“So, what’s your coaching brand like?”
This is probably one of the hardest questions to answer for coaches who have recently been certified and are just embarking on their journey. It’s also difficult for seasoned professionals who lack a strong brand and those who have created their coaching brand but are struggling to see results.
In a world filled with many different kinds of coaching services, you need a formidable and memorable coaching brand if you want to stand out and have a decent piece of the coaching industry pie.
Your coaching brand serves as your representation in the coaching space. It encompasses who you are, what you represent, what you do best, and the value you offer your target market. Simply said, it’s the identity you create as a professional coach to connect with your potential clients.
Your brand identity includes, but is not limited to, how you present yourself in the digital and physical space, your choice of words, colors, logo, and tagline, as well as the messaging and offerings you provide to clients. It also encompasses your credentials and unique selling proposition, which make you more attractive to prospective clients.
Know that as you start (and grow) your practice as a professional coach, it’s very important to have a coaching brand that works for you. But what if it isn’t working for you?
Here are five reasons why your coaching brand may not be working, alongside what you can do about it.
You Don’t Embody Your Coaching Brand
I always say this: if you want to help people work on themselves, you must work on yourself, too. A coaching brand is not something you come up with for the sake of having. You cannot claim things that do not show who you are as a coach. Claiming you’re an expert at something without the credentials or proof of success to justify it can undermine your credibility. Before you can coach others towards becoming their own #bestmeever, you also must be coached first. For example, if you are branding yourself as an amazing coach who helps others live an amazing life, ensure that you have done work on yourself — with amazing results to show. Establish trust based on who and what you are.
Your Coaching Brand is Too Complicated
There is beauty in simplicity. Can your coaching brand be easily understood at a glance, or do people have to search to understand the meaning of the words and context used? Remember, complex words don’t necessarily make your brand more premium or aspirational. Simplify it. Make it more relatable. Use words that are easily understood. Whether it’s your tagline or your coaching platform name, remember that it should resonate with your audience, not just cater to your personal preferences.
You Are Inconsistent With Your Brand and Messaging
You can’t be an expert in everything or be a coach for everyone. Stop confusing your target audience with different looks, feels, and tone of voice when posting across platforms. How you look matters. You can’t appear squeaky clean and calm one day, then switch to being a punk rockstar coach the next, or randomly change your color palette on another day. Quality over variety. Make sure you have a single-minded value proposition and that all your messaging aligns with your core values. Ensure your intended market consistently remembers who you are as a coach and your coaching brand by presenting yourself clearly and consistently.
It’s Not Resonating With Your Target Market
Knowing your niche and target market is key to having a successful coaching brand. Consider the platforms you’re on, how you craft your messaging, the content you post, and the look and feel of how you present yourself — are they attractive and relatable to your market? Remember, it’s not about how often you say things on multiple platforms that will build your relationship with your target market; it’s about creating connections through content that genuinely matters to them.
Your Brand Doesn’t Look Professional
Professionalism is key. Consider the look and feel of your brand. Does it communicate authority, prestige, and a clear story? Or does it look like a work-in-progress school project? Pay attention to details such as your business email and address. Are they reputable, or do they appear amateurish? Do they represent the kind of brand image you wish to convey?
Invest in your coaching brand because, at the end of the day, it influences people. Remember, as Google has shown us, potential clients will judge you based on your online presence before they have even engaged with you.
Remember: you are your coaching brand, so strive to make it the best it can be.
