2016 was a year full of emotions: I came back to Italy from Africa, my baby arrived and my life radically changed.
I looked at myself in the mirror and did not recognize me anymore.
Everything was different: my body, my soul, my vision of life and work.
Working at a very reduced pace, I had time to think about my job, my vision and myself as mother, woman, wife and entrepreneur.
I decided that 2017 would be the year of my rebirth.
This word (that became my Word of the Year) contained the new me in personal and professional life.
And from this word, I started to think about my rebranding.
I needed a new image that could reflect better my new vision and help me gain new clients after my maternity leave.
This is what I did:
- I started from scratch, thinking about my mission, my objectives, my strategy, my image with the help of a coach.
- I hired a fabulous web designer to create a new stunning website and my new logo. We decided my colour palette, the style and structure of my website and worked on the SEO.
- I hired a professional and amazing photographer to make photos that represented the new me, with the help of an excellent image stylist and a make-up artist.
- I changed some things (services offered, logo) and created brand new offers.
Rebranding and freelancers
The idea behind rebranding is to change or improve the identity of a brand to help it stand out from competitors and gain more or simply better clients.
As freelancers, we have to understand that not only we are translators, copywriters, web designer, photographers etc.
We are entrepreneurs.
We deal every day with financial, marketing and fiscal issues apart from job-related issues.
We are brands, just like every other company.
And, at some point in life, we need a makeover.
However, any change may imply some risks. One of the possible risks arising from a rebranding process is that your customers do not like the new brand, for example, and decide not to work with you anymore.
For this reason, before starting such a renewal journey, you should make some considerations.
- First, understand why you are willing to do that. Why do you want to rebrand your freelance company? It is not working? It is working, but you want to achieve something different? As for me, I have been through different experiences in my freelance career and acquired new skills, competence and knowledge: I want to apply what I learned to my business. Moreover, I am older than when I started, and I like to think to my job as something that grows with me.
- Study your mission and your keywords, think about your USP and identify your target clients (this is very important).
- Decide if you can do everything by yourself (photos, website, logo etc.) or if it is better to hire a professional. Obviously, if you are a web designer you can work on your website alone, but probably you need help with professional photos or to analyse deeply your business in terms of objectives, mission and target clients (here a professional coach would be the solution).
- Consider any costs and remember to create a business plan in order to have everything under control.
- Analyse your offer and decide whether maintain, remove, change your services or provide new ones.
That’s all very interesting, Adelina, but what about results? Did you reach your goals after rebranding?
I finished my rebranding process in September 2017 (only 5 months ago, more or less), I attended an amazing networking event (Freelancecamp) – where I met many interesting and wonderful professionals and entrepreneurs – and I acquired 3 new clients (who reached me thanks to the website and word-of-mouth with people met to that event). I did not have time to do marketing campaigns or something like that to promote my services and the “new me”; so, I think that, after all, rebranding alone brought me great results!