Branding and Marketing

Foundational Concepts for Every Independent Professional

To earn more and keep more of what you bill, you need to be a business and present yourself like one. This will affect how prospective clients perceive you, and by extension, how much they may be willing to pay. Regardless of how long you’ve been independent, make sure you fully understand the following foundational concepts.

Lifecycle Stage	Title	Description
	What/Who is a Professional Independent Consultant?	As we go to market or talk about ourselves, we need to convey three key elements. This article explains what they are and offers suggestions to help you “walk the talk.”
	Temporary Employee vs. Independent Contractor	Whether you call yourself a consultant, contractor, or freelancer, the only status that matters is how you are classified and paid. Be sure you understand the various labels and terms so you know how to position yourself for success.
	Consultant, Contractor, Freelancer: Labels Matter!	The terms you use impact how potential clients perceive you, how they pay you, and even how much they're willing to pay.
	One Easy Step to a Professional Image	Every self-employed consultant should follow this advice from PICA's chief advocate, yet many established consultants don't. If you want to be taken seriously as a consultant, read this!

Resources on Branding and Marketing

At PICA we regularly add new content and virtual events to help you go deeper on these topics. Below are resources to help you define and refine your go-to-market strategy, arranged by the lifecycle stages of exploring, emerging or firmly established as an independent consultant.

Lifecycle Stage	Title	Description
	To Be or Not to Be an Independent Consultant	If you're thinking about "making the leap" this article by PICA's Chief Advocate will help you think through the pros and cons.
	Registering Your DBA (Doing Business As)	Once you've selected a name for your business, find out if you need a DBA and if so, how to get one.
	Website Tips and Advice	Do you really need a website? Here are the reasons you do, and more importantly, the steps to easily create one.
	Narrow Your Niche to Win More Work as a Solopreneur	Don't make the mistake of marketing yourself as a "jack of all trades." PICA's Chief Advocate explains why knowing your niche is critical, and offers tips for figuring it out.
	Why Personal Branding is Vital and How to Do It	Consciously create your brand so you become known for something. This helps clients think of you and their colleagues refer you.
	How to Develop Your Tagline to Win More Work	One of the six keys to success as a solopreneur is to be known for something and be memorable. Learn how to narrow your niche to win more work.
	Creating Your Consulting Résumé	Even if you have a website and an all-star LinkedIn profile, you should still have a resume. Know how a consulting resume is different than a traditional one, and get tips for creating a strong one.
	Optimize Your LinkedIn Profile for Independent Consulting	Your LinkedIn profile is your #1 marketing tool since 95% of your potential clients will view it. Learn how to make the most of it!
	Be a Pro: Eliminate the Gray Square on Your LinkedIn Profile!	As an independent consultant running your own business, good marketing is critical. By not showing an image or logo, you're missing an opportunity to make a positive first impression.
	Use Work Samples to Seal the Deal	PICA's Chief Advocate explains how to use samples to demystify what you do to help you win the work.
	Quote Your Billing Rate with Confidence	No matter how you price your services and expertise, confidence is key. Every solopreneur should read this!

Related Tools, Services, and Events

Lifecycle Stage	Tool/Service/Event	Description
	Web Workshop: Branding to Build Your Business Offered several times a year; see our calendar	PICA's Chief Advocate explains why knowing your niche is critical, offers tips for figuring it out, and answers your questions.
	Tool: Figure Out Your Niche Download the tool	Use this worksheet to help zero in on what you're really good at, why, and in what situations.
	On-Demand Course: Creating Your Solopreneur Website Work through the materials at your own pace. Register here	To be professional, you need a website. This course teaches you how to build one yourself, including what to put on it. If you already have a website, are you sure it's up to par? Like all workshops, this course is free for members but guests can take it for a small fee.
	Tool: How to Build Your Website Download the tool	This 4-page checklist will help you plan and organize your content, as well as where to get photos and what platform to use.
	Partner Service: Catalant For project opportunities, explore Catalant's website	Supplement your project pipeline with Catalant's online platform. Search and bid on projects for Fortune 1000 companies.
	Tool: How to Optimize Your LinkedIn Profile for Independent Consulting Download the tool	This 14-page guide gives step-by-step instructions to help you present yourself online to prospective clients and colleagues.
	Web Workshop: Optimize Your LinkedIn Profile for Independent Consulting Offered several times a year; see our calendar	Position yourself for success by getting tips and live advice from PICA's Chief Advocate.
	Tools: Resources for Free (or Inexpensive) Photos	Using high-quality photos that accurately represent your brand and your services is critical, but doesn't have to be overwhelming. Have a little fun with this part, here are some sites to get you started. Download the tool here.
	Tools: Resources for Business Logos	This list of sources will help you get a professional logo you can afford and also show you how to add it to your LinkedIn profile.