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Today on the blog, I'm sharing Val Ries of Executive Muse's brand photos. Val is a leadership coach, executive trainer, and author.

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Today on the blog, I'm sharing Val Ries of Executive Muse's brand photos. Val is a leadership coach, executive trainer, and author.

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Are you a coach wanting to boost your coaching business as well as make some extra money online? Then, you should sell digital products.

Today on the blog, I'm sharing Val Ries of Executive Muse's brand photos. Val is a leadership coach, executive trainer, and author.

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Today on the blog, I'm sharing Val Ries of Executive Muse's brand photos. Val is a leadership coach, executive trainer, and author.

Are you struggling to make your coaching business stand out? Maybe your market is crowded, you don’t have an “in your face” personality, or maybe you’re stuck figuring out what makes your business different. Here’s what you need to know about branding for coaches. Let's get started! Why is branding important for coaches? Do you know what Apple, Nike, and McDonalds have in common? They all understand the importance of GREAT branding. People are so familiar with these brands that they buy just because of the name. Sure, they have far more resources to build their brands. But even small businesses can learn from their strategies. First, why is branding important for coaches? Because without it, you’re just another coach. At its core, branding is about setting yourself apart in a crowded marketplace. Your brand is much more than a logo or a catchy tagline. It's your unique identity as a coach and gives people a reason to choose you over others. A report by Lucidpress shows that a consistent brand identity can increase a company's revenue by up to 23%. Moreover, 46% of consumers are willing to pay more to buy from a brand they trust. In fact, good branding is so lucrative that people even set up their own branding coach businesses. Here are some other reasons why branding is so important for a successful business: Differentiate yourself: Make yourself visible in a crowded market. Show your unique strengths: Highlight your USPs. What makes your coaching offer different and more valuable? Attract your dream clients: Reel in clients who click with your offer. Build trust: Create a personal bond with your audience. If people trust you, they're more likely to want to work with you. Grow your business: Increase your client base and set yourself up for long-term success. To reap these benefits, you need to know EXACTLY what your coaching brand is. Let’s cover that next. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. What is your coaching brand Not sure what your coaching brand is? No worries. In this section, we'll dig into the key parts that make up your brand. Your niche If you want a highly successful coaching business, you need to pick a niche. Here’s why. Your niche decides the direction of your brand. And when you specialize, you attract people who really need what you offer. When I started, I helped women with office jobs who wanted to build their own fulfilling businesses. My Facebook group at the time was completely aimed at them. Later, I started helping men too, and shifted to focus on “Entrepreneurial Leaders.” Today, I'm like a "Business Big Sister." I help people find freedom through running their own businesses. At every point, I knew exactly who I was catering to and what I was offering. This clarity let me put together a message that resonated with my ideal clients, making it easy for them to find me. P.S.: Want to learn more about what are the most profitable coaching niches? Then this video is for you: Your Unique Selling Proposition (USP) Being unique is what makes your business stand out. This often involves a different approach or offering a unique solution. Here are some examples: Career coach: Specialize in using LinkedIn to land dream jobs. Financial coach: Focus on helping freelancers or artists manage unpredictable income with budgeting systems. Fitness coach: Help retirees get into the best shape of their lives using a particular type of low-impact exercise. Nutrition coach: Specialize in plant-based diets for athletes, offering meal plans and nutritional guidelines that maintain protein levels and muscle mass. Communication coach: Cater to non-native English speakers who are in leadership positions. You could focus on cultural communication barriers and business terminology. A unique angle grabs attention AND attracts the clients who are looking for your specific type of coaching. For instance, I started my current business when I saw the following: There wasn't a good product for people who wanted to leave their corporate jobs and become small business owners. So, I made them my target audience. This helped me stand out in the crowded field of business coaching. For more, watch this short YouTube video where I share the three big things that make a business stand out: Your brand visuals Your brand's look plays a HUGE role in how people perceive your coaching services. This includes your website, social media posts, and overall design. That’s why I recommend investing in quality branding and design.If you cut corners on your logo or website, your clients will notice.To be seen as a professional, you need to look the part. If you look amateur, potential clients are less likely to buy your high-priced services or coaching packages. Your testimonials Simply put, a testimonial is a positive review from a happy client. They’re super important to build trust. Stats show that 77% of people look at online reviews before they decide to buy something. And if your website has reviews, people are 63% more likely to actually buy from you. Coaching isn't cheap. So, potential clients want to feel confident that they're making a wise investment in you. Reading testimonials can offer them that peace of mind. Imagine someone is checking out your website. They like what they see, but they're still unsure. Then they read a glowing review from a past client who raves about how you changed their life. Boom! That's the push they needed. Plus, well-placed testimonials can serve as key elements of your personal brand. They not only show what you do but also how well you do it. Your voice If you're starting out in the coaching world, you might feel overwhelmed about creating content. But here's the thing: Your voice is a crucial part of your brand, and the best way to find it is to start using it.The key is not to overthink it and to simply start writing as yourself. Feeling stuck? Try this exercise: Set a timer for 15 minutes and write about something you’re passionate about. Whatever comes out of it is good enough. Do this regularly, and you'll find that not only does writing get easier, but your own voice starts to shine through. This will make your coaching more relatable and unique. Next, let’s take a look at your coach branding strategy. 5 strategies to build your personal coaching brand Want to know how you should brand yourself as a coach? I’ve got five strategies you can use to make your coaching business stand out from day one. Strategy #1: How are YOU different? The first coach branding strategy is to differentiate your brand based on how YOU are different. As a coach, you’re a huge part of your business brand, especially when starting out. Start by asking yourself: How are YOU different from your competitors? Do you have characteristics or a background that your competitors don’t have? How is your personality different? How is your coaching style or your voice different? How are your stories different? That’s not all: How is your experience different from your competitors’? Do you have more years of experience? Do you have better qualifications? Is your experience more diverse? Take a minute to think this through and let me know in the comments below how YOU are different. Because I promise, you are. If you’re struggling with this let me share an example. When I first started helping people build their own online coaching businesses, I thought, “There’s no way I can stand out!” I don’t have an in-your-face personality, I don’t have a crazy story, and I’m pretty “normal,” for lack of a better word. (Sound familiar?) But then, I dug deeper and I realized that I was different in a lot of ways. My experience was different because I built my first online business WHILE working a demanding job, which most of my competitors had never done. Also, I have a background in engineering, which is pretty unique for this industry. (And it’s also kind of cool to be able to share that I used to be an engineer for the Space Station.) And last but not least, I love to watch TV shows. You might think this last trait is not a big deal, but I can’t tell you how many people have told me that they so relate to the fact that I love to watch TV because it shows that I’m human! This should have you well on your way to standing out. And that’s just with one strategy when it comes to branding your coaching business! Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Strategy #2: How is your “secret sauce” different? The second strategy is to differentiate based on your “secret sauce.” In other words, how you help your clients get results. For example, a lot of my clients are health coaches. And you know what? Each one has their own “secret sauce.” For instance, one of my students helps people lose weight using herbs, another one helps them using customized workouts, and yet another one helps them through mindset work. And that’s just a few examples! Your “secret sauce” will help you stand out big time. And the next branding for coaches strategy is going to help you stand out even more while building a powerful relationship with your ideal clients… Strategy #3: How are your values and beliefs different? Strategy number three is to market your business based on your values and beliefs. What do you strongly believe and stand behind? What could you shout from the rooftops all day long? For example, one of my students is a career coach who strongly believes that you CAN have the career you want without working 24/7 and burning out. And her entire brand is centered around that. And you know what I love? Her brand is completely different while being equally powerful compared to one of my other students who is also a career coach. However, this other student’s core value is that your job is not just a job. She believes that it can and should also be something that you LOVE, your calling. Can you see how even though these two career coaches technically do the same thing, their businesses and brands are so different that they naturally stand out in very different ways? And the beauty of this is that these beliefs are simply the result of their own experiences. We all have these strongly held beliefs. Here’s one of mine: I believe that anyone can build the life and business that they want IF they truly want it and they’re willing to do the work. Not only can you differentiate your business based on you and your values, but it’ll also help you create stronger relationships with your customers. Speaking of customers, they’re key to succeeding with this next strategy… Strategy #4: How is your audience different? Strategy number 4 is to differentiate based on your audience. Think about it like this: Walmart and Whole Foods both sell groceries, BUT, the audiences that they’re selling to are very different. Walmart is geared toward more price-conscious customers, so its business centers around low prices. As a result, the customer service might not be as great and the experience might not feel as luxurious, but that’s OK. Their audience doesn’t care about those things as much as getting lower prices for their groceries. With Whole Foods, though, their audience cares much more about the quality of their groceries and experience. Accordingly, the brands that Whole Foods stocks are quite different, and their shopping experience in general is a bit more pleasant, to say the least. Because their audience cares more about that. Once you’re clear on how your audience is different and who they care about, you’re ready to implement the final strategy… Strategy #5: How is your product different? The final strategy is to make your business stand out because of your product. No matter if you’re selling a coaching service or a course that lets people guide themselves through your coaching process, you should definitely be incorporating this strategy as your product SHOULD be different. At least if you want to make sales. You have to be able to answer: Is your product more comprehensive? Do you provide better service? Is your process more cutting-edge? Are you able to help your clients get results faster? Does your product make the process easier for your clients? Note: You don’t have to overcomplicate this! When I was starting out, I decided I was going to differentiate my product by creating the most comprehensive course on the market, which it still is, for building your own online coaching business. Branding your coaching business with even one of these strategies can make a massive difference for your business. When done right, using personal branding for coaches will help you attract more customers who are also a better fit, and of course, make more sales. Next, let’s learn how to use these strategies to create a compelling brand story. How to create a personal coaching brand story Personal branding for coaches means implementing the five strategies into a unique narrative. A strong brand story is more than just listing some facts about yourself. It's a powerful blend of your values, your special offerings, and the people you want to help. Here’s how to put your coaching brand story together so that it speaks to people. 1. Identify your core values and beliefs As mentioned above, your marketing should reflect your values and beliefs. That’s why you need to know what you really care about. Here are some useful questions: What makes you happy? What can't you live without? What’s most important to you in your business? What words do you want people to use when they describe your business? What's something you've always stood by? When you know your values, show them in your business. This is how you build your own personal brand that genuinely reflects you. For example, are you a… Relationship coach who believes people don’t need to settle Financial coach who believes finances are really easy and can be automated with a simple system Weight loss coach who believes weight loss is about a three-step system …You get it. The point is, what’s something you strongly believe in, in your business? Those are your values and beliefs. 2. Create your story Next, you want to combine all five strategies to build your own story. Your story is your unique brand asset. It’s something no competitor can ever take from you. And no, it does NOT have to be a “rags to riches” tale — unless that’s your truth, of course. For instance, before I started my current business, I had a six-figure corporate job. Yet I felt unfulfilled and trapped in endless, uninspiring meetings. Then a series of family health crises happened. My mom was diagnosed with cancer, my dad had to have emergency heart surgery, and my sister suffered a serious accident. These events were a huge wake-up call. I realized that what I needed most was the freedom to be there for my family. This is what drove me to start my own coaching business. I wanted to live a life of freedom so that I could spend time with the people I love the most. Family and freedom became my guiding values. This adds realness to my brand and shows clients why I'm the right coach for them. My message resonates with people who want to start their own businesses and change their lives. 3. Build a community Your values and your unique story draw people in, but it's the sense of community that keeps them coming back. Here are three big benefits of having a supportive community. It: Makes your brand stronger Deepens the connection your clients feel toward you Helps you understand what your audience needs and wants Your audience WANTS to hear from you. Otherwise, they wouldn’t be your audience. To keep your community thriving, you've got to communicate regularly. Like, in my case — I send out emails filled with useful tips several times a week. These emails are value-packed which means that people like getting them and often share them with their friends. Nurturing this connection is how you turn your audience into your biggest cheerleaders. They’ll then happily spread the word to others. Here's more on how to create a strong personal brand: https://youtu.be/7zkkwEckB_U Now, let’s move on to some strong coaching brand examples. Examples of successful coaching brands Looking for inspiration in building your own coaching brand? Your can learn A LOT from great personal brands. Check out these branding for coaches examples who have mastered personal branding. Marie Forleo Marie Forleo was named by Oprah Winfrey as a thought leader for the next generation. What sets Marie's life coaching brand apart is her emphasis on values and purpose. As she often says in interviews, "It's not so much about what you sell, it’s about what you stand for.” What do you value and what inspires you? Her beliefs come through in the genuine and upbeat way she talks online. This mix of being authentic and easy to relate to makes people love her and trust her as a coach. Cultivitae Emily Liou, a former student of mine, wasn't fulfilled in her work. She was a top sales rep and later a recruiter for Fortune 500 firms but felt something was missing. Tapping into her unique skills, she started her own coaching business, Cultivitae. Now she helps people get better jobs and be happier at work. She’s a perfect example of using what you already know to build a successful coaching business. She found her niche by thinking about her past work. And she used that knowledge to start her own business. This is what creates her strong personal brand. Top Law School Consulting After working as a high-level lawyer, my student Mara Freilich shifted her focus to helping others get into top law schools. She now has a successful business doing just that. Mara understands that your story and how you tell it matters the most. And she helps her clients present themselves in the best way, regardless of their grades or test scores. Her business name, "Top Law School Consulting," says it all. When you hear it, you know exactly what she offers. Such a descriptive name also reinforces her brand as a go-to source for expert help. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. The best coaching branding tools Your coaching business should give you freedom. And having the right tools can help with that. Let’s go over my top three online coaching tools to boost your brand. Canva Canva is an easy design tool for brand design for coaches. It lets you create high-quality visuals — which are crucial for brand consistency. They make your brand memorable and help your audience instantly recognize your coaching services. While I have a designer nowadays, I still turn to Canva for quick posts when I need them. It's a great way to make your brand look professional without hiring a designer. ActiveCampaign or MailChimp Emails are a direct line to your audience, making them essential for community-building. Email is actually my favorite way to talk to my audience. It also makes me the most money, bringing in almost 95% of my revenue. I started with MailChimp and recommend it if you’re new to email marketing. It’s effective and simpler than Infusionsoft, which I use now for my large email list. ActiveCampaign is another option. ElegantThemes Divi Your website is usually the first place people go to learn about you and your coaching. It tells them who you are and how you can help them. So, it should really speak to your audience’s needs and interests. Luckily, creating a beautiful website is much simpler now than when I first started my business. Divi is an easy tool for building your website without needing to know code or hire a designer. I highly recommend it if you’re building your first website. Next steps There you have it. Branding for coaches made easy. As a business owner, you need to have a powerful personal brand. Good branding makes you stand out and helps people remember you. Now, if you’re ready to leave your 9-to-5, then check out my free blueprint for building a successful online coaching business. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Read more: How to Market Your Coaching Business How to Price Your Coaching Get Coaching Clients with These 14 Strategies

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Are you struggling to make your coaching business stand out? Maybe your market is crowded, you don’t have an “in your face” personality, or maybe you’re stuck figuring out what makes your business different. Here’s what you need to know about branding for coaches. Let's get started! Why is branding important for coaches? Do you know what Apple, Nike, and McDonalds have in common? They all understand the importance of GREAT branding. People are so familiar with these brands that they buy just because of the name. Sure, they have far more resources to build their brands. But even small businesses can learn from their strategies. First, why is branding important for coaches? Because without it, you’re just another coach. At its core, branding is about setting yourself apart in a crowded marketplace. Your brand is much more than a logo or a catchy tagline. It's your unique identity as a coach and gives people a reason to choose you over others. A report by Lucidpress shows that a consistent brand identity can increase a company's revenue by up to 23%. Moreover, 46% of consumers are willing to pay more to buy from a brand they trust. In fact, good branding is so lucrative that people even set up their own branding coach businesses. Here are some other reasons why branding is so important for a successful business: Differentiate yourself: Make yourself visible in a crowded market. Show your unique strengths: Highlight your USPs. What makes your coaching offer different and more valuable? Attract your dream clients: Reel in clients who click with your offer. Build trust: Create a personal bond with your audience. If people trust you, they're more likely to want to work with you. Grow your business: Increase your client base and set yourself up for long-term success. To reap these benefits, you need to know EXACTLY what your coaching brand is. Let’s cover that next. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. What is your coaching brand Not sure what your coaching brand is? No worries. In this section, we'll dig into the key parts that make up your brand. Your niche If you want a highly successful coaching business, you need to pick a niche. Here’s why. Your niche decides the direction of your brand. And when you specialize, you attract people who really need what you offer. When I started, I helped women with office jobs who wanted to build their own fulfilling businesses. My Facebook group at the time was completely aimed at them. Later, I started helping men too, and shifted to focus on “Entrepreneurial Leaders.” Today, I'm like a "Business Big Sister." I help people find freedom through running their own businesses. At every point, I knew exactly who I was catering to and what I was offering. This clarity let me put together a message that resonated with my ideal clients, making it easy for them to find me. P.S.: Want to learn more about what are the most profitable coaching niches? Then this video is for you: Your Unique Selling Proposition (USP) Being unique is what makes your business stand out. This often involves a different approach or offering a unique solution. Here are some examples: Career coach: Specialize in using LinkedIn to land dream jobs. Financial coach: Focus on helping freelancers or artists manage unpredictable income with budgeting systems. Fitness coach: Help retirees get into the best shape of their lives using a particular type of low-impact exercise. Nutrition coach: Specialize in plant-based diets for athletes, offering meal plans and nutritional guidelines that maintain protein levels and muscle mass. Communication coach: Cater to non-native English speakers who are in leadership positions. You could focus on cultural communication barriers and business terminology. A unique angle grabs attention AND attracts the clients who are looking for your specific type of coaching. For instance, I started my current business when I saw the following: There wasn't a good product for people who wanted to leave their corporate jobs and become small business owners. So, I made them my target audience. This helped me stand out in the crowded field of business coaching. For more, watch this short YouTube video where I share the three big things that make a business stand out: Your brand visuals Your brand's look plays a HUGE role in how people perceive your coaching services. This includes your website, social media posts, and overall design. That’s why I recommend investing in quality branding and design.If you cut corners on your logo or website, your clients will notice.To be seen as a professional, you need to look the part. If you look amateur, potential clients are less likely to buy your high-priced services or coaching packages. Your testimonials Simply put, a testimonial is a positive review from a happy client. They’re super important to build trust. Stats show that 77% of people look at online reviews before they decide to buy something. And if your website has reviews, people are 63% more likely to actually buy from you. Coaching isn't cheap. So, potential clients want to feel confident that they're making a wise investment in you. Reading testimonials can offer them that peace of mind. Imagine someone is checking out your website. They like what they see, but they're still unsure. Then they read a glowing review from a past client who raves about how you changed their life. Boom! That's the push they needed. Plus, well-placed testimonials can serve as key elements of your personal brand. They not only show what you do but also how well you do it. Your voice If you're starting out in the coaching world, you might feel overwhelmed about creating content. But here's the thing: Your voice is a crucial part of your brand, and the best way to find it is to start using it.The key is not to overthink it and to simply start writing as yourself. Feeling stuck? Try this exercise: Set a timer for 15 minutes and write about something you’re passionate about. Whatever comes out of it is good enough. Do this regularly, and you'll find that not only does writing get easier, but your own voice starts to shine through. This will make your coaching more relatable and unique. Next, let’s take a look at your coach branding strategy. 5 strategies to build your personal coaching brand Want to know how you should brand yourself as a coach? I’ve got five strategies you can use to make your coaching business stand out from day one. Strategy #1: How are YOU different? The first coach branding strategy is to differentiate your brand based on how YOU are different. As a coach, you’re a huge part of your business brand, especially when starting out. Start by asking yourself: How are YOU different from your competitors? Do you have characteristics or a background that your competitors don’t have? How is your personality different? How is your coaching style or your voice different? How are your stories different? That’s not all: How is your experience different from your competitors’? Do you have more years of experience? Do you have better qualifications? Is your experience more diverse? Take a minute to think this through and let me know in the comments below how YOU are different. Because I promise, you are. If you’re struggling with this let me share an example. When I first started helping people build their own online coaching businesses, I thought, “There’s no way I can stand out!” I don’t have an in-your-face personality, I don’t have a crazy story, and I’m pretty “normal,” for lack of a better word. (Sound familiar?) But then, I dug deeper and I realized that I was different in a lot of ways. My experience was different because I built my first online business WHILE working a demanding job, which most of my competitors had never done. Also, I have a background in engineering, which is pretty unique for this industry. (And it’s also kind of cool to be able to share that I used to be an engineer for the Space Station.) And last but not least, I love to watch TV shows. You might think this last trait is not a big deal, but I can’t tell you how many people have told me that they so relate to the fact that I love to watch TV because it shows that I’m human! This should have you well on your way to standing out. And that’s just with one strategy when it comes to branding your coaching business! Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Strategy #2: How is your “secret sauce” different? The second strategy is to differentiate based on your “secret sauce.” In other words, how you help your clients get results. For example, a lot of my clients are health coaches. And you know what? Each one has their own “secret sauce.” For instance, one of my students helps people lose weight using herbs, another one helps them using customized workouts, and yet another one helps them through mindset work. And that’s just a few examples! Your “secret sauce” will help you stand out big time. And the next branding for coaches strategy is going to help you stand out even more while building a powerful relationship with your ideal clients… Strategy #3: How are your values and beliefs different? Strategy number three is to market your business based on your values and beliefs. What do you strongly believe and stand behind? What could you shout from the rooftops all day long? For example, one of my students is a career coach who strongly believes that you CAN have the career you want without working 24/7 and burning out. And her entire brand is centered around that. And you know what I love? Her brand is completely different while being equally powerful compared to one of my other students who is also a career coach. However, this other student’s core value is that your job is not just a job. She believes that it can and should also be something that you LOVE, your calling. Can you see how even though these two career coaches technically do the same thing, their businesses and brands are so different that they naturally stand out in very different ways? And the beauty of this is that these beliefs are simply the result of their own experiences. We all have these strongly held beliefs. Here’s one of mine: I believe that anyone can build the life and business that they want IF they truly want it and they’re willing to do the work. Not only can you differentiate your business based on you and your values, but it’ll also help you create stronger relationships with your customers. Speaking of customers, they’re key to succeeding with this next strategy… Strategy #4: How is your audience different? Strategy number 4 is to differentiate based on your audience. Think about it like this: Walmart and Whole Foods both sell groceries, BUT, the audiences that they’re selling to are very different. Walmart is geared toward more price-conscious customers, so its business centers around low prices. As a result, the customer service might not be as great and the experience might not feel as luxurious, but that’s OK. Their audience doesn’t care about those things as much as getting lower prices for their groceries. With Whole Foods, though, their audience cares much more about the quality of their groceries and experience. Accordingly, the brands that Whole Foods stocks are quite different, and their shopping experience in general is a bit more pleasant, to say the least. Because their audience cares more about that. Once you’re clear on how your audience is different and who they care about, you’re ready to implement the final strategy… Strategy #5: How is your product different? The final strategy is to make your business stand out because of your product. No matter if you’re selling a coaching service or a course that lets people guide themselves through your coaching process, you should definitely be incorporating this strategy as your product SHOULD be different. At least if you want to make sales. You have to be able to answer: Is your product more comprehensive? Do you provide better service? Is your process more cutting-edge? Are you able to help your clients get results faster? Does your product make the process easier for your clients? Note: You don’t have to overcomplicate this! When I was starting out, I decided I was going to differentiate my product by creating the most comprehensive course on the market, which it still is, for building your own online coaching business. Branding your coaching business with even one of these strategies can make a massive difference for your business. When done right, using personal branding for coaches will help you attract more customers who are also a better fit, and of course, make more sales. Next, let’s learn how to use these strategies to create a compelling brand story. How to create a personal coaching brand story Personal branding for coaches means implementing the five strategies into a unique narrative. A strong brand story is more than just listing some facts about yourself. It's a powerful blend of your values, your special offerings, and the people you want to help. Here’s how to put your coaching brand story together so that it speaks to people. 1. Identify your core values and beliefs As mentioned above, your marketing should reflect your values and beliefs. That’s why you need to know what you really care about. Here are some useful questions: What makes you happy? What can't you live without? What’s most important to you in your business? What words do you want people to use when they describe your business? What's something you've always stood by? When you know your values, show them in your business. This is how you build your own personal brand that genuinely reflects you. For example, are you a… Relationship coach who believes people don’t need to settle Financial coach who believes finances are really easy and can be automated with a simple system Weight loss coach who believes weight loss is about a three-step system …You get it. The point is, what’s something you strongly believe in, in your business? Those are your values and beliefs. 2. Create your story Next, you want to combine all five strategies to build your own story. Your story is your unique brand asset. It’s something no competitor can ever take from you. And no, it does NOT have to be a “rags to riches” tale — unless that’s your truth, of course. For instance, before I started my current business, I had a six-figure corporate job. Yet I felt unfulfilled and trapped in endless, uninspiring meetings. Then a series of family health crises happened. My mom was diagnosed with cancer, my dad had to have emergency heart surgery, and my sister suffered a serious accident. These events were a huge wake-up call. I realized that what I needed most was the freedom to be there for my family. This is what drove me to start my own coaching business. I wanted to live a life of freedom so that I could spend time with the people I love the most. Family and freedom became my guiding values. This adds realness to my brand and shows clients why I'm the right coach for them. My message resonates with people who want to start their own businesses and change their lives. 3. Build a community Your values and your unique story draw people in, but it's the sense of community that keeps them coming back. Here are three big benefits of having a supportive community. It: Makes your brand stronger Deepens the connection your clients feel toward you Helps you understand what your audience needs and wants Your audience WANTS to hear from you. Otherwise, they wouldn’t be your audience. To keep your community thriving, you've got to communicate regularly. Like, in my case — I send out emails filled with useful tips several times a week. These emails are value-packed which means that people like getting them and often share them with their friends. Nurturing this connection is how you turn your audience into your biggest cheerleaders. They’ll then happily spread the word to others. Here's more on how to create a strong personal brand: https://youtu.be/7zkkwEckB_U Now, let’s move on to some strong coaching brand examples. Examples of successful coaching brands Looking for inspiration in building your own coaching brand? Your can learn A LOT from great personal brands. Check out these branding for coaches examples who have mastered personal branding. Marie Forleo Marie Forleo was named by Oprah Winfrey as a thought leader for the next generation. What sets Marie's life coaching brand apart is her emphasis on values and purpose. As she often says in interviews, "It's not so much about what you sell, it’s about what you stand for.” What do you value and what inspires you? Her beliefs come through in the genuine and upbeat way she talks online. This mix of being authentic and easy to relate to makes people love her and trust her as a coach. Cultivitae Emily Liou, a former student of mine, wasn't fulfilled in her work. She was a top sales rep and later a recruiter for Fortune 500 firms but felt something was missing. Tapping into her unique skills, she started her own coaching business, Cultivitae. Now she helps people get better jobs and be happier at work. She’s a perfect example of using what you already know to build a successful coaching business. She found her niche by thinking about her past work. And she used that knowledge to start her own business. This is what creates her strong personal brand. Top Law School Consulting After working as a high-level lawyer, my student Mara Freilich shifted her focus to helping others get into top law schools. She now has a successful business doing just that. Mara understands that your story and how you tell it matters the most. And she helps her clients present themselves in the best way, regardless of their grades or test scores. Her business name, "Top Law School Consulting," says it all. When you hear it, you know exactly what she offers. Such a descriptive name also reinforces her brand as a go-to source for expert help. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. The best coaching branding tools Your coaching business should give you freedom. And having the right tools can help with that. Let’s go over my top three online coaching tools to boost your brand. Canva Canva is an easy design tool for brand design for coaches. It lets you create high-quality visuals — which are crucial for brand consistency. They make your brand memorable and help your audience instantly recognize your coaching services. While I have a designer nowadays, I still turn to Canva for quick posts when I need them. It's a great way to make your brand look professional without hiring a designer. ActiveCampaign or MailChimp Emails are a direct line to your audience, making them essential for community-building. Email is actually my favorite way to talk to my audience. It also makes me the most money, bringing in almost 95% of my revenue. I started with MailChimp and recommend it if you’re new to email marketing. It’s effective and simpler than Infusionsoft, which I use now for my large email list. ActiveCampaign is another option. ElegantThemes Divi Your website is usually the first place people go to learn about you and your coaching. It tells them who you are and how you can help them. So, it should really speak to your audience’s needs and interests. Luckily, creating a beautiful website is much simpler now than when I first started my business. Divi is an easy tool for building your website without needing to know code or hire a designer. I highly recommend it if you’re building your first website. Next steps There you have it. Branding for coaches made easy. As a business owner, you need to have a powerful personal brand. Good branding makes you stand out and helps people remember you. Now, if you’re ready to leave your 9-to-5, then check out my free blueprint for building a successful online coaching business. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Read more: How to Market Your Coaching Business How to Price Your Coaching Get Coaching Clients with These 14 Strategies

Have you ever thought about making the jump and becoming a professional life coach? Despite the global mess that is 2020, life coaching has proven to be an increasingly popular, practical, and sustainable profession. Globally, there are more than 71000 coach practitioners, with a large majority being based in North America and Western Europe.

In this episode, I share with you my top 5 strategies for selling out your private coaching. If you’re a coach with the heart to serve but your offers are getting met with crickets, keep listening. But, wait… are you ready to scale your business and make massive bank? Then you’re going to want to…

Let me guide you through writing a strategic business plan for your coaching business. Plus get a short cut to creating your business plan.

Today on the blog, I'm sharing Val Ries of Executive Muse's brand photos. Val is a leadership coach, executive trainer, and author.

Are you a new coach wanting to start your business in the right way? Then, a coaching contract is what you need. As a business owner, you want to protect your business and make sure you get the money you’re owed, you don’t suddenly get sued by a disgruntled client, and your business is safe. (Spoiler alert: A coaching contract does that and much more.) Today, I, together with legal coach Lisa Fraley, share how you can create a solid coaching agreement for your business. Steps: Why do you need a coaching contract?What should your coaching contract include? How do you use your coaching contract? How do you enforce your coaching contract? What about all those other legal considerations? Further reading: Create a coaching business Who am I? My name is Luisa Zhou. I’ve taught thousands of students and counting how to leave their day jobs and start their own business making anywhere from 10K to 100K plus in less than a year. I started my first online business teaching people the digital advertising skills I’d learned from previous jobs, made 6-figures in 4 months, and quit my job. Today, I teach smart, successful people like YOU how to start your own six-figure plus business. Who is Lisa Fraley? Lisa Fraley, JD is an Attorney, Legal Coach®, Speaker,#1 Best-Selling Author of Easy Legal Steps and the host of the “Legally Enlightened” podcast on iTunes. As a Holistic Lawyer®, Lisa blends her legal expertise as a former health care attorney in a large corporate law firm and the care of a Health & Life Coach through IIN & Coach U to help thousands of heart-centered holistic health coaches, licensed practitioners, and online business owners protect their businesses and brands with contracts, disclaimers, trademarks and more. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Why do you need a coaching contract? Wonder what a coaching contract does? First, research shows that contracts build trust. Your legal agreements will make clients trust you more and that way, improve your coaching services. Second, if you already have a couple of coaching clients, you know that it happens from time to time: Clients who don’t appreciate you, ghost you for no apparent reason, and then blame you for not getting results. Students who keep rescheduling with just a few hours’ notice. People who send refund requests long after your refund period has expired. Even if these situations are relatively rare, you still want to protect yourself from them. That’s what a coaching contract does. A client agreement helps you set boundaries A one-on-one coaching contract is the first agreement or legal document you should have in place as a coach. You see: If you're serious about your business, you should be legally protected from the very beginning. You save time, energy, and a lot of gray hairs by having clear boundaries for your business. You set the terms of your coaching Establishing a coaching agreement helps you set the terms for your coaching. It helps you say, "This is how I conduct my coaching calls, how I respond to messages, and how you can get in touch with me." And look, it’s not all about telling clients what they can’t do. An agreement makes it clear what your coaching program is all about. It protects both you AND your client. As Lisa puts it: “A Client Agreement is the written contract you use with one-on-one clients. It’s your key document for protecting your one-on-one service or program that you have poured HOURS over to develop (not to mention the blood, sweat, tears and dollars!) and it protects the income that you plan to earn. Your written Client Agreement gives you strong legal backing, which helps you feel safe, secure, and confident—and it clearly spells out your client policies in one place so your clients don’t have to dig through their e-mails to remember your policies about refunds, missed appointments, or cancellations so you can prevent headaches and awkward conversations later.” When I started my coaching business, this was the only agreement I had in place. It was only when I added on group programs and courses that I created more contracts. A coaching contract shows your clients what they can and can’t do with our content and program. It: Protects your income. Outlines your responsibilities. Outlines your client’s responsibilities. Sets the payment terms. Sets the terms for your coaching calls. ...And much more. For example, here's how I've been able to protect my business with my contracts: Example: How coaching contracts protect against refunds and chargebacks It’s relatively rare that I get a refund or chargeback request because I offer quality services and products and I’m careful to make it clear who my products are for. Still, it does happen. Most coaching businesses will get at least a few refund requests for every hundred clients or so. (It’s just the name of the business game -- ANY business will get refund requests.) My refund request process depends a bit on the specific request. If it seems that someone just doesn’t feel like paying (and is in clear violation with my terms), I will hold them to the contract. That’s where contracts help. If you’re delivering what you promise, you can feel assured that you are protected legally from wrongful refund requests. I talk more about it in this video: https://www.youtube.com/watch?v=nh4d0gB3bdg&t= Plus, coaching contracts help with chargebacks. You can use your contract to show the credit card company what your terms are and that the client isn’t honoring that agreement. That's how a contract helps you win the majority of chargeback requests. After all, if you have delivered your part of the agreement and you offer a great service, you SHOULD get paid for it. A client who has read and agreed to your terms is responsible for acting in accordance with those terms. In this video, I talk about another contractual issue... Clients who ghost you! https://www.youtube.com/watch?v=6AbzpTzGxSk&t= The most common misconceptions about coaching contracts There are a few things people tend to get wrong about coaching contracts and their terms. These are... #1: Content that you and your clients own Your contract will probably state that you own your own content and your students own the content that they share during the coaching program. But there’s an exception to the rule. Your contract might mention that if a client shares a testimonial in a facebook group or via email you can use it without having to ask. My personal policy is to ask if the testimonial was shared via email (as it’s more private). And if the testimonial is shared in a Facebook group, a semi-public forum, I’ll mark out the name and picture and share it without having to ask. #2: Non-defamation clauses Most coaching contracts have a non-defamation clause that states that a client can’t post false information about the coach. Now, this doesn’t mean that the client can’t post an honest, bad review. Instead, defamation is a false statement that discredits someone’s reputation. For example, if a client badmouths a coach because they don’t feel like paying or the coach holds them to the contract they signed, that would likely be defamation. A review, on the other hand, is a review of the coaching services and their results. This is also not a clause that is unique to coaching agreements. In the same way, most employment agreements have a similar clause. (Which means that you probably can’t badmouth your employer -- but nothing keeps you from reviewing them on Glassdoor.) #3: Responsibility for other clients Let’s say that you run a group coaching program or a course where your students interact in a private Facebook group or a Slack thread. Are you responsible for how your clients behave? A possible scenario is that one student might steal an idea or content from another student. Most coaching contracts will say that the coach can’t be responsible for this. That’s because there’s only so much a coach can do to monitor these situations. That being said, usually, this is a non-issue to begin with. Over five years and with thousands of students who have gone through my programs, we’ve only had one instance where this was even close to being an issue. That time, a student reached out and we had a conversation with the person who was stealing the other student’s content. It ended up being resolved (to the first student’s satisfaction) with that person taking down all their content and issuing a sincere apology. What should your coaching contract include? Let me share a quick story about why you need terms that are specifically created for a coaching business... Before I had made any money in my business, I hired a lawyer to write my contract and website terms. I yelped lawyers in my area and specifically looked for lawyers who worked with startup businesses. Why? I figured they would understand my needs as an online business owner. In the end, I ended up paying them around $3,000 without much to show for it. Well after I paid for the contract, I learned more about the legal requirements for my industry. And I realized that my contract wouldn’t cut it. It was about two paragraphs long and a lot of basic things were missing. For example, my website terms didn’t include a cookie policy, something that is standard for website terms and conditions. The result? I had to hire a completely new lawyer and spent thousands more. Lesson learned: Your contract needs to work for your business. If you’re an online coach, then it needs to take those online requirements into consideration. (On the other hand, if you’re an offline coach, there are other things that need to be addressed, like liability for accidents at your office.) The length of your coaching contract As Lisa explains, one of the biggest mistakes coaches make is to create a short contract. “Each coach is free to be as strict or as lenient as the coach wishes. However, some of the biggest mistakes come from using a very short contract - like 1-2 pages. Many coaches are afraid to send a 4-5 page contract because they think it's "long" and might scare away their prospective client. However, short contracts are generally vaguely worded or incomplete in that they are missing key sections which can work against you. The way that law works is that if something is not spelled out in writing, it's harder to prove or defend. It can more easily be construed against you. You actually need to spell your policies out in detail to be super-clear. For example, if you have a 30-day money back guarantee, instead of writing ‘I offer a 30-day refund’, it's far more clear and protective to write ‘You have 30 days from the date of purchase to request a refund by sending an email to me at this email address.’” The thing is... You need to make sure that your coaching contract is as long as it needs to be. (A great way is to use Lisa’s own legal term templates, which we’ll get to shortly.) Next, we’ll look at exactly what you need to include in your contract. The elements of a coaching contract The good thing about coaching contracts is that you only need to create them once. You then send out this standard contract that you and your client sign. A coaching contract consists of the following parts: Introduction The introduction establishes the purpose of your contract. You identify the parties of the contract (that’s you and your client). Program description The program description gives a clear overview of your coaching program. What’s included? How many hours/calls? Expectations and responsibilities In this section, you list your own responsibilities as a coach. You also list your client’s responsibilities as a coachee. Scheduling and communications What is your policy on contacting you and rescheduling calls? This is the section that establishes your policy. Investment and payment Here you state your program rates, your refund policy, and other payment-related issues. Confidentiality Your confidentiality clause outlines the information that is and isn’t confidential and under what circumstances. Intellectual property rights This is the section where you establish how your clients can use your content. Personal responsibility, disclaimer, and release of claims Here, you tell clients what they can expect of your services and what they shouldn’t expect. You’re basically saying that you can’t promise specific results and that your advice isn’t medical/financial or legal. Other terms This section helps you include different terms that don’t fit in the other sections. For example: How contracts can be terminated and how you resolve disputes. A coaching contract template Now, if you want a secure contract that you KNOW will cover most situations you might face as an online coach, I recommend that you buy contract templates for coaching. Lisa offers DIY templates, which are created for online coaches and cover everything you need in your business. Her legal starter kit for 1-on-1 clients include all the legal contracts you need right now: A one-on-one coaching agreement. A disclaimer. And a website disclaimer, privacy policy, and terms and conditions. And, if you’re just setting up your business, take a look at Lisa’s Sole Proprietor Biz Registration and Taxes package. You can also use a tool like LegalZoom or RocketLawyer. My own preference is Lisa’s templates because as a lawyer for coaches, Lisa has so much experience in the coaching industry. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. How do you use your coaching contract? Now, you know how to set up your contract. But how do you actually use it? I have a standard process in place. It’s simple and pretty much automated: When a client says yes to working with you, they will first pay you. After you’ve received the payment, you send a contract. I use HelloSign, which sends the contract straight to your client. It’ll also send reminders, if needed, to your client to review and sign the contract. There’s one important thing to note here: You need to ask them to sign the contract as close as possible to paying you. Why? If they don’t agree to your terms, you’ll need to refund them. And so you should never have your first call before your client has signed the contract. (Or you risk doing work for free.) How do you enforce your coaching contract? In most client relationships, both you and the client will walk away happy with your time together. But sometimes, you will need to enforce your contract. The specific rate of enforcement cases depends (and can vary a bit from industry to industry), but as Lisa puts it: “Sometimes newer coaches can feel more leery of stating and enforcing clear boundaries around payments, refunds, cancellations because they're worried that they'll lose clients, so they may end up with clients missing payments or rescheduling calls up to 30-35% of the time. However, as coaches progress in their practices, usually they feel more comfortable holding their boundaries more (with love, of course!) and may only have to chase down payments or reschedule calls only 10-15% of the time, or even less often.” Enforcing your contract So, what if you HAVE to enforce your contract? When should you enforce it? And how? Lisa explains: “Coaches have the right to enforce their Agreement anytime a client oversteps a boundary or who doesn't hold up their end of the Client Agreement - in other words, as we say in legal-speak, when the client "violates a term of the Agreement." Enforcement can take many forms. It could be calling the client and discussing the situation or sending an email all the way through actually bringing a lawsuit if a significant amount of money is in question and hasn't been paid. The best option is to send your initial correspondence by email (rather than merely talking by phone) so that you have proof that you have reached out to the client in writing to try to resolve the situation and proof of the date on which the email was sent.” Step-by-step enforcement process The step-by-step of enforcing your contract is this: Step 1: Try to enforce your contract amicably. Send a few emails and try to get your client on the phone. Step 2: If this doesn’t work, send your client a cease and desist letter. For this, you need a lawyer’s help. Step 3: The biggest step is to enforce your conflict resolution clause, either in court or in a private proceeding. This is a whole process and comes with a lot of costs so you should only sue in a very small number of cases, if at all. Besides these steps, you’ll also have standard processes in place for chargebacks and non-payments. I have a system set up with a company that handles this for me. But when you’re just starting your business, you’re better off handling this yourself. What about all those other legal considerations? Now you know A LOT about coaching contracts (and you can even get Lisa’s bulletproof contract template to set up one for yourself!) But there are a few other things you might be wondering about for making your business comply with the law. I’ve listed some of the most common questions I get here: #1: Do you need insurance? A contract is actually the first step BEFORE you get insurance. That’s because a contract sets the boundaries for your services. The next step is to get insurance. In most cases, you’re not required to get insurance. But in some industries (mainly health-related industries), you might be obliged to get insurance. You can read more about business insurance on the SBA’s site. #2: GDPR, Canada’s Anti-Spam Legislation, and CAN-SPAM You might have heard of GDPR, CASL, and CAN-SPAM, the EU’s, Canada’s, and the US’s privacy and/or anti-spam legislations. How do you go about meeting these requirements? It actually all comes down to treating your community members with respect. Have a clear sign on your email opt-in form that says that people are going to be added to your email list, a double email opt-in button that people receive when they sign up, and don’t send newsletters to people who haven’t signed up for your email list. (Want to learn more? Lisa has A LOT of great content on this. For example, this article on GDPR.) #3: International clients and legal considerations How do you work with international clients from a legal standpoint? “If you have international clients, you want to make sure you have registered your business locally to prove your business is based in your state. Then you want to be sure that your Governing Law section in your Client Agreement states that the law which will govern your one-on-one relationship is the law of your state. Of course, there may be other international or national, state or local laws you need to follow as well,” says Lisa. Want more? Check out Lisa’s podcast episode on this. Want to Build a 6-Figure Coaching Business So You Can Achieve More Freedom? Get Instant Access To My FREE Ultimate Guide Below! GET INSTANT ACCESS When you sign up, you’ll also receive regular updates on building a successful online business. Further reading: Create a coaching business If you want more advice on how to start your coaching business, don’t miss these articles: “How to Start a 6-Figure Coaching Business” Want to know the step-by-step process of starting a 6-figure coaching business? Here you go. “3 Steps to Finding High-Ticket Coaching Niches” Want to find YOUR perfect coaching niche? This post shows you how. “How to Sell High-End Coaching Packages” Wondering what it takes to create a coaching package that sells like hotcakes? I spill the beans here. “How to Price Your Online Coaching Services” How do you successfully price your coaching services? In this article, I share my best tips. “How to Get Coaching Clients Fast: The Foolproof 3-Step System” I have a system for getting coaching clients fast. Want to learn what it is? Read on! "How to Hold a Great One-on-One Coaching Session" Wonder how YOU can be a great coach and hold powerful coaching sessions? Read this post. Ready to create your own coaching contract? There you have it! Now you know why you need a coaching contract -- and how to create one. Next: Set up your own legal agreement. The easiest is to create one yourself with a tool like LegalZoom or buy one of Lisa’s ready-made agreements. Let me know in the comments below: What’s holding you back from creating a coaching contract? (Disclaimer: This article is not meant as legal advice. Consult a legal expert for tailored legal information that applies to your specific situation.)

Do you have a life coaching business? Do you want to make a difference in the world and empower others? Is there an empowerment message you want to share?

Learn how to build a luxury brand for your life coaching or consulting business, so you can start attracting higher paying clients.