Should I create a brand for myself?by Gerry Marychurch on 30/07/2012
Call a spade a spade! Creating a brand that makes you sound like a design agency rather than a freelance designer may sound sexy (and fun). But it might just muddy the waters and end up confusing clients altogether.
Some designers argue they can’t expect clients to be creative unless they themselves are creative in the way they package their skills and experience. Which means developing a brand…that sounds like an agency.
Going down this route has been know to cause confusion however. Clients are torn. Is she a freelancer or an agency? Was that work all her own? Or did she create it in her last full-time role? If she’s an agency does that make her a competitor (i.e. a threat to our bottom line)?
Our advice is to be honest about your career aspirations and decide from there. If you dream of freelancing and being the ‘hired gun’ around town use your own name (e.g. Sarah Brown). Then again, if your long-term plan is to set up an agency, hire staff and grow your business, get more creative (e.g. Kookmeyer Institute).
The current market is saturated with one-man design agencies that never amount to anything more. Better to use your own name and call yourself a freelancer, should that indeed be the case.
For even more great tips on how to get ahead as a freelance designer or design consultant, grab a copy of The Pond booklet Ready to Be Your Own Boss?
About The Pond
The Pond represents leading independent creatives across the advertising, design, digital and marketing communication industries. We specialise in flexible resourcing on three levels: freelance (daily and weekly bookings), contract (three to nine-month bookings) and full time placement. So if you are a freelance designer at the top of your game and looking for ongoing representation (or a business in need of the best independent creative minds), call us today (09) 373 3791.