Do Coaches need branding?

When starting out... no, not necessarily. (But I'll get into that more in this post...) Greg Faxon has an excellent article about why you might NOT need branding, and you should definitely check it out. HOWEVER… his article is only speaking to getting caught up in the swirl of choosing which colors, fonts, or logos to choose instead of actually building the foundation of your business- which is bringing in clients and creating sustainable revenue.

Too often, new coaches, entrepreneurs, and business owners find themselves in this vortex as a way to avoid other, more important, work that needs to be done when launching a business.

I see this all the time with clients- using getting stuck with branding decisions as a way to avoid the hard, inner work it takes to be an entrepreneur. Personal branding is personal work, there’s no way around that.

A lot of times it can FEEL productive when it's actually not.

That’s why, to a certain extent, I agree with Greg. In the beginning, a big whiz pow-bang branding project is probably not the thing you should be focusing on.

I feel like a broken record here, but that’s exactly why I believe in templates so much. They allow you to get up and running quickly with amazing designs with very little financial investment.

Because, let’s face it, as much as some people argue that aesthetics don’t matter, they do. It’s why we spend so much time in our heads about it. All of us want to present our best selves to the world, and design and aesthetics help us do that before having a single conversation.

But I do disagree with Greg overall (and think his post is a little clickbaity…) that coaches don't need a brand. They do! Every business does. He even admits they do.

The nuance is the HOW, WHY, and WHEN you do the steps it takes to build a powerful brand- and relationship- with your clients and audience.

And now… after that long preamble…

Why personal branding is important for coaches

I think it goes without saying, that personal branding is incredibly important for coaches because it helps them create a distinct identity for their businesses. It's about creating an image that sets them apart from other professionals in the same field and reinforces their message. By effectively leveraging personal branding, coaches can establish a distinct voice, build trust with potential clients, and strengthen relationships with their current ones.

What does branding really do?

A strong brand sets you apart from the competition not just aesthetically, but emotionally as well. It helps to create an emotional bond between a coach and their clients, which is essential for long-term success. This bond allows you to connect with your audience and telegraphs important clues and ques to your potential audience before they even have a conversation with you.

Personal branding is also essential for coaches because it provides an effective way to weed out anyone who isn't a good fit for their services. By crafting a distinct image and message, coaches can communicate the qualities, values, and offerings that define their unique approach. This helps to form an initial connection with potential clients, allowing them to quickly determine if you're right for them.

Brand Strategy elements

It's hard to talk about “Branding” without bringing up Brand Strategy. Because Brand Strategy is actually where you want to start.

Now, there’s A LOT that goes into creating a strategy, but these are all things you need to consider anyhow in order to build a successful business. And guess what? ALL of these things also lead to getting more clients and building that sustainable revenue month after month.

Once these things are in place, it’s hella easier to take a look at (and invest in) Brand Aesthetics and Brand Voice via designers and copywriters because you have a stronger sense of the who, what, and why of your brand.

Let’s take a look at these elements:

Who is your audience, and what do they need?

Knowing who your business audience is is a crucial part of building an effective brand strategy. This involves understanding their needs and desires, as well as what makes them unique from other potential customers.

It's important to have a clear idea of who you are targeting with your services so that you can tailor your message and offerings accordingly.

By identifying the characteristics of your target market, you can more accurately determine how best to reach them and appeal to their interests. Knowing who will be consuming your products or services helps you create meaningful content that resonates with those individuals and drives conversions.

Additionally, having a good grasp on who comprises your customer base allows for more targeted marketing efforts which in turn leads to higher ROI rates since resources aren’t being wasted on irrelevant activities or audiences.

What is your structured or signature coaching process?

As a coach, having a signature process or structure for your services is essential to ensure success. It helps you create an effective plan of action that allows you to deliver the best results possible for your clients.

A signature process gives clarity and direction when it comes to providing coaching services, ensuring that everyone involved understands what needs to be done and how it should be done. It also serves as a framework for setting expectations with clients and helps them feel more secure in their investment in the coaching relationship.

Additionally, by creating a well-defined, structured process, coaches can focus on delivering a high-quality customer service experience- which is also a huge part of branding.

What outcomes do you create?

Clarifying and explaining the type of outcome that a coaching client can expect is integral for success in the coaching profession.

When clients understand what results they can anticipate, this helps to ensure that their expectations are properly managed and that they will be satisfied with the end result of their investment.

Additionally, clearly outlining outcomes allows coaches to communicate not just what they do, but what the impact of their services will be for clients. This helps to establish trust with potential customers and encourages them to take that first step into investing in a coaching relationship.

By highlighting the outcomes you create and how they can help your clients’ personal or professional growth, you can create an effective narrative to draw potential customers in while emphasizing the core values of your work.

What values do you uphold?

The values and beliefs that you bring to your practice are essential for portraying a clear brand.

Your values should be reflected in all aspects of your business, from how you communicate with clients to what type of content is created and shared.

By defining and maintaining a strong set of values, your personal brand will be more easily recognizable to potential customers. Values also help to create trust with clients as they know that you are providing services in line with their own beliefs and principles.

Additionally, having clearly defined values help inform how you serve your clients and what makes them unique.

By staying true to your values, you can ensure that your services are of the highest quality and provide a meaningful experience for each customer.

What makes you stand out from other coaches?

As a coach, it’s important to differentiate yourself from other professionals in the same field.

This can be done by emphasizing what makes you unique and highlighting the value that your services bring to clients. (Hint, hint… all of the things mentioned above.)

Perhaps you have a different approach, specialize in a certain area of coaching, or focus on helping clients achieve long-term success. Whatever it may be, make sure to showcase why you’re the best choice for potential customers.

And be sure to provide testimonials from past clients as a great way to highlight your strengths and establish yourself as an authority in the coaching profession. It’s important to remember that you have something special to offer—so don’t be afraid to show it off!

“Traditional” branding elements

Once you have the above things figured out, it makes it a heck of a lot easier to further into the rabbit hole of the more traditional elements we think of as branding.

These could all be separate posts on their own, but let’s run through them quickly, as each gives your brand a distinct way of standing out.

Design or Brand Identity (logos, fonts, colors, visuals)

Brand identity is what comes to mind when most people think of branding. It’s one of the biggest visual pieces of the puzzle that helps to create a recognizable image for your company and set it apart from competitors.

Brand identity includes elements like logos, fonts, colors, visuals, and other design elements that help to shape the customer’s perception of your brand. By having a well-defined brand identity, you can ensure that customers will recognize and remember your business when they come across it in the future.

But do you see how it may be difficult to create a truly distinctive Brand Identity until the above things are figured out? (Again, until then, use some templates so you keep your investment low, but your business looking super professional!)

Additionally, a strong brand identity can help foster trust with potential customers as they feel more secure investing in a product or service associated with a business that looks and feels more polished and professional.

This is why creating a cohesive brand identity is key for generating interest and building loyalty among existing customers while attracting new ones along the way.

Brand Language or tone of voice

But what does your brand sound like?

A brand or business tone of voice is an essential element of a coach's personal brand. It is more than just how they sound, it is how their words and messages are communicated. A coach's tone of voice helps to clearly communicate the essence of their message, giving it more emphasis, power, and impact.

It can also create an inviting and engaging atmosphere for both the coach and their clients.

A strong, confident tone of voice can help to build relationships and trust with clients, which is essential for success in any coaching relationship.

And, with the right tone of voice, a coach can create an inviting environment that encourages open dialogue, honest communication, and growth. This can ultimately lead to better outcomes and greater satisfaction for everyone involved.

From using humor to sounding reassuring, great coaches understand how to effectively use brand language to connect with their clients, build relationships, and create a positive atmosphere.

Brand Positioning

Positioning is what sets you apart and helps your target audience understand why they should choose you over other coaches. Your Brand Positioning is basically the sum of ALL the things we talked about above, packed up in a neat and simple way.

You can see how all of that creates an emotional connection with potential clients and makes sure that your message resonates with them in a meaningful way. A good brand positioning will help to differentiate you from others by showing how unique your approach is, what makes it special, and why it matters to people in need of coaching services.

By understanding the needs of potential clients, developing a clear value proposition, and communicating this effectively through words and visuals, coaches can create powerful brand positioning that helps them stand out from the crowd.

Brand Personality or Brand Archetype

A personal favorite of mine! (You can read more about brand archetypes here.)

Developing a brand personality involves creating an archetype – such as the explorer, the hero, or the caregiver – that embodies the values of your business in a way that speaks to its target audience.

This allows you to communicate clearly who you are as well as what sets you apart from others in a meaningful, human-to-human way. By crafting a compelling story around this archetype, businesses- even personal brands- can build powerful relationships and foster loyalty with their clients.

Your brand helps you help others

Having a strong, consistent brand is essential for any coach who wants to stand out from the competition and connect with their clients.

From creating an inviting atmosphere through tone of voice to developing powerful positioning that speaks directly to your target audience and crafting an engaging story around a compelling archetype, there are many ways coaches can build brands that help them make meaningful connections with potential customers.

With the right branding strategy in place, you can create relationships based on trust and loyalty which will ultimately lead to better outcomes and greater satisfaction for everyone involved. By taking these steps toward building your personal brand as a coach, you’ll be well on your way to success.