I met someone new for coffee last night and, as we both agreed, it wasn’t weird.

This might be an unusual way to look at it, but even as an extrovert, I sometimes feel uncomfortable meeting new people.

In this case, I met with someone who has also been in the St. Louis design/marketing industry for a while. We shared our stories, talked shop, and touched on some of the problems St. Louis is trying to solve.

One of his biggest questions right now is, as an independent professional, should he brand himself as a one-many army or an agency. In his words, he was debating on “me versus we.”

For many independent creatives, this is one of the toughest hurdles to overcome in the beginning. The thought of a potential client not taking you seriously because you’re on your own can be paralyzing.

I dealt with this same question when I was first starting my full-time freelance career.

Since radical transparency has always been a core value of mine, I decided to brand myself as the individual I am instead of “hiding” behind a brand that seemed bigger.

When tackling this question, the most important question to ask yourself is what matters most to me?

Is your goal to scale and work with others from the get go? Then maybe a bigger brand is right for you. Do you want to communicate a more person, one-on-one relationship with your clients? Then create a personal brand that reflects what matters most to you.

At the end of the day, there’s no silver bullet to any of this. You have to make your own decisions (and mistakes) and learn from them.

When it comes to solving the problems of others, it doesn’t matter if it’s “me” or “we.”

The focus should be on “us.”