By Gerry Marychurch

Call a spade a spade!

Creating a brand that makes you sound like an agency rather than a freelance creative may sound sexy (and fun). But it might just muddy the waters and end up confusing clients altogether.

By Gerry Marychurch

Call a spade a spade!

Creating a brand that makes you sound like an agency rather than a freelance creative may sound sexy (and fun). But it might just muddy the waters and end up confusing clients altogether.

Some creatives 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 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 freelancer or consultant, grab a copy of The Pond booklet Ready to Be Your Own Boss?

• Courtesy of The Pond