We are no longer authors, we are more akin to factory-line workers in word mills. Credit is rescinded, rates are reduced, contracts get uglier by the minute, as does the manner of address in ads and inquiries.
... And yet translators embrace commodity-market routine willingly, as if following construction industry's habit and custom validated them and infused with new vigor.
Even freelancers pose as 'Doe Translations', as though they were each a small agency, ever ready to outsource, to let a million-page deal across twenty languages in and parcel it out.
LSP, Vendor, TEP, what the heck?
But even the word 'translation' is commoditizing when used as a noun unnecessarily. I'm no fan of 'Peggy Translates' kind of wacky verb use, but nominalization breeds commoditization. Because you stop talking about translating and you start talking about translations. Or marketing translation, legal translation, business translation and more of the same noun with a qualifying adjective. Nouns make products, and nouns make commodities.
A product stylization might actually be better to your PR/marketing/branding than pure service-sector placement, but it's relatively hard to build a satisfactory brand on them when they're sold by the kilogram, or by the container ex factory.
(There is a chance you don't get commoditized when your product is a commodity — unlike with commoditized services.)
You still need to tell clients what you do, but load up a couple of law websites and you'll see practice areas, client industries and more, but not Services => Title Checking, Document Review, Will Writing and other things lawyers with higher aspirations hate to do.
For a translation agency such a method of presentation makes perfect sense. They do offer defined services and products like that, generally removed and cut off from the identity of their authors. But you won't win against agencies if you compete in their field.
For a translator it may be a better idea to quit designing packages that compete sometimes on features and usually on price and instead use the translator's personality to win clients and find work.
In any case, it's easier to use a translator's existing personality than to give personality to generic products or services.