How To Land More High-Paying Coaching Clients

How To Land More High-Paying Coaching Clients

Tired of attracting the same low-paying clients and small coaching jobs? Want to swap the cheap clients for premium clients and make it rain those dollar bills? Of course, you do!

Having spent 20+ years helping coaches and solo service providers brand and market themselves better, I can tell you from experience, everyone and their mamma wants to attract high-paying clients.

And for good reason. High-paying clients tend to question pricing less, don’t nitpick at little things about your service, and help you make more profit per hour (obvs).

But how do you go about charging those premium prices to lure in the bigger fish? I’m so glad you asked!

This blog will guide you through the intricacies of drawing in high-end clients and getting them on your books. Ready to start getting paid what you deserve? Onwards, brave entrepreneur!

Master the Craft of Presenting Yourself as an Authority

You’ve got the skills – I know you do!

But are you shining as brightly in the spotlight as you should be? With a massive 64,438 businesses offering coaching solutions in the US in 2023, standing out is getting more and more difficult.

That’s why the first step in snagging those higher-paying clients is to claim your expert status. So let’s talk about how you can crank up your credibility and position your coaching brand as a leader.

Strut Your Stuff

The first lesson in how to attract high-paying clients? Know your worth as a business owner, kick that imposter syndrome to the curb, and sell yourself!

Highlight your credentials, experiences, and standout achievements to potential clients. Your degrees, past work experiences, and successful client projects – all of these add to your credibility.

Jazz up your Digital Stage

Keep your website, blog, and social media platforms fresh and engaging. Share industry news, your unique insights, or your latest successes to captivate your audience, demonstrate that you know your stuff, and attract clients with cash to burn!

Craft Irresistible Brain Candy

Whether it’s an insightful blog post, captivating podcast, or engaging webinar, high-quality content is your secret weapon to spotlight your expertise with past clients, existing clients, and potential clients.

Think “TED Talks.” Become the Steve Jobs of your industry, dropping knowledge bombs that make people pause and take notes.

Stay Sharp

Stay up-to-date with the freshest trends, technologies, and skills in your industry. It communicates that you’re a driven professional, committed to offering supreme quality services. Your ideal clients will pay more for that expert know-how, trust me.

Showcase your Fan Club

Show off your real-world victories of how you’ve transformed your clients’ lives. Leverage glowing testimonials and detailed case studies to emphasize your results and build trust with prospects who will pay premium prices for similar payoffs. After all, 81% of consumers need to trust a brand to even THINK about buying from them. 

Rub Shoulders with the Big Guns

Build relationships with other industry professionals to unlock new opportunities for referrals, partnerships, and collaborations. Many business owners will be happy to help, as they’ll also be getting the chance to tap into your network.

Curate a High-End Brand Identity that Screams “Quality”

Brand identity isn’t just about a suave logo or a snappy tagline – it’s a 360-degree embodiment of your business. It’s like the opening theme of a show like The Simpsons or Friends. It sets the tone and tells your audience exactly what they’re in for.

Let’s look through the process of crafting a brand identity that resonates with your ideal client base while simultaneously deterring lower-paying clients.

Show Off Your Unique Edge

People will flock to you because you’re different. And pay more for it too! So what sets you apart from the rest? What do you stand against? Highlight your unique skills, services, or approach to make an impression on high-end clients. 

Dress Up Your Visuals

Make sure your logo, website design, and social media graphics are consistent and engaging. Think about the unique aesthetic of Wes Anderson’s films – you want your brand to have that kind of instant recognition with your ideal client base.

Speak your Heart, Loud and Clear

High-paying clients often seek more than just a service – they yearn to partner with businesses that share their values. For this reason, you need a mission statement that hits as hard. Leave the fluff at the door.

Curate Luxury Offerings

Upscale packages, tailor-made services, or exclusive content – all these high-end offerings can allure clients who adore quality and don’t shy away from paying for something a bit boujee. Basically, make it easy to TREAT YOSELF.

Psst… You might like my other blog, “How to craft a service offering your clients can’t resist!” Give it a read!

Guard your Reputation like a Pitbull

Address any negative feedback or issues promptly and effectively. A solid reputation is an irresistible lure to high-paying clients. Also, not all clients will leave you a testimonial, so make sure you follow up with them to ask for their glowing reviews.

Create an Extraordinary Client Experience

Think of the client experience as a Netflix binge session. You want to make it so enjoyable, personalized, and effortless that your clients can’t help but stick around for “just one more episode.”

High-paying clients expect a service experience that’s nothing short of extraordinary. So, here’s how you can design a customer journey that not just meets, but leaps over their expectations, ensuring they choose you time and time again over the competition.

  • Know your Clientele inside out: The better you know your clients, the more effectively you can cater to their needs. Regularly harvest and review client feedback to fine-tune your services.
  • Serve up Personalized Experiences: High-paying clients often seek a certain level of personalization and attention. Make them feel valued and understood with bespoke solutions and prompt responses. When you can, go above and beyond!
  • Be a Feedback Fanatic: Asking for frequent feedback can help you elevate your coaching services and show clients that you cherish their input.
  • Offer Exclusive Goodies: Early access to new services, special discounts, or premium content – exclusive perks can enhance client loyalty and satisfaction.
  • Be a Problem-Solving Ninja: Nip potential problems in the bud before they affect your clients. Proactive service can amplify client satisfaction and help you maintain a golden reputation.

Engage High-end Clients With a Killer Marketing Strategy

No matter how exceptional your service, it won’t make waves if your high-paying prospects are oblivious to it. Let’s map out a strategic marketing plan to ensure your brand reaches the right audience.

Step #1: Identify your ideal clientele

The better you understand who you’re trying to engage, the more effectively you can personalize your marketing tactics. Consider factors like their demographics, needs, and preferred channels of communication.

Step #2: Select your Digital Stage

Focus your marketing efforts on platforms where your target audience hangs out. Whether it’s specific social media platforms, industry forums, or offline events, fish where the fish are. 

Step #3: Blast Engaging Content

Content that is informative, engaging, and adds value can draw more visitors to your website, boost your search engine rankings, and establish you as an authority in your field. Make sure you dish out this content through email marketing and all the channels your audience is active on!

Step #4: Get SEO Optimizing!

Leverage Search Engine Optimization (SEO) techniques, like adding relevant keywords to your website content and uploading regular blogs to amplify your content’s visibility in search engine results. This can attract more high-paying clients who are actively on the hunt for your services.

Step #5: Invest in Paid Advertising

Consider using paid ads on advertising platforms like Google or Facebook to widen your reach. Ensure your ads are targeted strategically to engage your ideal clients. You don’t always need a big budget for advertising, so why give it a go and see if it works for you?

Step #6: Evaluate and Fine-Tune

Consistently review your marketing outcomes to figure out what’s working and what’s not. Use this intel to fine-tune your strategy and make your marketing more effective.

Start Reeling in those High-Paying Clients. You’ve got this!

There you have it! We’ve explored how to position yourself as an expert, create a high-end brand, deliver an unforgettable customer experience, and design a strategic marketing plan to attract high-paying clients.

Now, it’s your turn to put what you’ve learned into action and start building your boujee client list! Need a little expert help?

Let me help you transform your business from ‘just another name’ to the one that stops customers in their scrolling tracks!

It’s time to step up, attract those high-value clients, and live the entrepreneurial dream you’ve always wanted. So, don’t be shy, reach out to me today, and let me help you craft a coaching brand that sells.

How to craft a service offering your clients can’t resist!

How to craft a service offering your clients can’t resist!

Small black tri toy australian shepherd with beautiful brown eyes. He is very small, and laying down on a lawn covered in leaves. You can see a fence in the background and the deep haze of an autumn sunset fills the area behind him  He is in the forefront, with an attentive gaze, just ready to spring toward the camera.
Obi is kinda irresistible. At least we think so.

Imagine strutting into a swanky restaurant, only to find it menu-less, bereft of any whiff of what culinary delights are on the menu. The chef, with a shrug, announces, “We make food!” 

Well, thanks, Captain Obvious, but are we talking Ramen or Ratatouille? You wouldn’t stick around, right? Apply the same logic to your business. Your service packages, a.k.a service offer/offerings, are your Michelin-star menu that keeps your clients coming back for another taste.

Your service offerings are not some soggy side salad, it’s the sizzling steak. It’s what turns a “meh” brand into an unforgettable one, standing tall in the crowd of online mediocrity. 

Crafting a service offer for each of your service packages that’s as enticing as a bacon-wrapped filet mignon requires knowing your clients’ dreams, their nightmares, and offering them solutions that make them drool.

So buckle up dear service provider and let’s transform your coaching business into the online equivalent of a restaurant with a three-month wait list – here’s how to craft a killer service offer successfully.

Channeling Sherlock: How to crack your clients’ aspiration code

Your mission: to play Sherlock Holmes in the thrilling mystery of your client’s psyche. 

Crafting an irresistible service offering means you need to understand your client like Sherlock understands a crime scene. What makes them tick, what are their wildest dreams, and what are the Big Bad Wolves blocking their path to success?

#1 Turn detective with client surveys

Use surveys as your Sherlock-approved magnifying glass. They give you a clear view into the psyche of your clients, uncovering their likes, dislikes, and deepest fears. Every tiny nugget of information could be the key to creating a service offer that they just can’t resist.

#2 Dive into the internet’s treasure trove

The internet is like the Secret Service’s database, brimming with invaluable intel. Tools like Google Analytics, social media insights, online forums, and review websites are your secret weapons. Understand what your clients are searching for, talking about, and dreaming of.

#3 Create buyer personas

Think of buyer personas as your own secret agent files. These detailed customer profiles help you understand exactly who your ideal clients are, what they want, and how to give it to them.

Serving a solution that has your clients seeing stars

Once you’ve successfully cracked the client code, it’s time to develop the ultimate solution to appeal to your target audience. Here’s how to create a service offering that empowers your clients to take action.

#1 Address their wants and needs

Use your newfound insights to list down the needs that your service can fulfill. Each need should be linked to your client’s dreams or problems, creating a bridge between their present and their best future.

#2 Use the power of transformation

Your service isn’t just a product—it’s a pathway to transformation. Make it clear how your service can alter your client’s current situation into their dream scenario. Engage in storytelling, share past client success stories, and craft compelling narratives that highlight your service’s transformative power.

#3 Sprinkle on the extra value

Always serve more than just the main dish. Think of ways you can provide extra sauce— other resources, free services, personalized consultation, relevant tools, ongoing support, or helpful content that will help them achieve their goals faster and more efficiently. 

Wrapping your service offering in a dazzling bow

After whipping up a powerful solution, your task is to serve it in a package so tempting that it sets your clients’ hearts aflutter. Remember, your service offer is like a carefully crafted gift. It’s not just about what’s inside—it’s about making the unwrapping experience just as delightful!

#1 Dish out a showstopper description

Paint a picture of benefits so vivid, your clients can imagine themselves experiencing what you have to offer them. Use language that packs a punch. Start with an engaging introduction, follow it up with your irresistible solutions, and end on a high note that leaves them wanting more. 

#2 Choose your mode of delivery

Is your service best delivered through one-on-one coaching, group workshops, or online courses? How long will this service last? Is it a one-off session or year-long mentorship program? Make the delivery mode of your service offering crystal clear.

#3 Sweeten the deal

Consider adding bonuses or added value elements that make your service offer even more tempting. This could be anything from an additional coaching session, access to exclusive resources, or a free puppy! Okay, maybe not the puppy (as much as I love ’em), but you get the idea.

The tightrope walk: Pricing and positioning your service offer

Determining a price that reflects the value you provide and matches what your ideal clients are willing to pay can be tricky. It’s definitely a balancing act. However, with some tactful positioning, you can conquer this challenge and whip up a price tag that your clients can’t resist and your competition can’t match.

#1 Know your worth

Don’t be that person underselling themselves at every corner. Your expertise is valuable! So, set a price that respects your knowledge, experience, and the sheer amount of coffee you’ve consumed to get here. And always remember—charging less doesn’t necessarily make you more appealing. In fact, it can often do the opposite. So price it right, and stand by it.

#2 Position your offer as an investment

Here’s a secret—people don’t buy coaching; they buy better versions of themselves. So, make sure you’re positioning your service offerings as an investment in their brighter, shinier future. Use stories, testimonials, and a whole lot of confidence to drive home the point that your service is worth every penny.

#3 Communicate the ROI

What will your clients get in return for their hard-earned money? Will they save time? Reduce stress? Grow their business? Land that dream job? Whatever the rewards, make sure they’re front and center. Remember, people aren’t just buying a service; they’re buying results!

Psst, still paying attention? Amazing, here’s more from me on value-based pricing: “Value Ladders: What Are They and Why Should You Care?

Now put it all together and create a service offering that SLAYS!

Let’s recap the key ingredients of a winning service offerings that’ll make your clients weak in the knees:

Get inside their heads, understand their desires and worries, and create a solution that tackles their aspirations head-on. Sprinkle in extras to supercharge their success, wrap it in a delightful content bow, and position your offer as an investment!

Now, it’s time to carefully evaluate your current service offerings and ask yourself, “Does it have the wow factor that will truly captivate clients?” If not, don’t worry! This is your opportunity to refine and add that extra touch of magic, so it stands out and gets results.

Ready to create a service offering that raises the bar? Here’s where we come in. At EMTWO, we’re all about turning ambitious coaching businesses into irresistible brands.

Don’t be a wallflower! Get in touch with me today. Your business—and your future raving fans—will thank you for it!

Cut the BS: How to create a brand message that actually sells

Cut the BS: How to create a brand message that actually sells

A red merle border collie is laying down on a table with a laptop next to her. Under the table you can see the tops of two large baskets. She is looking straight ahead and focused on something we can't see. On the laptop is a screenshot of a branding agency. In the background you can see some greenery inside of an apartment or house.
Photo by Ayla Verschueren on Unsplash

Let’s get real for a minute. Your brand message is the lifeblood of your business. It’s what separates the winners from the “meh, who cares?”, and can really help you cut through the noise online.

But crafting compelling brand messaging isn’t just about throwing around fancy words and hoping for the best.

It’s about connecting with your audience, solving their problems, and making them fall in love with your brand. But don’t worry if creating strong brand messaging isn’t your forté. Stick with me, and I’ll show you how it’s done!

Sharing my successful brand messaging framework, you’ll learn how to inject your brand story, brand personality, and brand voice into your key brand messaging strategy, helping you craft brand messaging that actually sells.

Oops they did it again! Brand messaging blunders to avoid

Before we dive into the good stuff, let’s talk about some of the most common brand messaging blunders I see out there in the wild day in and day out.

Being too vague

If your brand positioning statement is wishy washy, you’ve got a problem. You need to be specific about what you offer and why it matters. Nobody wants to guess what you’re all about. “Experience the future of coaching” just won’t cut it. Sorry.

Focusing on features, not benefits

Newsflash: People don’t buy products or services; they buy solutions to their problems. Focus on the benefits you provide, not just the features of your offerings. “Our coaching program includes 12 weekly sessions, unlimited email support, and exclusive access to our resources.” is great and everything, but how will this solve your clients’ problems?

Ignoring your audience

If your brand positioning statement is all about you, you’re doing it wrong. Your target audience should be the star of the show, not an afterthought. For example, “Our coaching program combines years of experience and expertise to help clients transform their lives,” is all a bit me, me, me. What about the people you’re helping?

Uncovering the brand message that’ll make your audience swoon

Before you can craft brand messaging that resonates, you need to know who you’re talking to and what keeps them up at night.

So, get ready to put on your detective hat! Identifying your target audience and their pain points is crucial to crafting a brand promise that truly speaks to their hearts (and wallets!) 

How to get started? I’m so glad you asked!

Define your ideal customer

Get specific about who you want to serve. Think about demographics, psychographics, and even geographic location. Create a detailed customer avatar to guide your brand messaging.

Uncover their pain points

What problems are your target audience facing? What challenges do they need to overcome? Use market research, surveys, and interviews to dig deep and discover their biggest struggles.

Speak their language

Once you understand your audience’s pain points, you need to communicate with them in a way they’ll understand. Use their words, phrases, and tone to make your brand voice feel like a conversation, not a sales pitch.

The art of persuasion: Crafting a brand message that drives action

Now that you’ve got a handle on your target audience and their pain points, it’s time to create a brand message that hits home and drives action.

Below, you’ll find the key elements of a persuasive brand message and some of my tried-and-true tactics for creating a brand promise that nicely embodies your brand identity, turns heads, and gets results!

Lead with empathy

Show your audience that you understand their struggles and genuinely give a damn about helping them. Use empathy to build trust and create an emotional connection.

Highlight your unique value proposition

What sets you apart from your competitors? How do you solve your audience’s problems in a way that nobody else can? Make your unique value proposition the centerpiece of your brand message.

Keep it simple and clear

Don’t over-complicate things. Keep your brand message short, sweet, and to the point. Use simple language and avoid jargon to ensure your message is easy to understand.

Use storytelling to engage your audience

People are naturally drawn to stories. Incorporate storytelling elements into your brand message to captivate your audience and make your message more memorable.

Focus on the benefits, not just features

Don’t just talk about what your product or service does. Explain how it will improve your audience’s lives and help them overcome their challenges. Highlight the benefits and outcomes they can expect.

Create a memorable tagline or slogan

A catchy tagline or slogan can help reinforce your brand message and make it stick in your audience’s minds. Make sure it’s concise, relevant, and aligned with your overall brand identity.

Test and refine your message

Once you’re happy with your brand message, test it out on your target audience. Gather feedback and use it to refine your message until it resonates strongly and drives the desired action.

Love what you’re learning? There’s more where that came from! Check out my previous blog on branding, “Develop A Brand Strategy For Your Coaching Business With These 10 Steps.

The secret sauce: My foolproof brand messaging framework

Here’s a simple yet effective formula for creating a brand positioning statement that I use all the time. It goes like this:

Problem: Begin by identifying and addressing the problem or challenge your target audience is facing. Make sure to show empathy and understanding of their pain points.

Example: “Feeling stuck and overwhelmed in your career or personal life?”

Solution: Introduce your coaching service as the solution to their problem. Briefly explain how it can help them overcome the challenge.

Example: “Our personalized coaching sessions empower you to break free from limitations and achieve your goals.”

Unique Value Proposition (UVP): Emphasize what sets you apart from the competition and why your target audience should choose your coaching service over others. This should be a concise statement that sums up the most compelling benefits you offer.

Example: “With a unique blend of proven techniques, compassionate support, and customized strategies, we guide you towards lasting transformation.”

Call to Action (CTA): End your brand message with a strong and clear call to action, telling your audience what you want them to do next. This can be a request to visit your website, book a discovery call, or get in touch with you for more information.

Example: “Ready to unlock your full potential? Book a free discovery call today!”

Putting it all together:

“Feeling stuck and overwhelmed in your career or personal life? Our personalized coaching sessions empower you to break free from limitations and achieve your goals. With a unique blend of proven techniques, compassionate support, and customized strategies, we guide you towards lasting transformation. Ready to unlock your full potential? Book a free discovery call today!”

Show-stopping brand messages that won big

Looking for some inspiration? Check out these examples of powerful brand messages from established brands and coaches:

Apple: “Think different.”

Apple’s iconic brand message challenges the status quo and positions the brand as a leader in innovation. See for yourself:

Nike: “Just do it.”

This powerful call to action from Nike inspires customers to take action, no matter the challenge. It’s a message that transcends sports and resonates with a wide range of consumers. See for yourself:

Dove: “Real beauty.”

Dove’s brand message focuses on promoting self-esteem and body positivity, setting the brand apart in the beauty industry. Their Real Beauty campaign has made a significant impact on the way beauty is perceived. See for yourself:

Marie Forleo: “The place to be if you want to create a business and life you love.”

Marie Forleo’s brand message emphasizes personal and professional growth, encouraging visitors to explore her content and services to create the life they want. See for yourself:

Tony Robbins: “Transform your life. Achieve the extraordinary.”

Tony Robbins’ brand message focuses on personal transformation and achieving extraordinary results, inspiring visitors to explore his programs, events, and content to improve their lives. See for yourself:

Brendon Burchard: “Live, love, matter.”

Brendon Burchard’s brand message centers around living a meaningful life by focusing on love and making a difference. See for yourself:

Tap into your superpower: The mighty impact of a strong brand message

A well-crafted brand message can work wonders for your business. It helps you connect with your audience on an emotional level, differentiates you from the competition, and encourages action.

And when you’ve got a message that truly resonates, you’re one step closer to building a community of loyal customers who simply can’t get enough of what you offer!

Ready to create a brand message that stops people in their tracks and leaves them begging for more?

That’s where we come in! At EMTWO, we live and breathe this stuff. We’re ready to help you nail your brand strategy and make your business shine bright like the diamond Rihanna (and your audience) knows it is.

Don’t sit on the sidelines any longer! Make the first move and get in touch with us today. Trust us, your business will thank you for it!

What’s the difference between marketing and branding? What’s more important?

What’s the difference between marketing and branding? What’s more important?

beautiful fluffy tan dog with deep soulful eyes, resting on a bed that is bathed in sunlight
Photo by Brooke Cagle on Unsplash

Ah, the age-old debate. What’s better for your business – branding or marketing? Which one should you invest your time and money into?

A lot of people get really into this discussion (and we mean, really into it). Arguments have been started, fights have broken out, and friendships have ended because of marketing and branding. 

But what is actually better?

If somebody sat down and did a comparative study of these two essential aspects of your business, what would come out on top? Which would be the leading strategy in the fight to gain more paying customers?

See, the thing is, they’re more like two sides of the same coin. One doesn’t really work without the other. You can’t create a brilliant marketing strategy without the power of great branding to back it up, and there’s no point in having a unique brand image for your company if nobody knows about it. 

So, on their own, marketing and branding are fine, but together they’re irresistible: and the perfect combination to enhance your online presence and get new customers through the door. 

You don’t believe me, do you? Okay, fine, let’s get a bit more into it and look at the differences between marketing and branding and why you need both to survive the competitive world of the web. 

Marketing vs branding – what are the differences?

Okay, let’s take a close look at the differences between marketing and branding and consider what might benefit you more. 

Spoiler alert – you will have to do both. Otherwise, your company won’t get very far online, but this will help you decide which aspect of your business to concentrate on first. 

So without further delay, let’s look at how marketing differs from branding.

What is branding?

Your brand is your identity online. It’s what people think of when they talk about your business and how they feel about your company and your services. Without branding, your coaching company is just another face in the sea of online competition. 

With the right branding, you’ll enhance the trust your audience has in you, and you’ll improve your online reputation. An authentic brand is a key to a successful business, and 86% of customers say authenticity is one of the main reasons they buy from a brand.

Branding usually involves:

  • Creating core values and principles
  • Discovering a mission statement
  • Understanding the feelings you want to inspire 
  • Figuring out what makes you unique
  • Unraveling your company’s personality

I see you’ve noticed we haven’t mentioned your logo or brand colors yet? Don’t get us wrong, those are fundamental aspects of your physical branding, but they’re not exactly what your branding is about. 

Your brand includes a lot more than your logo. It’s how you talk to your clients, what tone of voice you use online, how you position yourself in the industry, and how your audience sees you. 

Your branding will also show your audience what they can expect from your business. The more you improve your branding and position your brand proudly online, the more your audience will trust you. 

Now all you have to do is get your brand out there – if only there were a way to do that… 

What is marketing?

Now onto marketing – the best way to get your branding noticed in the online space. But what is marketing, and why is it important?

Marketing is used to deliver your message online and effectively sell your products or services to your target audience. Generally, marketing uses various tools and strategies that allow you to push your offerings to the top of the search results, so your potential clients see them. 

Marketing is all about knowing and asking yourself:

  • What do you want your business to achieve in the future?
  • Who your target audience is
  • Where your target audience is
  • What are your competitors doing and how can you compete?

With a marketing strategy, you’ll understand your audience and how you can reach them by targeting their pain points. Marketing is a very tactical strategy that is constantly changing and upgrading with the current trends. 

There are a lot of different marketing strategies out there, but here are some of the most popular aspects:

  • Pay-per-click advertising
  • Search engine optimization (SEO)
  • Content marketing
  • Social media marketing
  • Email marketing

What is the difference between marketing and branding?

One of the most significant differences between branding and marketing is that one stays the same while the other constantly changes. 

Branding should always be consistent. Whether it’s your email layout, social media, or website, your brand voice, personality, colors, and everything else that has gone into your brand should be the same. 

90% of consumers expect a consistent brand experience across your marketing channels. So if you want your marketing to work well, you should always have consistent branding. 

But marketing is different. Strategies, trends, and algorithms change daily, and if you want your marketing to keep up, you must continuously update and enhance your marketing strategy. 

What should you focus on first – branding or marketing?

Branding is the core of your marketing strategy; without it, your marketing might seem flat or miss your target market completely. Because of this, we’d recommend you start with your branding and move on to marketing once you’ve ironed out all the kinks. 

Why should you focus on branding first?

Marketing and branding aren’t the same things. One isn’t better than the other, but they work together rather nicely. A good marketing strategy is nothing without great branding. You can’t have a complete brand strategy without knowing what you will do with your marketing. 

But, still, when it comes to which comes first, it’s essential to always choose branding. With a strong brand, you’ll be able to build customer loyalty and become recognized as a legitimate and trustworthy business online. 

Thanks to branding, your company will be noticed amongst the sea of competition. Google processes more than 40,000 search queries every second. That’s over 3.5 billion searches every day. So many of these searches will be targeted at coaching companies but will they notice you online? 

If you don’t have a great brand strategy set up and ready to go, then people aren’t going to choose your company from the pack of other coaching businesses they have to choose from. 

Even if you’re only starting your coaching business, you should always define your brand first and set yourself up to provide your audience with a consistent brand experience. You won’t get noticed overnight, but by keeping it consistent every day, your target audience will eventually realize you’re the company they want to work with. 

As a business, your brand is your identity online. Your marketing helps you prove you’re a legitimate business, but your branding will be at the heart of every marketing strategy you create. 

Let’s wrap things up – do you understand the difference between marketing and branding now?

Are the differences between branding and marketing a bit clearer now? No? If you’re still unsure, think about it this way. 

You can create a marketing strategy with all the trending keywords and the most inventive marketing strategy. It might look beautiful and get a lot of traction. But your conversions will be much lower than somebody who did branding first. 

Branding is a timeless connection designed to engage with your potential customers and encourage them to trust your skills. There are a lot of companies out there online and with competition only increasing, setting yourself apart from the others with unique branding is the only way forward. 

If you take anything away from this today, take this. Without branding, you might be successful, but with branding, your successes will be far more impressive, and you might even secure some lifelong customers. 

Want to know how to build the best brand strategy possible for your business to succeed online? Check out this blog we wrote last month!

If you want to speed-run branding success, then we have an offer just for you. 

Our team has experience helping companies craft the best brand strategies possible. Get in touch with our team today to discuss how you can start improving your coaching company’s business processes through effective branding.

Develop A Brand Strategy For Your Coaching Business With These 10 Steps

Develop A Brand Strategy For Your Coaching Business With These 10 Steps

Two dog pals trotting down a brick path with greenery on both sides. The dog on the left is a little bit taller, though both are short. The dog on the left is brown and black, he is looking right into the camera with his tongue out. The dog on the right is a corgi. She is red and white, and her gaze is forward but appears to be looking past the camera. Her tongue is long and hanging out of her mouth. Both dogs appear to be trotting/jogging and having fun.
Photo by Alvan Nee on Unsplash

I hear you. You’re shouting loud and proud about the fantastic branding you’ve put together. You have a logo ready to go, and you even have some gorgeous brand colors you’re ready to splash over everything – but what if I told you that that isn’t what branding is all about? 

Yup, there’s a reason that even with a logo as beautiful as yours, your company is still getting lost in the sea of competition. 

Your brand is really the heart of your business. It’s so much more than just a logo.

It’s what makes you memorable, and it’s what keeps your audience interested in what you have to offer. Your brand is the trust your potential clients have in your capabilities, and it’s the very presence you’ve built for yourself online. 

Without a strong brand strategy, you won’t be able to reach the stage where your brand is recognized as the go-to business in your niche. Without great branding, you’ll just be another business on Google’s long, endless pages.

So when we’re talking about branding, we’re not just focusing on what your website or social media pages look like. We’re talking about how you interact with your audience, what you do to make them feel like you understand their needs, and how you show them that you’re different from your competitors. 

But how do you develop a brand strategy that shows your audience that you’re the right business to work with?

We’re getting to that, don’t worry. 

We’re here to show you ten easy steps you can follow to develop a brand strategy like no other!

How to build a brand strategy that works

Developing a brand that stands out from your competitors isn’t easy, and we’d be lying to you if we claimed it was. It takes time, dedication, and a lot of research, but it’s worth it – we promise!

Now, you’re probably thinking: “Is it really worth all the effort?” We’d say absolutely. Especially with the number of businesses flooding the internet these days. 

Building a brand in an environment with seemingly endless choices for consumers is difficult. But this environment makes creating a brand strategy more critical than ever before. If you want to get ahead of the other brands in your niche, then having a refined brand strategy will get you there. 

So, without further delay – here are ten steps you can take to develop your brand strategy.

Set your goals

If you want the strongest brand online, you must first have a clear plan and goals. Without goals, you won’t have anything to aim for. You’ll just be creating a brand for the sake of having a brand. 

We always recommend setting SMART goals. These are the goals that are:

  • Specific
  • Measurable
  • Achievable
  • Realistic 
  • Time-sensitive

This type of goal will help you focus your branding more and fill you and your team with a sense of accomplishment once you smash through those goals. 

Before you go any further, ensure you have some SMART goals at the ready, so you can aim towards them when developing a brand strategy. 

Understand your audience

You won’t get anywhere without a clear goal, but you also won’t get very far if you don’t understand your audience. You must know who they are, what they want, and how you can help them. 

Think for just a moment, who are your target clients?

Don’t say everybody! This is where many businesses, especially those in smaller niches, make a huge mistake. 

You’re much more likely to succeed online if you have a clearly defined target audience that you know is interested in your offer. 

The easiest way to figure out exactly who you’re targeting is to develop a customer persona. 

A customer persona details information about your ideal client. It includes:

  • Who they are
  • What they want
  • What their pain points are
  • How can you help them
  • Where they live
  • How much they earn
  • What their job is
  • When they check their emails
  • Personal information like their name, age, and how many kids they have

After you’ve set some excellent SMART goals, sit down with your team to develop a detailed customer persona to ensure you’re always targeting the right type of client and not everybody. 

Highlight what makes you different

This is what sets you apart from your competitors. Your pièce de résistance. The most crucial aspect of your entire business. The part that will make your audience go, “wow, I need to work with them!”

Of course, what we’re referring to, are your USPs or your unique selling proposition. This is the unique piece of flavor your company offers your target audience, and it’s the final point that tips the scales in your favor. 

If you want to beat your competitors to the punch, then you have to figure out what makes you special. Then you have to show your potential clients this uniqueness, so they know you’re the right choice to go with. 

Research your competitors

If branding is about working out your uniqueness and why you’re the perfect choice for your audience, then you’ll have to take a deep dive into the companies you share the platform with. 

A little bit of social stalking never hurt anybody! Besides, it’s necessary if you want to discover how you’re different from your competitors and how you can offer your audience more. 

Your goal is to stand out to your audience, so by looking at what your competitors have to offer, you can discover ways to get ahead of them. 

Figure out how to communicate your message

Let’s recap real quick. You’ve discovered what your goals are, you know who your audience is, and you’re aware of what makes you unique. Now what?

Now, it’s time to discover how to communicate this to your audience and secure them as your clients. 

The first thing you have to do is figure out what your audience is like. How do they communicate? What social media platforms are they on? When do they check their emails? 

All of this is vital to the success of your brand’s communication efforts. 

For example, there’s no point in trying to get in touch with Sam at 9 am if they’re already at work and have no access to their phone or email.

Once you know the appropriate time to contact your audience, strike! Schedule emails for this time, and post on social media during lunch breaks or when they check their phone after dinner. 

This will make your communication efforts a lot easier – trust us!

Top tip: Your communication doesn’t end when you’ve sent an email or uploaded a post. If your audience interacts with it by commenting or sharing, don’t forget to comment back! This is great for enhancing your brand awareness. 

Sort out your content marketing

Content marketing is a massive part of your brand strategy because it lets your audience get to know you more. 

By posting content full of valuable, exciting, and irresistible information, your audience will be hooked on your every word. The more you provide them with content, the more likely they’ll think of you when searching for an expert in your niche. 

People trust companies that offer content marketing. If they see that you know your stuff, they’re more likely to work with you – simple as that!

Besides, content is guaranteed to take your brand awareness to a new level. 61% of consumers are more likely to make a purchase from companies that deliver a unique content experience.

Develop your website 

We’re all aware you can’t get anywhere online without a website. A website is your most important tool when it comes to brand development. It’s where your audience turns to if they want to learn more about what you do, how you do it, and how you can help them. 

Your audience won’t take you very seriously if you don’t have a modern, user-friendly, informative, and well-designed website. 

It doesn’t matter how good your message is or how impactful your social media posts are. If your website doesn’t work, your leads won’t bite. 

Know your brand voice

Your brand voice is how you talk to your audience. It’s the words you use, the tone you have, and the verbal persona you take on when a potential client reads your content. 

Knowing your brand voice and having a consistent one are essential to any successful brand strategy, so make sure you know exactly how to talk to your audience. 

It’s essential to ensure that everybody in your business knows and understands your voice so you can stay consistent and your content will succeed online. 

Build a brand toolkit

A brand toolkit is just what you need to keep everything nice and neatly organized. It’s a selection of documents describing your services, branding, voice, audience, and everything else that goes into your brand strategy. 

Why do you need a brand toolkit?

Let’s say you hire a new employee. To avoid having to sit down with them for hours and explain every step of your branding, you can simply send them a toolkit and get them started. 

A brand toolkit is vital for keeping your branding consistent at all times. 87% of consumers believe that brands should provide a consistent experience. 

Track and improve

The final step is the easiest step of all. Once you’ve completed your brand strategy, ensure you’re constantly tracking it. Check analytics and record your progress to see if it’s working for your business. 

If you notice something isn’t working as well as you thought it would, then simply change and improve your strategy to help you reach your goals. 

So, now you know how to create a brand strategy to help your business succeed. If you want some help in your journey to becoming a branding genius – we’d love to help. 

Get in touch with our team today to discuss how you can start improving your coaching company’s business processes through effective branding.