Do we need to rebrand freelancing?

Do we need to rebrand freelancing?

Self-employment as a term is misused. Sole-trader means something legally but is used freely to mean people working on their own. There are so many interchangable and poorly defined terms that are all often used badly. I keep reading about the difference between freelancing and running a business -- which is just plain wrong.

And there are so many connotations around freelancing, positive and negative, which are so often misleading.

Is it time to reposition and rebrand? Which agency would do a good job? Or should we use freelancers? ;)