A friend and ex-colleague of mine recently left her full-time job and started freelancing as a brand consultant. Like any freelancer seeking new business opportunities, she planned to create a website showcasing her past work and detailing her capabilities. But first, she had to answer a critical question: Should she create a new brand name to represent her business or simply use her own name? Since I run a brand consulting agency with one full-time employee (me), she asked for my advice.
No matter what kind of freelance work you’re doing – from brand consultant to bookkeeper – this is a question you’ll have to answer. Using your personal name means presenting yourself as an individual contributor and keeping the focus on you. Coming up with a brand name, on the other hand, will require a thorough naming process and will create some “daylight” between you and the business. Either path can work, and deciding which is right for you depends on a range of personal factors. I’ve outlined five reasons below to take the first approach: creating a new brand name for your freelance business.
A brand name suggests scale
In the past, many companies took on their founder’s names. Think Lipton, Ford, or Charles Schwab. But these companies’ modern-day counterparts are more likely to develop unique brand names like Starbucks, Tesla, or Robinhood (For the record, Starbuck is a fictional character from Moby Dick, Nikola Tesla died 60 years before the founding of Tesla Motors, and it’s unlikely Robin Hood was a real person, much less had any involvement with the financial services app.). Because of this shift, a unique brand name, rather than a founder’s name (i.e., yours) can create an impression of a larger organization, which implies more breadth and depth.
If you’re thinking, “But I don’t want anyone to think I’m more than one person,” don’t underestimate the disadvantage solo freelancers can face in competitive situations. Remember that people who’ll never meet you – whether they’re decision-makers or procurement personnel – may be making judgments based on your name alone. For example, imagine having to select one of the following brand consultancies: Catchword, Lexicon, or Sally Flakowitz. The personal name creates an awkward, apples-to-oranges situation you’re probably better off avoiding.
Speaking of scale, another benefit of a brand name is its potential to stretch as your business changes. You may not plan on building a 15-person team – but plans often change. Should your business become more than a one-person operation, a brand name provides room to grow.
This logic applies even on a project-to-project basis. When you take on a large assignment, you may need to subcontract work or hire other freelancers as teammates. When showing up at a client’s office with a colleague, introducing yourselves as independent freelancers who happen to be working together at the moment does not inspire confidence. It creates a temporary, noncommital feeling. It’s much easier – and sounds more professional – to say, “Hi, I’m Rob, and this is Sally. We’re from [BrandName].”
A brand name provides an opportunity to express ideas
What ideas and feelings does your name evoke to those who hear it? Hopefully, amongst your family and friends, at least, a host of positive adjectives are associated with your name – perhaps smart, creative, and hardworking. But for those who’ve never met you? Never heard of you? It’s just a name. Unless you go by “Sting” or “The Rock,” your name doesn’t really convey any meaning. It doesn’t tell prospective clients that you’re smart or creative. It’s not even a name you chose.
But creating a brand name allows you to say something. Some brand names are straightforward and descriptive (e.g., Best Buy), while some merely suggest an idea (e.g., Zipcar). Others venture into the abstract – they don’t carry any relevant meaning but can nevertheless convey a sense of personality, like Apple (simple) or Virgin (irreverent). No matter what approach your brand name has, you can use it to tell people something about yourself and the work you do.
Some first and last names are easier to pronounce than others, but chances are the brand name you create will be shorter than your personal name (one word rather than two, for example). And since you’re building the name from scratch, you’ll have an opportunity to ensure its ease of use. While there are exceptions, most of the best brand names are short and sweet. Names built from one or more real English words are more likely to be understood, pronounceable, and correctly spelled than many people’s names.
If you have any interest in doing business overseas, you may find your personal name has additional drawbacks. Names that are commonplace in one language or culture may appear strange or unpronounceable in other parts of the world. Your name may lead people to assume – accurately or not – that you’re from a particular country or region and, whether or not it’s fair, that assumption may come with prejudices. English, however, has become the lingua franca of global business. A real English word or two is likely to be understood and pronounceable by many business people for whom English is not a native tongue.
A brand name may be more distinctive
The flip side of the point above is that, in some cases, personal names are so common that they fail to stand out. If your name is “Niamh Moloughney,” good luck getting people to spell and pronounce it correctly. But if you’re one of the over 11,000 Ann Millers on LinkedIn, your prospective customers may have trouble remembering you or telling you apart from other freelancers.
Reviewing competitor names is a critical step in any brand naming process. In creating your brand name, you can choose to use a different naming style, pick one that’s significantly shorter or longer than competitors, or find an initial letter that’s unique to the category.
Ultimately, this decision depends heavily on your given name and surname. How common are they? Are they hard to spell or pronounce? Will they associate you with a specific language, country, or region – for better or worse? Some people’s names almost beg to be used as brand names, like Smart & Final (named after founders J.S. Smart and H.D. Final) or Fox Racing (named after founder Geoff Fox). They’re short, simple, easy to remember, and have built-in meaning or imagery. Unless you’re lucky enough to have such a distinctive, evocative name, consider creating a brand name for your freelance business.
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The significance of gender diversity in the workplace is no secret and nowhere is the gender divide more apparent than in the tech sector.
This has long-term implications for the tech sector as studies show that the more diverse perspectives there are in the room, the better the ideas, outcomes and ultimately the bottom line.
The recent Women in STEM Decadal Plan found only 27 per cent of girls in Australia are likely to undertake science, technology, engineering and mathematics subjects in school – the lowest of all Asia-Pacific countries.
“The future of work will be dominated by STEM, but there is a huge shortage of these skills in Australia, with many organisations looking overseas to hire top tech talent,” says Rachel Gately, Co-Founder of Australian advanced machine learning company, Trellis Data. “The IT industry has long been dominated by men, but with digital technologies becoming more prevalent, there’s never been a better time for women to consider a job in the tech sector.”
If you’re thinking about a career in tech, here are six things you need to consider:
Financial stability
The technology sector often tops lists for high salaries and job opportunities – Seek’s latest data found ICT had the jobs with the highest pay in Australia. With COVID-19 forcing organisations to embrace digital, technology jobs are now in a stronger position compared to many other industries. The Federal Government is also investing over one billion dollars in the nation’s technology and innovation capabilities, so not only is there good money but job security is also assured. With strong demand for tech talent, there is more scope for women to build a career and progress quickly.
Work-life balance
There’s been a significant shift in work culture in recent years, with parents sharing responsibilities and employees expecting better work-life balance. Businesses now offer greater support for women, allowing them to work from home, part-time, or even providing on-site childcare.
Workplace flexibility has also accelerated over the last 12 months due to the pandemic. This means there is greater opportunity for women to not just enter the tech industry, but to reach senior positions.
According to Gately, “Providing work-life balance is no longer a perk for employers but a must-have. We encourage staff to work the hours that they’re most productive. Some leave work early to coach their kids in sport or pick-up kids from school. Others start late because they prefer to work later. Having women in leadership ensures this attitude towards flexibility is ingrained in company culture.”
Technology needs women
Despite a growing number of jobs in STEM, only a quarter of graduates in technology in the developed world are female – even though more women have degrees than men. So, there is a huge window for women to bridge the gender divide. Science has also found that women have higher intuitiveness and empathy than men, which are traits often missing when developing tech products – female led innovation creates tech with more people in mind. In fact, women are found to be better at connecting tech with business outcomes – according to Fortune, women-led companies have historically performed three times better than those with male CEOs.
Never get bored
We know that technology moves fast. The World Economic Forum’s Future of Jobs report found 65 per cent of children starting primary school now, will have jobs that don’t exist yet. This digital future means there is always something new to learn, and scope to get creative to find new solutions. “A career in tech means you’ll never be bored,” says Gately. “We’re always looking for fresh ideas, so my staff have creative freedom to invent and discover new things in technology and machine learning – we specifically set aside time for this each week. It helps foster an environment where people can constantly learn and where everyone has a voice.”
Change the world
Emerging technologies like artificial intelligence, machine learning, and the internet of things aren’t just transforming businesses but also being used to improve lives. In Russia, Impulse Neiry is using world-first neural interfaces to detect neurological disorders like Alzheimer’s several years in advance, and NASA technology is being used to conserve endangered whale sharks. Tech companies such as Google are also now leading investments in clean energy. There are so many ways to help people, animals and the planet using tech, and women have the potential to be a part of it.
Empower other women
According to a Microsoft survey, girls in the US consider tech careers at age 11 but lose interest soon after, with many blaming a lack of female mentors and gender diversity. With more women taking on STEM roles, we have the power to challenge the status quo and increase the voices of women in the industry. By considering a career in tech, you can empower more young girls to get involved. As a woman in tech, you have the opportunity to present in public forums, share your story with others and raise your profile in the industry.
Melanie Perkins’ $3.2 billion design platform, Canva, is one of the world’s most valuable female-led start-ups. CNBC Make It’s Karen Gilchrist met with the 32-year-old Australian entrepreneur in Sydney to find out how she’s taking on tech giants Microsoft and Adobe. —–
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Rick Rieder, BlackRock’s chief investment officer of global fixed income, told CNBC Wednesday that the investment giant has “started to dabble” in bitcoin—it’s the latest instance of a major financial player dipping its toes into digital assets.
Reider did not elaborate on BlackRock’s cryptocurrency strategy, but last month the investment giant filed documents with the Securities and Exchange Commission showing that it wants to include cash-settled Bitcoin futures as eligible investments for two of its funds.
BlackRock is the world’s largest asset manager—it managed some $8.7 trillion at the end of the fourth quarter.
Rieder told CNBC that he believes bitcoin’s recent rally is gaining momentum in part because of stronger regulations and better technology.
“My sense is the technology has evolved and the regulation has evolved to the point where a number of people find it should be part of the portfolio, so that’s what’s driving the price up,” he said.
Big Number
$51,000. That’s the new record price bitcoin hit early on Wednesday morning. The most popular cryptocurrency started the year with prices around $30,000.
Key Background
A spate of major corporations and financial institutions including MicroStrategy, BNY Mellon, and MasterCard,and PayPal have announced cryptocurrency initiatives this month, and there are reports that a $150 billion investment division at Morgan Stanley is considering investing in bitcoin. A portion of bitcoin’s recent gains are likely attributable to a surprise announcement from Tesla that the electric car maker had invested $1.5 billion into the cryptocurrency and has plans to start accepting it as payment.
Bitcoin surges to hit NEW all-time high on Christmas day as BlackRock, the world’s largest asset manager, looking to cryptocurrency in 2021! Altcoin Daily, the best cryptocurrency news media online! Follow us on Twitter: https://twitter.com/AltcoinDailyio Follow me [Austin] on Instagram here: https://www.instagram.com/theaustinar… TimeStamps: 00:00 Intro 00:17 Bitcoin and BlackRock 05:39 NEW SEC Chairman Appointed! 07:14 XRP Delistings 09:38 1inch vs Uniswap vs Sushi 11:31 Final Thoughts
Chinese scientists say the novel coronavirus will not be eradicated, adding to a growing consensus around the world that the pathogen will likely return in waves like the flu.
It’s unlikely the new virus will disappear the way its close cousin SARS did 17 years ago, as it infects some people without causing obvious symptoms like fever. This group of so-called asymptomatic carriers makes it hard to fully contain transmission as they can spread the virus undetected, a group of Chinese viral and medical researchers told reporters in Beijing at a briefing Monday.
With SARS, those infected became seriously ill. Once they were quarantined from others, the virus stopped spreading. In contrast, China is still finding dozens of asymptomatic cases of the coronavirus every day despite bringing its epidemic under control.
FAQ: How Long Does COVID-19 Last?
That depends on the severity of infection.
“This is very likely to be an epidemic that co-exists with humans for a long time, becomes seasonal and is sustained within human bodies,” said Jin Qi, director of the Institute of Pathogen Biology at China’s top medial research institute, the Chinese Academy of Medical Sciences.
A consensus is forming among top researchers and governments worldwide that the virus is unlikely to be eliminated, despite costly lockdowns that have brought much of the global economy to a halt. Some public health experts are calling for the virus to be allowed to spread in a controlled way through younger populations like India’s, while countries like Sweden have opted out of strict lockdowns.
Anthony Fauci, the director of U.S. National Institute of Allergy and Infectious Diseases, said last month that Covid-19, the disease caused by the virus, could become a seasonal ailment. He cited as evidence cases now showing up in countries across the southern hemisphere as they enter their winter seasons.
More than 3 million people have been sickened and over 210,000 killed in the global pandemic.
While some, including Donald Trump, have expressed hope that the virus’s spread will slow as the temperature in northern hemisphere countries rises in the summer, Chinese experts on Monday said that they found no evidence for this.
“The virus is heat sensitive, but that’s when it’s exposed to 56 degrees Celsius for 30 minutes and the weather is never going to get that hot,” said Wang Guiqiang, head of the infectious diseases department of Peking University First Hospital. “So globally, even during the summer, the chance of cases going down significantly is small.”
코로나19 감염성 높아져…”1년내 세계인구 최대 70% 감염될지도” It’s generally believed that with the coronavirus the worst is yet to come. But some predictions by global experts… say the virus will likely end up infecting most people in the world. In that case it could become a seasonal illness like the flu. Our Choi Jeong-yoon reports. Public health experts have been trying to gauge how bad the coronavirus outbreak will get, and whether it will become a full-blown pandemic, by calculating the pathogen’s reproduction rate. And according to a recent report by U.S.-based investment bank JP Morgan Chase,… South Korea’s coronavirus epidemic has not yet reached its peak. Taking the speed of secondary infections in China into account ,… the bank predicted that the epidemic could reach its climax in Korea around March 20th and said there could be as many as ten thousand confirmed cases. The bank supposed three percent of the 2-point-4 million people living in Daegu had been exposed to the virus. Daegu is where more than 80 percent of the total confirmed cases have occurred in Korea. However, the South Korean health authorities said it’s too early to make such assumptions. Vice health minister Kim Gang-lip said at a briefing on Wednesday that more thorough statistical analysis needs to be done on the spread of the virus. Meanwhile, some say the virus will ultimately become uncontainable. In an article by the Atlantic,…Harvard epidemiologist Marc Lipsitch said the coronavirus will be a global pandemic,… with 40 to 70 percent of the world’s population likely to be infected this year. But he clarified that by saying many of those people won’t have severe illnesses or even show symptoms at all, which is already reportedly the case for many people who have tested positive for the coronavirus. In that way, it could have similarities with influenza, which is often life-threatening to elderly people or those with chronic health conditions, but causes no symptoms at all in around 14 percent of cases. This is leading to an emerging consensus that the outbreak will eventually morph into a new seasonal disease, which The Atlantic says could one day turn the “cold and flu season” into the “cold and flu and COVID-19 season.” Choi Jeong-yoon, Arirang News.
(SAVANNAH, Ga.) — Some salons, gyms and other close-contact services in Georgia prepared to open Friday as the Republican governor eased a month-long shutdown amid experts’ warnings of a potential new surge in coronavirus infections and a potent objection from President Donald Trump.
With deaths and infections still rising in Georgia, many business owners planned to remain closed in spite of Gov. Brian Kemp’s assurance that hospital visits and new cases have leveled off enough for barbers, tattoo artists, massage therapists and personal trainers to return to work with restrictions.
David Huynh had 60 clients booked for appointments Friday at his nail salon in Savannah. He said that’s less than half the customers he would normally see. But he’s also starting back with fewer nail technicians to allow for empty work stations between them.
Huynh’s business, Envy Nail Bar, has been closed since March 26. But the losses extend beyond just the month he’s been shut down.
“We lost graduations, proms and weddings,” Huynh said. “Already I see stores closing down permanently. … A lot of people don’t realize, if the nation stays shut down any longer, there will be severe consequences.”
Kemp’s order allowing certain businesses to reopen Friday requires precautions such as screening customers for potential symptoms, providing staff with masks and other protective gear as available and doing frequent cleaning.
The governor has said it’s imperative to begin easing his state’s economic suffering. The Georgia Department of Labor announced Thursday that 1.1 million workers — about one-fifth of the state’s workforce — filed for unemployment in the five weeks since the crisis started.
Public health experts have warned that reopening too quickly could trigger a coronavirus resurgence. Preventing that will require increased testing and robust tracking of infected people’s contacts. Georgia has ranked in the bottom 10 of states for testing per capita. But the state is showing progress. Georgia on Thursday reported 7,000 new tests, its highest daily total yet.
Kemp’s timeline to restart the economy proved too ambitious even for Trump, who said Wednesday he “disagreed strongly” with the fellow Republican’s plan.
Shannon Pengitore, a massage therapist in Marietta outside Atlanta, had a few clients ask for appointments this week. But she’s not ready, saying she hasn’t seen clear protocols from the state for protecting herself and her clients.
“Massage therapy is continual contact with the customer for long periods of time in a small room,” Pengitore said. “If I’m not really comfortable with this, what’s getting transmitted to them? It’s a lot of anxiety.”
Starting Monday, Georgia will allow movie theaters to reopen and restaurants to resume dine-in service — as long as customers are kept at a distance.
Chef Hugh Acheson, who owns three fine-dining restaurants in Athens and Atlanta, said Georgia’s conducting too little testing to safely reopen. He also doubts it would be profitable.
“If I open up fine dining in midtown Atlanta and … 25 people show up to dinner because I’m brazen enough to do this, that’s not enough to make money and stay in business,” Acheson said.
Bethany Farmer works at an Atlanta yoga studio and tends bar at a burger joint. She said neither has asked her to return yet, and that’s fine with her. She fears slow business would mean reduced wages, and the virus remains too much of a threat.
“I could be a carrier even if I don’t feel anything,” Farmer said. “I get worried about all the other people I would encounter.”
Governor Kemp announces immediate steps to reopen part of Georgia’s economy this Friday. Aired on 4/20/2020. » Subscribe to MSNBC: http://on.msnbc.com/SubscribeTomsnbc MSNBC delivers breaking news, in-depth analysis of politics headlines, as well as commentary and informed perspectives. Find video clips and segments from The Rachel Maddow Show, Morning Joe, Meet the Press Daily, The Beat with Ari Melber, Deadline: White House with Nicolle Wallace, Hardball, All In, Last Word, 11th Hour, and more. Connect with MSNBC Online Visit msnbc.com: http://on.msnbc.com/Readmsnbc Subscribe to MSNBC Newsletter: http://MSNBC.com/NewslettersYouTube Find MSNBC on Facebook: http://on.msnbc.com/Likemsnbc Follow MSNBC on Twitter: http://on.msnbc.com/Followmsnbc Follow MSNBC on Instagram: http://on.msnbc.com/Instamsnbc Georgia To Reopen Businesses This Friday, With Restrictions | MTP Daily | MSNBC
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