The Terms and Areas we will cover
The tenets instilled in your business by the owner/leadership, which provide a driving force.
The future your brand offers the world or those it comes into contact with.
What your brand does to achieve its objectives and the guiding force behind operations.
Why your brand exists. (This is almost always non financial)
The core personality traits your business operates from and connects through.
This is the point your brand sits within the market or industry.
The prototype of the clients or customers you want to be working with.
A breakdown of who and what your competition is. Not just the business but their brand assets (like we’re listing here).
How your brand shows up in the real world. The stature or personality traits it brings.
If you had an internal dictionary – this is it! Does your brand use Xmas or Christmas? Does it capitalise by grammar or by emphasis?
You may have a brand name already – this looks also at the way it’s used, where it’s possessive/active/controlled etc.
One of your most powerful assets comes in the form of slogans and tagline. But how do you pick them?
The brand coaching programme is based entirely on The Brand and not on Branding.
The core attributes that make up this business and how the organisation is perceived.
The visual, and sometimes vocal, elements which represent The Brand, painting a representation for your clients.
If you're aware that Values Vision Mission Purpose Archetype Position Avatars Audit Presence Voice Naming Slogans is important and oftentimes highly profitable...
— Ursula – Brand Client, California
We’ll have a get-to-know-you coaching session which let’s look at your current position. I’ll learn more about where your brand or business is at now, and answer any questions you may have!
This analysis session is available for anyone interested in the brand coaching programme without commitment.
We kick things off with you! If you’re on the programme, you’re instrumental to the brand so where better to start?
Before we get the brand’s values and vision – we need yours! So let’s explore those values – discover what they are and how they apply to the business!
The way we do this will prove to be one of the greatest assets for the brand’s longevity, and a crucial way to prevent burnout and stressful overwhelm over time in you!
We’re achieving this together! The small group together is going to be a support network, a wealth of ideas or feedback, and a little healthy rivalry (so long as it’s productive).
Part of this session will involve hearing about each other’s results to date – testing them out on an audience for feedback, then refine them for greater benefit.
It’ll be a brief online chat then I’ll hook everyone into the Whatsapp Chat.
Expanding from your earlier sessions, we’re going to round out version 1.0 of what is often referred to as the Brand Soul or Heart.
I say 1.0 because until we finish this programme, nothing is locked. Something will come in down the line that will make you reflect on or tweak week one work.
The fluidity mentioned here is one of the reasons most people either a) build brands with contradictions or confusion, or b) give up altogether. The support you’ll get here will mean you don’t need to be one of those statistics.
One of the most powerful assets of ANY brand agency is their command of archetypes. You don’t need their comprehension but you DO need working knowledge.
This little workshop will involve me sharing archetypes in an easy to understand way and begin your consideration of the best fit for your brand.
Not only do you get my years of experience here, but your support group will help you select your archetype.
The first half of this session is going to work on the archetype you feel is best for your brand. Together, we’ll explore how you want that representation to come in and see where the Brand Soul elements fit in.
The second half shifts your focus outwards! Let’s look at your brand in the wider world! It’s time to step out of the cave.
This week is going to begin some research between sessions. Nothing crazy – but enough to understand and measure the brands around you.
Hopefully, you’re now well on your way to knowing the brands around you and how they stack up against yours. So let’s test run them in the group! Hear about the others’ competition audit and how it stacks up against their brand. Share any tips and feedback that you feel might help.
Towards the end, I’ll go over our Avatar work so you can begin constructing them before our 1:1 session, ensuring you make the most of the time together.
By this point, you’ll hopefully know these people well – and a group of business owners going through the same brand understanding process as you are going to be an invaluable resource!
This week, we bring together the competition and audience avatars you’ve created – tweaking them together for best results. This is going to let us shape your brand presence.
From here, we begin to shape your outward-facing entities. Your voice, your naming conventions, tagline and slogans. This will be one of our heavier mentoring sessions with my helping you develop your understanding of the tools needed here.
Your Brand Coaching Journal will have some great resources for building the Voice and Slogans etc between sessions. In session is your chance to use my experience to your advantage.
Delivery Time! Today, you have a fully cohesive brand ready to showcase and promote your business! So that’s what we’ll do 🙂
You’ll hear the other cohorts in our group promote their brand to you! Share your feedback, observations, ideas, or niggling holes! It’s a GREAT way to finalise our time together – as you’re going to turn them all into your Brand Ambassadors going forward!
There’ll be a bit of fun in here, too! I’ve got some prizes and parting gifts to send out and cement our time together.
You can book your wrap session with me in the 1-4 weeks after our group session together. This is a great time to get any help or review on the edits you make after your group showcase.
For many, this session will be about turning it into action. What does this BRAND mean for your BRANDING? We haven’t mentioned logos or colour, websites or business cards etc. (there are points we discuss connections to it throughout the programme, but it’s not formed within this programme).
Do whatever helps you best with this session – it’s loose on purpose!
We all know how crucial feedback can be – so this is the time for it!
This will be part of our group commitment. As your coach, I’ll be requesting feedback from you on the brand coaching programme and my performance. In addition, I’ll be offering you feedback to help you continue hitting those goals in future. Finally, each of you will be able to offer a nugget of wisdom or advice to the rest of the group. I’ll take your feedback for each other and anonymise it so you can get some valuable insight – and give the same, without pressure.
HAZZAH! We made it and survived!
Deliver that brand to the world and make your vision a reality!
If brand coaching feels like it could be right for you, then we should talk. Click the link and we’ll schedule a 60-90 minute chat where we can get a feel for each other and find out if this is the programme for you, and if I’m the coach to help!
So, am I right for you? Maybe yes, maybe no. I realise the typical coach thing to do is scream Yes! Of course, I can help anyone! but as simply optimistic and fluffy as that might be, I’m too much of a realist to believe it.
If you’d like to find out…
With over ten years of on-the-ground brand coaching and marketing experience, a wealth of CPD (I love learning, so continuing professional development is a core attribute of mine), combined with my qualifications in coaching, brand strategy, and leadership; I feel confident that I can help almost anyone interested in my coaching range.
My style of coaching is quite blended – which makes it hard to explain. The simple version is that I work best tailoring to each client – adjusting my “toolkit” appropriately. Some of those tools include assessments, some are questioning techniques, whilst others are physical activities.