Branding for Freelance Creatives

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Good communication is a top soft skill that can set you apart in a crowded field, and something I look for when hiring a DOP.

Everyone loves to talk about branding. But how do you brand yourself when you are self-employed?  There are a few strategies I’ve used over my years in the video production business that you might find helpful.  I’ll be incorporating these into a new Lynda.com course this year on being a successful creative freelancer. Let me know any specific branding questions you have, as I’d love to incorporate them into the course.

Why You Think People Hire You

Most freelancers promote themselves with the skills they think people are looking for. Their websites show software or tools mastered, areas of expertise, lists of equipment.  That’s fine. But did you know that your expertise is only a small part of why people hire you?  If I want to incorporate a fantastic animation sequence in my next video, I can choose from literally thousands of freelance designers working with all the latest software. What I need in addition to those skills and tools is someone who is a problem-solver, easy to work with, and a good communicator, as we are likely to have a lot of back and forth during the storyboard process.   If you are that person, then your portfolio page needs to communicate to prospective clients more than simply the last projects you worked on. They need to understand HOW you accomplished the work to be sure you’re a good fit for their new project.

Why People Actually Hire You

Soft skills is what we’re talking about here. So how do you incorporate “soft skills” into your branding? References from past clients are helpful–and guide them to talk about your “HOW” skills. Also be sure to describe the personal attributes and abilities that make you good at what you do. These might include your positive attitude, your communications skills, your ability to work with challenging personalities, or your ability to lead a team.  Case studies are another great way to explain the problem or creative issue was that you were presented with, and how you solved it for a client. Be sure to include soft skills in your resume along with lists of hard skills and gear. Also put them on your LinkedIn page and website. These are part of your unique brand value, and that’s what you need to be promoting!