My sister got a new phone recently and it came without accessories.\u00a0<\/p>\r\n
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Only one company can confidently pull that stunt.<\/p>\r\n
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APPLE<\/p>\r\n
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Why?<\/p>\r\n
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Branding<\/p>\r\n
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iPhones have been branded as expensive, durable, phones with great camera quality and<\/p>\r\n
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user experience.\u00a0<\/p>\r\n
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Samsung has the same branding, so why do people keep gagging for iPhones?<\/p>\r\n
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Exclusivity<\/p>\r\n
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iPhones have an entirely different operating system that is unique to Apple products. Samsung uses the same operating system as other android phones.\u00a0<\/p>\r\n
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The more out-of-reach you make a product, the more desirable it is.<\/p>\r\n
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The first time I got an iPhone, I felt like I had finally joined an elite social class.\u00a0<\/p>\r\n
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This is the feeling most people are paying for when buying Apple products. The feeling of belonging.<\/p>\r\n
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Now that\u2019s good branding.<\/p>\r\n
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As a Bipoc freelancer, you have to be memorable. It takes about 7 seconds<\/a> to make the first impression.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n This is why your entire brand image and persona have to be carefully curated to pass the right message.<\/p>\r\n \r\n\r\n<\/p>\r\n In this article, we\u2019re going to explore branding and the different ways to build a brand that will stay top-of-mind for your prospective clients.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Oberlo defines branding <\/a>as the process of creating a strong, positive perception of a company, its products, or services in the customer\u2019s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications.<\/p>\r\n \r\n\r\n<\/p>\r\n Branding is what makes you stand out among the sea of other freelancers. You want to be one of the first persons a potential client thinks of when they need a service you offer.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n 77% of B2B marketers<\/a> say branding is crucial for growth. Having a business without good branding is like covering a light bulb with an opaque bowl.<\/p>\r\n \r\n\r\n<\/p>\r\n If no one is seeing it, no one is using it.<\/p>\r\n \r\n\r\n<\/p>\r\n So what then is the point of starting a business?<\/p>\r\n \r\n\r\n<\/p>\r\n Good branding lifts you above the rest and announces you to your target audience.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n As a person of color, You\u2019re already marginalized. Branding is what brings you out of obscurity.<\/p>\r\n \r\n\r\n<\/p>\r\n The freelancing world is getting populated every day. You need to set yourself apart to be noticed and hired.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n The process of branding involves you putting your business on every relevant platform.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n Add this to a pleasing image and more people, including your dream clients, can spot you easily.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Relaying the same message consistently over time establishes you as an authority in that field.<\/p>\r\n \r\n\r\n<\/p>\r\n Customers believe that whatever you bring forth is great, and are more willing to come to you.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n If you are experiencing pain in your eye, would you rather go to a general practitioner or an optometrist?<\/p>\r\n \r\n\r\n<\/p>\r\n You\u2019ll most likely pick the optometrist because he has more experience with eye conditions than any other kind of doctor.<\/p>\r\n \r\n\r\n<\/p>\r\n It\u2019s the same in the freelance world. People are looking for someone to solve specific needs.<\/p>\r\n \r\n\r\n<\/p>\r\n Picking a niche narrows your target audience to a smaller group of people. This makes it easier for both you and your ideal client to find each other.<\/p>\r\n \r\n\r\n<\/p>\r\n Choosing a niche also gives you a clear vision for your freelance career. You know the exact service you want to offer. Focus on it and get better with every project you do.<\/p>\r\n \r\n\r\n<\/p>\r\n As you improve, you gain more popularity and trust among your potential clients.<\/p>\r\n \r\n\r\n<\/p>\r\n Over time, you\u2019ll establish yourself as an expert in your field.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Now that you have chosen a niche, you need to figure out the answers to the following questions.<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Let\u2019s say you\u2019re a conversion copywriter. Your target audience is the head of content and CMOs of fashion companies.<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Their content is not convincing enough to convert visitors into buyers.<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Include lines in your social media bio that can tell them you know your stuff. E.g \u201cI create product and landing pages that sell the heck out of your products\u201d.<\/p>\r\n \r\n\r\n<\/p>\r\n The answers to these questions vary depending on what you do.\u00a0<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n 94% of people said<\/a> they\u2019d be highly likely to recommend a brand they were emotionally engaged with.<\/p>\r\n \r\n\r\n<\/p>\r\n But here\u2019s the thing. People connect with people, not products and services.<\/p>\r\n \r\n\r\n<\/p>\r\n You are your brand. People need to connect with you on a personal level.<\/p>\r\n \r\n\r\n<\/p>\r\n Get active on social media. 37% of employers pick up their new hires<\/a> from social media.<\/p>\r\n \r\n\r\n<\/p>\r\n Tell your story.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n Network with people in your target audience. Talk about how you birthed your brand. Crack jokes. Give compliments. Engage with other people\u2019s content.<\/p>\r\n \r\n\r\n<\/p>\r\n Build relationships with your colleagues. Develop a brand voice and stick to it. Create an online personality that is genuine, likable, and relatable<\/p>\r\n \r\n\r\n<\/p>\r\n For example, Richard Branson, the founder of Virgin Group has 12.6M followers on Twitter, while Virgin group has 243.8 followers.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n His strong social media presence greatly influences his brand. The Virgin group account may have only a fraction of his following, but his entire 12.6M are getting almost the same brand messages from his account.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n It\u2019s important to pick a strong name that gives a hint about what you do. It\u2019s also essential that people can remember the name.<\/p>\r\n \r\n\r\n<\/p>\r\n This is where the age-old dilemma presents itself.<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n White people mostly have names that are easy to pronounce. It\u2019s perfect for them.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n But you aren\u2019t white<\/p>\r\n \r\n\r\n<\/p>\r\n You\u2019re a person of color whose name is most likely difficult for your target audience to pronounce.<\/p>\r\n \r\n\r\n<\/p>\r\n You don\u2019t want prospective clients to shy away from you because they are afraid of mispronouncing your name. You don\u2019t even want them stressed about your name. They should be fixated on your work.<\/p>\r\n \r\n\r\n<\/p>\r\n Also, let\u2019s be factual, racial bias exists very strongly.<\/p>\r\n \r\n\r\n<\/p>\r\n When some people see your name, they form an opinion about you. They expect you to not be good enough, they already plan to pay you less than your white colleagues.<\/p>\r\n \r\n\r\n<\/p>\r\n Using a simple English name takes away all these issues. They see only your work without judgment. By the time they have to jump on a call with you, they are already halfway impressed.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n It only takes consumers 10 seconds<\/a> to form a first impression of a brand\u2019s logo. I have completely dismissed brands because I found their logos to be tacky.<\/p>\r\n \r\n\r\n<\/p>\r\n Your logo is a visual representation of your brand. You need something simple and aesthetically pleasing.<\/p>\r\n \r\n\r\n<\/p>\r\n Be intentional about the colors you use. Color improves brand recognition<\/a> by up to 80 percent.<\/p>\r\n \r\n\r\n<\/p>\r\n Different hues can evoke a wide range of emotions. Use palettes that induce positive feelings in people and maintain them throughout every aspect of your business.<\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n Adding a photo to your LinkedIn profile <\/a>makes you 36 times more likely to receive a message on LinkedIn, and LinkedIn profiles with a profile photo receive 21 times more views than those without a profile photo.<\/p>\r\n \r\n\r\n<\/p>\r\n Many people need to at least be able to identify what the person they\u2019re approaching looks like<\/p>\r\n \r\n\r\n<\/p>\r\n Putting professional headshots across your websites and social media pages makes you more relatable.\u00a0<\/p>\r\n \r\n\r\n<\/p>\r\n Smile and radiate warmth. Avoid looking uptight, it\u2019s off-putting. You want your pictures to be welcoming.<\/p>\r\n \r\n\r\n<\/p>\r\n If you want to take it up an extra notch, wear your brand colors. It reinforces your brand message and blends nicely with your logo and website.<\/p>\r\n <\/p>\r\n \r\n\r\n<\/p>\r\n \r\n\r\n<\/p>\r\n How do you want a client to believe you can do a job for them if you haven\u2019t done the same for yourself?<\/p>\r\n \r\n\r\n<\/p>\r\n If you\u2019re an SEO copywriter, the SEO on your website has to be tight. \r\n\r\n<\/p>\r\nWhat is Branding?<\/h2>\r\n
Why is Branding Important?<\/h2>\r\n
Distinguish Yourself<\/h3>\r\n
Land your Dream Clients<\/h3>\r\n
Build Trust<\/h3>\r\n
How to Establish Your Brand as a BIPOC Freelancer<\/h2>\r\n
1. Pick a Niche<\/h3>\r\n
2. Determine your Target Audience<\/h3>\r\n
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3. Build your online Persona<\/h3>\r\n
4. Decide Your Brand Name<\/h3>\r\n
Your Name Vs a Brand Name<\/h4>\r\n
5. Get a Logo<\/h3>\r\n
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6. Get Professional Brand Pictures<\/h3>\r\n
7. Build a Website<\/h3>\r\n
If you\u2019re a web designer, go off on your website and show prospective clients how great you are.<\/p>\r\n