Building your brand identity is critical for you to be recognized as a coach. When most people think of their brand, they think of their logo, and in reality it is so much more.
Brand Identity is Being Seen
Your brand is how you want to be seen in the marketplace. Your images and video content must create an emotional connection with your ideal client to resonate with them that you can help. You want to pull them in and encourage them to learn more.
Choosing the right components is important to your overall look. These components may include color, typography, logo, photography, and other graphic representations. You want them all to be in alignment to carry the same feel and connection to your Ideal Client.
Your brand identity is how you will be seen in the marketplace.
Choosing Color
Color is more important to your brand identity than you realize. Color has the power to influence. According to Fiverr.com, studies show that “a product’s color influences 60-80% of a customer’s purchasing decision.” Keep in mind who your ideal client is when making your final decision.
There are free color palettes online, such as Canva.com and Coolors.com. You can even use paint chips from your favorite hardware store to get an idea of what you like and what colors complement one another.
Graphic Design
Graphic Design is the process of creating visual content that “speaks” to your ideal client. This can include memes, infographics, logos or a quote on a pretty photograph. These become marketing assets for you and part of your overall brand identity.
Often coaches struggle with creating their own designs when it can be cost effective to outsource it to an expert. You can find professionals on websites like Upwork.com, Design Pickle or Freelancer.com.
Remember what coaches do best? They coach! Stay in your lane!
Photography
Stock photography can be easy to find and inexpensive – even free. Enter terms like “free photos” or “business photos” to find websites that have a wide variety of photography. Choose photos that relate to your ideal client and your business focus. This will attract more prospects because the photographs resonate with them.
Stock photography is inexpensive or free.
Font
When choosing a single or multiple fonts, there are several things to keep in mind. Fonts can have a “personality” and convey different feelings about you and your coaching practice. Choose a font that is easy to read and allows your messaging to come through. Avoid using too many fonts in a piece of content (two should be enough), because more can be distracting.
Once you have made your font selections, be consistent and use them throughout all of your materials.
Extra Tips
Look at your competitor’s imagery and photography to see what they have used. Start simple and identify a few basic marketing pieces you want to have created. Work with a professional to get the best results, or if you are on a budget, find a teenager.
Once you have your designs drafted, share them with your mentor or other coaches for input. Test them in the marketplace and track your results for attracting new prospects or measure increased engagement on your social media.
As you expand and create more materials, remember to maintain a consistent brand identity.
Check out The Coach Business Guide: The Path to Launch and Grow your Coaching, Practice, Chapter 26 – Developing Your Brand and Chapter 27 – Marketing Assets
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