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The Writing Book That Changed Me: If You Want to Write by Brenda Ueland

Saturday, May Post a comment

I can’t remember when I first encountered the writing book that changed me. I distinctly remember purchasing my own copy from the Quality Paperback Book Club in the early 1990s and then buying a second copy of it when my first copy walked to parts unknown. I must have lent out the second copy, because the dog-eared version on my shelves now is copy number three.

It happens to this book. You lend it out, and it disappears. Be prepared. Other writers have told me the same thing. “Oh, Brenda Ueland’s book? I lend that one out all the time. But sometimes, it doesn’t come back.”

It grabs hold of you, this book. At first, it seems disconnected, almost rambling. Quotations float in and out from William Blake, Wordsworth. However, once Brenda’s ideas about creativity and the source of creativity grab you, they don’t let go.

The book is If You Want to Write by Brenda Ueland, and it is the writing book that changed me.

 

Who Was Brenda Ueland?

She had two simple rules for living: to tell the truth, always, and not to do anything she didn’t want to do.

Born in Minneapolis to immigrant parents in 1891, she attended Barnard and became a freelance writer and journalist. Her prolific output of articles, stories, plays, and, eventually, her most famous work, If You Want to Write, accompanied a Bohemian lifestyle and unconventional ideas for her time. She led a writing class, and her book is based on the lessons she taught her students. She died in 1985, leaving many of us whom she had never met feeling like her students, too.

I’m one of her students.

 

The Best Book Ever Written About Creative Writing

Carl Sandburg once called If You Want to Write the best book ever written about creative writing, and if it’s not too bold of me to say so, I agree with him.

The book’s premise can be summed up as:

  • Everyone is creative
  • Everyone has something important to say
  • Writing should come from one’s honest, unforced self

When I first read this book, I felt a spark of excitement and recognition. Why, I’m like one of her students. Trying to write in fancy ways rather than simply, plainly telling the truth of my experience.

 

Finally, I Can Be Myself

I had teachers tell me to write like Hemingway, Dickens, Melville, Poe; I studied Milton, Shakespeare, and Dante. I loved all these writers, but trying to force me to write like them was ridiculous.

I needed someone to let me be me, to write like me, and that someone was Brenda.

Throughout the book, she provides examples of why we should write freely and without reservation, honestly and truthfully sharing what we see and feel. We should focus like children, creating a play — didn’t you write and perform plays as children? I did. She describes the “happy absorption” of children deep in the creative flow, and I remembered times in my childhood feeling that flow, that happy absorption, whether it was coloring the paper backdrop for our neighborhood performance of Rumpelstiltskin in third grade that we gave in the basement playroom of my house, or building cardboard houses for my Barbie dolls.

I wanted to tap into that creative flow, to have that happy feeling when writing. Writing had felt that way to me throughout high school. I often stayed up late, typing away on my mother’s Royal portable, writing horror and science fiction novels and short stories. As I grew older, majored in English, and told my college professors of my ambition to be a writer, they did their best to give me advice: write like Hemingway! Write like Joyce Carol Oates! Write like XYZ!

The more I was told to write like someone else, the more stilted and uncomfortable my prose became. I wrote stories I hated because my teacher for a short story workshop asked me to stop writing all those silly paranormal stories and focus on “true literary fiction.” As far as I could tell from the examples she shared with me, true literary fiction was a nebulous story with unlikeable characters and no real resolution, people wandering around drinking tea or having conversations I didn’t understand.

Everyone told me to write like someone else . . . but no one suggested I learn to better express myself to write like me.

 

Teaching Writing Lessons and Life Lessons

Brenda Ueland gave me permission to write like me. Throughout her book, she not only exhorts the reader to write their true feelings, but she shares examples of how writers improved their pieces once they shed the self-conscious, “I’m trying to be Shakespeare” feeling.

More than teaching me how to free myself from everyone else’s expectations about my writing, this book changed my view of the people around me. As I entered the marketing profession and eventually became a manager, Brenda’s views about writers became my views about people, period.

Brenda’s maxims that “Everyone is creative. Everyone has something important to say” became part of my management approach. With every marketing team I have managed through my career, I treat everyone with deep respect, seeing each one as creative and with something important to say or contribute. This has built stronger teams, better communication, and greater outputs. It’s as if people can sense it. I don’t say it aloud. It’s become part of how I treat others: with dignity and respect. If we are all channels of creativity, and each of us has something important to say, we are each worthy of the highest regard.

 

A Constant Companion on the Writing Journey

For over forty years, this book has been my constant companion. Every few months, I pick it up for a shot of inspiration. I read a few passages. I think about Brenda encouraging the little servant girls, shopkeepers, and everyone else in her classes in the 1930s to write from their hearts, to let their spirits soar free. If there is only one book you add to your writing library, make it this one. It’s not for everyone, but if it is for you, it will resonate quickly and deeply. It is truly a book that changed my writing life and my inner life, and a book I’m grateful to have discovered early in my career.

I sit at a sleek computer now, instead of that battered old olive-green Royal typewriter. I will always try to write with “microscopic truthfulness” thanks to this book. And when I do, my work is better for it.

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.

Categories: Fiction, Freelancing, Jeanne Grunert, NAIWE Board of Experts, Nonfiction, Writing

Owning Your Voice: Personal Branding in a Machine-Driven World

Wednesday, August Post a comment

Are you finding it harder to attract clients to your portfolio or website?

AI is reshaping how customers find us online. Google and Bing, the top two search engines, have both increased the presence and reach of their AI-enabled search engines. Their quest, it seems, is to encourage everyone to use an AI-powered search engine.

As more people turn to AI to find answers to their questions, they are no longer clicking on the top links in search results, which may have been the primary way you or your clients secured leads and business. Instead, they are reading the result in the AI box. Some may click through, while others may not, but the results are the same. It’s harder than ever to stand out and be seen and heard online.

How will clients find us in this new world of AI search? Now, more than ever, branding counts. Here’s why you need to develop or refine your brand in the age of AI.

Stand Out or Disappear: Why Writers and Editors Need Strong Personal Brands in the AI Age

Personal branding is more important than ever for independent writers and editors. Now that AI can churn out articles on almost every topic under the sun, those of us who have taken the time to hone our unique voice and tone are more likely to stand out in the crowd.

A strong personal brand serves as a powerful marketing tool in this new environment. It is what sets you apart and what makes you unique. And, it will be the reason why clients seek you out specifically, rather than just a generic service. Your brand communicates what AI cannot replicate: your distinct perspective, your particular area of expertise, your individual style, and the trust you build through consistent, authentic engagement.

What Is a Brand?

First, a quick refresher: what is a brand?

A brand is the perception and emotional association that people have with a company, product, or individual. It includes not just the visual identity like logo, colors, and typography, but also the values, voice, personality, reputation, and overall experience that the brand delivers.

A concise definition: A brand is the sum total of how someone perceives a product, service, or organization — it’s the promise you make and the experience you deliver.

Key elements of a brand include:

  • Name – the identity by which it’s known
  • Visual identity – logo, color palette, design system
  • Voice and tone – how it communicates in writing or speech
  • Values and mission – what it stands for
  • Customer experience – how people feel when they interact with it
  • Reputation – how it is talked about by others

A brand isn’t just what you say it is — it’s what others say it is. It lives in the minds of your customers and audience.

What Is a Personal Brand?

A personal brand is the distinct impression you create through the way you communicate, behave, and show up in the world, both online and offline. It’s the story people tell about you when you’re not in the room, shaped by your values, personality, expertise, and the consistency of your actions over time. Unlike a corporate brand, a personal brand is rooted in authenticity and evolves as you grow. It’s not just what you do — it’s how you make others feel and what you’re known for in your field or community.

How to Build a Personal Brand

Building a memorable personal brand takes time and effort. Here’s a refresher on the core components of a personal brand:

  • Define Your Identity and Niche: Begin with self-reflection. What are your unique strengths, core values, and true passions? What specific area of writing or editing do you excel in, or wish to be recognized for? Specializing enables you to become an expert in a particular domain, making your brand more focused and appealing to ideal clients. This involves articulating your unique value proposition (UVP) — what distinguishes you and how you solve client challenges. Remember, it’s better to niche down and focus on a specific industry, audience, or type of writing than to be a generalist. When you focus on a niche, you can still accept work from other niches. It simply means focusing your marketing efforts on the niche, casting a wide net in a smaller pool.
  • Identify Your Target Audience: Aesop said, “Please all and you shall please none.” Marketing to everyone is marketing to no one, so choose a target audience. Then, take time to get to understand them. Conduct market research. Read their stories. Understand their needs. Tailoring your brand message and services to resonate with this distinct audience is crucial for attracting the right clientele.
  • Write Your Sales Story: People connect with stories. Share your journey, your motivations, and what drives your dedication to your craft. This humanizes your brand and fosters emotional connections with your audience, differentiating you from generic service providers.
  • Build a Consistent Online Presence: Your online presence functions as your digital storefront. This includes a professional website or portfolio showcasing your best work, a consistent visual identity (logo, colors, typography), and optimized social media profiles (e.g., LinkedIn for professional networking). Ensure your messaging, tone of voice, and visual elements are cohesive across all platforms. Consistency is the key to success. Posting daily is better than posting twenty times a day.
  • Produce High-Quality, Value-Driven Content: Consistently create and share content (articles, social media posts, videos, etc.) that demonstrates your expertise and offers tangible value to your target audience.
  • Engage in Active Networking and Collaboration: Build and work your network. Use your NAIWE membership to its fullest! Connect with peers and potential clients to expand your network and build relationships. Participate in discussions, attend relevant events (both online and offline), and seek opportunities for partnerships. Client testimonials and recommendations are also invaluable for enhancing your reputation and credibility.
  • Embrace Authenticity and Transparency: In the age of AI, authenticity is your most significant asset. Be genuine in your interactions and true to your values. While AI can assist with content creation and optimization, always ensure your unique voice and personality shine through. If you use AI tools in your workflow, consider being transparent about it, particularly when dealing with heavily AI-generated content. Your audience seeks to connect with a real individual, not an algorithm.

Be Seen, Heard, and Found Online: Think Outside of Search

As AI continues to dominate online search, it’s important to think outside of the search box. Consider offline methods of attracting customers. Attend local events or become active in your local chamber of commerce or business networking group.

Podcasting has become wildly popular and may enable you to reach new audiences. You don’t have to start your own podcast to be successful at it. Why not develop a list of podcasts that you’d like to join as a guest? Research the podcasts and read their guest requirements. Then, craft your pitch letter to be on the show. The process of pitching a podcast is very similar to pitching story ideas to clients and editors, a skill nearly all of us have honed over the years.

Video has also gained in popularity now that AI is dominating search results. Consider creating short video presentations sharing tips, strategies, and helpful hints with your target audience. Consider repurposing your blog (if you have a blog or own the rights to your article content) as videos.

Build and Launch Your Brand Now

I began this article by stating that AI has transformed search, and that building your personal brand is crucial to standing out online in this new world of AI-generated content.

AI can look and sound like a person, but it’s not a person. It can write, but it can’t write like you can. As AI continues to gain popularity and acceptance, people will crave genuine human connections. People will want authentic, real-life events; human emotions; and story-driven text.

I don’t know anyone reading this who would give up a cupboard of factory-produced food: cans of soup, boxes of pasta, and so on. Because we have such convenience at our fingertips, we don’t have to spend hours every day farming, hunting, or preserving our food.

Yet even though we all love convenience, many of us also love cooking from scratch. We can go to a restaurant, make a meal from boxes and cans, or cook it from simple ingredients. There’s room in the world for both mass-produced and original creations and for a great deal of variation in between.

The same goes for writers, editors, and those who work with words. AI can generate articles. It can find grammar and spelling mistakes. It can produce content, but only you can create original content. There is room in the world for those who prefer AI-generated content and those who crave unique voices and a personal touch.

It’s the latter group that we want to attract as clients, and to do so, we need to build a personal brand that is as unique as our fingerprints. Now is the time to develop and launch your brand as an independent writer and editor. Companies and clients are seeking what you have to offer, but they need help finding you. Stand out and own your brand in this age of AI-driven content.

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.

 

 

Categories: Jeanne Grunert, Marketing, NAIWE Board of Experts

How Finding Your Freelance Micro Niche Leads to Maximum Marketing Potential

Friday, August Post a comment

Not since the advent of the internet — or perhaps the printing press — have writers experienced as much turmoil as they have in recent years. The launch of ChatGPT in November 2022 has spawned myriad “writing platforms” that purport to write copy in the blink of an eye. As this new technology has entered the market, Google has rolled out update after update, which has caused many websites that hired writers to craft search engine–optimized copy to slow their hiring or reduce writing quotas. The result is a shrinking freelance market at a time when writers need more and better-paying gigs just to keep pace with inflation.

 

What’s a Freelancer To Do?

Amid these signs of woe — shrinking freelance markets, AI platforms wooing clients with the promise of cheap and fast material for their websites — there are signs of hope. Writers and editors who are weathering the storm of change the best are the ones who have chosen and focused on a profitable micro-niche strategy.

What is a micro niche? How do you find your micro niche? And why is this a profitable marketing strategy during times of industry upheaval? Let’s unpack the concept of a micro niche and how you can benefit from this marketing concept.

 

What Is a Micro Niche?

A niche in marketing refers to a specialized segment of the market for a particular kind of product or service. It’s essentially a distinct, specialized group of customers with specific needs, preferences, and characteristics that differ from the broader market. For example, instead of targeting the general market for shoes, a niche could be high-performance running shoes for marathon runners.

A micro niche is an even more specialized subset within a niche market. It’s a very narrow, highly targeted segment with unique needs or preferences that may not be adequately addressed by broader niche offerings. Micro niches often cater to very specific demographics, interests, or behaviors within a larger niche. For instance, within the niche market of high-performance running shoes, a micro niche could be minimalist running shoes specifically designed for barefoot runners who prefer a natural feel.

Writers may have a niche, such as writing mystery novels. But they can also have a micro niche, such as writing cozy mystery novels or sci-fi mystery novels, and so on. A nonfiction writer may have a business niche with a micro niche in insurance.

An editor may have a niche of editing for websites, and a micro niche as an expert search engine optimization editor, or an editor of technical articles, and so on.

The more you can stake a claim to a micro niche, the less prone your business will be to marketplace shocks.

Here’s why micro niches work in today’s AI-driven world and how you can find and develop your own micro niche for maximum profitability.

 

Why Are Micro Niches Profitable for Freelance Writers and Editors?

Many new freelance writers and editors think that if they specialize in an area, they will lose business opportunities; they will shut out potentially lucrative opportunities if they stake a claim to a specific niche. “But I can write about anything!” is usually the cry of a newly minted freelance writer when faced with the task of selecting a niche and further defining a micro niche.

While it is certainly possible for you to write about almost anything (and let’s face it, we all have our limits!), will someone hire us if we have too broad or too general a background?

Niches and micro niches enable writers to really dig deep into their subject matter and develop a strong personal brand for being an expert at writing about that niche. Whether your micro niche is origami (from a crafting niche) or CRM software (from an IT or technology niche), defining a profitable subcategory of a broader category and focusing considerable time and attention helps freelancers develop a profitable business because of the following marketing factors.

  1. Competitive Edge

Because few writers think in terms of micro niches or extreme areas of specialty, you’ll stand out among applicants for a specific writing gig. Your clips will be highly focused on the micro niche too, demonstrating superior knowledge and experience in the niche over the competition.

 

  1. Attracting Organic Search Traffic

If you build your website around a micro niche, you’ll also have less competition for keywords. Long-tail keyword phrases are often ideal for micro niches. They may have low search volume (under 100 per month), but the competition is also low, which means that you’ll have a much better chance of ranking your web pages on the first page of search results for the terms. This not only improves your organic search traffic but also adds to your competitive edge.

 

  1. Personal Branding

Micro niches enable you to build a personal brand around your specific niche. This helps you stand out among other freelancers faster and easier, which in turn helps you market your services.

 

  1. Charge Higher Fees

Have you ever noticed that specialists command higher fees than generalists? The same goes for freelancers. The more you specialize in your micro niche, the higher your fees, because by specializing, you have built up your expertise in an area and thus shortened the time it will take for your client to achieve their ideal project. You’re saving clients time by deepening your experience in a subject, and in turn, many are willing to compensate you better for that increased knowledge.

 

  1. Offer Specialized Services

We’re all in the publishing industry, but within the profession, there are often additional services that clients need that we can provide. When you focus on a micro niche, you may discover some unusual but highly profitable services you can offer in addition to your services. Again, because you have specialized in a micro niche, the competition for the specialized and profitable services should be less, so you can more easily add new profit lines to your business with less effort.

 

Finding a Profitable Micro Niche

Now comes the hard part: finding a profitable micro niche. How do you find a micro niche to specialize in?

There are several ways you can find a micro niche. I like to think about finding a micro niche as overlapping circles, like a Venn diagram. Where the circles overlap is your niche.

To find your micro niche, begin at the top of the diagram and work around it to find the areas that overlap. You can create a similar diagram with paper and pencil and jot your responses inside the circles to see where they overlap, where all four overlap is a strong indication of a possible micro niche to explore.

  1. Your Interests

Any micro niche you pursue should interest you. Why work at something you find boring? You’re in this for long-term success, so choose something that sparks your imagination and piques your curiosity. Brainstorm a list of 10 possible areas of interest.

 

  1. Your Experience

Consider your experience. What industries or topics have you written or edited for? Make a list of 10 industries. Sort the list according to “I have the most experience” to “I have the least experience.” You can go back many years on this one. It can include full-time work, freelance work, or volunteer work. You want to cast the net as wide as possible to encompass all sorts of work to build this part of the diagram.

 

  1. Market Demand

Now, take the list of interest from #1 and the list of experience from #2, and cross-reference them. Use a highlighter or another visual aid to mark anything that appears in both 1 and 2. Perhaps you have an interest in computers and have written several articles on the subject. That’s an intersection and one to note. Keep going until you have at least three that touch on the interest and experience segments.

Once you have your matching of interests and experience, it’s time to hit the search engines and assess marketplace demand. I tackle this in several ways:

  • General searches to uncover market size and growth trends
  • Business publications that cover industry topics
  • “Help Wanted” ads and ads on job boards like Indeed.com, FlexJobs, etc.

Areas of high market demand are industries that are growing at a rapid pace, have highly specific topics that are difficult to hire a generalist for, or require credentials for authenticity. Examples may include technology (or very specific technology, such as writing about CRM systems, AI, or music production technology), medicine (which may prioritize writers with experience or medical credentials like an M.D. or R.N.), veterinary or pet topics (which may require hands-on experience with specific species, like a dog groomer who writes about dogs or an avid equestrian covering tack and horse care).

Which, if any, of the interest and experience topics also have high market demand?

 

  1. Happy Clients!

Now it’s time to review your past clients or jobs. Who left glowing testimonials for you? Thanked you profusely for the work? Or where you saw a marked difference in sales, website traffic, or other quantifiable metrics?

Happy clients give us important feedback on our freelance work. They point us in the direction of potential niches. And, if you have happy clients already in one niche, it’s a small marketing step to ask them to write a testimonial you can publish on your website or use them as a reference for landing future gigs.

Look through your emails, your files, or however you organize your work, and find your happy clients. Is there a pattern of the type of business, industry, or work in which you excel?

 

It is the intersection of these four areas that points you to a potentially profitable micro niche, one in which you have a good chance of excelling and loving as you embrace it for your business.

 

What If You Can’t Find a Micro Niche?

What if, after going through these four steps, there is no point of intersection in your work? Perhaps your happy clients aren’t in those industries that interest you, or you’ve done your market research and found that the industry is shrinking. What then?

  • Decide what you can compromise on. Look through each of the four circles and decide which area you can compromise on. For example, perhaps you need to earn a certain income and are willing to write about topics that do not interest you. If the market size and potential appear to be strong, you may wish to pursue that micro niche even if the topics are not of great interest. Determine what, if anything, you can compromise on and restart your search.
  • Think outside the box. Use tools like Answer the Public to brainstorm avenues to explore. I enjoy writing about business, but I focus on technology and engineering companies as my market niches. Why? Because business issues are what drive companies to seek solutions from tech platforms and engineers — and I can bridge the gap between their technical writers (who focus on their products) and marketing writers (who know how to market the products but may not be good at telling the stories driving sales). Brainstorm other ways in which your interests or strengths may be applied to new industries.
  • Consider testing a niche or two. You may have some that align in two of the four circles (interest/happy clients, happy clients/market demand). Test the market for 6 – 12 months. Can you land enough gigs in that industry to consider it a micro niche? What about prices? Can you develop your online personal brand as the go-to source for articles on this topic?

 

Problems and Pitfalls in Micro Niches

There are some problems and pitfalls when it comes to selecting micro niches. I’ve reviewed the ones that occur when completing the initial exercise to select a micro niche. However, even after you’ve chosen a micro niche and focused on it for a while, you may still encounter a few of the following problems.

  • The niche appeared profitable — but you find it isn’t. This usually means returning to the market research stage, as something went awry during your research. Perhaps you misunderstood the data, or the data was misleading.
  • There isn’t enough sustainable demand. This can happen when a temporary increase in demand is mistaken for a long-term trend. During the pandemic, for example, online searches for gardening information rose as more people were at home and had time to work on their lawns and gardens. However, when the pandemic was over and people returned to work, demand fell. Consider larger macroeconomic trends when conducting market research.

What if, after spending months or years developing your brand reputation in a particular niche, you find you’re bored to tears and want to try another? Or a former client returns and asks you to work on a project, but it’s not in your niche?

Selecting and pursuing a micro niche doesn’t mean limiting yourself! It simply means focusing your marketing efforts on a particular micro niche to build momentum in this field and generate positive income and inbound leads. If you receive an opportunity in another area, and you wish to pursue it, there’s no “law of marketing” that says don’t go for it!

 

Identifying a market and focusing promotional efforts on that market is an important skill for freelancers to master. Hopefully, this discussion will set you on the path to building a strong reputation in your chosen micro niche.

 

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.

Categories: Jeanne Grunert, Nonfiction, Writing

The Art of Personal Branding for Writers and Editors

Monday, October 1 Comment

Are you familiar with the marketing term “branding?” Branding is the art and science of creating and building an instantly recognizable persona that sums up the heart of the company’s features, products, services, and benefits.

Many people equate a brand with a company’s logo, but branding is more than a logo. It encompasses visual elements, to be sure, but also the company’s messages, tone, and voice, and how it interacts with the world. Some brands are innovative and clear; some are trustworthy and old-fashioned. The impression that the public forms of a brand is built on consistent repetition of all of the elements that make up a brand.

 

Why Brand Is Vital in Today’s Digital World

Why do companies pour so much time, money, and effort into their brands? A strong brand can be worth billions. That’s not a typo. Apple currently stands as the world’s most highly valued brand, estimated at $323 billion U.S. Amazon comes in second place with brand equity valued at $201 billion. If you think pouring millions into a brand advertising campaign is foolish, consider that maintaining brand equity is worth the investment for these companies.

Companies spend much time, effort, money, and attention on branding, hiring consultants, graphic designers, and marketers to craft their unique and often iconic signature brand. It’s what helps them stand out in a crowded global marketplace and why consumers are willing to spend almost twice as much for an iPhone as a cheaper Android-based model or a computer sporting the black apple with a bite out of it. It’s not the logo they are purchasing but the experience: sleek, modern designer, excellent UI/UX, performance, speed, and longevity.

 

Writers and Editors Need a Brand, Too!

As the freelancing world becomes increasingly crowded, writers and editors must develop a personal brand to stand out from a sea of others offering similar services. In today’s digitally driven world, freelancers who invest in their personal brand reap the rewards:

  • Recognition: an instantly recognizable brand ensures you (and your work) stand out from the crowd.
  • Credibility: a personal brand establishes credibility in your chosen area of expertise.
  • Opportunity: individuals who develop their personal brand often find opportunities come to them rather than chasing opportunities. Because you are recognizable and credible, those searching for your skills easily find you online.

 

Building a personal brand takes time and effort. But the payoff for the time and effort invested into creating and sharing a personal brand can pay off in more lucrative freelance gigs, less time spent chasing your next assignment or project, and higher recognition in a crowded marketplace.

 

The Elements of a Brand

Before discussing the specifics of building your personal brand, let’s first look at what makes a brand. Brands are made up of individual elements that form the overall brand. Some of these elements may gain enough recognition or brand equity to stand by themselves as a symbol representing the entire brand ecosystem.

Examples include the instantly recognizable Chanel logo, the iconic and trademarked Tiffany blue color, and even the shape of a restaurant building. Pizza Hut, anyone?

The elements of branding are similar to the elements of good journalism: who, what, where, why, when, and how. Although marketers may each have their own method of identifying the components of a brand, in general, they fall into the following categories:

  • Brand voice: how the brand sounds — the style and tone of written and verbal communications.
  • Brand identity: how the brand looks — the logo, colors, photography, and other visual elements unique to a brand.
  • Brand promise: why the brand exists.
  • Brand values: what the brand stands for.
  • Brand targeting: who the brand is for.
  • Brand positioning: where the brand exists today (when) in the spectrum of similar brands.

 

Let’s take an example of a familiar and easily identifiable brand with considerable equity in the marketplace: McDonald’s. Nearly every town in America has a McDonald’s restaurant; 99% of people reading this have eaten at least one item from their menu.

  • Brand voice: McDonald’s brand voice is friendly, warm, and slightly modern. Listen to their commercials. It’s all about food, value, and a trustworthy, repeatable experience.
  • Brand identity: Every McDonald’s restaurant, with few exceptions, is identical. The golden arches are their most notable symbol. Even their foods are named “Mc” (McNuggets, Big Mac) as part of the brand schema. Inside a McDonald’s restaurant, the company colors — orange, yellow, brown — appear on the menus, walls, floors, tables, chairs, and employee uniforms.
  • Brand promise: McDonald’s promises consistency and a tasty, fast, filling meal for good value.
  • Brand value: Brand values can often be put into single words. For McDonald’s, I would name their brand value as “trust.” They aren’t selling food: they are selling trust, safety, and familiarity.
  • Brand targeting: Right now, they are targeting younger generations. During the 1970s, when I was growing up, their target market was children (hence the Ronald McDonald clown, indoor and outdoor playgrounds, and Happy Meals). Later, after adding their low-cost breakfast items, they expanded to senior citizens. Now, their target appears to be urban young adults.

 

I’m not privy to how McDonald’s determined their brand elements, nor do I know if these are 100% accurate. It’s what I’ve observed. You can play a similar game with other brands and try to identify their voice and visual identity.

 

Can Brands Change Over Time?

Brands evolve over time. As you can see from the McDonald’s example, a brand can begin with one target market and build over time. Other companies “rebrand” to update one or several parts of their brand elements. I’ve been part of teams rebranding iconic and venerable brands. It’s a balancing act of ensuring that a brand’s recognizable and beloved aspects remain while new, fresh elements are infused.

 

Personal Branding: A Game Changer for Freelancers

Personal branding allows freelancers to shape their online persona around their unique brand attributes and gain the instantly recognizable hallmarks of a strong brand.

Just as McDonald’s has its brand attributes, you have your own, too! You have a unique “voice” in the marketplace: funny, serious, quirky, and soothing.

You also have (or can develop) your unique visual identity. Your profile image, used across social media platforms, is an excellent start on your own personal brand. But other elements can also be infused into a personal brand to develop a recognizable visual identity. Selecting brand colors, or a small set of repeatable colors, to use throughout your website, images, and marketing materials is a quick and easy way to add a visual brand identity to your materials. You can even develop a logo inexpensively for your freelance business.

  • Writers must consider brand positioning as well as their own brand promise.
  • What do you stand for in the marketplace?
  • Who do you write for — consumers or businesses? If consumers, do you specialize in writing for young adults, women aged 40 and over, moms, stay-at-home dads, or senior citizens?
  • And what do you promise? A fun read that makes the audience laugh aloud, easy-to-understand technical information, or the latest, hippiest trends in fashion and beauty?

 

The unique combination of your own personal brand elements determines your unique personal brand. Each freelancer will have a different personal brand because no two people, not even identical twins, are the same. Give me five writers specializing in technology topics, and I’ll still have five unique personal brands.

 

Develop Your Personal Brand

Developing your own personal brand is similar to creating a company’s brand. It begins with a brand assessment.

If you were creating a brand for a company, you would start by assessing multiple attributes of the company. Most companies begin their branding process by convening a meeting of internal stakeholders: marketing and sales, operations, finance, accounting, and technology.

During this meeting, the meeting leader typically presents a series of questions for brainstorming. The answers and responses to a similar questionnaire for customers or clients help provide the person doing the branding with insights into the company’s products, services, unique attributes, personality quirks, company culture, and more.

  1. Use personality assessments to better understand yourself.

“Know yourself” is a wise saying and the starting point for personal branding. Before building a personal brand, understanding your own strengths, weaknesses, communication style, and personality traits is essential.

Many good personality tests are available, and if you have access to them (Myers-Briggs, DISC, Enneagram, etc.), start with one of the better-known assessments.

One assessment that I highly recommend is the “Fascination” test created by Sally Hogshead. Sally is a well-known brand marketer, and I use her 49-grid Fascination profile for my clients. I also used it for my own personal branding and found that, when taken in conjunction with findings from the traditional personality assessments, it helped me build a personal brand that felt right for me.

 

  1. Ask your clients and colleagues for some information.

This part can feel weird but bear with me. It’ s one of the best ways to understand the current personal brand persona you are projecting to the world. Often, what clients or colleagues express shocks you (in a good way!) and lends itself to new insights for a personal brand.

Make a list of people you’ve worked with who may be amenable to answering a few quick questions. Give them a deadline to ensure they focus and reply. Then, ask them the following via email:

  • What would you say if you had to describe me to someone else?
  • What do you perceive are my greatest strengths? Weaknesses?
  • What do you like best about working together?
  • What three adjectives best describe me?

 

You’d be surprised at how accurate these results can be. My own self-assessment began over 10 years ago with these questions. The answers were similar from the six coworkers, colleagues, and clients I polled. They saw me as trustworthy, professional, diligent, and brilliant at marketing. They also all said — and this was hard to hear but important — that I tend to get impatient when people don’t understand me. That I can get annoyed at little things. That when I get stressed, I take it out on others.

It may differ from what you want to hear, but feedback like this is invaluable. Many years after I did this first round of personal branding questions, I took a test from A Deeper Way (ADW) called the Personal Profile, and guess what? The results said the same thing — and pointed out that when I am under stress, I become short-tempered. Now, who would have thought . . . ?

 

  1. Make a list of your best qualities.

Take the results from 1 and 2 and list your strongest assets. Your list may include words like mine, or perhaps you’re more creative, quirky, thorough, or funny than I am. Whatever they are, these are your words, and for now, just for your eyes only.

 

  1. List your services.

Easy, right? Make a list of the services you offer. Then, rate the list on a scale of 1 to 5, with 1 being the least and 5 the greatest, in the order you sell them. Then, do the same thing again, except mark the list on a scale of 1 to 5 with how much you enjoy providing the service.

Where these intersect becomes part of your brand focus.

 

  1. List the industries you provide services to.

Repeat exercise number 4, but instead, list industries you provide services in — and rank the list the same way on a scale of 1 to 5. Now think about how often you work with that industry and how much you like the industry.

Where the two intersect becomes your industries served.

 

What’s Your Most Important Quality?

What makes you uniquely you? What is the one thing that comes up over and over again when people talk about you, post feedback about you, or share testimonials about you?

How about when you were a child — think back to your school days in your teenage and college years. What were you like then? Are you the same way now?

These attributes, over time, when combined with the feedback sessions you’ve completed with clients and your own self-assessments, provide the locus from which you can develop a personal brand.

 

Building a Simple Brand: Visual and Verbal

Let’s say that after completing a self-assessment and asking for feedback, your list of brand attributes looks like this:

  • Extraverted
  • Funny
  • Creative
  • Sincere
  • Problem Solver

 

Great! Now look at your list of services and industries:

Services

  • Advertising writing
  • Marketing writing
  • Sales brochures
  • SEO copy
  • Product descriptions

 

Industries

  • Insurance
  • Banking
  • Real estate

 

Building a personal brand on such qualities, services, and industries is fun! Although we might think of insurance, banking, and real estate as dull or stodgy, many companies in these industries would LOVE to find a creative advertising copywriter who is funny and fun to work with.

 

Developing a Visual Brand Image

Your visual brand should reflect you. All freelancers should have good quality, professional headshots taken by a photographer. Wear colors that flatter you, make you feel good about yourself, and align with your brand. Use the same or similar images across your social media platforms and your website to ensure quick recognition with your audience. You don’t need a logo with a personal brand; however, your portrait quickly becomes as important as a logo.

What about colors? Start with a color that feels “right” for you. People naturally gravitate toward brand colors that reflect their personalities. Go to a paint store and pick a few chips out that feel like your personal brand. Take these paint swatches and snap a photo of them separately against a white background. Then, use websites like Coloors to match the HEX# (a number that identifies a particular color and shade consistently across all digital devices). Write down the number as you will need it for your brand.

Coloors also has a color generator, which can help you choose additional colors for your brand palette. Like an artist’s palette upon which a painter splashes colors he mixes into a painting, a brand palette provides 2–3 colors, plus black and white, that should be used consistently and can be mixed and matched for variety.

When you have all of your colors, write down the numbers. I like to make a card on Canva or PicMonkey or any design software with my colors on the page in circles and the HEX# below them.

Your colors and your portrait become the central part of your visual brand. What about images? Think about consistency there, too, especially if you use licensed stock photography. The brand “tone” should be reflected in your image choices. If you’re funny and quirky, look for funny images, quirky angles, and more. If your brand tone is professional and dignified, think along those lines when choosing stock images. Colors, pictures, and other graphics work together to enhance your brand image.

 

Your Personal Brand: Description

Now we get to the fun part: writing your new profile description. This is where you can reflect your personal brand to the world! Sharing a consistent profile description on social media sites and your own website, and on sites you write for, also helps you build your personal brand.

Return to your list of attributes and qualities. Using our example of a funny, creative person who writes marketing copy for the banking industry, I’ll put together a sample of her profile below.

[You] + [results achieved] + [industry] + [service] = your profile message.

Our quirky copywriter might have a short bio that looks like this:

I generate leads for real estate agents by providing creative marketing and advertising writing.

Or, how about this, jazzing it up a little:

Tired of the same old boring finance copy? I write quirky, fun, creative, original sales copy for insurance, banking, and real estate. Plus, I’ll make you laugh. Ready to work?

Once you have something that appeals to you and feels right, use your new profile copy and image on all professional social media platforms.

 

Consistent Deployment of Personal Branding Builds Recognition

Remember that branding isn’t just visual and written. It’s also what you say and do and how you interact with others.

 

What If My Personal Brand Fails to Resonate?

Whenever I have seen a brand fail to resonate with the target audience, it’s usually due to one of the following factors:

  1. Your personal brand must reflect the inner you to resonate with your target audience. You won’t get traction over time because it won’t feel “right.” Others will also perceive the discrepancy, like an instrument slightly out of tune in an orchestra. If you’re fun and quirky but trying to act serious and professional, you’ll feel constricted and bored — and it will show.
  2. On Monday, you roll out your new brand message, portrait, and colors. But by Wednesday, you decide you don’t like orange, hate the banking industry, and change everything. This kind of flip-flopping never gains traction, confuses your audience, and doesn’t build a brand.
  3. Giving Up. Lastly, giving up too soon can also cause a brand to fail. It can take many months of consistent hard work, sometimes longer, to truly see an impact.

 

Nearly every industry has room for originality, so I advise people to refrain from matching their brand to the industry. Matching brand attributes and values to the core of who you are builds an authentic, original personal brand. There’s only one you; if you try to be anyone but who you are, it won’t feel right to you or your audience.

 

It’s Your Turn: Build Your Personal Brand

Now it’s your turn! Building a personal brand can be a fun, creative exercise. Getting to know yourself via personality tests; asking for feedback and being open to receiving it; playing with color, photography, and words to describe yourself, your work, and the results you achieve for your clients; then deploying it across the digital landscape can be a fun marketing activity that also generates results.

And what results you can achieve. In today’s digital landscape, where potential clients have the attention span of a goldfish (8 seconds, in case you were wondering), being instantly recognizable — and your fabulous original self — is what will help you gain recognition for all the right things, stand out from the crowd, and attract the best clients to your doorstep.

 

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.

Categories: Jeanne Grunert, Marketing

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