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7 Things you Need to Know About your Brand Before Working with a Freelancer

Nina Rodríguez-Quirós

When you start a new project, you typically want everything done as soon as possible. You have deadlines and goals you need to meet. However, taking a step back can improve your strategy and help you find other opportunities you should target first.

As a former freelancer now turned business owner, I want to provide some insight that will be helpful before working with a creative. In this article, I've outlined the essential things you need to understand before bringing in someone else.

1. What's your story?

Build a brand around that, allowing a solid story to flourish and trace a map of where the world was before you made your idea into a business.

2. Who’s your audience?

Establish early on the expectations you have of your freelancer, with a clear role and responsibilities. Make sure you have an outline of your needs and listen to freelance recommendations based on that. Many freelancer relationships may not work due to being asked to work on things outside the agreed scope of work. It is essential to stay consistent and ensure your team is aligned with the freelancer's role.

Key categories to define your audience:

Demographics: where your audience lives, household income range, education level and age range.
Psychographics: to understand your audience’s attitudes, personality values, desires, interest, goals and even lifestyles.
Audience Insights: findings that you've identified about your audience, it could be a fact, an observation and data.

Pro tip: If you don't know your audience, you should perform a market research before even approaching your audience.

3. What problem are you solving?

When you understand the problem that you are solving, you can connect better with those that need your product or service. If you are providing more than one solution; excellent! But stay focused on the 3 most critical pain points for your audience. From that point you will be able to communicate the value of your business.

4. How do you want to make your customer feel?

Once you understand your problem, think about what gives value to your product or service. Does it speak to your target? Does it make them feel relieved, happy, or at ease?

5. Who is talking to your audience?

Is it a friend, an authority, or is it their conscience? When you know this, it brings the freelancer to understand what your brand thrives on. Trust me, even mentioning celebrities can add a lot to the table and create a tone for your brand.

6. What makes your brand different?

When you understand what your brand does best, it is easier to have your differentiator as a selling point. Think about your benefits and what sets you apart from the rest.

Here are a few examples that can help you find yours:

  • Volvo owns the brand for the safest vehicle in the market. (Source: The 22 Immutable Laws of Branding, Al Ries & Laura Ries)
  • Rolex is an expensive Swiss watch, premium to other watch companies. (Source: The 22 Immutable Laws of Branding, Al Ries & Laura Ries)
  • Tesla is the best selling electric car vehicle in a saturated car industry.
  • Dominos is the market leader in pizza deliveries, having 30-minute guarantees as early as the 1970s.

7. Which brands do you admire?

When building a business, you typically have a muse, and chances are you would choose the brands you admire as inspiration. Adding this into the equation simplifies the process of understanding where you are coming from.

Bonus points if you answer this question: Do you need a doer or someone that has expertise?

You might view your budget as "this is what I'm willing to pay for this project," and that is understandable. Still, when you are looking for a freelancer, it is better if you understand the differences in terms of their years of experience.

The Doer Freelancer – Junior level freelancer, starting out their career with their first batch of clients. They’ll get done exactly what you have asked for and will research anything they may lack in expertise. They are cost effective for shorter, and less strategic projects that you have well defined.

The Expert Freelancer – Typically the most mid-level to senior freelancer, who has been in the industry for a number of years, and you’ll notice this in their portfolio of experiences. Senior freelancers hold the strongest skill sets. They see the big picture, and take ownership that goes beyond the initial project request. This in the long run saves time, money, and effort for you, which translates into cash savings for future projects.

Ready to work with a freelancer?

Now that you know what you need to get started on the right track with your freelancers, Buzzzy can help you match with the right one for your business. Submit your request, and do some humble bragging on how much you know your brand and how to take it places starting with your next project.

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