We all have a fair understanding of what we call business or corporate branding. But have you considered that in one sense we are all walking personal brands as well, and that this is especially true for the solo worker?

We all build a personal brand every day through our actions, attitudes, and character, often without realizing it. As a freelancer, your business and personal brands are often intertwined, especially at the start. Being a freelancer gives you the freedom to promote your personal service, and therefore your personality.

You can build further on your personal brand using a number of methods. Some successful methods include public speaking, writing articles or blogging, attending networking functions, and using social networks. Any mechanism that encourages a positive promotion of “Brand YOU” should be considered a good thing. Keep in mind that self-promotion should use a softly-slowly approach, as aggressive self-promotion may be construed as overly egotistical, and can easily work against you.

The following are some of the popular self-promotion methods in more detail.

One of the first places a prospect is going to look for examples of your work is, fairly predictably, your own web site. Make sure that you’ve given this important representative of you and your work the attention it deserves. Have a current portfolio of client work, as well as a skills matrix or list of services you provide.

For designers, the portfolio can be linked to live web sites, or screen grabs of work you’ve done. For developers, have a web application to point to, or release code and libraries. Case studies are also useful, allowing a description of the work involved, the outcomes achieved, and ideally a testimonial from the client.

Name That Face Do you have trouble remembering people’s names? As soon as you’ve been introduced, repeat the person’s name in your greeting, and again to any newcomers to your conversation as it progresses. The repetitive nature of this really helps nail the name into your memory.

Networking is truly an art. The ability to move effortlessly around a room, speaking urbanely with different people, projecting an air of confidence and control, and leaving a positive impression is a skill revered by many in business. It comes naturally to the lucky few; the rest of us must do our best to emulate it.

Being able to network effectively in social situations allows you to meet more people, which increases the opportunities of finding people who need your services, or know other people who do.

The first most important element to realize about networking is that it shouldn’t be forced, it shouldn’t be pushy, and it certainly shouldn’t be one-sided. If you set off to a business luncheon or sundowner with the objective of handing out 100 business cards, to dominate every discussion regardless of how glazed the eyes of your audience become, or to press the flesh with a minimum tally, it would be far better for you to stay at home.

Networking is a great opportunity to meet others, contribute to conversations, and to build your network, but it takes preparation and it involves perseverance. You should first work on your introduction. This is a spiel of 10–30 seconds about who you are and what you do, often called an “elevator pitch.” A good introduction clearly defines you and your business, and invites further discussion.

For example, you might say, “Hello, I’m Emily Smith and I recently started a web design business, having worked in the industry for the last eight years.” This introduction will encourage others to ask for further information.

The pre-event preparation consists of ensuring you dress appropriately and well, you have something to eat before you arrive (stuffing your mouth with food at every opportunity is not a good way to encourage conversation), and make sure you keep your alcohol intake to a minimum, unless you want to be the entertainment.

When you are at an event, start by finding people that you know, join their conversations, and introduce yourself to people whom you don’t know in that group. As your confidence grows, you’ll feel more at ease walking up, introducing yourself, and joining an existing conversation. Then, start stepping out of your comfort zone: approach people who look alone and strike up a conversation.

Take the time to ask lots of questions about the people with whom you’re conversing, and make sure you are actively listening. Take heed of the well-worn maxim to avoid such subjects as religion or politics. Have a handful of questions at the ready, for when the conversation falters. Good questions include “How did you hear about this event?” “What do you have planned for the weekend?” and the like.

Encourage the exchange of business cards—you never know when someone may need your services, or know someone else who does. Be careful though; if you too obviously “work the floor” to hand out your cards, you’ll quickly be seen as a charlatan—even when the occasion is specifically set up for networking. Be natural, participate in conversation, and offer your options; you’ll seem like you know what you’re talking about, and are genuine.

Join associations and networks in your area that can bring you prospects or may need something you can offer. Most of these associations have regular events, allowing you more networking opportunities.

There are a number of online social networks that have cropped up over the last few years, which can also be used to build professional and personal relationships. Two of the more popular ones used by professionals are LinkedIn and Facebook. LinkedIn is designed for professional networking, where Facebook is for a far broader audience. Both networking sites seem popular with business owners, though, so both are worth exploring—and both are free to join and easy to use.

If possible, use the same username on your various networks—your business name, if possible. This not only makes you easier to find, but helps to reinforce your brand. If the site allows avatars, use your logo or a good head-and-shoulders photograph.

LinkedIn and Facebook both have the facility to keyword-search people by name, location, and other fields. Another method is to upload a contacts list exported from your address book or email program, or allow access to your email software.

Online social networks offer a great way to build and forge stronger relationships with existing colleagues, and can be used as a method of virtually introducing others within your colleagues’ networks. Join conversations, leave comments, and actively participate in as many ways as possible within these networks and on blogs and other web sites. Many people have reported excellent results in finding new recruits for their businesses, or meeting suppliers or business partners.

Be aware that there is a fair amount of netiquette around social networks, so it’s a good idea to sit back and watch while you gain an understanding of the community.

Public speaking is undoubtedly up there with the events people most fear. Yet it doesn’t need to be. A little bit of research, some simple reminders, and much practice can make most people public-speaking superstars.

Don’t worry about the nerves, they’re a natural part of the exercise—in fact, it’d be a concern if you didn’t have a little nervousness when standing in front of a group, as it may mean you’re too complacent to give a great talk. Public speaking is a powerful method of making yourself known, and there are likely many opportunities within your local area to speak upon a topic of your choosing.

Many cities have groups and events that are targeted at small business owners—who are, more than likely, ideal clients for you. If you offer your knowledge by speaking at a local event, you have a good chance of practicing your public-speaking skills while making evident your knowledge, which may well wind up with you gaining a new client or two. You can start your search for a local association at web sites such as Small Business Administration or SCORE. Other ideal audiences can be found within many not-for-profit groups, such as Rotary International and Lions Clubs International.

A great book worth reading is the well-written Presentation Zen, the printed version of Garr Reynolds’s very popular blog of the same name. Garr talks about presentation design and delivery with plenty of full-color examples to keep you reading. Another good online source of public-speaking tips includes the aptly named Speaking Tips.

• television
• radio
• newspaper
• magazines
• billboards

However, these mediums are rarely affordable for a freelancer, and they usually aren’t targeted enough to be of much benefit. Do you really want to advertise your services to 15,000 insomniacs watching television at 2.00 a.m.?

These mediums do, however, present an opportunity for you to gain coverage by having a story or article written about you, your work, or your clients—clients may want to do a joint release with you, and they are guaranteed to love the benefits! This is where you’ll need to understand how to write a press release, or find a PR consultant to do this for you. Many clients have their own PR people, so don’t be afraid to suggest to a client that they should consider a press release. This may mean they’ll do the hard work and you’ll also get a mention.

Writing a press release isn’t actually overly complicated, but it still needs to be newsworthy. I hate to break this to you, but an obscure technical subject that’s tremendously exciting for you and your client may not be so interesting for a wider audience. Find some spin on the story that makes it exciting, especially if it can be fed to the mainstream and not just of interest to web developers. Then, corral some good quotes from stakeholders (your client, your client’s customers, and yourself), and keep the whole release as succinct as possible—it really should fit onto one page.

There are plenty of places to find advice on writing excellent press releases, but here are the basics. A press release should open with “For Immediate Release,” followed by a catchy headline, a slightly longer and more explanatory subheading (which may be used as an alternative headline), time and place, and then a few succinct paragraphs. Finish it up with “Press Release Ends” and make sure you include contact information for both yourself and your client, if it is related to a particular project. I’ve included a sample press release in this book’s download file, which you can adapt for your own use.

Writing a great press release requires some skill with writing in a snappy, engaging manner; often, less is more. You may not feel that you have the skill set to write the best press release for yourself from scratch; if you know a PR person, offer to swap services with them for a mutual win–win, or consider one of the large press release distribution services, which can be very cost-effective. Try to grow more confident and adept at writing and distributing your own release, though; there are plenty of web sites and blogs that can provide advice and even feedback.

If all else fails, you can also approach these same media outlets, and ask if they need a “web expert” to write the occasional article for them. An offer of free or cheap content normally has editors pricking up their ears, and can result in more exposure for your business.

If there is a local business, or other publication that specifically targets your ideal clients, you should investigate their advertising options; however, be cautious about spending too much of your marketing budget until you see some results.

Look at advertising in your local phone book. It still surprises me how many people look in a telephone directory for a web company. In this day and age, it would be reasonable to assume that they’d search online, but it’s surprising how many people out there still prefer to thumb through a phone book. Consider paying for a very small display advertisement, enough to have your URL, name, phone number, and perhaps a few dot points on what service you specialize in. Leave the big costly advertisements to your competitors, unless you can afford it and can see real benefit.

Another often-overlooked offline method is sending direct mail. Many businesses report good successes with these; however, be careful about who you target and where you obtain your lists from—out-of-date lists, or sending hundreds of letters to companies who are unlikely ever to use your services, is just a waste of time and money. Consider sponsoring a local charity or event by constructing, updating, or maintaining its web site in exchange for sponsorship status. This not only helps a needy organization, it also puts your name out there. If you’re going to sponsor a charity in kind, ensure that you both are clear about what the offer does and doesn’t include, and make sure you get adequate sponsorship recognition for your hard work. You’ll often notice many charity boards are largely populated by corporate businesspeople, who may just be your ideal clients. To turn our attention to online marketing, now, we’ll find plenty of methods you can engage with to see which works for you. First off, spend some time to gain an understanding of search engine optimization (SEO), if you don’t know a lot about this subject already. SEO is an important element for most web companies, as those who aren’t looking through phone books are likely searching on Google for you.

• SEOMoz
• SEO Chat Forums
• SEO forum
• SEO Book

Look at PPC (pay-per-click) advertising. Say, for example, you want to capture the attention of people in your state or country, searching for web developer on the major search engines. It’s likely to cost a lot less than you think to trial a Google Adwords or Yahoo Search Marketing campaign for a month.

There are also other text advertising services, such as Text Link Ads, which allow you to choose the web site or blog that your text advertisement will appear.

Blogging is possibly one of the cheapest and easiest methods to get you out there and joining in the conversation. Armed with a domain name, hosting, a bit of time, and your choice of free blogging software such as Wordpress or Movable Type, you can join the 112.8 million active blogs (according to Technorati) discussing everything and anything from freelancing, business, and web development techniques through to craft, personal opinions, and family reunions.

Now 112,800,000 other blogs may seem like a lot of competition, but there’s still plenty of opportunity to rise above the noise and be noticed. Blogs are essentially search engine- and user-friendly, due to blogs allowing multiple ways of sourcing information, the frequency of blog updating, and the engine room of blogging, RSS (Really Simple Syndication). RSS means that bloggers can have multiple ways of broadcasting their writing: everything from the traditional view-my-blog using a web browser to RSS feed readers and RSS via email, which means that you can get your blog fix on computers, PDAs, phones, media centers, and more.

Blogging can be powerful for not just personal branding, but also for the benefit of your freelance business. Over the last three years, my own blog has covered just about every subject I can think of. There’s been a broad mixture of personal, business, and web industry news and articles, and even without much focus I’ve gained regular readers and even had new clients come on board as a result.

You could start by setting up a blog, and post articles on tips and tricks you’ve learned in starting freelancing. Alternatively, you could write about web development or design techniques that you’ve learned or discovered. Your blog could be about some of the recent projects you’ve worked on—ask permission of your clients, of course—or a way to express some of your wider creativity through writing and photography.

Some great places to start are by reading and commenting on other blogs. You can search for blogs that interest you via sites such as Technorati and Google Blog Search, and check out the blogroll on your favorite blogs. Find blogs with similar subjects to your own, and make a habit of commenting when appropriate. Use your blog URL if you can, to encourage people to visit your blog and interact across the blogosphere.

There’s a plethora of blogs specifically concerned with blogging, too. Have a look at some of the recent posts at:

• BloggingTips.com
• Lorelle on Wordpress
• The Blog Herald
• ProBlogger

Funnily enough, there are some good books on the subject of blogging too. Dispatches from Blogistan: A travel guide for the modern blogger by Suzanne Stefanac, as well as Chris Garrett and Darren Rowse’s recent release, ProBlogger: Secrets for Blogging Your Way to a Six Figure Income are a good start to your collection.

Remember that your blog should be professional in the style and the content; after all, it is a big advertisement for yourself. Also, avoid overly self-promoting—you may find readers leaving never to return. Be aware, too, that a good blog takes energy and time to establish and keep growing—it needs constant attention and regular posting to really flourish.

There are plenty of web-based magazines, blogs, and web sites that publish articles, and there will be some of those who target your prospective client base. Why not spend an afternoon or a few evenings writing an article on something in which you specialize, and submit it to a handful of places? Most web-based media allow unsolicited submissions, and although many don’t pay, there’s ample reward in the exposure to new prospects.

Don’t forget to mention the article, once it has been published, to your existing clients—seeing their web professional writing articles for trade magazines or similar is an excellent reinforcement that they made a great decision to use your services.

Excerpted with permission from The Principles Of Successful Freelancing (SitePoint) by Miles Burke. Copyright © 2008, SitePoint.