One of the first things you should do as a freelance designer is separate your personal name from your professional design brand. Unless you’re a celebrity, athlete, or other type of public figure, using your name as the basis for your brand is probably not the best idea. Although both your name and brand are important to selling your creativity, it is crucial for freelance designers to distinguish between the two for the following reasons:
1. Your brand is about your professional services and creative portfolio. When a potential client is deciding on a freelance designer to work with, the portfolio and range of work are the most important factor so it’s crucial that you delegate enough time and resources to this. Don’t just try to smooth-talk and force-build rapport; instead, sell your creativity through your work! The way you present your work also speaks volumes about you as a designer so pay careful attention to the details.
2. Your name is about your character and personality. This is where your brand facade and voice come from, distinguishing you from your competition. Once clients are sold on your work, you can develop a deeper relationship with them by revealing more about the name and personality behind the brand. Also, keep in mind that referral work is important for growth, so if your clients already approve of your brand portfolio, their decision on whether or not to refer you to a friend will be based on your personality.
3. If you have a personality that everyone loves, then more power to you but unfortunately not everyone is blessed with charisma and social intelligence. For the majority, there is no changing who you are no matter how hard you try; it is inevitable that your true colours will eventually emerge if you work with a client long enough. You can’t change this fact, but luckily your brand can be carved into whatever shape or form you wish. The brand provides a blank canvas for you to create visual styles that evoke any range of emotions you desire. Position your brand wisely!
4. By establishing a brand concept you can then filter the idea, logo, and visual style through various communication touch points: your website, name cards, portfolio, the list goes on. A clever brand concept serves as a visual umbrella for your touch points, communicating your brand message to your audience in a consistent manner at every turn.
5. If you’re lucky enough to expand your freelance design business, you’ll eventually need to hire employees. You’ll need a company/brand name because you don’t want to be falsely accused of taking credit for your employees’ work (it’s hard to avoid if the brand is your name!). The creative work is shared, so praise and accolades should be shared as well even if you are the boss! This community mindset is more easily established when a company is branded. Bonus: your employees will think more highly of you in the process, which is never a bad thing.