By now, you’ve probably figured out that being good at what you do isn’t always enough. There are people charging triple your rate who aren’t even that good—they’re just better at positioning.
Welcome to the part of the freelance game that separates the “I’m booked solid” crowd from the “still sending cold emails” crew.
What Personal Branding Really Means (Spoiler: It’s Not a Logo)
It’s not about your color palette. It’s not about your Instagram bio. And it’s definitely not about pretending to be something you’re not.
Your personal brand is the story people tell about you when you’re not in the room. It’s the perception you create through every:
- Client interaction
- Project write-up
- Thoughtful tweet or LinkedIn post
- Speaking gig
- Email you send
Good branding answers three questions:
- Who do you help?
- What do you help them do?
- Why are you the one they should trust?
Define Your Niche—Then Own It
You don’t have to be everything to everyone. In fact, please don’t be.
You want clients saying, “Oh yeah, she’s the go-to for fintech copy” or “He’s the guy who fixes messy brand strategy in three calls flat.”
You become magnetic when your value is clear and specific.
Ask yourself:
- What problems do I love solving?
- Who have I gotten the best results for?
- What industries, personalities, or project types make me say “hell yes”?
That’s your niche.
⚑ Plant your flag there.
Show Face
You don’t need to become an internet celebrity, but you do need to be visible. Pick a platform where your people hang out and show up consistently with value.
This could be:
- Writing blog posts that break down your process
- Posting behind-the-scenes project insights on LinkedIn
- Recording videos that show how you solve complex problems
- Sharing wins and lessons from the trenches (without being cringey)
The goal isn’t to “go viral.” It’s to build trust before you’re even hired.
Say It Like You Mean It
Most freelancers describe themselves like they’re apologizing for existing. Stop it.
Don’t say: “I help businesses with design and stuff.”
Say: “I design sharp, conversion-focused websites for consultants who are tired of looking like amateurs.”
Be confident. Be clear. Be a little bold.
Clients don’t hire “maybe”—they hire certainty.
Bonus: The Anti-Influencer Clause
You do not have to post selfies, dance on TikTok, or pretend you’re working from a beach in Bali. (Unless you are. In which case, congrats.)
You just need to show that you know your stuff and that you’ve done this before. Be real, be smart, and speak directly to the kinds of clients you want more of.
The truth is, once your brand starts doing the talking, sales get easier. Better clients come to you already half-convinced. And the next time someone says, “We’d love to work with you—what’s your availability?”, you’ll know your brand is doing its job.
Up next: Let’s get loud—because being brilliant in private doesn’t pay the bills.
Time to talk Thought Leadership & Authority Marketing.
Calling Local Freelancers!
We’re always looking to team up with reliable, talented freelancers
who want real-world projects with Real Result$.
Apply now at thepalmbeachprinter.com/freelance and let’s make some magic.
Zero Moment of Truth