Knowing when to raise your rates is really critical. A lot of us get the resistance in the beginning. We’re afraid that if we raise our prices too high, we’ll lose our clients. But that’s kind of the idea!

A brand is our position in the market: How people perceive us and whether our clients are willing to pay higher rates. In the beginning, we’ll be taking on lower-paying clients because we’re desperate to get a job after job, after job. But to be profitable in that situation, we’ll have to take on a lot more work. The worst part about it is that cheaper clients are the ones that try to squeeze us for everything or to micromanage us.

That goal changes over time, later in our career. The difference between being a successful artist versus an unsuccessful artist is that the artists without a brand are frustrated because they aren’t getting the result they want.

In this Podcast, Allan McKay talks about stages of an artist’s career: from the initial goal when starting out -- to creating a successful brand that eventually attracts better paying clients and the type of work you already enjoy doing.

For more show notes, visit www.allanmckay.com/318/.

The Game of Leadership is Helpfulness