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Brand: Stand out from the crowd?
Branding means finding a way to stand out from the crowd. Are you a brand?
Bill, one of my clients, is trying to build a training practice. When I ask him what he wants to do, what kind of coaching, he says that he wants to help people achieve their goals and be more in touch with themselves.
Mary is also starting a training practice. She says that she wants to help clients discover who they are and make great strides in their careers.
All good coaches help their clients touch the source, as I call it, discover their strengths, and set and achieve new goals. All chiropractors offer spinal adjustments. All businesses that sell widgets, sell widgets.
Why would anyone choose Bill or Mary then, instead of one of the tens of thousands of trainers out there?
"90% of coaches feel that they are very different from other coaches," says William Arruda, The Branding Coach, who has 20 years of experience in international brands. "However," he adds, "only 10% feel that their differentiation is visible to others." your ideal customers." William helps individuals and businesses define their unique value promise and build strong, memorable brands.
Now let me tell you about Bill and Mary as I see them. Bill worked with autistic children for 15 years. He is empathetic, gentle, well versed in psychology and has led many men's growth groups. We are working on defining his ideal client.
Mary comes from a corporate background, an HR professional with an MBA. She is focused, energetic and thinks "career" first. She knows her ideal client: women in middle management.
Each coach has a very different background, personality style, and preferred ideal customer. How to convey this is what the brand is all about. It means finding a way to stand out from your peers in a way that helps your ideal clients find you. Are you a brand?
