Branding for Coaches - Ep #46

 
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Branding for coaches is more than logos and colors; it’s about creating a meaningful connection. A strong personal brand sets you apart and attracts clients who align with your vision and values.

In this post, me and my guest Carol Gaffney - a brand positioning strategist, will share practical tips to help you craft a brand that feels authentic to you, so you can connect with the clients who truly appreciate what you bring to the table.

We cover:

  • What is a personal branding and why you need it

  • How to get the brand clarity

  • The common branding mistakes

  • When it’s time for a rebrand

Carol Gaffney is a Brand Positioning Strategist and co-founder of Gaffney Studio based in Dublin Ireland, where she helps entrepreneurs and businesses elevate their brand through strategic and authentic brand photography. With a unique approach rooted in Carl Jung’s brand archetype theory, Carol designs photoshoots that visually express a brand's personality and create a lasting emotional connection with the audience.

FOLLOW CAROL: visit her ⁠website

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EPISODE SUMMARY:

Building a personal brand isn’t about creating a polished, perfect image. It’s about showing up as you—clear, intentional, and real—so you connect with the clients who truly resonate with your work.

As a coach, your brand has the power to attract clients who align with your values and vision, but only if it reflects the heart of who you are.

What Exactly Is a Personal Brand?

A brand is more than colors and fonts; it’s how people feel about you and the experience you offer.

Ask yourself: How do I want clients to feel after working with me? Create an emotional connection by being authentic and clear about who you are. Your clients will remember the impact you made on their lives, not the hex code of your logo.

Define Your Brand Positioning

Brand positioning is the unique place you hold in your clients’ minds, distinguishing you from other coaches. Consider where you fit in the coaching space: Are you a high-end mentor or a relatable coach for beginners? Positioning clarifies your offer and helps clients instantly know what you’re about and why they should choose you over others.


FOR FEMALE COACHES

Branding Made Easy Guide

Find your brand vibe in minutes. Choose from six ready-to-use color schemes with matching fonts to start attracting clients who truly get you.

GRAB THE GUIDE HERE >>


Gain Brand Clarity First

Before investing in visuals or crafting catchy taglines, focus on brand clarity. This means knowing:

  • Who you are and your mission

  • Who you want to serve/ work with (and who you don’t)

  • Your core values

Identifying the wrong-fit clients is as important as attracting the right ones. This clarity saves you from draining, mismatched clients and helps you build a fulfilling business with those who truly appreciate your work.

Create a Consistent “Feeling” in Your Brand

Visuals are key in creating a brand “feeling.” For example, if your coaching is rooted in compassion and warmth, choose soft colors, relaxed settings, and inviting facial expressions in photos. If you’re about motivation and energy, go for bold colors and dynamic, confident poses. Every detail—from the images on your website to the font on your social media—should evoke the right emotional response.

Be Consistent Across All Platforms

Consistency builds trust. If clients see a different version of you on every platform, they’ll feel confused—and confused people don’t buy. Use the same colors, fonts, and tone of voice on your website, social media, and emails. This uniformity reassures clients, making them feel they know you well and can trust you.

Avoid Common Personal Branding Mistakes

Don’t try to appeal to everyone. A broad message dilutes your impact. Be specific about who you serve, allowing you to create a powerful, targeted message.

Stay visible, even if it feels uncomfortable. You’re not showing up for vanity—you’re here to serve your clients. Get comfortable with visibility because it’s essential for building connection and trust.

Know When It’s Time for a Rebrand

If you’re attracting clients who drain you or feel misaligned with your direction, it might be time to rebrand. A rebrand is not just a logo change; it’s a recalibration of who you are and who you want to serve. By evolving your brand, you’ll attract clients who genuinely resonate with your message and values.

Final Thoughts: Building a Brand that Feels Like You

Your personal brand is a blend of who you are, what you believe in, and how you serve. By staying clear, consistent, and true to your values, you’ll attract clients who truly appreciate and value you. Ask yourself: What emotions do I want my clients to feel when they interact with me? With that clarity, the rest—photos, websites, colors—will fall into place naturally.


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