Personal branding is probably one of the most important things for all freelancers. People are going freelance because they want their freedom without bosses looking over their shoulder and ability to make money working at home. Ability to find work at all times is greatly dependent on branding.
The right brand can be one of your most valuable assets. No matter what are your skills and your target market there is always fierce competition and you need to find your advantage over the rest of your competition. You must differentiate from the competition by offering them an advantage such as better customer service, shorter turnaround time or find a sub niche in your market that does not have a competition or at least not strong competition. The right brand should make all these strengths and advantages over your competition known to the potential clients and become a magnet that leads them to you.
Personal brand is probably more important for freelancers than for someone else. Personal brand helps build brand loyalty for freelancers just like they help build brand loyalty for any other business. If your brand is authentic and has established credibility will be a magnet for potential clients which will not only pay you for your services and recommend you to other future clients but also will be prepared to forgive for your occasional mistakes.
All the efforts that freelancers will invest in building their brand will pay off very handsomely in the long run. In addition to giving advantage over other online freelancers who are making money online from their skills and talent, an established brand can help in competing with large companies. If they deliver quality service to their clients they can still be hired even when they have large companies to compete against, because potential clients are interested in getting the job done right and on the schedule, and not the size of the company that works on their projects. In time successful freelancers can even start their own companies under their own brand.