Branding for Coaches

A strong personal brand essentially gives you the opportunity to make a strong, deliberate first impression on the global stage.

It works like a calling card. It communicates to others who you are, what you do, and your coaching philosophies —oftentimes without your having to say a word!

Oprah Winfrey, Richard Branson, and Tony Robbins all have instantly recognizable and distinguishable personal brands in their respective industries. That is the power of a strong personal brand.

Personal branding for coaches is more crucial now than ever. Done well, it can elevate you from being a virtually unknown coach to the pinnacles of international renown. Global statistics show that the coaching market has been expanding consistently over the last five years, and the U.S. business coaching market alone generated more than $10 billion in sales in 2020.

These are some incredible stats, and everything is fantastic news except for one– A rapidly expanding industry indicates fierce competition, which implies that no matter where you are in your coaching career, you need to know how to stand out and be noticed in a field that is getting more and more crowded.

This is why you cannot avoid personal branding as a coach. Your personal brand and who you are as a person are what support your coaching business. Although you may be someone who prefers to stay out of the spotlight, your potential customers will judge your coaching (and you) based on the information that is readily available to them.

Therefore, you must position yourself as a brand that embodies the optimism and self-assurance of your coaching business.

Here are some branding strategies to position yourself above the competition

branding for coaches

Tell your brand story

Your story serves as the link between what you do and the type of client you want to work with. Most coaches are their own “ideal clients,” meaning they have already undergone the journey they help others go through.

You shouldn’t use random information and personal anecdotes in your story. It should only include the details your ideal client needs to choose you above the competition. Even though every narrative is unique, you should have a clear outline to develop your brand story after answering the questions below. (It’s okay if not all of the questions apply to you; just respond to what you can)

  • What drives your actions?
  • What challenges have you faced that your ideal client also faces?
  • How have you struggled along the way?
  • Why do you act in the way that you do?
  • How do you help your customers? Have you created a strategy or blueprint?
  • What have your own experiences taught you about the subjects you coach?
  • How has your experience changed you?
  • What drives your desire to assist others in this way as well?
  • What problems do your clients bring to you?
  • How can you assist them?
  • How did you come up with your approach? What makes it special?

Your core values

Your brand must accurately represent who you are, so you must be clear about your core values to communicate who you are. 

Identifying your core values for both your personal and professional life shouldn’t be that complicated. For instance, if you’re a life coach, your brand story’s opening line could be, “I built my online coaching business because I wanted more freedom to spend more time with my daughter and also to travel.” This statement reflects that your core values are freedom, family, and travel, and it’s a great Unique Selling Point for clients who want to achieve the same freedom in their own lives.

And if you’re a business coach, you may say in your personal statement “I believe that my perseverance without overworking myself has played a significant role in my success. I disagree with the “hustle ’til you drop” mentality. Working in the corporate world that required too much of me and caused me to burn out prompted me to create my online business. I also set out to create a company that contributes to the issues that are important to me. Additionally, I desire a calm business with a consistent revenue flow and no conflicts”. Values like freedom, adventure, family, philanthropy, perseverance, simplicity, and alignment are all clearly reflected in this.

Identify your Unique Selling point

Your USP is your personal brand’s most significant element.

Ask yourself:

  • What makes me and my brand different? 
  • What makes me better than the competition? 
  • What makes me the perfect match for my potential clients? 

Your unique selling point is the response you have to these questions.

Now to Visual Branding 

Finally, we come to the most popular aspects of branding that everyone— especially your client, is eager to see. Your visual brand is one of the most important aspects of your branding because it’s what your potential clients see first. Take note of these key elements of your visual brand: 

Color Palette and Logo

You should make a list of the emotions you want your audience to experience once you have determined your Brand story, core values, and USPs. This list can very easily be based on your brand story and core values. 

For instance, “I want my audience to feel inspired — I create experiences that motivate people to take action,” or “I want my audience to feel safe — comfortable in the knowledge that they are with someone they can trust and has a lot of expertise.”  You can start discussing color combinations with your designer once you’ve determined the emotions. If you’re having trouble getting started, look into the colors that are associated with the emotions you wish to evoke. After choosing your colors, you can create a mood board using the tones you like.

Pinterest is an excellent resource for this.

Excellent photography

The next thing you’re going to do is find a professional photographer that’s skilled in branding photography. Please don’t try and expect any family or wedding photographer to be able to deliver in this area. Although they might be an excellent photographer, if they’re not experienced in brand photography, they may not be able to deliver the results you need. Checkout this post for additional ideas on your brand photo shoot.

First impressions are made in just 50 milliseconds, so everything you share needs to impress, and do it quickly! Potential customers will be quickly drawn in by high-quality, consistent brand images because they will be able to tell that you value attention to detail, excellent content, consistency, and beautiful design. Without even understanding anything about the product or service, most consumers are already persuaded if something is presented properly!

If you’re still not convinced that visual content engages viewers much more effectively than text-only material, here are some raw statistics for you. According to 65% of marketing executives, telling your brand’s narrative effectively requires the use of photos, illustrations, videos, and infographics; Tweets with photos receive 150% more retweets than tweets without photos; articles with an image every 75-100 words received twice as many social media shares as articles with fewer images; 87 percent of all engagements on Facebook were generated by brand posts that contained images; 51% of B2B marketers prioritize developing visual content as part of their content marketing strategy; Engagement on Facebook posts with images is 2.3X higher than engagement on posts without images. You need photos, but much more so, you need high-quality, brand-consistent photos. Here’s a great photography guide you can use for your images. 

Hire an expert to build your Website

Having a website gives you the chance to make a fantastic first impression and reassure potential customers that you are a real business. You should hire an expert website designer to build you a functional, well-structured website. 

If a custom website design is not in your budget, checkout these website templates for Showit.