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Business identity#

Your business identity is how you position yourself in the market, and your corporate personality. It should reflect your core values, and underpin your business plan.

Consider#

What type of clients do I want?#

Example#

"I love the startup vibe."

Core values > What sort of work do I want to do?
Core values > Where do I want to work?

How do I present myself to the world / what is the tone of my interaction with clients?#

Example#

"I want people to think of me as a polished professional."
"I will adapt to each client's tone."

Core values > What sort of relationship do I want with my clients?
Core values > How much of myself do I want in my work?

What do I offer my client?#

Think about your value proposition. Be specialized: the clearer you are about your speciality, the easier it is to find the right clients (and for them to find you).

Example#

"I offer a complete documentation service, from tooling and project management to writing. I will remove documentation effort from your dev and support teams."
"I have a deep understanding of education and learning. I specialize in producing tutorials and e-learning materials. I will help your customers get the most out of your product."

Core values > What sort of work do I want to do?

What tools do I specialize in?#

Example#

"I am an expert in MadCap Flare."

What is my elevator pitch?#

This is two to three sentences summarising your business specialities, value proposition and and identity.

Example#

"I'm a technical writer for software products. I reduce support load and increase customer loyalty by helping them use your product."
"I run a women in tech blog and offer freelance writing services for tech companies. I focus on industry trends, SaaS and HR. I help my clients acquire new customers through content marketing."

Template#

Google Docs: Questions