Why Coaches Need Multiple Brands

20-Minute Read | 55-Minute Podcast Episode

In the wild world of coaching, you gotta be more than just good at what you do: you gotta shine like a diamond in a sea of shiny rocks. Considering this jungle of unworthy competition, I’m finna spill the tea on why you need not just one, but at least two vybes - your personal brand and your business brand - to slay the game.

This blog post is your backstage pass to understanding why coaches need to rock both these brands just to avoid jankyness and dishonor. After processing what I am going to share with you today, you will know why more brands may be needed for you to go beyond staying afloat in this industry that is oversaturated in all the wrong ways.

Why Coaches Need At Least Two Brands

Your personal brand? That's your essence, your unique sauce that sets you apart. And then there's your business brand, the superhero cape your powerful coaching wears.

Now, why do coaches want to start with both brands? Well, it's like having the perfect playlist for a killer party. Your personal brand and your business brand are the beats that groove together, making your coaching journey a symphony of success. Your personal brand brings the flavor, the vybe that's uniquely you. Your business brand is the anthem, the rallying cry that echoes your coaching prowess.

When these two vybes dance together, it's not just a duet; it's a whole fucking concert. Your personal brand complements your business brand, like peanut butter and jelly, cookies and cream, coffee and a smoke…you get what I’m saying. Both your personal and business brands enhance each other, making your coaching - and its healing - the main event.

But just like a concert to a superstar, more is needed than just the concert to have a successful go at it. And most coaches need more than just two brands because it takes more than a personal brand and a business brand to really pull their coaching vision off. So, coaches, let's dive into what this is all about so you can discern, decide, and deliver on what you desire to do about all of it!

What Brands Are & Why You Want Em

With the state of the coaching industry as I can see it in 2024, coaches must rise above the noise and make a lasting impact. That's where strong brands comes into play. By establishing a powerful brand presence, coaches can differentiate themselves, attract the right clients, and solidify their position as industry leaders.

Coaches may have different kinds of brands, including:

• Personal Brands: These brands signify the unique and distinctive image, reputation, and identity that you cultivate to differentiate yourself as an individual coach. It encompasses your values, expertise, style, and approach.
• Business Brands: These brands represent the professional image and reputation of your coaching business. It includes various aspects such as your company's unique selling propositions, values, mission, and target audience.
• Offer Brands: These brands are specifically created for the individual products, services, communities, and more that are offered by your coaching business. They focus on creating a distinctive and recognizable identity for each specific offering.
• Expertise Brands: These brands highlight your expertise in a particular industry or field outside of coaching. They allow coaches with other qualifications and certifications to position themselves as experts and thought leaders in their respective areas of specialization without muddying the waters or confusing the market.

Your Two Essential Brands

In general, I tell my coaches that your personal brand is you when you’re being a messenger and a thought leader, and that your business brand is you when you’re running your business and servicing clients.

Your Personal Brand

For a coach, a personal brand refers to the unique and distinctive image, reputation, and identity that you cultivate to differentiate yourself from others in the coaching industry.

It encompasses your coaching values, expertise, style, and approach, as well as your ability to connect with clients and deliver results. Having a strong personal brand as a coach can help you attract clients, build credibility, and establish a positive reputation in the industry and as an entrepreneur.

For your reference, my personal brand is The Ratchet Sage™.

Your Business Brand

For a coach, a business brand refers to various aspects of their work such as their unique coaching style, their expertise in a specific niche, their values and mission, and their ability to deliver tangible results.

By having a well-defined business brand, you can effectively differentiate your coaching business from others in the industry and attract your ideal clients. A strong business brand also helps you build credibility, trust, and recognition, which are crucial for your long-term success in this oversaturated-in-a-bad-way industry.

While I’m known as The Ratchet Sage™, my business brand is Authentic Distinction™.

Your Other Brands

Now you know I got that heat for you! We're not just talking about personal and business brands – we're adding two more MVPs to the squad - okay!!! Buckle up for offer brands and expertise brands – the dynamic duo that's about to take your coaching game to a whole new level.

Now, offer brands? Picture this as the red carpet for what you're selling. It's the glitz, the glam, the spotlight on the amazingness you're putting out there. It's like saying, "Yo, world, check out this bomb thing I've got for you." It's your invitation to the coolest party in town.

And then there's expertise brands – the secret sauce that adds that extra flavor. This is where you showcase your multi-faceted impact. It's not just about what you're selling; it's about the wisdom, the knowledge, the magic you bring to the table. It's like having a cape that says, "I'm not just selling; I'm changing lives."

So, coaches, these two brands…they're not just accessories; for many of you they will be essentials. Your offer brand is the hype person for your products or services, making sure they shine like diamonds. Your expertise brand? That's the cape that shows you're not just a coach; you're a game-changer, a maestro of impact.

With these four brands, you aren't just coaching; you're curating an experience because guess what? - YOU ARE THE EXPERIENCE!!! It's not just about the game; it's about owning the entire stadium. And you know The Ratchet Sage™ said stand out, shine, and slay so remember you're not just a coach; you're a major headliner in the coaching universe. So here’s how to act like one…

Offer Brands

If you are a coach with a solution and a specialty that provides transformative healing (as all coaches should mmmkaay), I recommend that you also brand your offers and services. And when you do, you will have more brands to lead as a business owner.

Branding your offers and services refers to the process of creating a distinctive and recognizable identity for the specific experiences, events, or programs you offer access to as a coach. It involves developing a unique and compelling message, visual elements, and overall experience that sets your offers apart from others in the coaching industry.

While the list of all of my offer brands would be too long to list here, the following are a few of the offer brands we have here at Authentic Distinction™:

• For our neurodistinct changemakers, we have our Unlock Your Truth™ Autonomy Academy.
• For our innovative creators, we have our Unlock Your Expert™ Visionary Academy.
• For our impact-based entrepreneurs, we have our Unlock Your Expert™ Solopreneur Academy.
• For our change-making academics, we have our Unlock Your Expert™ Advisor Academy.
• For our transformational coaches, we have our Unlock Your Expert™ Coach Academy signature series (as you likely already know…and if you don’t know click here).

Expertise Brands

Having separate and distinct brand strategies can be an incredibly powerful and effective approach, especially when you are a coach who possesses expertise in another industry as well.

By establishing a unique and independent brand identity for your different certifications, niches, and practices, you can not only enhance your professional reputation, but also attract a wider range of clients and opportunities. This strategic differentiation allows you to position yourself as a multi-faceted professional, offering valuable insights and guidance not only as a coach, but also as an expert in your other fields or industries.

Emphasizing your diverse skill set and knowledge base can further strengthen your credibility and appeal to potential clients who are seeking cross-functional guidance and support. So if you have multiple licenses or certifications (beyond coaching) or are skilled in another field or industry, consider the benefits and potential impact of adopting a separate brand strategy for each. Because in this case - establishing expertise brands can prove to be a highly advantageous and fruitful decision for coaches looking to expand their reach and influence.

While I spent over two decades specializing in so many things as an operational and systems strategist, I find that having expertise brands for those skill sets doesn’t make sense for my vision right now.

Instead, I am developing the capacities and capabilities needed to establish expertise brands for my thought leadership.

For right now, my personal brand - The Ratchet Sage™ is doing the speaking and the authoring. Yet, I know from my work with my brand strategist, how important it is that I carve out a unique brand strategy for and update my brand architecture when I become the speaker and author I am working on becoming as we speak!

Why Is This Worth The Work?

Developing a brand strategy requires careful planning, extensive research, and a deep understanding of your target audience. It involves analyzing market trends, identifying competitors, and defining the unique value proposition of your brands. 

Additionally, it entails creating a brand identity, including the brand name, logo, and visual elements. Developing a brand strategy also involves establishing brand guidelines that outline how the brand is communicated across various channels.  You do alluhdis to create a brand strategy for every one of your brands; and you have four different types of them!

Furthermore, it requires ongoing monitoring and evaluation to ensure your brand strategies remain effective and aligned with the evolving needs of the market, your business, and your life.

This is a lot of work - why would any business owner (let alone a coach in a struggling industry) - why would anybody want to do alluhdis???

After all, branding is a lot of work...however, there are several compelling reasons why branding is essential for business owners.  While developing a brand strategy does require careful planning and ongoing monitoring, the benefits of branding outweigh the challenges. By investing in branding, business owners can effectively differentiate themselves, attract the right clients, establish credibility, expand their reach, and create multiple income streams. Ultimately, the hard work put into branding pays off in the long run, leading to success and fulfillment as a business owner.

Bottom Line: Coaches like you and me cannot afford to deny the benefits that come from developing a personal brand, a business brand, offer brands - and in some cases: expertise brands - because this industry and economy is set up against you!

Personal and Business Brands

There are several reasons why coaches need to develop both a personal brand and a business brand.

• Having a strong personal brand allows coaches to establish their unique identity in the coaching industry. It helps you differentiate yourself from other coaches and showcases your expertise, skills, and values.
• A personal brand helps coaches build trust and credibility with their target audience. When you have and lead a well-defined personal brand, it creates a sense of reliability due to your authenticity and integrity; this makes potential clients more likely to choose you as their coach.
• A well-crafted business brand helps coaches attract clients, partners, and collaborations. It serves as a platform to communicate your coaching services, values, and unique selling propositions.
• A business brand provides coaches with a framework to establish their marketing strategies and initiatives. It allows you to create a consistent and cohesive message across your marketing channels, including your website, social media platforms, and promotional materials.

Brands for Your Authentic Coaching Offers™

When you brand your offers and services, you are intentionally shaping how they are perceived by your target audience. This includes defining the Authentic Coaching Value™ they provide, the transformation they offer, and the specific benefits clients can expect to receive.

Offer brands are all about creating a strong and memorable impression that resonates with your ideal clients and makes your offers stand out amidst the competition.

By branding your offers and services, you create a strong and differentiated identity that helps attract and engage your ideal clients. It establishes a sense of trust, credibility, and professionalism, making leads more likely to choose your offers over others in the market. A well-branded offer also helps build recognition and loyalty, as clients will associate your distinctive brand with quality and positive experiences.

Branding your offers and services involves several key elements:

• Name and Positioning: This is about choosing a compelling and descriptive name for your offers that communicates their purpose and value and positioning your offers in a way that highlights their unique selling points and differentiation.
• Messaging and Communication: Drafting clear and persuasive messaging that effectively communicates the benefits and outcomes of your offers includes developing taglines, elevator pitches, speaking points, and key messages that resonate with your target audience.
• Visual Identity: Consistent visual identities for your offers - including logos, colors, typography, and graphics - creates a recognizable and cohesive look and feel when aligned with your overall brand so you can appeal to your target audience.
• User Experience: Designing an exceptional user experience for your offers, from the moment potential clients encounter your brand to the point of purchase and beyond includes considering the ease of navigation, the clarity of information, and the overall satisfaction clients will experience when engaging with your offers.
• Packaging and Presentation: Designing appealing and professional packaging for your offers, whether they are physical products or digital offers includes creating visually appealing materials such as product guides, workbooks, or online platforms that enhance the overall perception of your offers.

Expertise Brands

Here are a few ways branding can help you segment your greatness as you stand out, shine, and slay in this oversaturated industry:

• Define your unique value proposition for each expert in you: Through branding, you can clearly communicate the unique combination of skills and expertise you offer as a coach and {you fill in the blanks with your amazing}. Highlight how this multi-role allows you to provide holistic and comprehensive support to your market.
• Target a specific niche for each expert in you: By identifying a specific niche within each field you are skilled in, you can position yourself as an expert in serving a particular group of clients, certain types of companies or organizations, and even make changes to laws and practices that affect many people.
• Craft a compelling brand story for each expert in you: Use your branding to tell a story that showcases your journey and highlights the benefits of your multi-faceted expertise. Explain how your background in this, that, and of course that too - how alluhdat gives you a unique perspective and enables you to provide a more comprehensive and effective approach to helping your varied clients.
• Create a cohesive visual identity for each expert in you: Develop a visual brand identity that reflects multi-faceted amazingness. This can include using colors, fonts, and imagery that evoke a sense of professionalism, trust, and empathy. Ensure that your brand visuals are consistent across all touchpoints for each expert in you, from your websites to your social media profiles.
• Tailor your messaging for each expert in you: Craft messaging that speaks directly to the target audience of each expert in you, addressing their specific pain points and highlighting the benefits they can gain from working with you. Emphasize how your multi-faceted expertise can help them achieve what they can’t get anywhere else.
• Leverage content marketing for each expert in you: Establish yourself as a thought leader in your varied fields and specialties by sharing valuable content through blog posts, articles, and social media. Create content that combines insights from your varied disciplines to provide unique perspectives and practical tips for your target audience.

On Errythang…

In the crazy world of coaching, you can't just be good—you gotta stand out, shine, and slay! In 2024, coaches gotta rise above the noise and make a lasting impact. That's where strong brands come into play.

Personal brands, business brands, offer brands, and expertise brands - these brands help you stand out, attract the right clients, and be an industry leader. Yeah, developing all these brand strategies is a lot of work, but it's worth it. It's about owning your success and making your mark.

Plus as coaches, you can't afford to be out here without a personal brand, a business brand, offer brands, and expertise brands (if you need em). This industry and economy are set up against you, but with these brands, you'll be unstoppable!

What You Wanna Do

Thinking branding is only logos, colors, and fonts for your business will leave you unknown, unseen, and unfulfilled no matter how many times you post a day.  #StopBeingAshy - and here’s your lotion:

1. Get clear on the YOU that you are bringing into this coaching game; envision your personal brand and create it in the real world.
2. Showcase the experience that folks can only get from your coaching business in your business brand; conceptualize your business brand and make it real in your client experience plans and strategies.
3. Highlight the solutions that folks can only get from your Authentic Coaching Offers™ in your offer brands; clarify why you’re offering what you’re selling to develop your offer brands.
4. Flaunt your specialty through multi-hyphenated service and thought leadership; navigate and activate what this looks like for you based upon the expertise you’ve accumulated over your life journey.

Follow these steps and you’ll be just like me: being and doing all the things as you do what you love to do erryday: provide the healing that people can only get from you!

And if you are not sure how to do some or all of this - I know you are going through it right now and I don’t want that for you. You deserve to have Actionable Safe Spaces™ despite where you are with your brands. And I’m here to teach you how to do this for you, like I’ve done it for me.

Our industry is a whole fucking mess today AND you can be a part of that mess or work alongside me to disrupt it!  Trust; you’ve got what it takes to develop and lead your brands so you can stand out with me, shine with me, and slay with me in this oversaturated industry!

All you need is clarity, confidence, and resilience….and know that I am here.