The Strategic Choice of Job Titles for Solo Entrepreneurs
Are you a solopreneur calling yourself Founder, President, Owner or CEO? That might be a rookie mistake costing you sales. Titles are more than fancy labels, they signal your role and value to clients. Take it from a Personal Brand Consultant. Your title offers a chance to shine and show off what you actually do for your clients beyond traditional labels that simply state that you’re an entrepreneur. Many clients undervalue their work, and a poor title choice can lead clients to haggle prices down because you haven’t really shown them what you’re capable of doing. Precision in labeling can elevate how clients see you.
Here are a few things you can do to fix this very common mistake.
1. Honing Your Professional Persona
Did you know that your job title is like a neon sign, broadcasting your place in the business world? It’s not just a fancy tag but a potent part of your personal brand. When I work with solopreneur clients, peeling back the layers to unveil their true role in their business is paramount. It’s simple: Your title should echo your mission and clearly demonstrate what you do in your business, beyond the role of accounting, HR, marketing and administration. What is the reason your clients want to work with YOU?
2. Choosing Words Wisely
Being an owner isn’t enough to deliver your brand promise to your clients, and the subtle nuance of similar words can make a big difference in managing your client’s expectations. Take me, for example. Although my niche is in personal branding, I could have called myself a Personal Branding “Coach”, “Strategist”, “Manager” or “Consultant”. I decided on the latter because I felt a consultant was more of an action-taker who didn’t just offer advice, but implemented those suggestions through strategy. “Strategist” and “Coach” felt too distant for me. I wanted to show off that I brought action to the table, elevating your brand to premium status. Precision and strategy make your title a reflection of your unique value.
3. Value versus Pompous Titles
Have you ever met a 'CEO' of a one-person show? It’s weird, right, kind of like spotting a peacock in a chicken coop – unnecessarily flashy. Sel-inflicted job titles like this raise walls that create a 'me versus them' scenario with your audience. I’ve seen it firsthand as a diplomatic consultant, where imposing titles like 'President' breed resistance, but within the political system, there is a very clear reason why you would want your citizens to stay as far away from you as possible. However, as solopreneurs, we WANT to connect with the people we are trying to help. Calling yourself President or Owner may make you sound like someone who doesn’t care or send a message that you’re more hands-off than hands-on. Your job title should be a beacon, not a barrier, a clue into why clients should be lining up for your expertise.
4. Taking Charge of Your Brand
You’re in FULL control of your business which includes how you call yourself in your business. So start to act like your business is your business instead of fitting into someone else’s expectations. A meaningful job title sets the tone, painting a vivid portrait of your business virtues. Beyond daily operations, it showcases your distinct value to your audience, justifying premium prices for your one-of-a-kind services.
If you’ve ever doubted your branding powers, just know that you’re not alone. Grab a free Mini Brand Session with an expert (yes, like me) to redefine your brand and step into the premium league.
