What's Your Brand?

The minutes of a local freelancers' meeting that I couldn't (to my sorrow) attend showed that the subject discussed was branding. It got me thinking--what is my brand exactly? What is it that distinguishes me from other freelancers? Where's my focus? What's my forte?

Here are a few thoughts on how someone (particularly a writer who could work for almost anyone) might go about determining one's brand.

1. Determine your subject area expertise. That seems logical enough. Do you have experience or knowledge in a particular field? Science, technology, finance, gardening, cooking, or "other," you can use what you know to find your focus.

2. Identify your likes/dislikes. Okay, maybe you're a financial wizard because you have a CPA and used to work as a financial advisor or whatever--but you found out you hated it. Think about what it is you'd like to write about. What really turns you on. As writers, we're always reading (you do read, yes? yes?) and learning new things. What new area would you be excited to learn more about and focus on in your work?

3. Think about more than subject expertise. Remember, what you have to offer goes beyond the stuff you know. It includes your abilities. For instance, if you're good at writing persuasively, you might want to focus on copywriting and promotional work. Or if you give great attention to detail, you could do grant writing or technical writing.

4. Consider who will buy what you have to offer. It don't mean a thing if you don't hear that cha-ching! Once you've figured out what you're good at and what you'd like to do, figure out who wants it. Part of that is figuring out for potential clients what they need. Sometimes they don't even know they need it. So, finally you should . . .

5. Step outside the box, please. In thinking about these things, consider all the potential options. You've written articles for magazines, say. Why not take that talent and apply it in a way you haven't before. Your ability to write features may make you perfect for writing company histories or promotional copy so that it puts a "human face" on the business. Or you've written for newsletters before. Take that ability to write concise copy and put it to use writing case studies or corporate blogs. I'm sure there must be other examples of talents used in traditional ways or ways you've become accustomed to that can be applied toward providing new (for you or the client) and emerging services.

Just a few thoughts rattling around in my head on this subject. Anyone else got any bright ideas? Please feel free to share with your comments.