or "Keesling Marketing." But for the next few years, YOU should be the brand.

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Permalink Reply by Andrea Emerson on August 25, 2009 at 12:34am

Hi, Kyle,

I agree wholeheartedly with Erik. The best brands are built on relationships, and it's far easier to build a relationship (or perceived relationship) with a real person than with an abstract name.

All the best,

Andrea

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Permalink Reply by Sarah Reimmuth on August 25, 2009 at 8:50am

That is an interesting question. I have been using both for over 7 years. I tend to use my name when it suits the situation, such as a contract position and my business name when I am seeking freelance work.

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Permalink Reply by Denise Greer on August 25, 2009 at 12:16pm

Kyle,

I'm definitely a relationship person when it comes to freelancing. In graphic design, it's all about my reputation and that doesn't come by a brand name. It comes from selling me, my talents, and my confidence. I would say 90% of my business comes from clients showing others what I've done for them or various people who know where my talents lie whether that's through my day job or freelancing.

There are tons of people offering marketing services at various rates and such. The difference is you and your unique attributes. Promote how you stand out from the crowd.

At least that's my two cents. Best of luck in your business endeavor.

Denise

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Permalink Reply by Kyle Keesling on August 25, 2009 at 12:37pm

You guys are awesome! I was leaning towards self promotion anyway but you guy's made my decision easy. More to come from me soon :)

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Permalink Reply by Theresia Whitfield on August 25, 2009 at 2:19pm

Kyle,

I think it can depend on the type of freelancing you do and what your goals are. Like Sarah, I have tried to promote my own name as a freelance writer (for magazine work, etc.) but also built a brand around my company name, which provides services beyond magazine writing. I do agree with Erik though on you being your own brand. Good luck!

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Permalink Reply by Casey Valiant on August 25, 2009 at 5:21pm

One caveat to think about when developing yourself as the brand is this: What happens when you are done? What if you want to leave the business or retire or sell and move to South Korea to become a video game junkie?

It might be much easier to sell your client list and transition your clients if they are used to dealing with the entity and not the person.

Just trying to be the devil's advocate and give you a different perspective to think through.

Living in the here and now though, I agree with Erik, 'You ARE your brand.'

CaseyV

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Permalink Reply by Johnnie Firari on August 26, 2009 at 9:17am

Kyle this is an excellent question and I would say the answer depends on where you expect to go with your freelance business. My personal thought is to go ahead, name your brand and just include it in everything you do from a marketing/branding standpoint. People will recognize you as a person but you start the lay the foundation for the future of your company brand. In my business, my goal is to employ more than just me and even one day sell my business, when I get old and cannot type anymore. This is why I have chosen to separate myself from the business name. Regardless if you have a brand name or not, when you are out meeting clients, they are still meeting with you as a person. I still answer my phone "this is Johnnie how can I help you'. When I have to change my phone greeting, I will then market more to my business name. For now the business name just sits in the background quietly but it is listed on everything I do.

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