You learn to market your services. If you don't know how to market, there's plenty of resources out there.
The idea of creating a personal "brand" makes me nearly physically sick I hate the idea so much.
I am very risk averse. I love the predictability of what shows up in my bank account.
"Freelance" for me would just be a euphemism for being unemployed. The situation would just make me depressed and I would end up just getting a new job.
It seems to me the type of person who would thrive at freelancing doesn't need to read this thread or ask these questions to start with.
actually, there is a difference. if i have services, i can market those as products. if i look for jobs then i have to market myself. so in fact, as a job hunter the personal brand is even more important than when selling services.
i get the risk aversion, that's a different issue.