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It’s not easy to cut through the clutter and establish a strong brand, even with a big company budget behind you. It’s doubly hard as an individual solopreneur or freelancer. What does it mean for freelancers to have a personal brand? What does a good one look like, and how is it created and nurtured?
In fact, how do you know if your brand is currently where you want it? Apparently, it’s all too human to overestimate one’s strength and reputation, and consequentially can lead to mistakes, omissions, and lost opportunities. Cranfield professor Mikko Arevuo, notes that executives “generally overestimate their effectiveness as motivators and leaders.” John Kotter at the Harvard Business School long ago pointed out that company leaders regularly overestimate their success. The resulting problems are obvious.
Without a clear understanding of one’s brand aspiration, and how to define, build and protect it, freelancers are likely to struggle. In my Global Survey on Freelancing co-sponsored by the University of Toronto, we found that while the majority of freelancers were financially successful, a significant percentage continue to struggle.
So what should a freelancer do establish a strong personal brand? To help answer this question, I turned to two masters of contemporary brand building: Amra and Elma Beganovich
Amra and Elma are Co-CEOs of the eponymously named agency, Amra + Elma. These young polymaths (Amra is a trained economist, and Elma is also an attorney) and superstar influencers have over 2 million followers across their social media channels, and created a full-service marketing agency to support large and small client companies. Their company provides guidance and support in media buying, influencer marketing, social media management, PR, content production, SEO, and, of course, branding.
I had the privilege of sitting down with Elma Beganovich. Here's a sample of our conversation:
1. We read so much about the importance of brand building. What does brand building mean to you?
Brand building means building a name that is recognizable, communicates trust and signals authority. It is about taking a strategic approach and understanding where your target demographic “hangs out” in the online real estate space. We encourage clients to draw it out; make a map of your target audience - where do they “live” online? Is it on Instagram? If so, zoom in more closely. What accounts and topics of conversation does your target audience/communicate aggregate around? Is your brand present at those touch points?
In essence, the brand builder really needs to dive deep and think about this particular target audience: Who are they/what are their values, what do they need, and what is on their mind in this economy. For instance, what are their pain points? How can you help them find and implement solutions? How do you stand out? How are you memorable in the constant noise, traffic and buzz on the Internet?
2. We know brand building is essential for big companies, but does it make sense for individual freelancers to invest hard won dollars in building a personal brand?
Absolutely. Individual freelancers need to think of themselves as an investment and develop the mindset – what is the return on investment (ROI) on myself? Hence, if freelancers are developing a social media presence, this is what companies will look at and see, this is how they will remember me, and this is my opportunity to stand out and communicate my added value. By writing this article, or participating in a podcast or webinar, and taking time to diligently articulate my thoughts on a topic of importance, I am investing into myself, my career and my future.
3. It's pretty obvious that branding has been turned upside down by new media. You guys have built a thriving business in a very short period of time, so you must be doing a lot right. What would you say are the new rules of branding?
The new rules of branding are understanding how to integrate one’s brand from social media channels like TikTok, Instagram and Twitter to one’s personal blog, where one might post one’s portfolio, case studies, credentials and thought leadership. Don’t think of these online real estate “properties” as separate and unrelated; instead, think of them as connected pieces and parts of a whole. And how is the freelancer leaving breadcrumbs, so to speak, on each of these touch points?
4. Can you give an example of how an individual was able to build their business through successful brand building? What made them successful?
I think the perfect example of a strong individual brand is Kim Kardashian. Often, people do not think of an individual as a brand but they are very much a brand/a brand name. In the case of Kim Karadashian, as so many others, it helps to be the first or at least one of the firsts. We saw many influencers get a head start by taking advantage of, early on, technologies like Instagram, TikTok, and blogging when others were simply not paying attention. As Ray Dalio says, one has to be “radically open minded,” which includes seeing the opportunity in available technologies and jumping in before the competition. Be on the lookout for new technologies, new features, and data trends on which your brand can capitalize. Was it Snapchat? Is it Reels? Is it YouTube shorts? Is it TikTok?
5. If a freelancer were to call you up, where would you start to help them? What would be the steps in helping them build their brand?
The first step would be to Google the freelancer. Are you searchable? If so, what do the search results say about you? Remember do not be afraid of Google; rather, see it as an opportunity to showcase one’s skills, talent and experience. Companies are on the lookout for new talent all of the time, and you should not be hiding!
6. What do people do wrong? What are typical mistakes?
The typical, sort of a “rookie” mistake is quitting too early. We see new companies, which includes individuals, not giving themselves enough time to succeed. One needs to keep in mind that - building a brand is a process. It takes time for Google’s algorithm to pick up one’s content and index it; it takes time to build a following on Instagram; it takes time to create thoughtful and engaging content that is useful to one’s target demographic, etc. Also, making mistakes is part of the job - it means you are trying! Give yourself a pat on the back because most people are not. I believe the stat is that only 5% of people create content and 95% consume it.
7. What about “side-giggers” who are full-time employees but making extra money through freelancing?
Obviously, the economy needs talent to thrive. If one is bored at a job, and needs a side income, it is a win-win for all - for the freelancer and for the company, which is in a dire need of talent. Keep in mind that companies are in just as much of a need of exceptionally skilled talent as the freelancers are for companies. Most companies thrive because of good people who support its mission, values and business goals.
8. What advice would you give an ambitious freelancer eager to get started in personal brand building?
Build your own blog/website and produce valuable content for your target demographic. Users are craving for informative, fun, and engaging content in their fields. It’s a chance for you to shine and highlight your knowledge, experience and savvy. Also, do not stop producing content. Google, like social media, is hungry for fresh and quality content. As an expert in your niche, for you to stand out on Google will surprisingly not be that hard. This is how it started for us - writing tips for travelers on a budget looking for interesting yet budget friendly destinations, activities, and transportation across the world. At the time, only luxury and five star resorts were ranking on top of Google for these exciting destinations leaving millions of travelers stranded, sort of out in the Internet dark.
Viva la revolution!
