Blog

What is a personal brand and why is it important?

November 15, 2020 By // by Rachel Brushfield

A personal brand is essential in the digital age.

But what is a personal brand and why is it important?

You as a brand – what’s your USP?

USP stands for Unique Selling Proposition and it means simply the thing that makes you different, distinctive or better from other people who do what you do.

A brand is a product or service with a unique or distinct territory or character that occupies a space in the minds and hearts of its target audience.

What territory do you or do you want to occupy in the minds of your target audiences, i.e. your current or future employers/clients?

With time so precious, it is key to create a clear differentiation for yourself through your qualities, skills, experience and/or knowledge because then it is easy for people to find a fit. If they find it hard to find a fit, then you may be side-lined, not because you’re not good, but because they can’t quickly and easily see how, where and when to use you.

This is especially true for freelance work where often quick decisions are made. However the danger is if your territory is too narrow, you’ll be typecast, so manage your brand carefully and keep track of market changes.

Gain clarity to the extent where you can answer the question, “the only xxx e.g. communications professional who…..”. Another way of describing what you aspire to is for someone to say, “Ah you mean xxx, the one who specialises in…”

Here’s some tips to help you get clear on what your USP is.

Research market needs and trends – what are the emerging issues and competencies that are going to be in demand e.g. empathy with difficult clients, knowledge of innovative digital assets etc.
Reflect on times in your life when you’ve found yourself ‘in-flow’, i.e. everything just works naturally. What were you doing at those times? What natural gifts were you exhibiting that you may not even be aware of?
Ask people who know you well for their feedback about your skills and qualities
Identify the link between current and future market and employer needs and your natural skills and qualities
Do some training or studying to build upon your strengths
Write a brand positioning statement and bounce it off people your trust
Narrow your brand down to between 1 and 3 words
Come up with an impactful audio logo/verbal business card, i.e. a short memorable phrase that you can respond with when someone asks you “What do you do?”
Create an impactful and consistent brand experience through everything that you do and say. Ensure that your image expresses and matches your brand

Read how we help our clients

Reigniting passion and defining your personal brand

https://www.inspiringportfoliocareers.com/reigniting-passion-defining-your-personal-brand/

Get in touch to arrange your free 20-minute consultation:

https://www.inspiringportfoliocareers.com/contact-us/

What should I say when networking?

November 15, 2020 By // by Rachel Brushfield

Networking whether face to face or on-line is stressful for many people, especially when new to self-employment.

They worry about what to say and how to say it.

That age-old question – “What do you do?!”

Have you ever been to a networking event and your eyes glazed over with how people answer the question “What do you do?” Most people reply with their job e.g. I’m a lawyer or accountant etc.

This misses a trick and also an opportunity for you to engage people and share what sets you apart from other people who do what you do. Meeting prospects or contacts at networking events is just the start of the relationship, so why not start it with positive impact? What is needed is a great ‘verbal business card’.

What is a ‘verbal business card?’

A verbal business card is a creative and relevant way of answering the question What do you do? in a way that is memorable and evokes curiosity, allowing you to continue and develop the conversation. It also keeps you interested and be interesting to them. Just as your printed business card reflects your brand and company, setting it apart from other companies, so your verbal business card needs to too, only appealing to people’s ears instead of their eyes.

Examples; for a roofer “I keep the roof over my customers’ heads and them out of the gutter”, a photographer “I shoot people”, a business psychologist “I stop people from going mad at work” or an accountant: “I am a bean counter with a difference.”

What could your verbal business card be?

5 tips to create a verbal business card

What makes you different to other people who do what you do?
What’s a creative or metaphorical way of expressing how you help people/what you do?
What’s the benefit of what you do to your customers?
If you had to choose 1 word that makes your approach distinctive, what would it be?
If you weren’t allowed to speak to explain your job, what prop would you hold?

Self-reflective question

If you were explaining your work to a young child, what would you say so that they understand?

Get in touch to arrange your free 20-minute consultation:

https://www.inspiringportfoliocareers.com/contact-us/

How can I get freelance work?

November 15, 2020 By // by Rachel Brushfield

Covid-19 has caused many redundancies with more competition for both jobs and freelance projects.

Whether freelance work is a temporary choice or a conscious career choice, spending time creating opportunities is essential.

So how do can you get freelance work?

Freelance work gives you freedom and flexibility to work at different companies and on diverse projects and brands without committing to one employer, but it is a career choice without the guarantee of a monthly salary, so it’s not for everyone.

Freelance is also a great choice if you have been made redundant or don’t feel sure where you want to work.

You can ‘try before you buy’ and your employer can try you before they buy you, reducing any risk and increasing the chances of a ‘happy employment marriage’.

Here’s some tips to get freelance work.

Chat with people who are successfully freelancing, pick their brains and jump up the learning curve, learning from their mistakes and successes
Get some solid experience and credibility behind you. Having some well known names of employer and brands for freelance projects helps to give you a sound foundation
Be clear about your personal brand and be able to express it to others verbally and in writing as this will help people to ‘buy’ you (see separate blog on this topic)
Create a clear and impactful biog, CV or portfolio and have some business cards printed which ooze quality and don’t say cheap
‘It’s not what you know, it’s who you know’ is a commonly used phrase. Create and build a network of contacts. Phone them regularly and support them and they’ll be more likely to remember and call you when they have a need. Phone them and tell them about your last freelance project and ask them if there’s anything coming up that you can help with
Have a good support system with other self-employed freelancers who you can meet up with socially so that you don’t feel isolated and network with and through them. This is especially important if you are freelancing from home rather than in an office, which the majority of people are with lockdown
Attend industry events on-line so that you can see and be seen by key contacts
Read the trade news for your profession and keep an eye out for new business wins and moves so that you can take a targeted approach to potential projects, flagging up your relevant sector experience and specialist skills
Be efficient with your invoicing. Send them out promptly and keep chasing to keep your cashflow healthy
Set up a savings account so that you build up a financial buffer for the quiet times
Choose not to worry about getting work. You want to enjoy the benefits and freedom of being freelance, not be shackled by fear and uncertainty of where your next project is coming from
Begin making enquiries about possible projects before your current project comes to an end
Keep your CV or portfolio up to date and create case studies that you can mail or e mail to current and new contacts
Take time out to reflect on what projects you are doing, any learnings and do update your skills and knowledge via continual professional and personal development. Don’t work back-to-back all year and get exhausted or even worse ill
Always be professional, smart and do a good job. You are only as good as your last project
Remember that you are paid for your time, so remain focused and productive, don’t waste time
Make an effort to be friendly with full time employees as they could be a future commissioner of you
Collect business cards along the way and add to your database, connect on LinkedIn and consider a personal CRM system
Share your flagship projects in the Featured section on LinkedIn

What tips would you add?

More

Read about Energise clients and how we helped them.

Becoming self-employed following redundancy

https://www.inspiringportfoliocareers.com/becoming-self-employed-following-redundancy/

From employment to contracting

https://www.inspiringportfoliocareers.com/from-employment-to-contracting/

How do I become self-employed part 4

November 14, 2020 By // by Rachel Brushfield

This is part 4 of a 4 part blog series about becoming self employed.

Read part 1 https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-1/

Read part 2 https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-2/

Read part 3 https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-3/

Both Peter and I have run our own businesses for many years. I (Rachel) have spent many more years doing my own thing than being employed. In 2021, it will be 24 years.

Here are 8 tips

Design and print high quality business cards – they speak volumes about you
Networking selectively for your own specialism
Have a superb support system e.g. bookkeeper, proactive accountant, IT
Develop and hone efficient expedient systems, e.g. physical paper and computer file folders from the outset
Back date purchases before you set up your business
Be adaptable and open to new avenues and opportunities – learn as you go along, learn then teach to embed new learning
Create your own personal image – be authentic
Have a plan but be agile – see what clients/projects you attract

What tips would you add?

More

Read about some of our clients and how they became self-employed.

Hobby becoming a business https://www.inspiringportfoliocareers.com/hobby-becoming-a-business/

From employment in the arts to self-employment https://www.inspiringportfoliocareers.com/from-employment-in-the-arts-to-self-employment/

Contact us to arrange your free 20 minute meeting to explore what would be useful for you: https://www.inspiringportfoliocareers.com/contact-us/

How do I become self-employed part 3

November 14, 2020 By // by Rachel Brushfield

This is part 3 of a 4 part blog series about becoming self employed.

Read part 1: https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-1/

Read part 2: https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-2/

Both Peter and I have run our own businesses for many years. I (Rachel) have spent many more years doing my own thing than being employed. In 2021, it will be 24 years.

Here are 10 tips

Follow up is key – don’t waste effort going for the ‘new shiny thing’
Be clear on your attitude to risk
Adopt smart tech to work expediently and plan IT reviews and updates
Create a financial ‘cushion’ for quiet times
Design your business and working environment around your personality type e.g. extrovert or introvert
Make the most of the quiet months (August/December/January) to think and plan, don’t worry that it is quiet – it is a gift!
Utilise the support of a Virtual PA – play to your strengths
Be honest with yourself – what do you really want, rather than what you think you should do?
Know the key words for your specialism – use Google Keyword planner
Define your personal brand and personal brand assets, e.g. avatar – this is increasingly important in the digital age

What tips would you add?

More

Read about some of our clients and how they became self-employed.

Starting a charity: https://www.inspiringportfoliocareers.com/starting-a-charity/

From insurance to being a piano tutor: https://www.inspiringportfoliocareers.com/from-insurance-to-being-a-piano-tutor/

Contact us to arrange your free 20 minute meeting to explore what would be useful for you: https://www.inspiringportfoliocareers.com/contact-us/

How do I become self-employed part 2

November 14, 2020 By // by Rachel Brushfield

This is part 2 of a 4 part blog series about becoming self employed.

Read part 1: https://www.inspiringportfoliocareers.com/how-do-i-become-self-employed-part-1/

Both Peter and I have run our own businesses for many years. I (Rachel) have spent many more years doing my own thing than being employed. In 2021, it will be 24 years.

Here are 10 tips

Utilise social media to create awareness free – be focused
Build your skills – gives you options to develop a portfolio career over time
Co-opetition vs collaboration – there can be a fine dividing line between people who do similar work to you being an opportunity to collaborate and being competitive
Protect yourself with legal docs e.g. web site terms and conditions, associate agreements etc.
Create case studies to demonstrate how you can help clients
Gain and share client testimonials
Design your business around your personal values – what is really important to you
Create a compelling verbal business card – what you answer when asked ‘what do you do?’
Support your clients in their roles/careers and they will support you
Timing is everything – monitor business and seasonal cycles which influence

What tips would you add?

More

Read about some of our clients and how they became self-employed.

Turning a passion into a business:

https://www.inspiringportfoliocareers.com/turning-a-passion-into-a-business/

Turning a strength into a business:

https://www.inspiringportfoliocareers.com/turning-a-strength-into-a-business/

Contact us to arrange your free 20 minute meeting to explore what would be useful for you: https://www.inspiringportfoliocareers.com/contact-us/

How do I become self-employed part 1

November 14, 2020 By // by Rachel Brushfield

This is part 1 of a 4 part blog series about becoming self employed.

Both Peter and I have run our own businesses for many years. I (Rachel) have spent many more years doing my own thing than being employed. In 2021, it will be 24 years.

Here are 10 tips

A key decision is whether you want to have your own business or be an associate of someone else’s business, or a mixture – time, money, control and self-marketing considerations of these choices
Use your career heritage as a springboard/foundation for change
Research thoroughly to ensure a robust decision
Have a coach, mentor and/or personal Board
Do things ‘just in time’ in response to client interest/trends, rather than having everything in place – let go of perfectionism
Make time to plan, reflect and review regularly
Pre-network before becoming self-employed
Have a clear niche/specialism that you love
Choose the right not wrong associates – do due diligence re referrers – many have established referrer relationships already – don’t waste your time with the wrong ones
Think ‘out of the box’ with your marketing and networking. It doesn’t have to cost a lot of money

What tips would you add?

More

Read about some of our clients and how they became self-employed.

From civil servant to self-employment:

https://www.inspiringportfoliocareers.com/from-civil-servant-to-self-employment/

From employment to self-employment – accountancy:

https://www.inspiringportfoliocareers.com/from-employment-to-self-employment-accountancy/

Contact us to arrange your free 20 minute meeting to explore what would be useful for you: https://www.inspiringportfoliocareers.com/contact-us/

Interview confidence

November 10, 2020 By // by Rachel Brushfield

This is an example of an executive successfully transitioning from the public sector to the private sector, with confidence and against stiff competition.

Robert had worked in the public sector for many years, a culture that did not really fit his personality. We helped him identify a specific area he was passionate about – aviation, what his values were and the kind of culture in which he would thrive.

Applying for jobs in the middle of a downturn was daunting, especially with many candidates for sought after roles in the private sector. We did interview role play with Robert to hone his technique and helped him to identify and express the benefits of his experience to overcome any potential objections to employing someone from the public sector.

We helped him to appreciate and verbalise his relevant and extensive experience and show his personality. Feeling comfortable about networking was another new skill learnt from working together, new to people from the public sector. Robert achieved a great role in aviation in the private sector and a new start for him and his young family.

“Faced with a formidable transition from public to private sector, Rachel gave me the direction and focus to not only make the change, but actually secure the job I have always wanted.

Key to this was an understanding of personal values which helped me to identify the right industry sector to move into, as well as seeking employers who shared my values. I realised that in my public sector roles, I really was a square peg in a round hole and Rachel encouraged me to look outside my skillset and even consider a complete change of career.

Through face to face coaching, supported by high quality literature, I learned a variety of useful techniques which helped overcome a deep-rooted fear of interviews, and gained some valuable advice about my own personal “brand”.

I already had the skills and knowledge and Rachel’s coaching was instrumental in bringing out those qualities and targeting them to best effect.

For some people, life in the public sector can undermine self-confidence and leave them questioning their ability. It doesn’t have to be this way.

So many ‘professionals’ were quick to remind me how it is virtually impossible for someone to move from public to private sectors. Rachel helped me ignore such negative advice and put me on the road to achieving my goals. She has been a real force for good.”

Robert Gage.

From civil servant to self-employment

November 10, 2020 By // by Rachel Brushfield

This is an example of the successful career change into self employment from being a Civil Servant in the public sector all of his life. Written communication is one of this client’s core competencies, so it makes sense for them to express their story in depth in their own words, rather than us use ours.

“For 22 years – over half of my life – I was a Civil Servant, so a decision to leave the Service was monumental, the right decision, but still very daunting. During my subsequent career break I toyed, spending money along the way, with ‘new careers’ that I had thought were for me, but which (when faced with doing them) I didn’t feel the passion or enjoyment I thought I would. I became stuck.

I then found Rachel at Energise who helped me to take a fresh look at myself. She took me on a journey through my career and back again and helped me to reach a light bulb moment: Focus on what I value, I am good at and enjoy doing in a way I like to do it! I saw new insights and clarity about my uniqueness, what I have to offer and how to evaluate work options so that I choose projects that energise me. Armed with this, Rachel helped me take the ‘fear’ out of approaching a jobs market I hadn’t been in for over two decades – how to network and market myself. This all culminated in an impactful and up to date CV and understanding of the increasing role social media plays in finding opportunities.

In possession of my new CV and new learning I applied for three roles securing interviews for all. I was successful and chose a short term role that fits who I am, honours my values, plays to my strengths and working style. I have to say that I am really enjoying myself and find myself at a stage of starting to look for my next opportunity. The fact I accepted a short term contract and feel no fear about how to go about finding the next opportunity is testament to the insight and knowledge Rachel helped me to access and apply.

So, if you are at a career crossroads, want to leave the public sector to become self-employed, do something different or do something the same but somewhere else, I would recommend working with Rachel who will share lots of tips and tools to support you and ensure a safe passage to your new world! She is highly professional, has a lot of expertise in the jobs market as it exists today, and provides a personalised and flexible service tailored to your needs. Rachel stays in touch too, introduces you to others who might be able to help you as you begin and continue your journey.” Stephen Poole

A second career to retirement

November 10, 2020 By // by Rachel Brushfield

Jenny had set up and run her own successful law firm for over 30 years and was one of the first women to be a managing partner in the legal profession. She heard about Energise as a result of reading one of our articles.

Ready for a change, with the legal profession becoming a legal market, and a different outlet for her many talents and interests, including public speaking and learning, she far from wanting to retire but ready for a new challenge, the question was what.

Like many lawyers, she had only ever known the law, and so the prospect of doing something different was daunting. Like many lawyers, she found it hard to see her skills, qualities and experience and where they were transferable. We shared ideas for new ventures – being self-employed all her life; Jenny knew that employment was not for her.

We helped her to identify her values, what motivated her, her needs and wants. Together we identified a broad range of second career options from evolutionary to revolutionary, and how to screen them. We also helped Jenny think about her unique brand, how to market herself and introduced her to useful contacts, resources and networks.

Jenny found coaching gave her an invaluable supportive and confidential sounding board to think through her options and become more confident and competent to create the changes she sought.

Like many clients, coaching gave more than anticipated. After many years in the law, with the pressure and measurement of fees that come with the role and leading a firm; Jenny also uncovered a desire to enjoy creative pursuits and enjoy the journey as well as focusing on the destination

“Working with Rachel has given me the opportunity to move forward and the support to look at all the various options that are available. She has also given me the tools to work on myself in the future when change occurs. Thank you for your work which has been very valuable”

Jenny Betts