Back to all articles on freelancing

Branding and positioning

The way you position and present yourself to your clients can make or break your chances with a prospect. Learn how to do position yourself the right way.

Most freelancers are generalists. They’ll work with anyone, and don’t typically serve any particular niche.

We think you should put a lot of thought into your branding and the kind of clients you choose to work with. In this section, we’ll help you determine who you are, what you offer, and who you work with.


  • You should pick a niche and stick with it. Find out why.
  • Productized consulting helps you align your services with the exact needs of your clients. Find out how.
  • You never should abandon your principles. Find out why.

Whether through 4+ years of in-depth articles, premium courses, the conferences and events I host, or my podcast, my #1 goal is to help you become a more successful freelancer.

Brennan Dunn
Laura Elizabeth
Brennan Dunn, Zach Swinehart, & Laura Elizabeth Co-Owners,

Latest Articles on This Topic:

[Video] Be a Person, Not a Faceless Organization

🎥 In This Video : Zach discusses the importance of personal branding and building authentic connections with clients. He shares his experiences running both a solo freelancing business and an agency,…

The Problem With Positioning Your Business

What if everything you’ve been told about positioning (or niching your business) was wrong? Or maybe not 100% wrong… but at least super risky and prone to failure, especially if you’re…

The Freelancer’s Guide To Niching Your Business

“Choosing a niche,” or coming up with strong business positioning, is one of the most difficult exercises for many of the freelancers I’ve worked with over the years. I think…

Do You Need To Abandon Your Principles To Become A Business Consultant?

If I were to distill down every article, podcast episode, course, or what-have-you that I’ve ever created into a mission statement of sorts, I think it would be this: To turn…

Positioning: How to Stop Cutting Vegetables With a Mallet

(This is a guest post by Philip Morgan, a speaker at the upcoming Double Your Freelancing Conference. Don’t have your ticket yet? Buy your ticket while they’re still available and…

New Industry You’ve Never Worked In Before? No Problem!

Cole tweeted a great followup question to Episode 23 of the podcast: Whenever any discussion around niching or breaking free of general purpose commodity work comes up around here, I…

Overcoming The Fear Of “Choosing A Niche”

When you go from being a generalist — that is, a provider of some commodity service, like web design — to being a specialist, who solves a specific type of…

4 Mistakes Freelancers Make When Selling Themselves

You’ve probably heard that you should always be selling. It doesn’t matter if you’re sporting a suit and tie at a conference pre-party or chatting business with a fellow parent…

Should You Niche Yourself?

Should you abandon the broad highway of generalized freelancing and take the road less traveled? Should you restrict yourself to working with a particular type of client, who has a particular…

What You MUST Do Differently As A High-Value Consultant

I want to talk about engagements today. Specifically, I want to talk about what our role as a high-value consultant is when working on client projects, and what makes the details…