Building Your Brand
You have determined the characteristics of your clients and you have learned how they behave. You should focus on yourself now: think about that one thing is that is unique about you and your coaching business. It is time you started building your brand. The brand is as important for small businesses as it is for huge international corporations. The brand is what defines your business and also represents your unique value to the public.
Think about it: why should people hire you as their own personal or business coach when they have other alternatives? Make your target group think of you as a unique opportunity for development.
At first, you need to come up with a slogan – a sentence that will represent you and everything you offer. ‘’Achieve more’’. ‘’Reach your true potential’’. ‘’Dreams. Goals. Reality’’. These are just some of the examples of the messages you can communicate to your target group. What you communicate through your brand and the slogan itself is what should ignite an emotion in your clients. ‘Apple’ is the best example of branding: don’t sell features, sell the essence and the benefit of your services.
Warning: although you will look up to huge international companies and the way they do their work, never copy their pattern or strategies. Be innovative, fierce and different!
The essence of a successful brand is that people eventually fall in love with what you do. Once clients establish emotional attachment – since they share common values and beliefs with your brand – you will be the first one they will look to. Later on this will lead to loyalty and expansion of your brand.
Make sure not to think about what will suit everyone. ‘Everyone’ should not be your target group. When you exchange advice with your friends, colleagues and other entrepreneurs about your brand and your slogan, take into account the opinion of the people that match the profile of your potential client.
Take care of your brand! Do not allow yourself to lose your credibility by lowering the prices of your sessions only to be more approachable to the masses and stay cheaper than your competition. It is necessary that you appreciate your work and that you justify your price with some additional and useful information that only your clients will have. For example, if you are an ICF-certified coaches (there are about 80 of them in Austria), your prices will naturally be higher than those of your competition, since you represent a group of the best coaches in Austria. You should also never lie to your clients, promising them something you cannot deliver. For example, if you promise them a life change after only three sessions (and let’s highlight the word ONLY in this case), although you are aware that you can’t achieve that, you are actually lying to them, losing their faith in the long term. At the end of the day, a bad reputation spreads more easily than a good one, and that would be disastrous for your business.
Word-of-mouth on social media will convince skeptics that you can really deliver what you promise.
It is your job to build up a reliable and strong brand that will make people say YES to your services. You should always use referrals on your LinkedIn page or other business networks, as well as testimonials (statements by your clients) on social media. In addition, your current and former clients can help you to target new clients by sending direct emails with their personal recommendations.
If the job is only about to get started and you haven’t had any clients yet, you can still create a solid foundation for promotion. Offer people free sessions of 30 to 60 minutes and ask them for permission to share them on your social media profiles. The ultimate goal for you is to turn your potential client into a brand ambassador that will be profitable for you and bring you new clients.
Hope you didn’t miss our previous blogs regarding starting your coaching business. If you want to read them, here are links to them: