Branding: Do You Stand Out From the Crowd?

Branding means finding a way to stand out from the crowd. Are you branded?
Bill, one of my clients, is trying to build a work practice. Once I ask him what he wants to do, what kind of coaching, he says he wants to help folk reach their goals and get much in touch with themselves.

Mary is likewise starting a work practice. She says she wants to help clients find out who they are, and do great strides in their careers.

All nice coaches help their clients touch the source, as I call it, learn their strengths and set and reach new goals. All chiropractors offer spinal adjustments. All businesses that sell widgets, sell widgets.

Why would-be causal agency choose Bill or Mary then, instead of one of the tens of thousands of coaches out there?

“90% of coaches feel they are extremely differentiated from else coaches, says William Arruda, The Stigmatisation Coach, who’s had 20 years experience in international branding. “Yet,” he adds, “only 10% feel powerfully that their differentiation is visible to their ideal clients.” William helps individuals and businesses define their unique promise of value and build strong, unforgettable brands.

Now let me tell you just about Bill and Mary as I see them. Bill worked with unfit children for 15 years. He’s empathic, gentle, versed in psychology, and has led many an men’s growth groups. We’re working on shaping his ideal client.

Mary comes from a corporate background, an HR professional with an MBA. She’s focused, forceful, and thinks ‘career’ first. She knows her ideal client – women in middle management.

Each coach has a really some background, personality style and preferred ideal client. How to get this across is what stigmatisation is about. It means finding the way to stand out among your peers in a way that helps your ideal clients find you. Are you branded?

About the Author

Susan Dunn, The EQ Coach, Worldwide EQ. Emotional intelligence work to enhance all areas of your life - career, relationships, midlife transition, resilience, self-esteem, parenting. EQ Alive! - excellent, accelerated, inexpensive EQ coach certification. Susan is the author of many ebooks, is wide publicized on the Internet, and a regular speaker for cruise lines. For marketing services go here.