How to create a life coaching brand that attracts your ideal clients with ease.
When it comes to branding, life coaches often get stuck in common branding misconceptions:
- Branding is complicated, costly, and time-consuming
- Only businesses that are “big enough” or “successful enough” really need branding
- You have to get your branding right the first time, and you can’t start your business until you do
- Just making a logo and picking colors you like is enough branding for life coaches
These beliefs can prevent coaches from reaching their full potential. Either they don’t start their business, waiting for their branding to be perfect…
Or they fail to be intentional about their branding, sometimes skipping it altogether.
But it doesn’t have to be that way! The key to great branding is intention and consistency, not extravagance and complexity. In this post, I’ll show you how you can start building an authentic, powerful personal brand for your own coaching business.
Why is a Life Coaching Brand Important For Your Business?
“Your brand is a gateway to your true work. You know you are here to do something – to create something or help others in some way. The question is, how can you set up your life and work so that you can do it? The answer lies in your brand. When you create a compelling brand, you attract people who want the promise of your brand – which you deliver.” – Dave Buck
Branding is more than your logo, colors, or even your online presence. Successful branding is a mindset and a practice.
It involves creating a clear identity that represents what you stand for, how you operate, and why your work is meaningful. Your brand aligns with your values, mission, and goals and is in service of your ideal client, helping build trust.
Clear, consistent branding empowers you to:
- Attract more of your ideal clients with ease
- Easily build know-like-trust with potential clients ready to invest in your services
- Grow your audience with people who are aligned with your message
- More easily enroll loyal clients who want to work with you again and again
With this foundation in mind, let’s start with the fundamentals.
The Fundamentals of Building a Personal Life Coaching Brand
To create a more meaningful life coaching brand, start by asking yourself the following questions:
1. How would you like others to perceive your business?
Consider your target audience and what is meaningful to them.
If you could ensure that your potential clients knew one thing about your business, what would you choose? Why is that most important? Then, focus on how you can communicate that through your branding choices.
(Not sure how to identify your ideal client? Click here for clear, easy guidelines.)
2. What do you want potential clients to feel when they interact with your business?
As your ideal clients interact with your business and experience your services, how do you want them to feel? Do you hope they are relieved? Energized? Inspired? Overjoyed?
The most significant positive emotions your clients feel (or will feel) in relation to your business are important!
They can help you choose important brand aspects, like colors and fonts, that resonate with and communicate those emotions.
3. What five words would you use to describe your business?
Chances are, you could probably write an essay about your business and the vision, hopes, and dreams you have for it. But, if you only had 5 adjectives to describe your business to your ideal client, which words would you choose?
Challenging yourself to work under a limit like this will help you be extra mindful and intentional about the descriptors you select. These five words should be a part of your branding and messaging.
4. What sets you apart from other businesses or coaches in your niche?
How do you stand out from other coaches in the industry?
And, more importantly, how can you communicate that to potential clients? When it comes to branding, just being different isn’t enough. Once you identify your strengths, commit to helping your target audience experience them as often as possible!
5. What value do you offer? How do you show your target audience that they can trust you?
Imagine you’re writing a story in which your ideal client is a hero on a journey.
Where does their journey begin? What challenges and struggles do they have that makes them an ideal potential client for you?
Why do they choose you? Why now? What are they experiencing that helps them realize they need to do something different or get support? What experiences, language, promises, or value do you offer that helps them trust you?
How do you serve them? What specific, unique value do you offer them in their experience with you as a client?
What are their results? How is their life different because of their experience with your business?
Your branding should help your potential clients see themselves in this story and the life-changing role your business could play in it!
Examples of Life Coach Branding
Connecting to the hearts and minds of your ideal clients starts with connecting to your own inner truth. A commitment to your core values and mission statement will naturally help you attract clients who are more aligned with you.
But how can your answers from the questions above help you build a personal brand? Let’s look at our work here at Brave Thinking™ Institute as an example.
The Brave Thinking Institute Mission Statement
Our mission is to empower people to create and live a life they love. This mission is the foundation of everything else – including our core values.
Before we were Brave Thinking Institute, each of our faculty members had their own website for their respective coaching business.
In 2020, we made the strategic decision to bring our coaching businesses together under one name, website, and overarching purpose. This includes 5 divisions with different brand personalities, messages, and audiences.
The Life and Transformation Division
Founded by: Mary Morrissey
Value proposition: Helping people shift their paradigms, build dreams, and create real results in all areas of their lives
Branding colors: Blue to convey clarity, dreams, and peace
Perceived as: Trustworthy, wise, timeless, & welcoming
The Love and Relationships Division
Founded by: Mat Boggs (me!)
Value proposition: Help women attract the relationship they desire and manifest greater love in their lives
Branding colors: Pink to represent love, playfulness, and excitement
Perceived as: Fun, a little silly, supportive, & approachable
For people who might feel intimidated or uneasy about their relationships, these elements play a huge role in creating a welcoming and safe environment.
The Business and Leadership Division
Founded by: John Boggs
Value proposition: Helping people tap into the leadership skills that create breakthrough results and transform businesses
Branding colors: Teal (a blend of blue and green) to denote balance and reliability
Perceived as: Confident, clear, & professional with a surprisingly warm, friendly disposition that makes business and leadership accessible
The Health and Well-Being Division
Founded by: Jennifer Joy Jiménez
Value proposition: Helping people reconnect with themselves and infuse confidence, joy, and abundance in mind, body, and spirit
Branding colors: Purple to express divine radiance and spirituality
Perceived as: Inspiring, fun, empowering, energetic, & vibrant
What brings us all together like pieces of a puzzle is our mission and core values. As a result, no matter how large our brand grows, we share the same foundation and guiding principles.
This is a fantastic way to look at your own brand:
How can you establish a memorable, meaningful life coaching brand that can scale with you?
Reflect on how you can incorporate your personality into your business. Use colors, images, and language that are representative of your mission and values.
If you start feeling lost, navigate back to how you’d love your clients to feel when they work with you.
3 Easy Strategies to Use Branding to Attract Your Dream Clients
If you want to work with aligned clients, you can use your brand as a natural magnet.
Whether you’re working on landing your first client or want to learn how to attract more, here are 3 ways you can amplify your magnetism through branding.
1. Create an Ideal Client Avatar
Defining your ideal client avatar is about being able to hold an image in your mind of the person who would most benefit from and be able to invest in your services.
Give your ideal client a name, a backstory, and describe them in as much detail as possible. Create an imaginary person that represents the real people you want to connect with.
Use that avatar to inspire how you design and execute everything else in your brand. From what you post on social media to designing coaching programs, act as if you’re speaking directly to your ideal client.
The more aligned your messaging and offers are with your avatar, the more likely you are to appeal to and attract real people just like them!
2. Learn Your Audience’s Language
As you grow your business, commit to learning the language your target audience speaks.
Talk to both clients and potential clients. Interact with them online and in-person, when possible. Read through social media groups and forums related to your niche.
Pay attention to how they describe their challenges and problems. Get curious about how they talk about solutions and their dreams and desires. Make note of the words and phrases they use.
Then, use their language in your branding and messaging. Your potential clients will resonate with and connect with you more easily!
3. Create Lead Magnets
Lead magnets “magnetize” potential clients by trading valuable, relevant content for contact information like an email address. This allows you to add them to your contact list and continue nurturing a relationship with them.
When strategically and intentionally designed, lead magnets will automate the process of attracting people more likely to invest in your services!
Click here to learn more about crafting lead magnets specifically for coaching clients.
Conclusion: Building Your Life Coaching Brand Can Be Fun, Effortless, and Easy!
The above steps will help you build a strong foundation for your life coaching brand.
But if you still feel overwhelmed with the process of building an authentic, truly impactful life coaching brand, I have a special opportunity for you!
Learn how to effectively launch your career as a profitable life coach and make a real impact on others by joining our next, Free 5 Day Coaching Challenge!
Whether you’re ready to launch or lean in, this live training experience will help you accelerate your results in the direction of the business and career you would love!