June 18, 2023

Branding for Solopreneurs 101

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Let's talk about a challenge that's all too familiar:

Branding for solopreneurs.

I know — it can be tough to build a killer brand while juggling all the other aspects of running a one-person business.

But the potential ROI from investing in your brand is incredible.

In this article, I'll explain what branding is and why it's important.

Then, I'll share 6 tried-and-true strategies that have worked for me in building a $4M+ solo business.

What is ‘branding’ exactly?

When people think of 'branding,' they often think about creating a fancy logo or choosing a nice color palette.

But it's much more than that.

Branding is about:

  • Setting yourself apart from your competition
  • Delivering a one-of-a-kind experience to your customers
  • Establishing a distinct identity that your target audience connects with
  • Getting people to immediately think of you when they need what your business offers

Think of your brand as your differentiator.

It's the personality of your business, encompassing everything from your values and mission to how you communicate and evoke emotions in your audience.

Branding is the secret sauce that can turn a solopreneur into a memorable, go-to expert in their field.

Why branding is important for solopreneurs

As a solopreneur, it's easy to feel like you're drowning in a sea of competitors, all vying for the same clients.

But here's the thing:

Your personal brand is the life raft that keeps you afloat and propels you forward.

When you invest in branding, you're not just creating a pretty face for your business.


  • Telling your story
  • Communicating your value
  • Showcasing your expertise
  • Standing out in a crowded market
  • Building trust, credibility, and authority
  • Connecting with your community on a deeper level

Ultimately, it's this connection and the perceived value that drive customer loyalty, referrals, and business growth.

How to understand your brand identity

Understanding your brand identity is the first crucial step in building a successful brand.

Let's explore some thought-provoking questions to give you insights into your brand's core essence and differentiators.

Ask yourself these questions to uncover your brand identity:

  • What is your mission?
  • What challenges do your prospects face?
  • Who is your ideal client, and what are their specific needs?
  • How does your business address its customers' pain points?
  • How will your ideal client discover your business and offerings?
  • Who are your main competitors, and what are your differentiators?
  • What three words best capture your ideal brand personality?
  • Which brands outside of your industry do you admire, and why?
  • What are your business goals for the next five years?
  • How would you like your audience to see you, e.g., as a trusted friend, a tech-savvy person, or a brilliant professional?

The key here is to truly grasp your customers' needs and recognize how your business can help them solve hard problems.

By tapping into this understanding and shaping a brand identity that revolves around it, you'll be well-positioned to thrive for the long haul.

6 branding tips for solopreneurs

Contrary to what anyone tells you, success doesn’t happen overnight.

You're going to need to put in the work, but these strategies have helped me build my brand (and can help you do the same):

  1. Build an online presence
  2. Network with others in your industry
  3. Create a memorable visual identity
  4. Showcase your expertise with compelling content
  5. Tell stories to connect with your audience
  6. Deliver value and exceptional customer experiences

Let's dive into each one.

1. Build an online presence

Having a strong online presence is a non-negotiable for solopreneurs today.

Your online presence serves as the foundation of your brand and is often the first point of contact for potential clients.

Here are a few places where you might establish your online presence:


I started posting consistently on LinkedIn in 2019, with a focus on solving people's problems.

To date, it's one of my best decisions. I've met so many brilliant people and made awesome friends from all walks of life.

LinkedIn is a powerful tool for networking, showcasing your expertise, and building credibility.

Boost your visibility by optimizing your profile, publishing thought-provoking content, and engaging in relevant discussions.

If you want to see the exact system I used to go from 2k to 450k+ followers and $4M+ in income with zero paid ads, check out The LinkedIn Operating System.

Social media

Besides LinkedIn, you can choose the social media platforms that best align with your target audience and industry.

This could be Facebook, Instagram, Twitter, and/or YouTube, to name a few.

I suggest you pick one initially and start growing a loyal following. Once you have an audience there, slowly expand your reach on other platforms.

Wherever you go, focus on building a consistent and engaging presence, sharing valuable content, and interacting with your followers.


After establishing your footing on social media, create a professional and user-friendly website that showcases your services, portfolio, and testimonials.

Make sure it's easy to navigate, mobile-responsive, and optimized for search engines.

Building a beautiful yet functional website doesn't have to be complicated or expensive. If you're on a budget, consider creating a landing page on Carrd first. Then, invest in a more robust site as your business grows.

I currently use Kajabi for my website. I love that it enables me to manage everything in one place, but it's a hefty (and probably unnecessary) investment for newer solopreneurs.

2. Network with others in your industry

Building meaningful connections with like-minded professionals in your industry is essential.

Networking can open doors to new opportunities, collaborations, and valuable insights that can help you grow your business.

Here are a few ways I enjoy networking:

Join online communities

Engage in industry-specific forums, social media groups, and discussion boards where you can share your knowledge, exchange ideas, and learn from others in your field.

I belong to a few public communities as well as some private communities with my friends and other solopreneurs.

Collaborate on projects

Seek out opportunities to work with other professionals in your industry. This doesn't have to mean a paid gig.

Joint ventures and partnerships can help you expand your reach, learn new skills, and add value to your offerings.

One of my favorite ways to collaborate is as a podcast guest. I get to have inspiring conversations with incredible people, share my story, and get my business out there.

Build relationships

Instead of just collecting contacts, focus on building genuine relationships with the people you meet.

Offer to help and support them when you can, and don't be afraid to ask for advice when you need it.

After working for myself for five years, I've learned this:

One of the best ways to grow is to learn from those smarter than you.

3. Create a memorable visual identity

A distinctive visual identity helps you stand out from your competition and leaves a lasting impression on your audience.

Your visual identity should reflect your brand's personality and connect with your target customers.

Consider the following elements to craft a memorable visual identity:


Design a unique and eye-catching logo that captures the essence of your brand. It doesn't need to be complex.

Make it versatile enough to work across various platforms and formats, from your website to business cards and social media profiles.

Color palette

Choose a color scheme that represents your brand's values and appeals to your target audience.

Reinforce your brand identity by using the same colors across all of your marketing materials and online presence.


Select fonts that align with your brand and are easily readable. Stick to 2-3 font styles to maintain consistency and avoid visual clutter.


Use high-quality images and graphics that complement your brand's message. A consistent visual style creates a cohesive look and feel across your marketing assets.

4. Showcase your expertise with compelling content

Put yourself in the shoes of your buyer.

You'd only want to buy from someone who demonstrated credibility and know-how in what they do, right?

Sharing valuable and engaging content is a fantastic way to show what you know and build trust with prospective buyers.

By consistently publishing insightful content, you'll become an authority in your field and create opportunities for growth.

Here's how I showcase my expertise:

Engage with your audience

Community is huge when it comes to branding.

Build yours by encouraging feedback, questions, and comments from your audience.

A great way to do this is by closing off a post with either a question or a call to action, to initiate a response from readers.

Besides posting your own content, you should also leave thoughtful comments on other people's posts.

Don't worry; this doesn't have to be as time-consuming as it sounds.

Create a Notion board with 3 lists of 5 people each:

  1. People with a similar following count (they're more likely to engage back on your content)
  2. Larger creators (more people will see your comments)
  3. Industry professionals (let prospects know you exist without sending tacky cold pitches)

Once you have your lists, set aside 15 minutes each day to engage with these people.

With time, your audience will grow and get to know what you're all about.

Create a content plan

Needing to make noise every day gets exhausting for many new business owners.

In my 5 years of solopreneurship, I've certainly had days where I'm less motivated. But I learned that having a content strategy goes a long way in helping me overcome those days.

Basically, a content strategy outlines your goals, target audience, and the types of content you'll create.

This plan serves as a roadmap for your content creation efforts and ensures consistency in your messaging.

When you have this plan in front of you, it becomes much easier to conquer writer's block.

A content calendar may look something like this:

  • Monday: Share industry-related practical tips and insights
  • Tuesday: Highlight a testimonial or recent case study showing results you brought a client
  • Wednesday: Promote your business (e.g., your offering, newsletter, podcast feature)
  • Thursday: Start a conversation about an industry hot-take or opinion
  • Friday: A personal story that taught you an important business lesson

Everyone's content strategy is different.

So, get creative with yours and do what makes the most sense for your business.

Choose the right formats

Similar to content strategy, the best content formats are different for everyone. Don't be afraid to experiment with multiple to see what best resonates with your audience.

I've learned that my audience enjoys short-form text posts on LinkedIn and Twitter. But I also publish informative blog posts and newsletter content on my website at least once a week.

Start by teaching people what you know via various mediums, then narrow it down based on the feedback you receive:

  • Videos
  • Podcasts
  • Carousels
  • Blog posts
  • Infographics
  • Social media updates
  • Short-form text posts

For more information on building a better, faster content production system, check out The Content Operating System and join over 6,000 students.

5. Tell stories to connect with your audience

Storytelling is a powerful way to emotionally connect with your audience and make your brand more relatable.

I take my audience on my solopreneurial journey by being open about my wins and losses.

By sharing my progress, experiences, and insights, I build trust with my audience and inspire them to take their first step.

Here's how you might leverage storytelling in your branding and content:

Share your origin story

Your origin story is the bedrock of your brand. It helps your audience understand what drives and motivates you.

Did you notice a gap in the market and decide to fill it with an innovative product?

How did you go about doing so?

Talk about it.

You’ll be surprised at how many people you inspire by telling your story.

Highlight client success stories

Did you just help your client increase sales by 38% this month?

Invite your audience to celebrate with you!

Illustrate the impact of your work by sharing case studies or testimonials from satisfied clients.

These stories will not only demonstrate the value of your services but also help prospects envision how you can help them achieve similar results.

Be genuine and vulnerable

Don't be afraid to share your struggles and failures.

We all go through them in some form at every stage of life.

There's something extremely humanizing about vulnerability and your audience will connect with you on a more personal level.

6. Deliver value and exceptional customer experiences

Overdelivering is one of the quickest ways to build a solid reputation and lucrative business.

By consistently exceeding expectations, your clients will gain confidence in you and your abilities.

The result of unwavering trust and loyalty?

Those clients will happily refer you to people in their network who need your product or service.

Before you know it, you've built yourself a mighty word-of-mouth machine.

Here are my favorite ways to deliver value and exceptional experiences:

Understand your client's needs

First, you need to understand your client's pain points, goals, and expectations.

Who exactly are they looking to work with?

What do they want to see happen?

How can you help them achieve their goals?

Getting clear answers to these questions will help you tailor your solutions to address their specific needs and deliver maximum value.

Go above and beyond

Exceeding your client's expectations doesn't need to take up a lot of your time.

Let's say you get hired to write a blog post based on a provided outline. But as you write it, you notice the client missed an important point worth making.

Take it upon yourself to fill in the gaps, showing you have stellar judgment and work well with little to no handholding.

Be responsive and accessible

I've worked with a bunch of companies, and many of them share a common struggle:

Finding reliable solopreneurs and freelancers.

Oftentimes, projects fall through the cracks because those involved respond too late or completely fail to deliver.

Don't be them.

Make it easy for your clients to reach you by providing multiple communication channels (e.g., Slack and email) and responding quickly to messages. This demonstrates your commitment to their success; they'll know they can always count on you.

Next steps for your solopreneur brand

Building an unforgettable brand from scratch can feel overwhelming at first, especially if you're new to solopreneurship.

Nobody is achieving long-term success by flying by the seat of their pants.

The most successful business owners have effective systems in place.

To start building your brand, do the following:

  1. Identify your unique selling proposition (USP) and what you'll be known for
  2. Build an online presence on a platform like LinkedIn
  3. Optimize your profile (if you choose LinkedIn)
  4. Share your expertise through compelling content
  5. Network with industry professionals
  6. Wow your clients with unmatched value and experiences
  7. Continuously refine your brand based on feedback

If you need more guidance on LinkedIn growth, you may enjoy The LinkedIn Operating System, a course I developed which has so far supported 15,000+ students get discovered on the platform.

Want to learn how to create quality content in less time?

Check out my other course, The Content Operating System. This one focuses on producing high-quality newsletters and social media content.

That's it for now.

Thanks for reading.

Whenever you're ready, there are 3 ways I can help you:

1. ​The LinkedIn Operating System:​ Join 16,000 students and 30 LinkedIn Top Voices inside of The LinkedIn Operating System. This comprehensive course will teach you the system I used to grow from 0 to 470,000+ followers and $4.8M in income.

2. ​The Content Operating System​: A multi-step system for creating a high-quality newsletter and 6-12 pieces of high-performance social media content each week. Join 7,000 students here.

3. ​Promote yourself to 175,000+ subscribers​ by sponsoring this newsletter.

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