Tag Archives: branding

What’s your editorial flavour? From bland identity to brand identity

In the first of a series of posts anticipating our 2018 conference in September, Louise Harnby previews her session: ‘What flavour is your business? Building a brilliant editorial brand’.

What’s your favourite chocolate? I like Galaxy. Lindt’s lovely too. Cadbury’s is good but not as good as Galaxy and Lindt! I’ll eat Nestlé if it’s free but I don’t buy it. And Hershey’s? Just no.

There’s nothing wrong or right about any of those types of chocolate. It’s just that chocolate comes in different flavours, which means what we like or don’t like is personal. It’s about fit, about preference, about taste.

Image of delicious chocolates

Building a brand identity for our editorial businesses isn’t so different. And just as there are some types of chocolate that don’t float my gastro boat, so there are some editors who aren’t the perfect fit for a client.

It’s not that those editors aren’t fit for market, or that they don’t have excellent qualifications and a ton of experience. It’s rather that none of us can be all things to all clients, and when we try to be, we risk diluting the message to the extent that it’s bland.

Baseline appeals to everyone

It can be tempting to focus on the obvious when we’re presenting ourselves online – this qualification, that training course, this certificate, that award, and other stuff such as being professional, meeting our deadlines, and producing high-quality work.

All of that is important but none of it’s particularly interesting. How many of your colleagues actively advertise themselves as poorly trained editors who produce questionable work and struggle with time-keeping? None, I hope.

And yet many editors focus heavily on these baseline attributes when constructing their websites. My site used to be like that – I was talking to students, authors, businesses, academics and publishers … anyone I thought might hire me. That meant I had to keep the message watered down so as not to put anyone off. And so I focused on the baselines.

The problem with baselines is that they speak to everyone but inspire few. And while that kind of message might generate work leads, it rarely generates ideal work leads.

To move ourselves into a position where we’re attracting the perfect clients – those who are offering us the type of work we crave at the price we’re asking – we need to add flavour.

Communicating the way we taste to our ideal clients is where branding comes in.

Building the flavour of you

If you want to extract the flavour of you and infuse your online presence with it, please join me for ‘What flavour is your business? Building a brilliant editorial brand’.

In the first hour, I’ll show you a brand-building framework – one that explores what makes each of us tick, what’s troubling our clients, and what our nemesis thinks and does.

In the second hour, it’s your turn. You’ll use that framework to begin the process of creating a rich, compelling and unique brand identity that attracts your best-fit clients.

You don’t need any experience of branding or marketing. All I ask is that you come with an open mind and a readiness to be honest with yourself.

Can you keep a secret?

There’s one more thing, but let’s keep this between ourselves … there might just be chocolate. Not the chocolate I like. The chocolate you like.

If you sign up for the session, email me at louise@louiseharnbyproofreader.com and let me know what your favourite choccy is. That way, I can make sure the workshop is a truly flavoursome experience for you!

I look forward to seeing you in Lancaster!

Louise HarnbyLouise Harnby is a fiction line editor, copy-editor and proofreader who specialises in supporting self-publishing authors, particularly crime writers. She is an Advanced Professional Member of the Society for Editors and Proofreaders (SfEP) and an Author Member of The Alliance of Independent Authors (ALLi). Find out more at www.louiseharnbyproofreader.com.

Are you the same ‘you’ everywhere – what’s your business identity?

By Margaret Hunter

There’s an interesting discussion at the moment on the SfEP forums about choosing a name for your editing or proofreading business. Should you use your own name to emphasise that your business = you + your particular skills, choose a clever play on editing-related words, or perhaps go for something creative with no hint of what you do to pique interest and act as a conversation starter? Is it better to have a short name that’s easy to spell or go for something that people will remember? There’s a good checklist of things to consider when naming your business in a previous blog post.

That got me thinking though about the other nuggets of good practice when setting up your business that have been shared by fellow editors. What is clear is that it pays to spend some time thinking about your complete business identity – or brand. You may not have thought of yourself as needing a brand before but the businesses that look most professional, however small, are the ones with a consistent look, feel and message, wherever you encounter them.
blank notebook

A strategy for consistency

For starters, answer the following.

  • When did you last update all of your directory entries and social media profiles? Did you even remember that you had an entry in Freeindex or About.me or your local business listings?
  • Do all your profiles use the same photo or logo?
  • Did you perhaps experiment at one point with a quirky avatar that you’ve forgotten about but which still lingers out there on the web?
  • Is your ‘blurb’ consistent – perhaps just tweaked for different platforms?
  • Have you used the same branding on all your business documents – e.g. terms/contract, invoice, style sheet, information for authors?
  • When people visit your website (you do have one, don’t you?) will they recognise you as the same person/business that they’ve seen on Twitter or Facebook or LinkedIn?

Housekeeping your online presence

When prospective clients search for you online, what will they find? Have you clearly separated your personal online presence from that of your business? Crucially, is there anything from your business or personal past that you’d rather people didn’t now see? Member of the SfEP Julie Marksteiner, who started the conversation on business names, has a good strategy:

‘The first thing I did when I decided to go freelance was to Google my name, which resulted in deleting a lot of old social media accounts and cringeworthy photographs. Would rather prospective clients take notice of my proofreading, not the Myspace account from my “emo phase”!’

Resources to help

Copy-editor and proofreader Mary McCauley has a wealth of tips and resources about branding and marketing yourself as a freelancer on her blog. And if you’re serious about revamping your business identity and marketing strategy you also could get hold of proofreader Louise Harnby’s book Marketing Your Editing & Proofreading Business.

Margaret HunterMargaret Hunter (daisyeditorial.co.uk) is a freelance copy-editor, proofreader and book formatter, and is also marketing and PR director of the SfEP.

Proofread by Advanced Professional Member Liz Jones

The views expressed here do not necessarily reflect those of the SfEP