Passion + Profit

"Go do something great and your network will instantly emerge."

Naval

Building your Brand

Beyond the Portfolio

Your portfolio showcases what you can do. But your personal brand determines who will hire you, how much they'll pay, and whether they'll recommend you afterward.

As a freelance designer myself, I spent years obsessing over my portfolio while neglecting the one thing that actually drove most of my business: my personal brand.

Here's the truth that took me too long to learn: Clients don't hire agencies. They hire Denis, Pontus, or Michael. They hire people they trust to solve their problems. And they recommend people, not portfolios.

This might sound obvious, but I see the same pattern repeat with almost every designer I mentor. We pour countless hours into perfecting our work samples while leaving our most powerful business asset - our personal brand - completely undefined.

Let me be clear about what I mean by "personal brand."

I'm not talking about Instagram followers or becoming an influencer. Your personal brand is simply the total experience that others have when working with you.

It's how you approach problems, communicate with clients, and deliver results. It's what makes you uniquely valuable and recommendable.

Consider two freelance designers with equally strong portfolios:

• Designer A focuses solely on their technical skills. They do good work but struggle to find clients, usually competing on price. When they do land projects, clients see them as just another service provider - skilled but replaceable.
• Designer B has defined their personal brand. They're known for a specific approach to solving design challenges. They have a clear process that they can articulate. Clients seek them out specifically, happy to pay premium rates. Their projects often lead to referrals because clients remember the complete experience, not just the deliverables.

This book will show you how to become Designer B. You'll learn how to:

• Define your unique value beyond just your technical skills
• Build a brand that attracts ideal clients who value your expertise
• Create experiences that turn clients into enthusiastic referral sources
• Set yourself apart in an increasingly crowded market
• Build a sustainable business based on who you are, not just what you do We'll start by examining the three core elements of an effective personal brand.

Then I'll guide you through the exact process I use to help designers transform their freelance work from a collection of one-off projects into a thriving, referral-driven business.

But first, let's address the elephant in the room: Many designers feel uncomfortable with the idea of "personal branding." They worry it means becoming inauthentic or salesy. I felt the same way until I realized that your personal brand already exists - it's just a question of whether you're actively shaping it or letting it develop by default.

Your brand is simply the story that clients tell themselves (and others) about working with you.

1. Your Process is Your Promise

Your process isn't just a series of steps - it's the foundation of your client's confidence.

Here's how each component works together:

Skills

• Technical abilities (e.g., UI/UX, brand design, motion graphics)
• Soft skills (client communication, project management)
• Tools and technologies you've mastered
• Specialized techniques you've developed

Experience

• Pattern recognition from past projects
• Industry knowledge and insights
• Common pitfalls you've learned to avoid
• Proven solutions you've refined

Delivery Methods

• Your project kickoff strategy
• Collaboration and feedback systems
• Progress tracking and reporting
• Handoff procedures
• Post-project support

Problem-solving Approach

• How you analyze challenges
• Research methodologies
• Decision-making frameworks
• Ways you involve stakeholders

For example, I developed a "Design Sprint + Extended Validation" process that combines standard design sprints with a unique four-week validation period. This became my signature approach that clients specifically seek out.

2. Your Personality is Your Differentiator

Your personality traits can become your most powerful market advantage. Here's how to leverage each aspect:

Natural Working Style

• Are you methodical and systematic?
• Quick and intuitive?
• Collaborative or independent?
• Detail-oriented or big-picture focused?

Example: One designer I mentored realized his methodical, research-heavy approach was perfect for financial clients who valued thoroughness over speed.

Communication Preferences

• How you present ideas
• Meeting facilitation style
• Documentation methods
• Feedback handling approach

Problem-solving Approaches

• Analytical vs. intuitive
• Linear vs. non-linear thinking
• Risk-taking vs. conservative
• Innovation vs. optimization focused

Unique Perspectives

• Industry insights
• Cultural viewpoints
• Cross-disciplinary knowledge
• Special interests that inform your work

3. Your Values Drive Your Decisions

Your values create a decision-making framework that attracts ideal clients and repels poor fits:

Who You Work With

• Industry alignment with your values
• Client company culture
• Project team dynamics
• Budget expectations
• Timeline flexibility

What Projects You Take On

• Project goals and impact
• Technical challenges
• Creative freedom
• Learning opportunities
• Strategic importance

How You Deliver Services

• Communication frequency
• Collaboration level
• Documentation standards
• Quality benchmarks
• Review processes

Where You Focus Energy

• Skill development priorities
• Network building
• Marketing channels
• Business growth areas
• Professional development

Personal examples

1. Niching Down Example: Sarah specializes exclusively in SaaS onboarding experiences. She:

• Commands 3x higher rates than generalists
• Is featured at industry conferences
• Gets referrals from past clients in the space
• Risks market downturns but hedges through deep expertise

2. The Brand You Example: Marcus built his brand around being "The Systems Designer":

• Known for bringing order to chaos
• Attracts complex, high-value projects
• Adapts across industries while maintaining his approach
• Consistently evolves his methods while staying true to his strengths

3. Going Broad Example: Lisa maintains a diverse practice but differentiates through process:

• Clear project phases and deliverables
• Strong documentation and communication
• Flexible enough for any industry
• Competes on reliability and consistency rather than specialization

Each approach can work, but success depends on:

• Your natural inclinations
• Market opportunities
• Financial goals
• Long-term career vision
• Current skill set
• Desired work/life balance

The key is choosing a direction that aligns with both your strengths and your goals, then building your systems and marketing around that choice.

Define Your Brand Foundation

Before moving to the next chapter, let's lay the groundwork for your personal brand with a simple but powerful exercise. This will help surface the unique elements that will form the core of your professional identity.

The Brand Foundation Exercise

Time needed: 30-45 minutes

Tools needed: Open a new document in Notion, Figjam, or even a simple text editor

Step 1: What You Do

Begin with a clear, concise statement of what you do. This can be a single word or a full sentence.

Examples:

• "I design digital products"
• "I transform complex systems into intuitive experiences"
• "I create brand identities for ambitious startups"

Don't overthink this step - write what naturally comes to mind.

Step 2: How You Do It

This is where we dig deeper. List as many specific details about your process and approach as possible:

• How do you start new projects?
• What makes your analysis unique?
• What specific steps do you take?
• What tools or frameworks do you use?
• How do you involve the client?
• What makes your delivery method special?

Be extremely detailed here. No detail is too small if it's part of how you work.

Step 3: Why You Do It

This is your chance to be completely honest about what drives you. There are no wrong answers:

• Is it financial security?
• Creative fulfillment?
• The thrill of solving problems?
• Making an impact in a specific industry?
• Building something for your family?

Remember: Your motivations may change over time, and that's perfectly fine. What matters is being honest about what drives you right now.

Pro Tips for Completing This Exercise:

1. Set a timer for each section (10 minutes each) to avoid overthinking
2. Write everything that comes to mind - you can edit later 
3. Focus on what's true now, not what you aspire to 
4. Be specific and avoid generic industry jargon 
5. Consider asking a close colleague or client to review your "How" section - they might spot valuable approaches you take for granted What's Next?

Keep your completed exercise handy - we'll build on these foundations throughout the book to develop your complete brand strategy. In Chapter 2, we'll analyze your responses to identify the unique patterns and strengths that will set your brand apart.

Remember: This exercise isn't about getting everything perfect. It's about creating a starting point for developing your authentic personal brand. Be honest, be specific, and most importantly, be yourself.

Building Your Vision

Every successful freelance designer needs a clear vision that guides their career decisions and helps them stand out in a crowded market. This chapter will help you discover your unique sweet spot by exploring four key dimensions of a fulfilling design career, inspired by the Ikigai framework.

Why Vision Matters for Freelance Designers

Before diving into the exercises, let's understand why having a clear vision is crucial:

• It helps you choose the right projects and clients
• It gives you confidence in your pricing and positioning
• It provides direction when making career decisions
• It helps you stand out in a crowded market
• It keeps you motivated during challenging times The Four Elements of Your Design Vision

The Four Elements of Your Design Vision

1. Your unique vision lies at the intersection of four key elements. We'll explore each one in detail and provide exercises to help you gain clarity: What you love to do (Passion)
2. What you're good at (Expertise)
3. What you can make money from (Market)
4. What you can give to the world (Impact)

Element 1: What You Love to Do

This encompasses the activities that energize you and fuel your creativity. They don't all have to be directly work-related.

Exercise: Energy Mapping Take 10 minutes to list activities that:

• Make you lose track of time
• Leave you feeling energized rather than drained
• You look forward to doing
• You'd do even if you weren't paid

Consider both design-related activities (like typography or animation) and broader interests (like teaching or problem-solving).

Element 2: What You're Good At

These are your natural talents and hard-earned skills that set you apart from other designers.

Exercise: Skill Inventory Spend 10 minutes answering:

• What design tasks come naturally to you?
• What do others frequently compliment you on?
• What problems do people come to you for help with?
• What unique combination of skills do you possess?

Be specific - instead of just "UI design," identify particular aspects like "creating intuitive navigation systems" or "designing for accessibility."

Element 3: What You Can Make Money From

This is about identifying viable market opportunities that align with your skills and interests.

Exercise: Market Opportunity Mapping Take 10 minutes to list:

• Which of your skills are most in-demand?
• What problems do clients consistently need solved?
• What additional revenue streams could you develop? (UI kits, templates, courses)
• Which industries or niches value your specific expertise?

Element 4: What You Can Give to the World

This is about identifying how your work can make a meaningful impact beyond just earning money.

Exercise: Impact Exploration Spend 10 minutes considering:

• What causes or issues do you care about?
• How could your design skills help address these issues?
• What knowledge could you share with others?
• Who could benefit from your expertise beyond paying clients?

Finding Your Sweet Spot

Now that you've explored each element, look for overlaps and patterns. Your ideal vision likely lies at the intersection of multiple elements.  

Exercise: Vision Synthesis Create a Venn diagram with your key findings from each element. Look for:

• Skills that you both enjoy and are good at
• Market opportunities that align with your expertise
• Ways to make money while creating positive impact
• Areas where multiple elements overlap

Overcoming Designers Biggest Fears

Even with a clear vision, several psychological barriers can prevent designers from fully pursuing their goals. Let's examine each common blocker and provide specific strategies to overcome them.

Fear of Others' Opinions

This fear often manifests as hesitation to share work, difficulty receiving feedback, or reluctance to charge premium rates.

Identificators:

• Anxiety before client presentations
• Defensive reactions to constructive feedback
• Reluctance to share work-in-progress
• Tendency to over-explain design decisions

Overcoming Strategies:

1. Document Feedback Patterns

• Keep a "feedback journal" noting both positive and negative feedback
• Look for patterns to separate valid critique from personal insecurities
• Note how often catastrophic fears actually materialize (usually rarely)

2. Reframe Feedback Conversations Instead of: "My client doesn't like my work =

I am a bad designer" Think: "My client is helping me understand their needs better"

3. Practice Feedback Reception

• Start with trusted colleagues
• Ask specific questions about aspects you're unsure about
• Focus on listening without immediately defending
• Take notes during feedback sessions to stay objective

Comparison to Others

The tendency to measure yourself against other designers can be paralyzing and demotivating.

Identificators:

• Feeling inadequate after viewing others' portfolios
• Hesitation to charge market rates because "others are better"
• Prolonged negative mood after browsing design showcases
• Difficulty celebrating your own achievements

Overcoming Strategies:

1. Audit Your Inspiration Sources

• List all places where you encounter others' work
• Note how each source makes you feel
• Eliminate or limit exposure to sources that consistently trigger negative comparisons

2. Create a "Progress Portfolio"

• Document your own growth journey
• Save screenshots of your work from 6 months, 1 year, 2 years ago
• Focus on competing with your past self, not others 3. Develop a Comparison Reframe Protocol When comparison strikes:
• Acknowledge the feeling
• List three unique aspects of your own journey
• Identify one specific skill you can improve
• Take immediate action on that skill

Self-Doubt

This manifests as uncertainty about your abilities and readiness for bigger opportunities.

Identificators:

• Hesitation to apply for high-value projects
• Overcomplicated design processes to compensate for insecurity
• Difficulty making design decisions without extensive validation
• Prolonged research phase due to fear of starting

  

Overcoming Strategies:

1. Skills Confidence Ladder

• List all your design skills
• Rate confidence level in each (1-10)
• Create micro-challenges for lower-rated skills
• Track progress weekly

2. Implementation Protocol For each new project:

• Start with what you know
• Document uncertainties
• Address one uncertainty at a time
• Set clear deadlines for decision-making

3. Build Success Evidence

• Keep a project success log
• Document positive client outcomes
• Save client testimonials
• Track metrics improvements

Imposter Syndrome

The feeling that you're somehow "faking it" and will be "found out" despite your achievements.

Identificators:

• Attributing success to luck rather than skill
• Difficulty accepting praise
• Overworking to "prove" your worth
• Hesitation to claim expertise despite experience

  
Overcoming Strategies:

1. Achievement Documentation System Daily:

• Note one thing that went well
• Save one piece of positive feedback
• Document one problem solved

2. Expertise Inventory Monthly:

• List projects completed
• Note key problems solved
• Document new skills learned
• Review positive client outcomes

3. Reality-Check Protocol When imposter feelings strike:

• List three recent successful projects
• Review saved client testimonials
• Note one way you've helped others
• Identify one unique strength you bring

Creating Your Anti-Blocker Action Plan

1. Weekly Review

• Monitor which blockers appeared
• Note which strategies helped most
• Adjust approach as needed

2. Monthly Vision Alignment

• Review progress toward vision
• Celebrate wins
• Adjust strategies
• Set new micro-goals

3. Quarterly Skill Development

• Choose one area of insecurity
• Create learning plan
• Set measurable goals
• Track progress

Remember: These blockers are common experiences for even the most successful designers. The goal isn't to eliminate them entirely but to develop effective strategies for moving forward despite them.

Social Media for Designers

Most designers approach social media with a scattergun approach, trying to maintain presence everywhere while achieving impact nowhere.

This leads to burnout, inconsistency, and poor results. Instead, treat your social media presence as a strategic business asset that requires focus and intention.

Choose your platforms wisely

Your social media presence should be built around where your ideal clients spend their time, not where you feel most comfortable posting. For most freelance designers, this means prioritizing LinkedIn and potentially one other platform.

Here's how most designers approach platform selection:

"I need to be everywhere to maximize opportunities. I'll post my work on Dribbble, share process on Instagram, network on LinkedIn, and build in public on Twitter."

This diffused approach typically results in sporadic posting, shallow engagement, and minimal business impact. Here's a more focused strategy:

Primary Platform (LinkedIn):

• Professional network building
• Case study sharing
• Direct client acquisition
• Industry authority building

Secondary Platform (Choose one):

• Twitter/X - For connecting with founders and entrepreneurs
• Dribbble - For establishing design credibility
• Instagram - For brand and creative showcase

The key is to excel on one platform before expanding to others. Better to be memorable on LinkedIn than forgettable everywhere.

Crafting a Compelling Narrative

Most designers' profiles read like job applications rather than business offerings.

Consider these two LinkedIn headlines:

Generic approach:

"UI/UX Designer | Digital Creator | Problem Solver"

This tells potential clients nothing about the value you provide or problems you solve.

Strategic approach:

"I help B2B SaaS companies increase conversion through strategic UX design"

This immediately communicates who you serve and what outcome you deliver.

Your profile should answer these questions:

1. Who do you help specifically?
2. What concrete problems do you solve?
3. What measurable results have you achieved?
4. Why are you uniquely qualified to help?

Here's how most designers write their bio:

"Passionate UI/UX designer with 5 years of experience creating beautiful, user-friendly interfaces. Proficient in Figma, Sketch, and the entire Adobe suite. Love solving complex problems through design thinking."

This focuses entirely on tools and generic qualities. Instead, try:

"I've helped 20+ B2B SaaS companies improve their user experience, leading to measurable growth. Recent project: Redesigned checkout flow for FinTech app, reducing abandonment by 35%. Specialized in helping startups and scale-ups improve conversion through strategic UX design."

Notice how the second version:

• Leads with specific experience
• Includes concrete results
• Names exact target market
• Focuses on business outcomes

Share Work That Matters

Most designers share only final polished outputs, missing the opportunity to demonstrate their problem-solving process. Here's how to structure a case study post that generates client interest:

Weak Example:

"Just launched a new website design! Really happy with how the UI turned out. Swipe to see more screens..."

Good Example:

"Recently solved an interesting challenge for a B2B SaaS client: The Problem:

Their user onboarding completion rate was stuck at 35%, causing:

1. High customer acquisition costs
2. Poor activation metrics
3. Increased support burden

The Solution:

Through user research and journey mapping, we:

1. Simplified the onboarding from 8 steps to 4
2. Added contextual help at key decision points
3. Created a progress indicator to reduce abandonment 

  

The Results:

• Onboarding completion increased to 72%
• Support tickets decreased by 40%
• Time-to-value reduced from 14 days to 5 days

Key Learning: Sometimes removing features creates more value than adding them."

The second example demonstrates business impact and problem-solving ability, not just design aesthetics.

Connections Rule The World

The common approach to networking on social media is superficial:

• Mass connection requests
• Generic "Great post!" comments
• Automated engagement

Instead, focus on quality over quantity:

• Comment thoughtfully on relevant discussions
• Share specific insights from your experience
• Ask intelligent questions
• Build relationships before making asks

Choose one platform (likely LinkedIn) and spend the next 30 days optimizing your presence:

Week 1: Revise your profile

• Rewrite headline to focus on client outcomes
• Update bio to include specific results
• Add visual examples to experience section

Week 2: Document one detailed case study

• Include problem, solution, and results
• Share process photos/screenshots
• Focus on business impact

Week 3: Engage authentically

• Comment thoughtfully on 3-5 posts daily
• Share insights from your work weekly
• Connect with ideal clients or partners

Week 4: Measure results

• Track profile views
• Monitor message requests
• Note post engagement
• Document any project inquiries

Social media should support your business, not become your business.

Spend 80% of your time delivering excellent work and 20% on visibility and marketing.

Your best marketing will always be the results you achieve for clients.

Crafting a Client-Attracting Showcase

Think of your portfolio as a sales tool, not an art gallery. While many designers obsess over making their portfolio visually stunning, they miss the fundamental truth: a great portfolio isn't about impressing other designers - it's about converting visitors into clients.

Throughout my career, I've worked with over 60 companies and startups. Yet in my portfolio, I showcase only three projects. Why? Because I've learned that quality trumps

quantity every single time. More importantly, I've discovered that clients care far more about results and problem-solving than they do about pretty pictures.

Let's explore how to create a portfolio that actually brings you the work you want.

Choosing Your Portfolio Format

There are several ways to showcase your work, and each serves a different purpose.

Let's start with the most comprehensive option and work our way down.

A full website portfolio is your ultimate goal. This is where you can tell the complete story of your projects, demonstrate your process, and optimize for search engines. But here's the catch - it requires significant time investment and 3-5 solid case studies to be effective. Don't rush into this until you have meaningful work to show.

I currently use a single-page portfolio, and I'll let you in on a secret: it converts surprisingly well. It's quick to create, serves as a basic introduction, and showcases a few key projects. If you're just starting out or need something functional quickly, this is your best bet.

Social portfolios on Behance and Dribbble serve a different purpose. Think of these as your ongoing presence in the design community. They're great for networking and provide social proof, but they shouldn't be your only portfolio. I maintain these regardless of my other portfolio formats - they're like your design social security number.

You just need to have them.

And then there's the PDF portfolio. I'll be honest - I'm not a huge fan. While it's fine as a temporary solution or for confidential work, it's limiting. If you do go this route, keep it simple: 10 slides maximum, with each slide containing one title, one powerful visual, and what you accomplished. But if you're a product designer, I'd skip this format entirely.

Getting Strategic About Your Portfolio

Before you start building anything, you need to get clear on who you're trying to attract.

This is where most designers go wrong - they create a portfolio that impresses their peers but fails to connect with potential clients.

Think about your ideal client for a moment. Where will they look for designers? How will they read through your projects? What problems are they trying to solve? These questions should guide every decision you make about your portfolio.

Let me share a framework I use when deciding what to include in my portfolio. For each potential project, I ask three questions:

1. What does this project demonstrate? (Is it process, UX thinking, creativity?)
2. Who should this impress? (Business leaders? Creative directors? Startup founders?)
3. What outcome am I looking for? (Higher rates? Different industry? More creative work?)

This clarity helps you be intentional about what you display. Remember: what you show is what you'll get. If you want to break into a new industry, create case studies that speak to that industry's challenges and needs.

The Art of the Case Study

Here's where we need to shift our thinking from "project showcase" to "client conversion tool." A compelling case study isn't just about the final visuals - it's about telling the story of how you solve problems.

When I present a case study, I focus on three key elements: First, I set up the business context. What was the client trying to achieve? What challenges were they facing? This helps potential clients see themselves in the story.

Then, I walk through my process. Not just what I did, but why I did it. What insights shaped my decisions? How did I iterate based on feedback? This demonstrates your strategic thinking and problem-solving abilities.

Finally - and this is crucial - I emphasize results. Did the new design increase conversions? Improve user engagement? Save the client money? These concrete outcomes matter far more than pixel perfection.

Making It Happen

Let's break this down into concrete steps you can take today to start improving your portfolio. I'll walk you through the exact process I use with my coaching clients.

Step 1: Project Audit

Pull out a blank sheet of paper or open a new document. List every project you've worked on in the last few years. Include client work, personal projects, and even incomplete ideas. Don't filter yet - get everything down.

For each project, answer these three questions:

• What skills or expertise does this demonstrate?
• What type of client would find this relevant?
• What results or outcomes can I show?

Step 2: Portfolio Strategy

Now comes the fun part - deciding what story you want to tell. Look at your project list and ask yourself:

"If I could only work on one type of project for the next year, what would it be?"

This answer becomes your North Star. It might be enterprise SaaS products, early-stage startups, or e-commerce experiences. Whatever it is, this focus will guide your portfolio decisions.

Step 3: Project Selection

With your focus clear, review your project list again. You're looking for 3-5 projects that:

1. Align with your chosen direction
2. Show different aspects of your capabilities
3. Have concrete results you can share

If you're missing strong examples for your chosen direction, don't panic. This is actually valuable information - it tells you where you need to create new case studies, either through personal projects or by seeking specific client work.

Step 4: Case Study Development

For each selected project, create an outline following this structure: Context:

• What was the client's business?
• What problem were they trying to solve?
• Why did this matter to them?

Process:

• How did you approach the problem?
• What key decisions did you make?
• What challenges did you overcome?

Results:

• What improved after your work?
• How did this impact the business?
• What specific metrics can you share?

Step 5: Choose Your Format

Based on where you are in your career and how much time you can invest, choose your initial format:

If you need something quick: Start with a single-page portfolio showing your best 2-3

projects. This can be live within a week.

If you have more time: Build a full website with detailed case studies. Plan for 3-4 weeks of focused work.

Either way, get your work on Behance and Dribbble as well - this can happen gradually as you develop your main portfolio.

Step 6: Weekly Improvements

Your portfolio is never really finished. Set aside 2-3 hours each week to:

• Add new project documentation
• Improve existing case studies
• Update results and outcomes
• Refine your messaging

I keep a simple Google Doc with portfolio improvement ideas. Whenever I get feedback or think of an improvement, it goes on the list for my next weekly session.

Today's Action Items

Here's what you can do in the next hour to get started:

1. Open a new document
2. List every project from the last 2 years
3. Rate each one (1-5) based on how well it represents your desired direction 
4. Choose your top 3 projects
5. Start outlining the first case study

Remember, a good portfolio that exists today is better than a perfect portfolio that's always "almost ready." Get something basic out there, then improve it systematically over time.

The key is to start. You can adjust and refine as you go, but you need a foundation to build upon. Your portfolio will grow alongside your career, becoming increasingly focused and effective at attracting the exact type of work you want to do.