Strategy tips and consulting from experienced and award winning strategist to grow your brand and business.
Author: ROMA SINGHAL
Roma has spent over 15 years as Brand, Design and Digital Strategist carving disruptive and impactful strategies for blue-chips brands at marketing advertising organisations such as American Express, Ogilvy, Publicis Groupe, McCann, BBDO and more in Sydney, Singapore and Mumbai covering Global, AUNZ, ASEAN and India markets. She has planned and launched insightful and effective campaigns for a diverse clientele, spanning across various industries and brands.
Her works have been awarded, one of them being The EFFIE Gold for Cadbury. She was also chosen as the first round judge for EFFIE Australia 2019.
Last few years, she has been experimenting with her entrepreneurial spirit, having launched three planning initiatives, 1. THE SMILING STRATEGIST (www.thesmilingstrategist.com), a freelance strategy initiative working across a variety of brands and industries in a highly collaborative set-up; 2. SELFCONCEPT (www.facebook.com/selfconcept123), a self-awareness platform gathering true human insights, where training from Mind Master Tony Buzan on Mind Mapping techniques helped her think divergently; 3. ROYALE ARTISAN (www.royaleartisan.com), an online artisan gift store, which she has founded to give back to the talented rural artists.
In her free time she drives her humanitarian initiatives, tries her mind at poetry, plays the guitarlele and experiments with acrylic painting on square shaped canvasses. A lover of philosophy, she is working everyday to become a better human being.
To start a conversation please e-mail her at romasinghal@brandself.net. Also join her page on Linked-in @ https://www.linkedin.com/company/romasinghal-thesmilingstrategist/ for strategy tips.
“There is no such thing as a commodity, only people who act and think like commodities.”
According to Ted Levitt, managers do not need to change the products they are selling; instead they need to fix their positioning in consumers’ minds. Even something as basic as water can be differentiated.
Source: “Marketing Success through Differentiation – of Anything”, Theodore Levitt, HBR.
Are you a freelance professional looking to level up your game and achieve greater success in your career? Freelancing offers flexibility and independence, but to truly thrive, you need a solid strategy. In this comprehensive guide, I’ll share expert insights and actionable tips to help you excel as a freelancer.
Define Your Niche: One of the first strategic decisions you’ll make as a freelancer is defining your niche. What specific skills or services do you excel at? Identifying your niche allows you to target the right clients and stand out in a crowded marketplace.
Build a Strong Online Presence: In today’s digital age, your online presence is your virtual storefront. Create a professional website and optimise your LinkedIn profile to showcase your expertise. Potential clients often search online for freelancers, so make sure they find you easily.
Networking and Relationship Building: Freelancing isn’t just about delivering quality work; it’s also about building relationships. Network with other professionals in your industry, attend relevant events, and join online communities. These connections can lead to valuable referrals and collaborations.
Pricing Strategies: Determining your pricing strategy is crucial. Research industry standards and consider factors like your experience, skills, and the value you bring to clients. Don’t undervalue your work, but also remain competitive.
Time Management: Freelancers often struggle with time management. Create a schedule that balances client work and personal time. Tools like time-tracking apps can help you stay on top of your workload.
Financial Planning: Freelancers have irregular income, so financial planning is vital. Set aside a portion of your earnings for taxes, create an emergency fund, and consider investing for long-term financial stability.
Continuous Learning: Stay competitive by continuously upgrading your skills. Attend webinars, take online courses, and read industry publications to stay current in your field. Your ability to adapt and grow will set you apart.
Contracts and Legal Protection: Protect yourself and your business by using well-drafted contracts. Consult with legal professionals to ensure your contracts are comprehensive and enforceable.
Client Relationships: Maintain open and transparent communication with your clients. Understand their needs and provide exceptional customer service. Satisfied clients are more likely to return and refer you to others.
Conclusion: Freelance offers immense opportunities, but success requires a strategic approach. By defining your niche, building a strong online presence, networking, and mastering time and financial management, you can elevate your freelance career to new heights. Remember, freelancing is not just a job; it’s a business, and with the right strategy, you can achieve the freedom and financial success you desire.
“The 22 Immutable Laws of Branding” by Al Ries and Laura Ries is a classic that has been a guiding light for brand strategists, marketers, and entrepreneurs since its publication. It’s a book I keep referring back to. It’s a seminal work that lays out a set of unchanging principles for building and maintaining strong brands.
Here’s a recap of a few key insights that might come in handy when building your brands:
#1. The Law of Expansion: The more a brand expands into new categories or product lines, the weaker it becomes. Brands should focus on their core strengths and not dilute their brand equity. #2. The Law of Contraction: On the flip side of expansion, this law suggests that a brand’s strength increases when it narrows its focus and specialization within a category. #3. The Law of Publicity: Being the first in a category is more important than being the best. #4. The Law of Division: When a brand becomes associated with two unrelated product categories, it can confuse consumers and weaken the brand. Brands should maintain clear and consistent associations. #5. The Law of Sacrifice: To create a strong brand, you must give up something in the process. This law underscores the need for brands to make choices and focus on what they do best. #6. The Law of Attributes: A brand’s attributes should align with the category it competes in. Brands must emphasize attributes that are relevant and meaningful to consumers in their respective markets. #7. The Law of the Word: A brand should strive to own a word or phrase in the minds of consumers. This word becomes the brand’s identity and differentiator. #8. The Law of Subbrands: Introducing subbrands can be a risky endeavor as they can dilute the parent brand’s equity. Subbrands should enhance the parent brand rather than compete with it. #9. The Law of Fellowship: Brands should align themselves with others in the same category to strengthen their position. For example, airlines can form alliances to offer a broader network of destinations. #10. The Law of Line Extension: Extending a brand into related categories can be successful, but it must be done carefully to avoid brand dilution.
Enjoyed giving my perspective on the Linked-in collaborative article How can you show your leadership values and vision in your personal brand story? on #storytelling. Here are my two cents on how your story can translate into your personal brand.
Strategy needs patience. Are you feeling disappointed lately that your strategies are not showing results? Well, you got to wait for the right time. No work is waste.
Take a look at the Plateau of Latent Potential from Atomic Habits. Wise words by James Clear below. 😊👇
“We often expect progress to be linear. At the every least we hope it will come quickly. In reality, the results of our efforts are often delayed. It is not until months or years later that we realize the true value of the previous work we have done. This can result in a “valley of disappointment” where people feel discouraged after putting in weeks or months of hard work without experiencing any results. However, this work was not wasted. It was simply being stored. It is not until much later that the full value of previous efforts is revealed.”
