How to Use the 2-Year Test to Build Your Brand

I’m thrilled to kick off part 1 of a new series all about building your personal brand. If you’re making the leap from freelancer to business owner, this is hands-down the most important skill to master — it’s the foundation for standing out, attracting clients, and growing with intention.

Oh, and here’s something I’m super excited about: I’ll soon be launching some Q&A editions where I tackle your top reader questions. We’ll dive into topics like finances, scaling your business, building a killer client roster, and so much more. Stay tuned!

Fill out this 1-question survey here if you have a topic you want me to cover.

📚 This week's lesson: The 2-year test

Let’s talk about a question I hear all the time: How do I stand out as a freelancer?

Here’s the deal: Most freelancers are chasing assignments, operating with a “feast-or-famine” mindset. But if you want to build a sustainable, standout business, you’ve got to change your approach. You’ve got to start thinking like a brand.

• A brand is intentional.

• A brand stands for something specific.

• And a brand attracts the right people consistently.

Truly this was the toughest lesson for me to learn — but the sooner you do, the better off you’ll be.

Here’s where to start: Ask yourself, What makes me different? What unique perspective do I bring?

Use the 2-Year Test

A simple exercise to clarify your brand is what’s called the “2-Year Test.”

• Think back to who you were two years ago. What challenges were you facing?

• How did you solve those challenges? What lessons did you learn?

Now, use that story to connect with people who are exactly where you were. Share your insights and lessons learned through your content. Talk directly to the person you were two years ago — it’s one of the easiest ways to build trust.

For example: If you were a freelance copywriter who struggled with landing high-paying clients two years ago, talk about the strategies you used to double your rates. Your ideal audience will think, “This person gets it—they’ve been where I am.”

Now, you’ve coined yourself as an expert in a very very niche part of the market. (That’s what you want!) You can build a brand around your very own experience — you don’t necessarily have to be the Best in The Field.

Build Authority, One Post at a Time

Once you've got your brand direction, it's all about showing up consistently. Here's what works for me:

• Share one actionable tip on LinkedIn weekly

• Give behind-the-scenes peeks at your problem-solving process

• Answer real client questions (the ones they actually ask, not the ones we think they should ask)

Do this for 3-6 months straight, and watch what happens. You'll start attracting clients who get you. Who value what you do. Who are excited to work with you specifically.

I’ve also been blown away by how well this has worked for building my own network of peers.

Key takeaway: When you embrace the fact that you are both a business and a brand (sorry, cringe, I know!), everything changes. You start attracting the right clients. You position yourself as a leader in your space. And you build a business you can be proud of.

🎧 What I’m Loving This Week

My latest work-related binge? The Six-Figure Creative Podcast. This show is jam.packed. with valuable tips, lessons, and interviews.

I first discovered it a few weeks ago when they had an episode on client acquisition. That episode led me down a rabbit hole of 10+ other episodes that have been so informative. Things like how to manage cash flow, how to earn more with the same clients, how to productize your offerings and more.

This recent episode called “Why You’re Stuck On The Feast Or Famine Roller Coaster (And How To Get Off)” definitely resonates with this week’s topic. Have a listen!

And if you have any great podcast recommendations, respond here and let me know — I’m always hunting for new gems!

That's all for this week! Remember to add your q’s here and I’ll do my best to answer them in upcoming issues.

Taylor

P.S. If you’re interested in sponsorship opportunities here, I’d love to hear from you!

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