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Here’s All You Need to Know About Branding for Coaches

Here’s All You Need to Know About Branding for Coaches

Check out our ultimate guide to branding for coaches, and establish a firm image for your company. Plus, discover five excellent branding examples.


Some of the most renowned coaches in the industry — no matter their specialty area — have one thing in common: a strong brand. And if you look at your favorite celebrity coach’s website for proof, you’ll see a defined and consistent logo, color scheme, overall brand image, and a voice representing their work. 

While a solid brand doesn’t make you famous, you must have an impactful image that stands out to reach new clients. This is especially true because the coaching industry continues to grow, bringing many entrants into the mix.

But looking unique to potential clients is challenging. You need a recognizable or memorable feature in your business, which is only possible through strong branding. 

Learn about personal branding for coaches, and create an unforgettable image to attract potential clients and give your practice an even more professional look.

Why is personal branding important? 

A brand is the image viewers associate with your company and potentially the first thing that comes to mind when they think of it. Just like you can recall the logos of your favorite clothing brands or restaurants in an instant, your clients should be able to identify what makes your business unique. 

A good brand helps viewers who know little about the company understand the organization, its products and services, and the founder. Brands represent a company’s values, mission statement, and personality. 

How to build a personal brand with four elements

Business owners can create solid and intentional images by understanding what goes into a great brand. Here are four critical considerations for your coaching brand strategy:

  1. Beliefs: A coach starts dreaming up the perfect business branding scheme by writing their thoughts. Ask yourself what values are core to your practice, then translate these ethics into visual elements. Flashy graphics, for example, may look spammy and generate mistrust, while refined color palettes and fonts put an audience at ease. Visual elements are a language; you can speak it better when you’re clear on what to say. 
  2. Personality: You want your brand to fit with other coaching companies, but you also need your image to stand out –– that’s challenging. As you look at competitor brands, note popular elements. Perhaps you’ll notice that most coaches stick to specific colors or font styles. You may want to stay in this vein so viewers immediately recognize your company as a coaching practice. But put your spin on it. Hone your voice, create a palette that feels like you and your coaching niche, and use unique images and graphics. 
  3. Value proposition: Understand your services’ scope before designing. This will help you craft texts and create a consistent brand voice. Think about what you want to offer your coaching clients. Is it better productivity or improved health? Whatever the case, your brand voice should confidently relay that you possess the skills to help clients achieve these goals.
  4. Visual consistency: As the name suggests, visual consistency means the same visual components across the board. It’s one of the most important branding rules. No one can recognize a company’s brand if it’s different every time they see it. Create a firm set of guidelines around which fonts, colors, and logos you’ll use anywhere you market your business. 


It’s time to put your powerful personal brand to use 

Once you’ve created a brand, the next step is to publicize it. Here’s how:

  • Showcase the brand on different platforms: If you have existing social media accounts and a coaching website but the colors and fonts don’t match on either platform, it’s time to rebrand. But if you’re just starting out, create these spaces with your brand elements in mind. Remember, consistency is key, so do your best to stick to the right fonts and colors. Know your color codes (HEX or similar) to take the guesswork out of getting the hues to render the same way on all your platforms. 
  • Live by your brand’s values: Pay attention to your image by consistently presenting your brand. If you’re known for your positive vibe, skip writing a cranky review online or ranting about your day on social media. People have moods, but brands don’t, and you want any information associated with your company to represent its core values. Ensure your client communication demonstrates your brand. For instance, if you’re a life coach, use a memorable catchphrase –– something as simple as “don’t forget to stay positive.” This will help clients connect you with your brand and niche.  
  • Help others spread the word right: When you ask friends, family members, and previous clients to spread the word about your brand, give them the tools to do so. Create a comprehensive PDF around your services and control all design aspects to reflect your branding. 

5 personal brand design examples

Sometimes, getting started takes inspiration, especially if you’re new to graphic design. The following five examples demonstrate how consistent fonts, visually appealing color schemes, and a clear voice build a strong base.

  1. Lisette Leuftink: Leuftink is a curiosity coach whose clean, neutral webpage and controlled font scheme offer easy-to-read, attractive graphics for viewers. Her page’s coherent look is an excellent example of how coaches can make the most out of a few impactful colors and fonts. 
  2. Lisa Pepper-Satkin: Funky and approachable, this executive therapeutic coach’s site represents her daring attitude in bold colors and eye-catching fonts. Pepper-Satkin’s voice is strong and makes readers feel like they can do anything from the moment they land on her page. 
  3. Katie Dillingham: This relational coach’s laid-back color scheme and muted photos establish a pensive feel, resembling her practice. Her branding is a master class in representing a business’ energy through graphic choices. 
  4. Jimmy Turner: Life coach Turner opts for clean, business-like branding, using traditional fonts and colors associated with academia. This is the perfect choice for a coaching business with an intellectual focus. 
  5. Susan Shaw: The branding elements of Shaw’s site reflect her entrepreneurial spirit, balancing dark corporate colors with more lighthearted, contemporary fonts. Her brand says “trailblazer,” which is what she empowers women to be. 

Grow your business with Practice

Whether you’re building a strong social media game, designing a website, or setting up an entire coaching practice, we’re here to help. Practice aims to make coaches’ lives easier by publishing trending and much-needed content as well as coach-friendly tools for smooth client management.  

Check out The Practice Blog for more tips on how to do everything from running productive sessions to getting the right insurance. Plus, find out how to write an excellent coaching bio, market your services, promote your content with SEO, and establish a voice representing your brand identity.

While you’re at it, get your hands on our Client Management Software, designed with coaches and small businesses in mind. The tool allows you to manage a client portal, send files and contracts, and receive payments –– all in one place. Try it today.

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