The coaching industry has become a highly saturated market. There are literally thousands of other coaches out there either doing the same thing as you are or doing something similar. Especially since the pandemic started, we’ve been seeing more and more coaches popping up literally everywhere for every type of field you can imagine. And truthfully, it’s impossible for your brand to stand out if your audience cannot connect with you.
There will be a lot of coaches who have more followers than you, more certifications, better programs etc. They may even offer the same services as you, have the same audience, or even the same price point. Regardless of these factors, you’ll always differ in one thing—the value that you give and the impression that you make. How well can you connect with their problems, needs and situation based on your own individual experiences that taught you what you know today?
Everyone is constantly fighting for your attention and with all of these emerging coaches, you need to bring clarity on what you want to be remembered for and figure out how you stand out from other coaches. Are you a coach who empowers women through genuine community? Are you a speaker specializing in imposter syndrome?
Here at FeiModern, we want to be known as strategists who empower women to go after what they want. To help purpose-driven coaches & speakers impact even more women by crafting and refining brand strategies that allow them to show up in their best light, ignite confidence and charge their worth.
So what makes you different from all the other coaches out there and what can you do to stand out? What’s standing in between you and your audience? How can you position yourself in the minds of your ideal audience as the go-to industry leader? While ALSO being able to confidently charge a premium price point that will have them excitedly signing up for your programs and raving about you to their network?
If you don’t have a proper brand foundation in place:
- People who you haven’t met before can easily form an opinion about YOU based on what they see online.
- Followers can scroll past your brand if you fail to catch their attention with your message.
- Leads can decide whether to work with you or not based on your vibe, impression and the connection you make.
If your branding is repelling your ideal customers instead of attracting them, it’s time to rethink how your brand is currently represented online. Ask yourself this:
- Is your brand memorable?
- Do you make a good impression?
- Do they check out your services?
- Do you look like an expert or imposter?
- Are you likeable and easy to connect with?
Let’s be real, having no branding strategy means you’re just like the rest of them. And in case you’re wondering, branding doesn’t just involve colors and visuals... That’s surface-level stuff. While most people think branding is ‘just’ creating a visual identity, it goes much much deeper than that. We’re talking about the deep work. Positioning and concrete strategy that’ll ignite your spark and give you clarity on how you can fill the gap in your market by answering these 3 things:
Be specific to WHO you’re talking to
If you talk to everyone, you’ll end up talking to no one. Be specific and direct with who your audience is by using the same language and words they use, talking about topics they can surely relate to, and adjusting your tone & messaging to their needs.
Identify WHAT you can solve for them
Be extremely clear of the problems you solve for your clients. What are the things that sets you apart from other coaches? Why will they choose to work with you? Have a clear offer and a unique proposition to hook your audience in.
Emphasize HOW your services can help
It’s not about the followers or credentials you have, they will be more concerned on what benefits they can have working with you. What are the results or transformations from your previous clients that they could also achieve with you?
The truth is, intention with no action yields no results. Branding allows you to deliberately influence the way you show up in front of people. So if you’re not the one who is actively defining your brand, somebody else will. It’s up to you to accurately represent your kill offer, products, and business. It’s up to you to show your audience how much you’re serious about your work and how well you embody your brand values and message. What are you currently doing to be remembered and what are people saying about your brand?
Up until now, everything we’ve spoken about makes up for what is called brand positioning. Your entire brand is made up of a combination of different essential components. A few of which include your mission, your vision, values, differentiating factor, personality, colors, fonts, target audience, messaging, voice and tone. These are all of what makes up a strong brand and the intangible core foundation of your brand. In other words, it is the entire heart and drive of who you serve, what you do and why you do it. Your brand strategy, on the other hand is the roadmap and objectives you set to directly and actively influence these perceptions and experiences your audience has of you.
Basically, the value your brand gives is based on your unique selling propositions, your brand values, and your own brand identity. If you’re still NOT feeling confident in showing up as the brand after all these years you’ve spent building it up, it may simply mean that your brand foundations weren’t set up right.
To show up confidently as the go-to coach in your industry, you should make sure that your brand:
✨ Doesn’t make you feel insecure.
✨ Delivers your message with clarity.
✨ Reflects your values and personality.
✨ Positions your services accurately in front of your audience.
Your personal brand attracts your customers to YOU
When you properly establish your personal brand as a coach, you’re hitting two birds with one stone: you’re building an audience that’s interested in both you and your services.
If you’re building your personal brand, here are 3 essential pieces your brand should have:
Your brand should represent your true self. It should express your personality, values, and story.
Your personal brand should match what you say and do. Be intentional in showing up and in reflecting your brand online.
Your personal brand should form its unique identity so you can stand out and connect with your audience genuinely.
Honestly, it takes time and continuous effort to build the personal brand as a coach. But when your brand accurately represents who you are and what you do, you’ll have no trouble connecting and reeling in your dream clients. If you want to have a stand out brand that represents your coaching business and gets you more prospects, let’s connect so we can start crafting your unique positioning strategy!