Freelancer as Alter Ego

Original author: Rob Bowen
  • Transfer
image

Where is that fine line between the personality of a freelancer and his work? At first glance, they are identical. One and the same person, one name, one voice, one person. And, it seemed, what difference did we work with him or live in the neighborhood? However, this is not quite true. Freelance is still a business, if you want, a brand. He does not sleep or eat, and does not go to discos with friends. After all, no company goes home in the evenings with its employees. It’s just that the light goes out in the windows, and the work is waiting for the next fruitful day.

In order not to be unfounded, I’ll have to announce for the first time that I am one of those freelancers who represent somewhat blurry versions of themselves. I consider this position necessary, since some information can simply frighten off customers. We all, to one degree or another, play different roles in order to attract potential customers. I do not hide any crimes, of course. But at a certain point, I realized that people, and especially customers, do not need to know various intimate details. Especially if they can not affect the work.

Many do not realize that their online actions can adversely affect their careers, but meanwhile, the blogosphere is full of warnings on this topic. A professional approach to publishing online for a freelancer is a kind of protection against losing customers. And therefore, concern for the future of the business. I keep a personal blog that I started many years ago, along with twitter and a podcast feed, quite apart from resources that are somehow related to work. So you can be more or less sure that my political views or personal beliefs will not be able to affect the business.

How important is it?


Those of us who work with the professional alter ego have to learn to draw a line under it, thereby dividing ourselves. Of course, this feature can, and should, even be somewhat blurred. In order to flourish a personal brand, we strive to keep it as such - personal. That is, roughly speaking, a designer with a voice, a face and a name should still be visible to a person. And everyone asks the question - what can the client learn about us, and what is better to hide from him? And as the blogosphere is replete with warnings that you need to think about the content of publications, so many consider it a necessity for a freelancer to turn his own face into a brand.

It happens, of course, that some sociable stranger will take and put on the universal court the most intimate information in response to a warm greeting. And so thoroughly ruin the work on the brand, which was conducted over a long period of time - all in just a couple of minutes. For a moment, let's be honest and admit - despite the fact that sometimes we are very interested to know what kind of people are hiding behind our favorite brands, we do not want to know everything about them. We are pleased to draw some of their qualities in the imagination.

Here, of course, I can’t be categorical regarding all people, but once in the community we raised such a topic. And we came to the conclusion that we would like all of our favorite freelancers to remain - partly - a mystery. Why? Perhaps we like to draw them in a certain light? Maybe we ourselves want to be like them, and therefore put in a certain place - which we like best - on a universal pedestal? And sometimes we just don’t care about redundant information.

In general, whatever one may say, it still turns out that you have to submit information in a dosed manner, because none of the professional contacts need to undress the poor freelancer, sorry for the metaphor. In my case, potential clients do not need to know what my political beliefs are, since this is absolutely not the case with work. And what's more, sometimes it can scare everyone away. Well, if something that is not related to the work can positively affect it. But what if the effect is reversed?

For me, one of the undeniable advantages of freelance is that I can always refuse to perform a particular service for absolutely any reason - and this will not affect the relationship with the customer. For example, I’m a vegan and would never agree to provide my design services to a company that produces food products from meat, eggs, milk and other things. But this does not mean at all that I will openly take and describe the reason for the refusal. Because, having laid out so easily the whole ins and outs, it is very easy to lose the brand reputation. It is always advantageous to politely thank you for the offer, but at the same time say that, unfortunately, we cannot cooperate at the moment. You can even recommend other freelancers who have nothing against the consumption of animal food. So, even if we hide in some cases behind the mask of professionalism, this does not mean rejection of any of the sides of the personality. We continue to be ourselves.

So, if you decide to turn your freelance business into a brand, then such beliefs are best - at least - to keep in mind. Think about the need to draw a line between your personality and a freelancer. Many turn to freelance, believing that it provides absolute freedom to be yourself. But in the interests of business, they have to change beliefs. At least as far as the word “absolute” is concerned. The main thing is to remember that some of your qualities may interfere with the creation of the brand. But in no case does this mean that you need to exterminate them in yourself. Simply, in the professional sphere, one way or another, any expectations will be presented to you.

And what are these expectations?


It is hardly possible to overestimate the importance of your own brand, and therefore it is vital for him to be a freelancer’s ability to reflect on actions. This can be especially useful in situations where you have to answer sensitive informal questions. You need to learn to understand what kind of expectations the customer has regarding the brand - and then you can understand how big and which part of the personality should be invested in its creation, and in what proportions it is worth mixing the personal approach with the professional one.

And the expectations will be varied, which is natural for the freelance arena, which you entered with an individual trying on the willingness to become a brand. But some rules apply everywhere.

Originality
Firstly, people will expect originality. They will want to collaborate with a unique and individual brand, and therefore, of course, it is worth investing in it some part of you as an individual. But the mix is ​​unlikely to be limited to this. After all, there are other ways to create a unique image. Is this not a great opportunity to reflect and be creative?

Professionalism
Secondly, everyone will want to collaborate with a highly qualified specialist. Let us devote enough time to developing professional skills and knowledge. Definitely, this is the factor that can make everyone take your business seriously - and you will create the impression of a person you can rely on. Yes, yes, not only your brand, but you yourself. Rather, that part of your personality that you decide to inject your work into.

A clear idea
Regardless of how many facts about yourself you want to bring with you to the business, always keep in mind that people will want to have a clear idea of ​​the person with whom they intend to cooperate. Therefore, it’s worthwhile once again to make sure that personal information does not interfere with the perception of the message that your brand carries - does it sound clearly enough for the public and potential customers? The more professional a freelancer puts himself in, the clearer is the perception of people about him as a brand, and personal information does not bother anyone from communicating with him on topics related to work.

Sequence
No matter how you decide to end up presenting the brand, be sure to consider what customers will expect from you logical and consistent behavior. Therefore, whatever the proportions of your individual in a kind of business cocktail may be, try to maintain them and not go too far from the intended path, especially if you have been following it for a long time. Any serious shift can bring no less serious harm to work.

Finally


Perhaps a hippie, striving for balance, speaks in me, but I sincerely believe in the importance of such a struggle to balance the personal and professional approach to creating a freelance brand. However, I have no doubt that someone will express different thoughts from my comments in the article. Whatever you end up with, I will be glad to know fresh thoughts about the material just set forth by your humble servant.

Also popular now: