Personal Branding for Writers—Stand Out from the Crowd

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Alison Page

Alison has worked full-time in the writing industry for over ten years, using her knowledge and life experience to create online content, fiction and non-fiction. Alison has published two novels and has ghost-written several non-fiction equestrian books for a client. Alison has been a full-time professional content writer for almost ten years and loves her work as a wordsmith.

Personal branding for writers means creating a unique identity and reputation for yourself as a freelance writer. This involves showcasing your experience, skills, and personality. You can do that via your online presence, presenting an overall professional image that makes you stand out from the crowd and attracts the right clients and job opportunities.

An impressive personal brand helps secure higher payment rates and goes a long way toward building a sustainable career in this extremely competitive industry.

This guide covers essential aspects of a writer’s brand: website creation, portfolio development, social media presence, crafting an author bio, networking, storytelling to connect with clients, pitch creation, and brand maintenance and development.

So, if you’re planning a career as a freelance writer, read this article to learn everything you need to know about building a writer brand that sells!

How Can You Discover Your Writer Brand?

As a freelance writer, you need to identify your unique selling proposition (USP): your strengths, values, and niche expertise. That will help put your resume at the top of the pile and attract clients who will appreciate your skills and style.

Start by asking yourself these questions:

  • What are you good at?
  • What sets you apart from other writers?
  • What values are most important to you?
  • What topics do you enjoy writing about the most?
  • What specialist knowledge do you have?

Once you know your USP, you can create a brand that reflects who you are and what you have to offer as a writer. 

Next, you need to define your target audience and ideal clients. Think carefully about who you want to write for. Who would be an ideal client for you? What kind of content do these potential clients need and want?

Once you have the answers to these questions, you’ll have a clear idea of your identity as a writer. In addition, various exercises and tools, such as brainstorming sessions, personality quizzes, customer surveys, or even consultations with branding experts, can help you discover your writer brand. 

The key is staying true to yourself and your values and refining your brand as you grow and evolve as a writer.

What Are the Key Elements of a Writer’s Brand?

Technical Writing—Beyond Instructions 4


Your website and portfolio form your primary platform to showcase your work and attract potential clients or readers.

The design should be clean and professional, and it should include the following elements:

About Me/Author Bio

This section briefly introduces you, your writing experience, and your areas of expertise.

Writing Samples

You should include your best recent work selection to showcase your writing skills and style.

Client Testimonials

Include positive client reviews and testimonials to help build trust and credibility. Always ask your clients for their permission to use their reviews!

Contact Information

This section should include your email address, phone number, and social media profiles, making it easy for potential clients or readers to reach out to you. 

Social Media Presence

In today’s digital world, creating a strong social media presence on the most relevant platforms is important for building your writer brand. This allows you to connect with potential clients, share your work, and establish yourself as a respected authority in your specialist field.

The most relevant social media platforms for freelance writers include LinkedIn, Twitter, and Instagram. 

To establish a social media presence, start by setting up customized profiles on these platforms that reflect your brand. Keep colors, fonts, and messaging consistent across all platforms. Next, start sharing your work, industry news, and insights. Take time to engage with your followers, respond to their comments and messages, and participate in relevant conversations.

Maintaining a consistent voice and style across all your social media channels establishes your personal writer’s brand and builds trust with your audience. Remember to include links to your website and portfolio to make it easy for potential clients to find and hire you.

Author Bio and Headshots

Your author bio and headshot are critical elements of your writer brand. They help humanize your online presence and establish your credibility as a writer.

The bio briefly introduces you, your writing experience, and areas of special expertise. It should be written in the third person and highlight your most important achievements and accolades. 

You can customize your bio for each publication or platform it’s featured on. For example, you might want to highlight different aspects of your experience depending on whether you’re writing for a technical publication or a general interest blog.

An integral part of your author bio and writer brand is a professional headshot. You should appear professional and approachable, and the image should be consistent with your personal brand and how you want to project as a writer. 

Consistent Voice and Style

Your writing should reflect your personality, values, and expertise in a consistent, recognizable way, so being consistent in your voice and style is a crucial element of your writer’s brand. 

Once you’ve defined your personal brand and image, apply it consistently across all your writing, including blog posts, articles, or social media updates, and keep up-to-date with industry trends and best practices.

Networking and Community Engagement

Networking and engaging with the freelancing community is important since it helps build your brand and find new opportunities.

Effective networking means identifying the main industry players and connecting with them on social media, attending events, or joining relevant professional organizations. Useful contacts include other writers, editors, publishers, and influencers. 

Once you’ve established a network of contacts, be sure to engage with them regularly by sharing your work, commenting on their posts, and taking part in relevant chats.

Community engagement is also an important aspect of building your writer brand. That can mean joining online forums, attending writing workshops, and contributing to online publications or blogs. Engaging with others in your field helps to establish yourself as a thought leader and build your reputation as a writer.

How to Tell Your Brand Story

Telling your brand story helps develop pitches and proposals that resonate with your clients and align with your brand. This part of our guide explains how to do that.

Developing an About Me Page

An effective About Me page should be concise yet compelling, highlighting key aspects of your identity and expertise that resonate with clients.

Begin with a hook to grab the reader’s attention. That could be a personal anecdote, a statement, or a question relating to your profession or expertise. Clearly state who you are and what you do, including your name and a brief overview of your expertise or specialization. Keep this section concise and focused on what is most relevant to your audience.

Provide an insight into your background and what led you to become a freelance writer. Remember to highlight any achievements, challenges, or unique experiences that have shaped you professionally. Describe your relevant qualifications and notable projects or achievements, using examples or testimonials to demonstrate your credibility.

Humanize yourself by sharing personal insights, values, or interests that could make you more relatable to your audience. Explain what motivates you and why you are passionate about what you do. This helps potential clients understand your ethos and what sets you apart. 

Remember to include a call to action, inviting visitors to connect with you further by contacting you directly, reading your portfolio, or finding out more about the services you offer.

Don’t forget to update your About Me page regularly to include any new qualifications and experience you have.

Crafting Pitches/Proposals

Learning how to craft pitches and proposals that align with your brand is crucial to becoming a successful freelancer and building a solid client base.

Start by researching the company or individual you are pitching to and tailoring your proposal to their specific requirements. For example, if you’re pitching for a job with a company that specializes in pet care, emphasize your experience writing for this niche and include links to examples of your credited published content. 

Keep your proposal clear and concise, highlighting your experience, qualifications, links to recent relevant articles, and compensation expectations. Always follow up with the client following the pitch, and be ready to negotiate and make revisions to align perfectly with what they’re looking for.

Using Social Media to Share Your Expertise and Personality

When using social media to share your expertise and personality as a writer, keep the following key things in mind:

  • Create a consistent brand voice across all your social media platforms, keeping the same tone, messaging, and imagery to reinforce your personal writing brand. This will help establish your credibility and build trust with your audience.
  • Use social media to share your latest blog posts, articles, or other writing projects and give general industry insights. 
  • Your social media profiles should include links to your website and portfolio to make it easy for potential clients to find you.

How to Maintain and Evolve Your Brand

Once you’ve created your brand, you’ll need to maintain and develop it. This section explains how to do that.

Staying Up-to-Date with Industry Trends

Once you’ve created and established your freelance writer’s brand, keeping up-to-date with industry trends is crucial. This helps you stay competitive and relevant in the market.

By keeping up with the latest developments, you can identify new niches and opportunities and adapt your writing style to meet your client’s changing needs. In addition, if you’re knowledgeable about industry trends, you can present yourself as an expert in your field, potentially leading to more lucrative, longer-term projects.

Seeking Feedback and Refining Your Brand

A great way to develop and refine your brand is by seeking feedback from your clients and readers. You can do that by using social media and website analytics, keeping up with industry developments, experimenting with new branding ideas, and remaining true to your voice and original values.

These steps can help you hone in on areas where you can improve your brand and make it more appealing to your target audience while staying true to your brand identity.


If you want to be competitive as a freelance writer, a strong personal brand is essential to keep you firmly front and center with potential clients and readers. As you’ve learned from reading this guide, creating and developing your personal freelance writer brand is an ongoing process that demands some time and effort. 

Many potential clients use social media to find suitable freelancers to hire for projects. So, you’ll need to devote time and energy to creating a relevant presence on several social media platforms and building a professional website that showcases your skills and experience.

Your personal brand should be consistent in tone and style across your website and social media accounts, and your headshot must be professional and well-staged. 

Remember to update your brand regularly and place yourself ahead of the competition by keeping up-to-date with industry trends.