Pivoting to freelance: Create a brand that speaks for you when you’re not in the room

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Editor’s note: The opinions expressed in this commentary are the author’s alone. Chris Brown is the founder of Venture Legal where he represents startups, freelancers, and small businesses. This column — originally published by Venture Legal and part of a limited series on freelance entrepreneurism — is intended to be general in detail and does not constitute legal advice. Click here to read the previous column on creating an LLC, setting up finances and paying taxes.

A new-to-the-game freelancer seeking his or her first clients must remember an important distinction: branding and marketing are related, but they are not the same. 
Your brand is your identity — the thing you want people to remember about you. Meanwhile, marketing is the act of pushing your branding and messaging to your target clients to win new work.
Creating your brand
Christina Hergott, Pink Moon Marketing, Kansas City
Be “consistent and cohesive,” says Christina Hergott, owner of Pink Moon Marketing. You should carefully craft your name, logo, website, messaging, and your overall look and feel.
“As a freelancer, you have the freedom to do something a little different, so don’t be afraid to be weird,” Hergott says.
My favorite definition of “brand” is …

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