Marshall Goldsmith blog - How to build a strong brand

How to Build a Strong Brand for Your Coaching Business

Do you have a brand? Even if you haven’t consciously put any effort into branding, the answer is still: Yes, you do! In fact, everyone has a brand. It’s your reputation, what people think of you, and how you present yourself to the world. 

You can lead your brand in the right direction and develop it into a strength of your business. Let us show you how! In this article, you will learn why branding is essential for your coaching practice and how you can build a strong brand. 

 

Why is branding important?

Think of your brand as an asset to your business. It’s how people associate you with certain skills and qualities. Building a powerful brand allows you to capitalize on the following advantages:

  • Establishes you as a professional: The most successful coaches work consistently on their branding and public appearance.  
  • Helps you stand out: How are you different from your competitors? Your brand communicates your uniqueness and increases exposure in the marketplace.  
  • Builds credibility and trust: People intuitively choose brands because they trust the experience that they will gain. 
  • Lets you charge what you are worth: Clients tend to associate established brands with higher quality and are willing to pay more.

 

How can you develop a strong brand for yourself?

If you want to find out what your brand currently looks and feels like, google yourself. When you browse through the results, think about what they say about you. What do they tell potential clients who might view your brand? If you think the impression of your brand needs to be improved, then we have four helpful tips for you: 

1. Define your brand identity  

Your brand is the personality of your business. Often, however, it can be difficult for coaches to define what that actually is. To help you clarify what your business stands for, answer these three basic questions: Why, Who, and What

  • 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?

2. Build a consistent online identity

Nowadays, your brand exists mainly online – on your website and social media. When potential clients view your brand online, they should receive a consistent experience across all platforms. We recommend that you use the same professional photo and the same key messages everywhere. 

3. Be active on social media 

To establish your brand, you will need to talk about what you stand for and deliver value for your audience persistently. The best way to do that is by posting and engaging with others on social media. Commit to a regular schedule for sharing high-quality information. As a result, you will become a positive voice in the marketplace that people actively seek out. 

4. Partner with an established coaching brand 

If there is a shortcut to elevate your personal brand, then it is aligning yourself with a reputable coaching organization that executives know and trust. You will be able to leverage the brand’s resources and tools for your marketing and gain access to a broader range of clients. This can reduce the time that you have to spend building your own brand significantly. 

 

How does branding help your business?

Effective branding will differentiate your business from the competition and build trust with potential clients. To develop a strong brand, be sure to define your brand identity, build a consistent online presence across all channels, and engage actively with your target audience on social media. When you partner with an established coaching organization, your branding will receive an additional boost. As a result, you will attract and close new coaching engagements at the rates that you desire more easily.

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Marshall Goldsmith Stakeholder Centered Coaching is the world's largest executive coach network. Our Executive Team is at the forefront of measurably growing leadership effectiveness around the world.

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