] Introduction to Nikki Arensman and the topic of creating a compelling brand that attracts clients Nikki tells the story of how she became a brand designer and strategist.  [7:25] The competitiveness of the product industry and how branding is the way you can stand out   Reasons freelancers or VAs struggle to create a compelling brand [9:48] #1 Thinking branding is not exciting - some examples of the core elements that make up a brand. [11:39] #2 Thinking you aren’t established enough - the benefits of thinking through who your clients are, how to speak with them and connect with them. [12:43] #3 Focusing too much on the visual elements of a brand - the importance of having the “meat” to back it up. [14:35] An example of effective branding - how the brand identity and business elements can connect with an audience and win a client. [15:45] The paradigm shift of recognizing that as a freelancer, you are both a business and a brand - Nikki shares some examples from her experience. [17:48] How many people come from an employment background - the challenges of creating a brand instead of writing a resume.  [19:41] How your brand identity sometimes needs to catch up to where your business has grown - the benefits of aligning your brand identity with all other business elements.   How to do branding the right way, from scratch [22:11] #1 The logistical perspective - examples of what you need to think about. [22:52] #2 The brand strategy - elements that help you figure out the who, what, and why of the business. [23:50] #3 The brand visuals - examples of how you could also create these elements before the preceding two steps to create initial momentum in your business. [28:12] The importance of having a first win and starting with a low-cost brand identity when your business is still evolving [29:16] How to access the Brand Identity Breakthrough kit - what the kit includes and how to use it. [33:39] How to learn more about Freelance University   Resources and tools discussed in this episode: Freelance University    Learn more about Nikki Arensman: Brand Identity Breakthrough:    Connect with Nikki: Website:   Instagram:    Resources and Tools: LinkedIn  Pinterest  Fiverr  99designs  Facebook Groups Spotify  iTunes