Branding is arguably one of the most important aspects for a business. It not only helps to raise awareness of your business but if done correctly it is a powerful tool to create relationships with your clients, often creating an emotional attachment for them.

So how can you use your brand effectively as a business coach?

Define your brand identity  

Your brand is the personality of your business. It is going to be what connects you to your audience and help you stand out in your industry. When considering our identity, we look at:

  • Why do you do what you do?
  • Who are you talking to? Who are your ideal clients?
  • What are you providing for your clients? What problems are you solving for them?

Be consistent

If you’re constantly changing your message or your brand colours, you’re not going to be able to build an easily recognisable brand and are very unlikely to build a base of dedicated followers and clients. If you’re not consistent in your messaging or what you stand for, instead of being able to build a repour or trust with your audience, you’re going to confuse them.

From the outset, make sure you have a branding pack. In it include what your colours are, what font style and size you use. Add detail about your logo; where should it be placed on marketing materials; what size should it be. List any keywords as well as your tone of voice. Write your messaging and your values. You should also communicate this with everyone who works for and represents your brand so they’re being consistent in anything they do for you also.

And, integrate your brand into every aspect of your business. Your brand should be visible and reflected in everything that your customer can see, read, and hear.

Be authentic

Coaching is all about authenticity. People need to be able to resonate with that person in order to build that trust which helps both parties move forward.

If you say in your values that your business is ethically and socially minded, make sure you follow through and can prove this is the case. Right now, people are more mindful than ever with their choices and are making conscious decisions based around their own values and beliefs. Although this helps to build stronger relationships with your clients, it also means that trust can be lost very quickly if you’re not being real.


Establish why you are a trustworthy expert in your field. Gather testimonials and lead with examples from the people who you’ve helped. In coaching, more than any other business, word of mouth is the best form of advertising.

Be part of something bigger. If you can find speaker slots, or become an influential body on local boards or charities or be the go-to coach for a local chamber, it’s all going to help build credibility around your brand.

If you need help creating your brand, or just polishing it up a little, speak to me today.