Small Steps Create Big Shifts
When I decided to freelance full-time, I knew I needed to start by formally conceptualizing my business. This included clearly defining everything from product offerings, hourly rates, and brand voice to operational processes and more.
Whether you write this down formally or simply reflect on these aspects in your head, they need to be clearly defined for your business to succeed. I wanted to create a structured approach to guide this process, and this template is meant to be a starting point for anyone who wants to define their business and clearly communicate what they offer clients.
I call this template the “Freelancer Brand & Services Summary” because it encompasses both the intention behind your brand’s tone as well as the logistics of what you actually do. I personally use my own Brand & Services Summary when prompting an LLM during brainstorming sessions. Providing this level of context consistently results in more personalized and actionable insights.
Pair this Brand & Services Summary with AI prompts to help grow your business and generate new ideas!
Freelancer Brand & Services Summary Template
Business Identity
Business Name / Brand Name:
Your Name / Founder Name:
Business Tagline / One-Liner: (Optional — a short phrase that sums up what you do)
Summary of Your Background:
Brand Voice & Personality
Tone / Style: (e.g., professional, approachable, playful, authoritative, minimalist)
Core Values: (3–5 words that describe your approach, e.g., clarity, creativity, reliability)
Audience Perception: (How you want clients to feel when working with you)
Core Offerings / Services
Primary Services: (List main offerings, e.g., UX design, web design, marketing, branding)
Specialized Services / Niche: (Optional — what makes you unique?)
Service Packages / Pricing: (Optional details here)
Target Clients
Ideal Client Profile: (Industry, business size, budget, goals)
Client Pain Points You Solve: (3–5 bullet points of the problems you address)
Pricing & Rates
Current Hourly Rate / Day Rate:
Flat-Fee Offerings / Packages: (If any)
Payment Terms: (e.g., Net 15, upfront deposit, ACH / check / Stripe)
Process & Workflow
How Clients Work With You: (e.g., discovery call → proposal → project → delivery)
Typical Project Timeline:
Tools / Platforms You Use: (e.g., Figma, Canva, Novo, Google Workspace)
Marketing & Visibility
Current Channels / Platforms: (LinkedIn, website, Instagram, Etsy, Upwork)
Content or Lead Strategies: (Blogs, social posts, email, digital products, workshops)
Positioning Statement: (1–2 sentences summarizing why clients should hire you)
Optional Notes / Future Goals
Expansion ideas (new services, digital products, courses)
Brand growth goals (audience size, revenue, collaborations)
