SELF-BRANDING TIPS
5 Profound Self-Branding Mistakes Solopreneur Creatives (from First-year Newbies to Seasoned Veterans) Should Avoid In Their Career
In the Spring of 2023, I asked my partner to help me with a graphic I needed for my photo storytelling business and what he said made me feel like I got punched in the gut.
“You’re asking me to help you create a graphic that does exactly the opposite of promoting your services.”
Can you believe I had the nerve to get defensive against his expertise because I felt offended by his honesty? This is a man with more than 30 years of graphic design experience. When I could finally get my irrational ego in check, I thought hard about how I could help solopreneur creatives (from first-year newbies to seasoned veterans) avoid 5 profound mistakes.
Let’s dive in:
Mistake #1: Use the tools of your craft as a crutch to avoid feeling uncomfortable and awkward in social environments
Too often, solopreneur creatives hide behind the tools of their craft (for me, it has been the camera and the pen).
Solopreneur creatives use their tools as a crutch. They believe it gives them the power to cope in social environments because being in the spotlight makes them uncomfortable. Only to end up relying on their tools too much, which makes them invisible.
Instead, solopreneur creatives should focus on developing social skills to get comfortable in the spotlight.
This is what ends up leading to being a trusted brand and industry expert.
Here are 3 small steps that I take to move away from being behind the camera and pen all the time:
- Share short daily videos with insights about projects.
- Ask for feedback from the audience for content that is most helpful for them.
- Allow the audience to take part in the creative process so they feel like they are part of the journey.
Mistake #2: Neglect sharing the behind-the-scenes process and improvements that the audience contributed to
A good solopreneur creative shares the behind-the-scenes (BTS) process.
A bad solopreneur creative neglects BTS and complains that the audience does not even know they exist.
But a legendary solopreneur creative attracts more clients because they consistently show up for their audience to make them feel valued and special.
After auditing my social media, I definitely fell into the “bad solopreneur” category.
The posts did not regularly nor consistently explain my services as a ghostwriter and photographer. After my partner’s comments and even from other viewers asking about what I do, I knew it was clear that I was very unclear. So, it was time for a change: more BTS and insights into how I work with clients.
Even if you are the magic behind the curtain, do not forget that the spotlight also has room for the architect of the show — building your personal brand is not an act of ego, but an investment in your own future.
Do not get it confused: sharing BTS is good, but it is far from what makes the most difference.
Remember to use these 3 easy tips to keep your audience engaged:
- It is perfectly okay for BTS to appear imperfect (real-life footage wins).
- Share improvements to services or products using feedback from the audience.
- Talk into the camera like you are talking with a friend.
Here’s my Instagram post explaining how I will show up more for my audience:
Mistake #3: Assume that talent is enough for the audience to understand the services and products
Until you become a trusted name with your audience and peers, do not take your eye off the ball.
Work relentlessly until your name becomes a category or the brand itself.
Serena Williams is the GOAT in tennis (and now in business). Steve Jobs is and will forever be Apple. We may never become a household name. But solopreneur creatives should relentlessly explain what they do to their audience.
Assuming that talent is enough to create a successful business leads to failure or years of financial struggle.
Remember, only 3% of the audience sees your social media posts and it takes 7–20 times for one person to remember the message.
Do these 3 things daily to help your audience remember you:
- Have a call-to-action (CTA) with every post so the audience knows how to take the next steps.
- Repurpose well-performing posts.
- Repeat, repeat, repeat.
Mistake #4: Allow outside judgment to cast a shadow over your work
People will always pass judgment no matter how nice or great of a person you are.
There are only 2 ways to handle this:
- Work on your self-esteem and the triggers that send you into a downward spiral.
- Find a support system to help you get through challenging times when nothing seems to you out of a mental rut.
Solopreneurship can be lonely, especially when you need a boost of encouragement to get through rough patches.
I was notorious for saying that I was okay even when I was feeling horrible from having my feelings hurt. I did not want people to think I was weak or unprofessional for allowing words to get to me. But after years of therapy and talking with supportive friends, I grew stronger, learning that vulnerability and the whole range of feelings are healthy as long as I acknowledge the triggers and how best to handle them.
Do not feel bad for feeling bad. You do not have to be a 24–7 superhero. Even superheroes have feelings.
Mistake #5: Never ask for feedback from peers
We all think we can do what we want without feedback.
We all think we have unlimited creativity.
We all think we are immune to critiques.
But the truth is, we’re not.
The fear of feedback is tied to our fear of judgment. You are not defined by your failures but by your choices to learn from them.
I have my partner to thank for setting me on the right track.
Honest and objective peer feedback throughout our solopreneurship journey can save us from making big or costly mistakes.
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