How do you create a compelling brand that actually attracts clients? Today we’re joined by Nikki Arensman, who is a brand designer, strategist, and host of “The Business of Branding” podcast. She’s the perfect candidate to explain how to do branding the right way, from scratch, so you can stand out and connect with your ideal clients!   Podcast Outline: [0:00] Introduction to Nikki Arensman and the topic of creating a compelling brand that attracts clients - Nikki tells the story of how she became a brand designer and strategist.  [7:25] The competitiveness of the product industry and how branding is the way you can stand out   Reasons freelancers or VAs struggle to create a compelling brand [9:48] #1 Thinking branding is not exciting - some examples of the core elements that make up a brand. [11:39] #2 Thinking you aren’t established enough - the benefits of thinking through who your clients are, how to speak with them and connect with them. [12:43] #3 Focusing too much on the visual elements of a brand - the importance of having the “meat” to back it up. [14:35] An example of effective branding - how the brand identity and business elements can connect with an audience and win a client. [15:45] The paradigm shift of recognizing that as a freelancer, you are both a business and a brand - Nikki shares some examples from her experience. [17:48] How many people come from an employment background - the challenges of creating a brand instead of writing a resume.  [19:41] How your brand identity sometimes needs to catch up to where your business has grown - the benefits of aligning your brand identity with all other business elements.   How to do branding the right way, from scratch [22:11] #1 The logistical perspective - examples of what you need to think about. [22:52] #2 The brand strategy - elements that help you figure out the who, what, and why of the business. [23:50] #3 The brand visuals - examples of how you could also create these elements before the preceding two steps to create initial momentum in your business. [28:12] The importance of having a first win and starting with a low-cost brand identity when your business is still evolving [29:16] How to access the Brand Identity Breakthrough kit - what the kit includes and how to use it. [33:39] How to learn more about Freelance University   Resources and tools discussed in this episode: Freelance University    Learn more about Nikki Arensman: Brand Identity Breakthrough:    Connect with Nikki: Website:   Instagram:    Resources and Tools: LinkedIn  Pinterest  Fiverr  99designs  Facebook Groups Spotify  iTunes