How to Find Work That Reflects Your Brand
Sometimes when launching a consultancy you’re forced to adopt the strategy of “taking what you can get” in order to make ends meet. Whether you love the project or client, you learn to love it whether you’re passionate about the topic or not. But after a few years of consulting one must ask themselves a critical question:
Does the Work I’m Doing Reflect My Brand?
I personally asked myself this question, and my own answers required some changes be made. So I recently made the decision to retire a longtime client because the bulk of the work I am paid to do for this client doesn’t match what I want to be known in the industry for. I’d been with this client for over two years and the scope of my services had evolved over that time but due to the nature of the organization, we weren’t able to always tweak the contract to reflect how my suite of services had changed.
As other clients came on board and I launched the Twitch! series, and began doing more speaking engagements, social media trainings, etc. through Mopwater, I began to realize how much of a time drain this client was becoming on my business and creative energy. What if I could focus those hours each month on developing my social media trainings, or planning for events in other cities, or finding other clients who need and want what I offer?
I bounced the idea around to a number of people. Some said don’t throw away a guaranteed retainer that doesn’t require a ton of mental energy or work for the unknown. Others said simply “go for it”.
Free from the obligation of this great relationship that was amazingly nurturing and wonderful, but ultimately inconsistent with my brand, I have been able to focus on what I want the rest of this year to look like for me in terms of my business and clients. I already knew that I would be focusing on expanding my event series, making more time for speaking and writing opportunities and doing social media trainings. However I discovered that I want to spend more time pubbing what I love, so I’ve decided to focus more on the systematic pursuit of clients in the arts and cultural sectors as well as creative women business owners. This strategy has already yielded two new projects that are absolutely in line with my brand. I am more focused, and excited than ever before.
From What I Can Get to What I Want. Here are the steps:
DEFINE YOUR BRAND. Decide what you want to be known for. Fashion PR, Beauty PR, Small Education, Non-Profit, Business Marketing, etc.
Conduct a BRAND ALIGNMENT AUDIT. What services are you currently offering and to what organizations? Are you doing what you want to be known for or not? How can you get closer to doing more of what you love?
CREATE A TIMELINE to phase out the projects that aren’t in line with your brand and bring on projects that are. This may take one month, three months, six months or even a year.
IMPLEMENT. Just do it.
At the end of the day, in life and in business, there is a finite amount of time. Do you really want to spend your day working on projects that you don’t particularly love? If you are a public relations professional it may be time to make the transition from projects you can get, to projects you want. You totally deserve to love what you do.
For more public relations career advice, order your copy of the Mopwater Manual. And to figure out your PR specialty so you can get more clients, download the digital Discover and Win workbook-it’s packed with worksheets and exercises to help you get your ideal clients.