The Importance of Branding for the Solopreneur
Solopreneurs, those of us who run our businesses independently, without partners or W-2 employees, can find it challenging to source business, do the work, and promote ourselves and our services all at the same time. We are laser-focused on producing and delivering the products and services that we offer. Frequently it can be overwhelming to devote the effort necessary to branding and marketing ourselves. The irony, of course, is that those of us who have the least time and resources to devote to this process are the ones who need it the most.
Your brand is what defines you and your business. It is critical that you stay on top of your brand because others will define it for you if you don’t. When you are the person whose name is on the proverbial shingle, it can be easy to think that your name is your brand. But, a brand is more than a name, logo, or catchphrase. A brand is the culmination of the experiences that customers, clients, peers, and others have with you and your company. For the solopreneur, this is especially true because of the following:
Solopreneurs are usually micro-niched. The hairstylist who only does special occasion hair, the personal trainer who only works with post-surgical clients, or the travel expert who specializes in global tours for women traveling alone—all of these are micro-niched. A significant value proposition for your business is that your specialization is unique about your business and why your clients seek you out, and even more importantly, why they keep coming back. The benefit to you is that you do not need to compete on price or convenience by being micro-focused. Someone could easily pay $100 for a new resume via an anonymous service on the internet. Those people are not my clients. My clients recognize the value of personalized attention, my years of expertise, and the quality of my work product. They are willing to invest to avail themselves of my services.
Solopreneurs make genuine connections with their clients. Everyone has had the experience of dealing with a monolithic company that regards its customers and clients as mere sources of revenue. To be successful, the solopreneur must build long-lasting, authentic relationships. I cannot tell you how much repeat business I get from clients; My goal is to maintain ongoing communication with my clients after I finish their projects. I make them feel special because they are special to me and my business. I want to remain in touch and people know this. Providing a tailored experience is crucial for branding.
Solopreneurs’ businesses grow as they grow. Your end game is not necessarily to scale your business and sell it. It is probably to create a profitable business that affords you the lifestyle you desire without working for someone else. Your business is going to change as your life changes. That means that you need to be flexible and adaptable in your personal and professional life. I have reinvented my own business and stepped in and out of other ventures over the years. The beauty of being in business for yourself is that you are accountable to yourself first.
I hope that I’ve sold you on the importance of branding by now. The first step is to devote some time to think about the experience you want your clients to have when they work with you. Then work back from there—what do you need to do to get there? From a tactical standpoint, you will want regular engagement with your market via social media, events, or even an old-school blog. Be original and consistent—your market appreciates that about you! Perhaps most importantly, you should be authentic. Again, authenticity is part of why people choose to buy from you and not from another source. Being a solopreneur is an adventure of continuous learning. Enjoy the ride.