This is something I've been struggling with recently as I've been thinking about my positioning - it really hit home when someone asked what I did and I couldn't explain it easily.
I think I resonate most with capabilities and philosophy as anchors since I'm early in my journey - these seem most accessible while building up the track record needed for problem/process/solution-based positioning.
Really helpful framework for seeing how to evolve my positioning as I gain more experience.
This post showed up JUST as I was asking myself exactly this question. Whenever I read marketing/positioning advice, my heart sinks when the first question is "who SPECIFICALLY is your target audience," followed by all those questions about their individual favorite coffee, etc. This feels really hopeful, and reassuringly concrete, for those of use with multiple audiences!
This is helpful! I write about becoming on Substack and it’s always something about that theme of conversation that excites me! On top of that i’m an illustrator and an advocate for creative confidence. What i’m trying to say in a way is to mush this all together, streamline and work towards being a portfolio careerist.
The tips you gave here made me think about how i can polish and package myself up for future success.
It's not often I see someone talking about the nuance of positioning especially with the complications of a portfolio career. I'd also argue that the traditional branding strategies of B2B and B2C products actually end up backfiring when selling human potential.
Couldn't agree more. I find that the former marketers turned portfolio careerists I work with find this the hardest, because they're so trained to think about positioning in a traditional way.
This is so good! I have been working on my website and my positioning is based on the problem I am solving + what drives me at my core + my philosophy/ approach. Having read this I am going to see if I can use it to add a little zhuzh ✨
Ooh this is all so good and juicy!!! I feel like nothing I have done as self employed has been successful in terms of actually making money / selling… partly as I keep chopping and changing (pretty sure some ADHD in there). So I’m an artist who also loves adding in words… Also made a card deck around self kindness and would love to write and illustrate book and currently a little obsessed with painting angels! Love any thoughts but def going to be found some thinking on your ideas!
Hi Anna, Great post! I've just discovered your Substack newsletter and immediately thought- Wow, it seems like we have a lot of shared interests and passion for supporting ambitious women building unconventional careers!
Thanks Anna, excellent food for thought as always. This is becoming my weekly homework, thinking through my answers to your questions!
I'm tentatively beginning a portfolio career in a couple of very disparate avenues... (freelance editorial and styling). I definitely have some core capabilities and values, which is helpful in reminding myself of my unique offerings. However, when it comes to a practical issue such as whether to have one website or two, if they are very different customers, what would your advice be? I'm tempted to set up one, with just my name, but this may dilute my messaging or cause confusion. Also, perhaps both don't need their own website initially, as I begin to get clients... Any thoughts would be welcome!
Such a great question. My advice is to start with one website and focus on building your personal brand around your two core capabilities. It doesn't mean that down the track you can't split them up, or build out one arm as its own business (if it gets real traction). But for now, I'd focus on building your personal brand with one website that speaks to the different things you do. You can find an overarching story or narrative that ties the freelance editorial and styling together (creativity?), so that it feels a bit more clear and considered.
I recently wrote a piece called "How to anchor your positioning as a portfolio careerist" - take a read as this may help you identify your core message, underneath which both editorial and styling can live.
This is something I've been struggling with recently as I've been thinking about my positioning - it really hit home when someone asked what I did and I couldn't explain it easily.
I think I resonate most with capabilities and philosophy as anchors since I'm early in my journey - these seem most accessible while building up the track record needed for problem/process/solution-based positioning.
Really helpful framework for seeing how to evolve my positioning as I gain more experience.
Thank you, Anna!
You make a great point in that the messaging anchor you choose can evolve over time (and IMO it should)!
This post showed up JUST as I was asking myself exactly this question. Whenever I read marketing/positioning advice, my heart sinks when the first question is "who SPECIFICALLY is your target audience," followed by all those questions about their individual favorite coffee, etc. This feels really hopeful, and reassuringly concrete, for those of use with multiple audiences!
Amazing! I'd love to hear how your own thinking and positioning evolves as you apply this to your own business ❤️
I wonder if you can use more than one anchor.
Yes, I think you can!
Thanks Anna! Really interesting and helpful.
You are so welcome!
So helpful!!
🥰
This is helpful! I write about becoming on Substack and it’s always something about that theme of conversation that excites me! On top of that i’m an illustrator and an advocate for creative confidence. What i’m trying to say in a way is to mush this all together, streamline and work towards being a portfolio careerist.
The tips you gave here made me think about how i can polish and package myself up for future success.
Oof the chills. Thanks Anna!
THE CHILLS!!! ❤️🔥
This is super helpful, Anna. Thanks. It’s so easy to get lose sight of our purpose when we’re keeping so many plates spinning 😵💫
It really is, I feel you. Glad it helped 🥰
It's not often I see someone talking about the nuance of positioning especially with the complications of a portfolio career. I'd also argue that the traditional branding strategies of B2B and B2C products actually end up backfiring when selling human potential.
Couldn't agree more. I find that the former marketers turned portfolio careerists I work with find this the hardest, because they're so trained to think about positioning in a traditional way.
This is so good! I have been working on my website and my positioning is based on the problem I am solving + what drives me at my core + my philosophy/ approach. Having read this I am going to see if I can use it to add a little zhuzh ✨
Nice one Anna!
Oo can't wait to see the site!! Send it to me when it's done!
Ooh this is all so good and juicy!!! I feel like nothing I have done as self employed has been successful in terms of actually making money / selling… partly as I keep chopping and changing (pretty sure some ADHD in there). So I’m an artist who also loves adding in words… Also made a card deck around self kindness and would love to write and illustrate book and currently a little obsessed with painting angels! Love any thoughts but def going to be found some thinking on your ideas!
Perhaps your positioning - the anchor or thread that ties it all together - is your philosophy? Your creativity and storytelling, perhaps?
It’s one to contemplate! Thankyou for your always thought provoking posts!
Hi Anna, Great post! I've just discovered your Substack newsletter and immediately thought- Wow, it seems like we have a lot of shared interests and passion for supporting ambitious women building unconventional careers!
Thanks Adrienne, lovely to connect with you here 🥰
Thanks Anna, excellent food for thought as always. This is becoming my weekly homework, thinking through my answers to your questions!
I'm tentatively beginning a portfolio career in a couple of very disparate avenues... (freelance editorial and styling). I definitely have some core capabilities and values, which is helpful in reminding myself of my unique offerings. However, when it comes to a practical issue such as whether to have one website or two, if they are very different customers, what would your advice be? I'm tempted to set up one, with just my name, but this may dilute my messaging or cause confusion. Also, perhaps both don't need their own website initially, as I begin to get clients... Any thoughts would be welcome!
Such a great question. My advice is to start with one website and focus on building your personal brand around your two core capabilities. It doesn't mean that down the track you can't split them up, or build out one arm as its own business (if it gets real traction). But for now, I'd focus on building your personal brand with one website that speaks to the different things you do. You can find an overarching story or narrative that ties the freelance editorial and styling together (creativity?), so that it feels a bit more clear and considered.
I recently wrote a piece called "How to anchor your positioning as a portfolio careerist" - take a read as this may help you identify your core message, underneath which both editorial and styling can live.