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Three Personal Brands for a Coach
Characteristics & Examples to Help Define Target Audience and Value Proposition
Coaches and speakers might occasionally struggle with establishing their positioning. The enthusiasm for their work and the innate desire to teach and assist others often lead to the urge to cater to “everyone.” However, this is counterproductive!
The foundation of an effective marketing plan for a coach or speaker lies in precisely defining the target audience and the unique value offered to them. By achieving this, the opportunity arises for genuine connections, communication, and ultimately the promotion of one’s services.
To help a coach stand out in this competitive market, we’ll explore three Minimum Viable Brands (MVB), called Brand5, strategies that are essential for different coach consultant positioning.
Whether you’re a seasoned veteran or just starting your journey as a coach, understanding and implementing these MVB strategies, can be a game-changer. They will not only provide you with a roadmap for success but also enable you to deliver exceptional value to your clients. Let’s dive in and discover three examples of how to elevate your personal brand, amplify your message, and secure your place in the industry.
The Coach has five key strengths: attentiveness, adaptability, affordability, patience, and approachability. These strengths enable the Coach to connect with clients on a deep level and provide them with the support they need to overcome challenges and achieve their goals.
The Coach takes five key actions to help clients achieve their goals: listen, provide, support, calm, and help. These actions reflect the Coach’s commitment to being a reliable and trustworthy source of support and guidance for their clients.
The Coach has five core values: empathy, optimism, reliability, solution, and purity. These values reflect the Coach’s commitment to helping clients find practical and sustainable solutions to their problems while maintaining a positive and pure outlook on life.
The Coach’s coaching style is characterised by five key emotions: compassion, hope, gratitude, fulfillments, and peace. These emotions reflect the Coach’s ability to create a safe and supportive space for clients to explore their emotions and work towards personal and professional growth.
The key message of the Coach is “Find fulfillment and peace through empathy and support.” This message emphasises the Coach’s commitment to helping clients find meaning and purpose in their lives by connecting with their innermost desires and values.
The Coach’s brand personality is caring, approachable, reliable, optimistic, and supportive. The brand promise of the Coach is to provide affordable and compassionate support to clients seeking to overcome challenges and achieve their goals.
The tone of voice for the Coach is warm, reassuring, and supportive, with an emphasis on providing practical solutions and guidance to clients. The visual identity of the Coach should reflect their caring and approachable approach, with warm colours, friendly imagery, and a sense of comfort and security.
SMM content: As a business, the social media content should focus on providing practical solutions and guidance to clients seeking support and advice. The content should showcase the Coach’s caring and approachable approach, and provide value to clients who are seeking to overcome challenges and achieve their goals. As a person, the social media content should also reflect the Innocent archetype, emphasising the Coach’s optimistic and pure outlook on life. The content should be personal and relatable, sharing stories of hope and resilience, and inspiring others to embrace a more optimistic outlook on life.
5 Coaches with similar positioning:
Tony Robbins — As a motivational speaker and life coach, Tony Robbins embodies the Innocent archetype with his optimistic and energetic approach to personal growth and self-improvement. His business, Robbins Research International, represents the Caregiver & Everyman archetype by providing coaching and training programs for individuals and organisations to achieve their goals and overcome obstacles.
Brené Brown — As a researcher and storyteller, Brené Brown embodies the Innocent archetype with her authenticity and vulnerability in sharing her personal experiences and insights. Her business, Brené Brown Education and Research Group, represents the Caregiver & Everyman archetype by providing coaching and training programs that focus on building resilience, empathy, and connection.
Marie Forleo — As a business coach and author, Marie Forleo embodies the Innocent archetype with her positive and enthusiastic approach to entrepreneurship and creativity. Her business, Marie Forleo International, represents the Caregiver & Everyman archetype by providing coaching and training programs for aspiring entrepreneurs and creatives to build their businesses and achieve their dreams.
John C. Maxwell — As a leadership coach and author, John C. Maxwell embodies the Innocent archetype with his optimistic and inspiring approach to leadership and personal growth. His business, The John Maxwell Company, represents the Caregiver & Everyman archetype by providing coaching and training programs for leaders and organisations to develop their potential and achieve success.
Mel Robbins — As a motivational speaker and life coach, Mel Robbins embodies the Innocent archetype with her relatable and down-to-earth approach to personal transformation and success. Her business, The Confidence Project, represents the Caregiver & Everyman archetype by providing coaching and training programs for individuals and organisations to overcome fear, self-doubt, and procrastination.
As a business — Creator & Rebel.
The most valuable client — Creator, Rebel.
The Coach has five key strengths: artistic, original, charismatic, fearless, and passionate. These strengths enable the coach to inspire and motivate clients to tap into their own creativity and pursue their dreams with passion and conviction.
The Coach takes five key actions to help clients achieve their goals: innovate, develop, challenge, disrupt, and encourage. These actions reflect the coach’s commitment to pushing boundaries, taking risks, and challenging clients to think outside the box.
The Coach has five core values: experimentation, social justice, independence, sensuality, and creativity. These values reflect the coach’s commitment to helping clients find their own unique path in life and pursue their dreams with creativity, passion, and a sense of purpose.
The Coach’s coaching style is characterised by five key emotions: empowerment, inspiration, curiosity, pride, and infatuation. These emotions reflect the coach’s ability to connect with clients on a deep, emotional level and inspire them to achieve their full potential.
The key message of the Coach is “Unleash your creativity and challenge the status quo.” This message emphasises the coach’s commitment to helping clients tap into their own creativity, push boundaries, and challenge conventional thinking.
The Coach’s brand personality is creative, rebellious, passionate, authentic, and inspiring.
The tone of voice for the Coach is bold, inspiring, and passionate, with an emphasis on encouraging clients to take risks and embrace their inner rebel. The visual identity of the Coach should reflect their creative and rebellious approach, with bold colours, edgy imagery, and a sense of excitement and energy.
SMM content: As a business, the social media content should focus on exploring new ideas and creating innovative solutions that appeal to the Rebel and Creator archetypes. The content should showcase the coach’s unique approach and provide value to clients who are seeking to break the mold and challenge conventional thinking. As a person, the social media content should also reflect the Lover archetype, emphasising the coach’s passion for their work and their deep connection with their clients. The content should be personal and heartfelt, sharing stories of success and growth, and inspiring others to pursue their passions with a similar level of enthusiasm and commitment.
5 Coaches with similar positioning:
Danielle LaPorte - As a motivational speaker, author, and entrepreneur, Danielle LaPorte embodies the Lover archetype with her ability to inspire people to live with passion and purpose. Her business, Danielle LaPorte Inc., represents the Creator & Rebel archetype by providing innovative coaching and training programs that help individuals and entrepreneurs create authentic and successful businesses.
Seth Godin - As a marketing expert, author, and entrepreneur, Seth Godin embodies the Lover archetype with his passion for helping people create remarkable work that changes the world. His business, The Marketing Seminar, represents the Creator & Rebel archetype by providing unconventional marketing and business training programs that challenge traditional marketing strategies and inspire creativity and innovation.
Gabrielle Bernstein - As a spiritual teacher, author, and motivational speaker, Gabrielle Bernstein embodies the Lover archetype with her ability to inspire people to live with love and joy. Her business, HerFuture.com, represents the Creator & Rebel archetype by providing innovative coaching and training programs that help women create successful and fulfilling lives and businesses.
Tom Bilyeu - As an entrepreneur, author, and motivational speaker, Tom Bilyeu embodies the Lover archetype with his passion for helping people create lives of meaning and purpose. His business, Impact Theory, represents the Creator & Rebel archetype by providing innovative coaching and training programs that challenge traditional thinking and inspire personal growth and development.
Elizabeth Gilbert - As an author and motivational speaker, Elizabeth Gilbert embodies the Lover archetype with her ability to inspire people to live with passion and creativity. Her business, Elizabeth Gilbert Inc., represents the Creator & Rebel archetype by providing coaching and training programs that help people tap into their creative potential and live more fulfilling lives.
The Coach has five key strengths: strategic, knowledgeable, confident, visionary, and inspirational. These strengths enable the coach to inspire and empower clients to achieve their goals and create positive change in their lives.
The Coach takes five key actions to help clients achieve their goals: plan, lead, execute, empower, and mentor. These actions reflect the coach’s ability to guide clients through complex challenges and help them achieve their full potential.
The Coach has five core values: wisdom, authority, success, growth, and legacy. These values reflect the coach’s commitment to helping clients achieve success and make a positive impact in the world.
The Coach’s coaching style is characterised by five key emotions: fulfilment, satisfaction, accomplishment, confidence, and gratitude. These emotions reflect the coach’s ability to help clients achieve their goals and create positive change in their lives.
The key message of the Coach is “Unlock your potential and create positive change.” This message emphasises the coach’s commitment to helping clients achieve their full potential and create a positive impact in their personal and professional lives.
The Coach’s brand personality is strategic, knowledgeable, visionary, confident, and inspirational.
The tone of voice for the Coach is authoritative, confident, and visionary, with an emphasis on helping clients unlock their potential and achieve success. The visual identity of the Coach should reflect their strategic and transformative approach, with clean lines, bold typography, and a sense of sophistication and elegance.
SMM content: As a business, the social media content should focus on providing valuable insights and advice that appeal to the Sage & Ruler archetype. The content should showcase the coach’s strategic thinking and visionary approach, and provide practical solutions to complex challenges. As a person, the social media content should reflect the Magician archetype, emphasising the coach’s ability to create positive change through their exceptional communication skills and transformative approach. The content should be inspirational and empowering, sharing stories of success and growth, and providing actionable advice on how to achieve one’s goals.
5 Coaches with similar positioning:
Oprah Winfrey — As a media mogul, philanthropist, and author, Oprah Winfrey embodies the Magician archetype with her ability to inspire and empower millions of people through her media empire and personal brand. Her business, Harpo Productions, represents the Sage & Ruler archetype by providing high-quality content and services that inform, educate, and entertain audiences worldwide.
Eckhart Tolle — As a spiritual teacher and author, Eckhart Tolle embodies the Magician archetype with his ability to help people find inner peace and stillness in the midst of life’s challenges. His business, Eckhart Teachings, represents the Sage & Ruler archetype by providing coaching and training programs for individuals and organisations to achieve spiritual growth and transformation.
Jack Canfield — As a success coach and author, Jack Canfield embodies the Magician archetype with his ability to help people achieve their goals and create a fulfilling life. His business, The Canfield Training Group, represents the Sage & Ruler archetype by providing coaching and training programs for individuals and organisations to achieve success and prosperity.
Robin Sharma — As a leadership coach and author, Robin Sharma embodies the Magician archetype with his ability to inspire and guide people towards becoming exceptional leaders and achieving their full potential. His business, The Titan Academy, represents the Sage & Ruler archetype by providing coaching and training programs for individuals and organisations to achieve excellence and impact in their fields.
Simon Sinek — As a leadership consultant and author, Simon Sinek embodies the Magician archetype with his ability to help people discover their purpose and inspire others to do the same. His business, Simon Sinek Inc., represents the Sage & Ruler archetype by providing coaching and training programs for individuals and organisations to achieve success and fulfilment by finding their why.
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In conclusion, effective positioning is essential for coaches and speakers to differentiate themselves from the competition and establish a platform where their expertise is recognised and valued. This foundational element should inform all marketing and business efforts.
Successful positioning enables a connection with individuals who eagerly seek the specific services provided, thereby simplifying the sales process. The transformational impact of well-executed positioning is evident in coaching practices that evolve from barely surviving to thriving, as well as in the newfound clarity and confidence it grants to individuals striving to advance their businesses.
While the initial process of establishing one’s focus and priorities may appear complex or time-consuming, the long-term benefits of this groundwork simplify and streamline future endeavours.
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