Please note if you've already taken my course, How to Market Yourself as a Coach or Consultant, this course covers the same Branding process, however, it goes into more detail and includes additional exercises. Please be aware there is overlap between the two courses.
Branding is NOT just for big corporations.
Branding is also not just for packaged products like toothpaste and laundry detergent. Or high-priced products like automobiles and electronics.
Branding is crucial for coaches and consultants, too.
It can mean the difference between your business succeeding or you continuing to struggle to get clients and stay afloat.
If you don’t want to be fighting to stand out among a sea of other service professionals in your category, you need a unique and compelling brand to set you and your business apart.
I’ve been branding businesses of all shapes and sizes for nearly 30 years, including:
- Large Corporations
- Small Businesses
- Non-profit organizations
- Independent service professionals (coaches, consultants, and other experts)
I developed a step-by-step proprietary branding process that I’ve been using with my private consulting clients for years. And it works!
In this course I share that exact process with you.
Don’t settle for being just another [fill in the blank] coach, consultant, or service professional.
I want you to think about something for a moment...
- What if you had a name that clearly communicated exactly what you do for people?
- A name no one else was using?
- A name that was interesting, intriguing, and really stood for something?
- A name that truly represented who you are and what you stand for?
- A name that you love and are excited to put on your business?
- Can you imagine what that might do for your business?
It’s time to step out of the generic marketing trap. And that’s exactly what this course will help you do.
I encourage you to watch the Free Preview Videos so you can see all the benefits of branding yourself and your business, as well as my experience in branding. Branding is what I do. In fact, I was doing it long before it became trendy.
This course includes:
- Video lessons that explain every step of the process
- Handouts and worksheets to help you apply the process to your business
- Real-world examples of brands created by other service pro’s just like you to inspire you and get you excited about creating your brand
- Interviews with service professionals who have successfully branded themselves so you won't feel like you're in this alone
- Free and low-cost resources so you can research, create, implement, and protect your brand without breaking the bank
If you’re tired of having to work so hard to stand out, get attention, and get clients, this course is for you.
If you see other coaches or consultants out there with great brand names and you’ve always wished you had one too, now is your chance.
If you’ve ever been confused by exactly what branding is, or how to brand yourself effectively, this course will answer all of your questions and walk you, step-by-step, through the very same process I take my private consulting clients through, for a fraction of the price.
Who is the target audience?
- Independent Coaches, Consultants, and other Experts who make a living selling their expertise or serving clients with their expertise
- The desire to set yourself apart from everyone else who does what you do with a meaningful and memorable brand
What Will I Learn?
Identify the best brand positioning for you and your business, based on WHO you are and WHAT you bring to the business that's unique and compelling
Develop a strategically sound brand that authentically represents you, your business, and what you do for your clients--a brand that only you can own
Ensure the brand you choose is one that attracts your ideal clients
Understand the difference between a brand and a brand name
Develop a meaningful and memorable brand name to represent your chosen brand platform or positioning
Ensure that no one else is using the brand name you want to use
Know how to test out your brand name if you're not sure you're ready to commit to it
Know how to implement your brand across your entire business so you become known for it
Know exactly what steps to take to protect your brand name, so no one else can use it
Curriculum For This Course
A brief welcome message and overview of what this course will cover.
Welcome and Course Overview
Before We Dive In...
In this video I define what branding is, particularly as it applies to service professionals, because that is who this course is designed for. This includes coaches, consultants, and anyone else who makes a living selling their expertise, or serving clients with their expertise.
I want to clarify what branding means for service professionals because there's been a lot of misinformation about this topic spread on the web in the past few years. So in this video I also talk about what branding is NOT. And, we take a look at the difference between Personal Branding, Corporate Branding, and Branding for Service Professionals, because they are different.
In this video I share my background, my experience in branding, and why I'm qualified to teach this course. I also share some examples of the brands I've worked on, and created, encompassing million dollar corporations, international non-profits, small businesses, and service professionals just like you.
As I share my own branding history, you'll also start to see why marketing yourself using your own name is not usually a smart marketing decision, and why identifying your brand platform and adopting a brand name that represents that platform will serve you and your business much better.
About Your Instructor
The Benefits of Branding Yourself and Your Business
A brief introduction to this section covering the benefits of branding yourself and your business.
Why Should You Brand Yourself and Your Business?
An overview of the benefits you can enjoy when you take the time to brand yourself and your business.
In this video I share real-world examples of the results I've seen in my business, in my clients' businesses, and in the businesses of the service professionals I interviewed.
Bonus Materials: Brand Interviews with Debi Silber, The Mojo Coach®
In this lesson you'll meet Debi Silber, The Mojo Coach®. She's one of five service pro's I interviewed for this course. I first interviewed Debi in 2008. I interviewed her again in 2013. You'll find downloadable mp3 audio recordings and transcripts of both interviews so you can listen or read, according to your preference.
A bit of a forewarning... Debi's voice is a little loud on the 2008 recording so you may want to have your finger on the volume control at the start of the interview! It's an older recording and I wasn't able to adjust the volume on just her voice. However, the content of the interview is valuable so I wanted to share it.
PLEASE NOTE: The audio interviews included in this course are Bonus Materials and as such are optional. They're not essential to the steps you're learning. Additionally, they were recorded over the phone which does limit quality a bit. So try to focus on CONTENT and I think you'll find they offer a nice little peek inside the businesses of service pro's who have already gone through the branding process.
The Benefits of Branding
The 9-Step Brand Development Process
A brief introduction to this section.
An Overview of the Steps We'll Be Using To Brand You
In this video I give you a quick overview of my proprietary, 9-step, Brand Development Process. This is the exact same process I take my private consulting clients through.
We'll be going through each step in the process in this course to help you create and implement your brand.
You will also find a PDF of the Brand Development Flowchart that you can download and print out, in the supplemental materials.
The 9-Step Brand Development & Implementation Process
Step One: Finding Out About You and Your Business
A brief introduction to Step One.
Please note: If you are also taking my How to Market Yourself as a Coach or Consultant course, you will notice some overlap between some of the foundational steps and branding exercises. If you've already done the exercises in the other course, there is no need to repeat them here. Just pull out your worksheets and use them to keep moving forward. Or, use this course to further refine your work. Lastly, if you didn't do the exercises in the other course, then dig in here and complete them all.
Because this course is focused solely on branding (and it only represents one step in my How to Market Yourself as a Coach or Consultant course) here you will find additional exercises, more examples, plus interviews with other service professionals who have successfully branded themselves. I recognize branding is one of the most challenging aspects of marketing yourself, and that's why I dedicated this entire course to helping you do it.
Introduction to Step One
In this video I introduce you to The Toolbox Inventory. This is an exercise that will help you gather all the experience, education, and expertise you bring into your business. This is the first step in making sure the brand you create authentically represents you.
Be sure to download and print out The Toolbox Inventory worksheet so you can complete your inventory.
You will notice I have included all of the worksheets you'll be completing in this course, in both PDF and MS Word format. Simply choose the format that works best for you.
The Toolbox Inventory
In this video I introduce you to the concept of mining your personal story, to further help you create a unique and authentic brand. Many things have brought you to this stage in your life, and to this business. The more you can understand how those events and milestones have shaped you, the easier it will be to create a brand that uniquely represents you.
Be sure to download and print out the accompanying worksheet so you can mine YOUR story.
Mining Your Personal Story
For your brand to be authentic, it needs to represent your values or what you stand for. This brief exercise will help you get in touch with your core values so you can make sure the brand you create is congruent with who you are. This will make it a lot easier to consistently communicate your brand platform.
Be sure to download and print out the accompanying worksheet so you can identify YOUR core values.
Identifying Your Core Values
In this video I introduce a concept I call "Brand Stand." Every brand must stand for something. A core idea. A concept. A promise. Here I share examples to help you understand this concept and to inspire you, so you can decide what you want YOUR brand to stand for.
Be sure to download and print out the accompanying worksheet so you can uncover YOUR Brand Stand.
Identifying Your Brand Stand
In this video I share several personality quizzes you can take to make sure the brand you create authentically represents you. These are fun and easy quizzes designed to help you get in touch with WHO you are... a critical component in your branding.
I also share some examples to help you understand the role personality plays in branding.
Be sure to download and print out the accompanying worksheet so you can take the quizzes and uncover YOUR personality.
Step Two: Understanding Who Your Ideal Clients Are
A brief introduction to Step Two.
Introduction to Step Two
In this video I explain why you need to understand who you're selling to in order to create your brand. I walk you through some questions you can ask to help you better understand your ideal clients, and I share plenty of examples to inspire you.
Be sure to download and print out the accompanying worksheet so you can create a detailed profile of YOUR ideal client.
Identifying Your Ideal Client
Step Three: Identifying Your Promise
A brief introduction to Step Three.
Introduction to Step Three
In this video I share an exercise I call the Pain-Promise exercise. It will help you see what you do from your client's point of view; a necessity if you want to market to them successfully. And a key factor in helping you identify what it is you are really selling (Your Promise).
I also share some examples to help you better understand this process.
Be sure to download and print out the accompanying worksheet so you can identify YOUR Promise.
The Pain-Promise Exercise
Step Four: Uncovering Your Brand Platform
A brief introduction to Step Four.
Introduction to Step Four
In this video I will help you identify your brand platform, or what you want to be known for.
This can be challenging for some people because it requires you to focus on ONE idea or concept. But I highly encourage you to accept this challenge. It has the power to totally transform your business and the effectiveness of your marketing. And, this focus is crucial if you want to come up with a brand to effectively represent you.
Don't worry, I share lots of examples to help inspire you.
Bonus Materials: Brand Interview with Beth Barany, Creativity Coach for Writers
In this lesson you'll meet another service professional I interviewed about her brand. You'll find a downloadable mp3 audio recording and a transcript so you can listen or read, according to your preference.
How to Uncover Your Brand Platform
Step Five: Creating Your Brand
A brief introduction to Step Five and the Brand Brainstorming process.
Be sure to download the accompanying handout so you can use each of the four brainstorming strategies to help you come up with a brand name you love, that authentically represents you and your platform, and that is memorable.
Introduction to Step Five
In this video I share some tips and pointers to help you create a unique and memorable brand name. You'll want to understand these tips before you proceed with brainstorming your own brand name.
Tips for Creating a Memorable Brand Name
In this video I introduce you to the idea of using Analogies to create your brand name. I also share lots of examples to help you understand how this idea works, and to inspire you.
Be sure to download and print out the Brand Brainstorming handout. It details all four of the strategies I will be sharing with you.
Brand Brainstorming Strategy #1
In this video I introduce you to the idea of using Appended Words (putting words together) to create a unique brand name. I also share more examples to help you better understand how this idea works, and to inspire you.
Brand Brainstorming Strategy #2
In this video I introduce you to the idea of using Adopted Words (words you adopt to represent who you are and what you stand for) to create your brand name. I also share more examples to help you better understand how this idea works, and to inspire you.
Brand Brainstorming Strategy #3
In this video I introduce you to the idea of using Alliteration (words that all begin with the same letter) to create a memorable brand name. I also share more examples to help you better understand how this idea works, and to inspire you.
Brand Brainstorming Strategy #4
Step Six: Researching Potential Brand Names
In this introduction to Step Six, I share why it's so important to research potential brand names BEFORE you begin using them, along with some quick, free, and easy ways to do the research yourself.
Unfortunately, this is the step most often overlooked by service pro's who are branding themselves without professional help. Skipping this step can lead to brand and trademark infringement and all kinds of problems that are SO easy to avoid.
While I am not an attorney and I can't give you legal advice about researching or protecting your brand, I can share information so you are aware of some quick and easy things you can do on your own to make sure the brand name you want to use is not already being used by someone else. You may also choose to get legal assistance to further ensure the name you want to use is available. That will be up to you.
My goal with this course, and with this Step and Step 9 in particular, is to educate you so you don't make easily avoidable mistakes and so you can avoid the all the problems that result from infringing on someone else's brand name.
Be sure to download and print out the accompanying handout to help you research your potential brand names.
Introduction to Step Six
In this video I talk about researching potential brand names before you start using them.
Why You Must Research Potential Brand Names
In this video I show you how a quick and easy Google Search can tell you if someone is already using the brand name you want to use. It's also a great way to monitor usage of your brand name once you've adopted it. On numerous occasions this is how I have discovered other business consultants using my brand name, and it has enabled me to take steps to protect my brand and ensure they stop using my trademarked brand name.
Brand Research Technique #1
In this video I show you how to do a quick domain name search to find out if someone has already registered the brand name you want to use as a website domain name, another indication the name may already be in use by someone else.
Brand Research Technique #2
In this video I show you how to do a quick U.S. Trademark Search to find out if anyone has trademarked the brand name you want to use.
Note: If you own and operate your business outside the U.S. you can use this lesson as a guide and then locate your country's trademark office or website and search there.
Brand Research Technique #3
In this video I show you how to find, and do a quick state-level search to find out if anyone has incorporated a business in your state using the brand name you want to use. This is just ONE more free and easy way to find out if someone is already doing business using the brand name you want to use.
Please note: If you're doing business outside the U.S. you can use this video as a guide and then locate your local resource for doing a similar search.
Brand Research Technique #4
In this video I show you how to find, and do a quick local-level search to find out if anyone is doing business in your county as the brand name you want to use. This is just one more way to go all the way down to the local level to research your brand name.
Please note: If you're doing business outside the U.S. you can use this video as a guide and then locate your local resource for doing a similar search.
Brand Research Technique #5
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