I've debated creating an LLC for tax purposes for the (very few) freelance gigs I have for a couple years now and I always get so overwhelmed by what my brand should be, I keep backing down. I keep telling myself that if I am going to do it, I'm going to do it right, with a name, Web site, etc - but I get so stuck on how I want to position myself and how my site should look. I have trouble finding the balance of who I am as a designer and how I want to be viewed by future potential clients. I see those quirky designers who have fun, humorous sites touting, "I MAKE STUFF" or something like that - they are super approachable and show awesome work. Then I see others who are more business oriented/serious in tone, telling you more about what their strategy and vision can do for you, etc. etc. and also have an impressive portfolio. I know there is no right answer and I need to find a balance. End ramble.
I think the "emotional selling point" and "unique selling point" are important things to think about. Sure your work should do a lot of the talking, but there are a lot of great designers out there. Honing in on your "story" as the articles say, I think is an important piece to give focus. People are emotional creatures and I think we make a lot of choice based on how we identify with brands and other people, etc. All good things to think about in the posts below.
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