If you’re doing business, you should still incorporate. This solves a myriad of problems you’ll potentially have down the line.
Regarding the rest (I vs. we, personal posts), that’s all up to what kind of brand you want to build. A lot of people like to do business with a freelancer that puts themselves out there too. It makes people that don’t normally purchase things like that more comfortable.
But it’s possible that you’ll miss out on some larger clients because of that. You just have to decide if those larger clients are what you want, or if they’re worth making you into something you don’t feel comfortable with.
When I was freelancing, I would definitely play the part I thought would make the client most comfortable. When I nabbed a bigger contract for a company, it was business business business… but when I’m working with a small mom and pop restaurant, a few buttons get undone. No rules against it :)
