Three step for building your reputation

Amongst clients: When you do consistently good work you will naturally develop a positive reputation amongst your clients. Every freelancer should strive to build a strong reputation with their clients as it leads to referral work and repeat jobs.

Locally: Being known in your area is one step better as you will be get work from unexpected sources who may have heard of you even though you haven’t heard of them. This is the first step to having a reputation that proceeds you.

In your industry: If you are known as being amongst the best in your industry in a specific area or overall, you will be able to command far higher rates as well as better jobs. As an expert, you will also earn the respect of your clients, and your suggestions and input will carry more weight. Sometimes you may not even need to be amongst the best to be well known. You may simply be outspoken or have a knack for generating publicity. A reputation takes time to build and requires you be genuinely good at what you do. You should be aiming to build a reputation that reinforces your brand value, however a natural part of any reputation is expertise.

Building a reputation is dependant on three elements:

(1) You must do something to set you apart
The actions you take to improve or expand your reputation depends on whether you want to focus on your industry, clients or your community at large. If your focus is your industry you might speak at an event or create a local group. If your focus is the community at large, you might speak at your local chamber of commerce to small businesses wanting to learn more about your industry, or create a blog that offers information to those wanting to learn more about your industry. If you are building a reputation amongst clients you might aim to win awards, produce consistently good work or provide amazing levels of service that people can’t help but talk about.

(2) You must generate publicity
Building a reputation is to become renowned or famous in one area. To do that you must be noticed. This means networking, being seen at events, or volunteering for not-for-profit activities. Your aim should be to network and become widely known in your industry or community.

(3) You must be consistent
The reason a reputation takes time to build is that it must be done consistently and over time. You can’t provide great service to one client and not to another and expect to maintain a reputation for great service. Similarly you can’t build a reputation as an expert by writing a single article or winning one award. You must repeat your achievements and develop your reputation over time and on a consistent basis.

Although difficult, building a reputation will reap rewards. You will gain respect in your industry and from clients, you will win better jobs and your rates will be a reflection of that.