The recent article, 5 Ways for Freelance Designers to Build Your Brand has generated a lot of interest here on DesignersCouch. You can read the full article at: 5 Ways for Freelance Designers to Build Your Brand.

It’s also initiated a great question. (Thanks, guidoguido.) How do I compete against established freelancers when I’m just starting out?

Maybe you’ve been working in a creative capacity for years but are just now branching out onto your own. Or maybe you’ve been a frustrated graphic designer trapped in a corporate body your entire career—until now. Whichever it is, follow these tips to brand your business and compete with the bigger guys (and girls).

Leverage whatever portfolio you can

If you have a portfolio from past jobs, use it. If it creates a conflict, be clear in saying this was work you did in a past life. Sometimes people are too apprehensive about showing work they’ve done in previous positions.

We pitched a client for a marketing strategy project. I found out later our portfolio contained collateral and a website another agency featured. It was my previous agency. But it didn’t matter to the client. We got the work and a great sense of achievement.

Use samples from student projects too. Just be sure you’re proud and confident of all the work you show.

You need at least a small portfolio. This may mean may need to do some pro bono work while you’re building your client base. Approach your church or synagogue. Talk to your friend who works for a non-profit. See if your nephew’s soccer team needs a new website.

Your brand is your greatest sample!

Whether you have two samples of two hundred, your own brand should be top notch. It should reflect the types of projects you take on and the tone of your work.

If you’re targeting professional services, your brand should be conservative.

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If you’re customer base is/will be companies with more creative brands, your look and feel should match it.

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Testimonials and references

So maybe you won’t have a testimonial from a client you’ve worked with for five years. But maybe you can gather testimonials from people you’ve worked with. Ask them to speak for your professionalism, attention to detail, excellent communication, deadline focus, or something else that will matter to design buyers.

Use your website and Linkedin to promote the testimonials.

Be ready with three solid references from people you’ve worked with. These may be the same people who give you testimonials. You don’t need to give your references out like candy. But having them ready will help put buyers at ease.

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Be cost competitive, not cheap.

Here’s the hard truth: When you’re just starting out, you may have to deliver at a lower cost than more established competitors.

But watch out for those less-than-ethical organizations that will try and get you to work for next to nothing. You’ll meet your share of them. I know I did early on. “Give us your best price,” is followed with how they can help you grow your business with more work to follow, if you’ll just reduce that price even more. Or they give you some incentive scheme which translates as very, very little pay.

If you start down this path, you’ll find yourself sliding down an endless slope of price cutting until you’re working for next to nothing. The other characteristic of these types of companies is that they tend to take forever to make decisions, change mid-course and pay late. This is the triumvirate of disaster!

I know it’s tough, but don’t play their game.

Instead, sell based on your attributes and what you do well. You can provide a good price that allows you to pay the rent and build your business.

Of course, you’ll take business in that first year (or two) that you’ll never take after you’ve been at it for several years. Just keep your business focus and be sure to make enough money with every project you take on.

Come back soon for part two of How to Compete as a Freelancer When You're Starting Out.

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About the Author
Becky Sheetz-Runkle is a marketing strategist and copywriter, and an advocate for measurable marketing. She’s based in the Washington, D.C. metro area and can be reached at bsheetz@q2marketing.com.