First steps of branding as a freelancer
Sinisalo, Viivi (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052113862
https://urn.fi/URN:NBN:fi:amk-2024052113862
Tiivistelmä
This thesis researched how freelancers could benefit from branding. Freelancing is a work form increasing in popularity, which puts pressure on freelance businesses to stand out from competition. The thesis investigated brands and branding in relation to freelance businesses.
The research covered the aspects of branding and personal branding. It also explained brand identity and perception and their role in building strong brands. The aim was to identify the aspects attributes of a brand most relevant to a freelancer. Furthermore, the goal was to create general guidelines for freelancers starting their branding journey.
The research was conducted using a qualitative research method. The chosen approach was a systematic literature review process using the Toulmin’s method. The data collected through the review was analysed synthesized to present the main findings.
The research identified attributes and combined them into four key elements a freelancer’s brand should possess. These attributes were authenticity, consistency, relatability and developability. Additionally, the study explored the starting points for brand-building. The findings indicate that branding should start with thorough understanding of the target audience. Defining the brand consists of the freelancer’s personal skills and characteristics together with the business’s offerings and the value it brings to said audience.
These guidelines presented in this thesis are very generalized. Future research could investigate whether emphasising personal branding or business branding influences the success of freelancer branding.
The research covered the aspects of branding and personal branding. It also explained brand identity and perception and their role in building strong brands. The aim was to identify the aspects attributes of a brand most relevant to a freelancer. Furthermore, the goal was to create general guidelines for freelancers starting their branding journey.
The research was conducted using a qualitative research method. The chosen approach was a systematic literature review process using the Toulmin’s method. The data collected through the review was analysed synthesized to present the main findings.
The research identified attributes and combined them into four key elements a freelancer’s brand should possess. These attributes were authenticity, consistency, relatability and developability. Additionally, the study explored the starting points for brand-building. The findings indicate that branding should start with thorough understanding of the target audience. Defining the brand consists of the freelancer’s personal skills and characteristics together with the business’s offerings and the value it brings to said audience.
These guidelines presented in this thesis are very generalized. Future research could investigate whether emphasising personal branding or business branding influences the success of freelancer branding.