Your brand is the heart and soul of your business, not pretty colours and a logo
Client Pain Points need addressing
Having a Niche isn’t enough
Weak brands can’t convert referrals into clients
What has unclear messaging done to your brand? How many clients have you never heard from because your brand didn’t speak to them? How often did unclear messaging leave you with a confused audience rather than a viral social post? It takes 7-10 clear brand messages for someone to contact a brand for the first time (on average) – are you getting these?
You’re not alone – the worlds of coaching, therapy, and consulting is full of people running their own businesses and attempting to do 12 jobs at once – but one place you don’t want that vibe coming across is in your marketing.
If you’ve never had the time or expertise to hone your branding, or worse – you were sold on the myth of niching being enough to succeed; then my coaching programme can help.
We start by diving into the core of your brand. Why do you do this work? What do you hope to achieve? And how will you achieve it? Questions like this step from you values – an analysis we’ll carry out together, along with dividing those values into sections for best use.
The second week is dedicated to using the psychological and sociological function of archetypes to your advantage. Learn all about archetypes, how they operate, and be coached through deciding what’s best for you
Keep your clients close and your competition closer? A lot of the time, knowing our competition isn’t to one-up them or prove we’re better, but to ensure we’re set against them so we each attract the right clients. If someone is looking for a coach, therapist, or consultant and you’re all lined up against a wall – why does your brand reach the client best?
Now we’ve built a good start into who your brand is, how it will operate, and against which competition – we can start to line you up. Are you a luxury brand or a bargain basement solution? Do you value supportive caring or brash realism? What do your clients get from your service, which in turn can showcase where you operate from.
A primary part of branding is ensuring we know who we’re looking to attract. The two most common methods for this are often the most damaging – 1) the “I am open to working with anybody and don’t want to deter anyone” creates shotgun marketing and misses the mark. 2) the “create a model of your perfect client and reach them” is misleading – as it’s about you; the clients are always the hero in our work – so let’s create avatars of clients for whom you are the perfect match.
At this point, we’ve already done a huge amount of work to refine your brand and it’s time to start making it work for you. This element has two areas – 1) it combines the work you’ve done into real ways to reach clients, 2) it gives you a model for advertising in future.
By week 7 we’re looking at voice. How do you sound when you speak to clients? What does your client base need to hear from you? How do you want to be described by others? If you hire support staff like social media managers – how can they continue to write in your voice?
Throughout the programme we use a swarm method – we look at each element and work through it, but nothing is “locked” or immovable until the end. This is because you learn and decide so many things through this process, that holding you to a single thought from week one for the whole course, isn’t useful. So this session let’s us recap, review, and perfect!
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
Having a brand is a day to day godsend for those who don’t want to spend half their time working out what to say or how to say it. But beyond the basics, there’s the following:
When we’re done, your business will be there to support you – instead of you supporting it all the time. You’ll have resources to call upon.
With your brand strategy complete, you’ll find it easier to grow your businesses – but in terms of clients, and in staff.
When your clients can understand your brand, it’s easier for them to refer you onto other people
The brand gives you the opportunity to direct your future. Not only professionally but personally too – I have multiple clients who used their brand strategy to prepare for a future living part of the year abroad.
When people get an understanding of your brand and what you do, it’s far easier to appreciate. Strong brands are thought of first.
Your brand assets will be able to charge out ahead and stand alone as an entity, not just an extension of you. Giving you more freedom and greater operational flexibility.
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 branding 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.
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!