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4 Strategies to Develop a Brand Voice that Resonates

Posted by Natalie Jobity | May 13, 2021 | Comments (4)

As a professional coach, your brand represents what I like to refer to as your Who and your Do—the best of your innate brilliance coupled with your expertise in the coaching niche or areas you focus on. When those two aspects of yourself are fully integrated into your brand, the result is transformative because it will represent the best of who you are and what you bring to the table. This combination is what will draw your ideal clients to you like bees to honey.  

But you may be wondering how best to communicate about your brand sthat it resonates with your target audience. Here are four strategies that can help you connect with confidence.  

1. Be authentic 

This goes without saying, but many coaches feel they need to communicate a certain way to get noticed. This is far from the truth. Your communication connection is only as strong as your ability to be vulnerable, real and relevant. Communicating authentically allows your ideal client to get a sense of your heart even when you’re not talking about yourself.  

As a coach, our clients want to know we are there for them, that we care, that we understand their individual challengesThe most natural way to demonstrate this is by leaning into authenticity.  Your clients don’t need you to present a perfect front. They just need you to be true to who you are and bring your amazing skills to your engagements with them. When you communicate with them on your website or social media or in your newsletters, blog posts or podcastsetc., speak the way you normally do and communicate from your heart. Strong emotional connection, which is the key to resonance, is fostered in authentic connection. Don’t try to be or communicate like another famous coach you admire. Just be you.  

2. Don’t be the hero in your brand narrative; be the guide.  

It is so tempting for coaches to focus on their credentials, experience and expertise, thinking that this is what gets a prospect to convert to a client. While these are important, it is more important, especially on your website, to communicate why potential clients should trust choose you. You accomplish that by letting them know how much you understand their situation and challenges and by presenting your services as a coach as a solution and pathway to getting them to the life they truly desire.  

There is a time to toot your own horn, but when it comes to your website’s content, less is more  meaning, talk less about you and more about your ideal client.  When you make it all about your client and not yourself, you can connect organically with them. In your content, your client needs to be the star, the hero,” and you make this apparent by focusing on their needs, challenges, frustrations, hopes and aspirations. You need to position yourself as the guide, demonstrating how your coaching sessions, programs, workshops, or webinars resolve their challenges and provide them with the ideal vision they have for their life 

3. Communicate why your niche needs youspecifically. 

This principle gets to the heart of the importance of niching your audience and your services as a coach. Niching allows you to communicate directly to your target because you can speak directly to their pain points and desiresIt’s a powerful communication and differentiation strategy. 

Niching your audience is about identifying the specific group of people you are meant to serve. We all have different strengths, passions, life experiences and expertise which affects the kind of clients we attract. Are you coaching technology leaders? High school teachers? Homeschooling mothers? Service-oriented entrepreneurs? The narrower you can get with your niche, the more targeted your communications can be 

Niching your services is about the type of coaching services you offer. Are you a leadership coach? If so, what type of leadership coaching do you offer? It’s not enough just to say you’re a coach. You have to drill down further to differentiate yourself in the marketplace 

To be successful in attracting your ideal client, it’s all about how narrow you can nicheWhen you can be as specific with your target audience such as, “I coach highly creative and intuitive women,” then you’re well on your way to crafting content that specifically gets the attention of that specific group of individuals. And that’s powerful!  

4. Remember the KISS principle. 

This final point is pretty straightforwardYour communication only connects when your niche understands what you are saying. KISS” is an acronym that stands for Keep It Short and Simple. Overly contrived language, complicated sentence structures, jargony language, all deprive your audience of clarity, which is key to successful communication. Plus, it can portray you as aloof and disconnected, which no coach wants to do. If you can keep your language simple, avoid jargon and speak clearly, you can powerfully connect with your ideal audience. 

Headshot of author Natalie Jobity

Natalie Jobity

Natalie Jobity, MBA, CPLC, As "The Brilliance Unveiler," Natalie Jobity leverages more than a decade of experience empowering hundreds of women as an image consultant and now as a leadership and career coach of The Unveiled Way. She works with high-achieving women at career crossroads to unveil their brilliance, so they're positioned to be unstoppable leaders and trailblazers in their arena. Natalie’s second book titled, It’s Your Time to ShinemGirl: Own Your Brilliance, Step into Your Influence, and Lead Like a Trailblazer, will be published in the Fall of 2022.

The views and opinions expressed in guest posts featured on this blog are those of the author and do not necessarily reflect the opinions and views of the International Coach Federation (ICF). The publication of a guest post on the ICF Blog does not equate to an ICF endorsement or guarantee of the products or services provided by the author.

Comments (4)

  1. cindy_magnetoconsulting@outlook.com says:

    Thank you Natalie for this simple yet comprehensive piece on developing your brand voice. The timing of my finding this today, as I sit down to update my website was just the boost I needed to move confidently into action.

  2. Alex says:

    Really helpful. Thank you so much Natalie

  3. Cindy, I’m so glad this helped you at just the right time. Yay!! I promise if you put these ideas into practice you will notice the difference.

  4. So happy you found this helpful Alex. Thanks so much for reading!

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