{"id":12918,"date":"2023-10-22T10:13:06","date_gmt":"2023-10-22T09:13:06","guid":{"rendered":"https:\/\/trustedcoachdirectory.com\/?p=12918"},"modified":"2024-02-19T10:41:47","modified_gmt":"2024-02-19T10:41:47","slug":"make-your-brand-human","status":"publish","type":"post","link":"https:\/\/trustedcoachdirectory.com\/make-your-brand-human\/","title":{"rendered":"Make your Brand Human"},"content":{"rendered":"<p><strong>The benefits of making your brand human include:<\/strong><\/p>\n<ul>\n<li>Increasing your brand attraction factor<\/li>\n<li>Growing affinity with clients<\/li>\n<li>Creating authenticity<\/li>\n<li>Building competitive advantage<\/li>\n<\/ul>\n<p>As Scott Talgo sums up \u201cA brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.\u201d<\/p>\n<p><strong>Creating the \u2018who\u2019 of your brand may not be on your radar, yet it\u2019s one of the foundations of your marketing strategy and approach.<\/strong><\/p>\n<p>ChatGPT put \u2018develop a strong brand identity\u2019 2<sup>nd<\/sup> in a list of 15 activities that could make your business attractive to clients. Here\u2019s the list for reference:<\/p>\n<ol>\n<li>Identify Your Niche<\/li>\n<li><strong>Develop a Strong Brand Identity<\/strong><\/li>\n<li>Professional Website<\/li>\n<li>Content Marketing<\/li>\n<li>Client Testimonials and Case Studies<\/li>\n<li>Offer Valuable Free Resources<\/li>\n<li>Networking and Industry Involvement<\/li>\n<li>Professional Appearance and Demeanour<\/li>\n<li>Certifications and Qualifications<\/li>\n<li>Transparent Pricing<\/li>\n<li>Client-Centred Approach<\/li>\n<li>Continuous Learning<\/li>\n<li>Referral Programme<\/li>\n<li>Thought Leadership<\/li>\n<li>Professional Partnerships<\/li>\n<\/ol>\n<p>The explanation for developing your strong brand identity is summarised as:<\/p>\n<ul>\n<li>Create a clear and compelling brand identity that reflects your coaching style and values.<\/li>\n<li>Ensure that your brand messaging is consistent across all platforms.<\/li>\n<\/ul>\n<p>Both of which are excellent aims, so in this blog I\u2019ll focus on brand identity.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Craft your brand identity\u00a0<\/strong><\/h4>\n<p>You\u2019ll notice that I say brand identity and not brand logo. This is because your brand identity comprises much more than your brand logo, whilst the role of your logo is to express your brand identity.<\/p>\n<p>Here\u2019s a definition of \u2018brand\u2019 from the Chartered Institute of Marketing:<\/p>\n<p><em><strong>\u201cThe best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses.\u201d<\/strong><\/em><\/p>\n<p>So, once you\u2019re clear on your target clients, coaching focus and your value proposition (the reasons clients will prefer to buy from your business instead of another), you can begin crafting your brand identity which starts with your key brand intangibles.<\/p>\n<p>I like to describe these intangibles as the:<\/p>\n<ul>\n<li>Why (why your business exists)<\/li>\n<li>How (how your brand operates) and<\/li>\n<li>Who (who your brand is and what it stands for)<\/li>\n<\/ul>\n<p>The magic of these core brand intangibles is that <strong>your<\/strong> combination of why, how and who is very difficult to copy.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12921\" src=\"https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/11\/Why-Brand-Purpose-300x180.png\" alt=\"\" width=\"544\" height=\"326\" srcset=\"https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/11\/Why-Brand-Purpose-300x180.png 300w, https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/11\/Why-Brand-Purpose.png 750w\" sizes=\"(max-width: 544px) 100vw, 544px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><strong>\u2018Why\u2019 is your brand purpose\u00a0<\/strong><\/h4>\n<p>Why did you set up your business? You may have a personal \u2018why\u2019 aligned with your business purpose. Simon Sinek says people buy into why you do what you do, more than what you do.<\/p>\n<p>So, your aim is to align your brand purpose and passions with your target client wants and needs (even if they don\u2019t know it yet).<\/p>\n<p>You could consider:<\/p>\n<ul>\n<li>Why you want to make a change in the world<\/li>\n<li>Who you want to make a change for<\/li>\n<li>How it will make a difference \u2013 however big or small<\/li>\n<\/ul>\n<h4>.<\/h4>\n<h4><strong>\u2018How\u2019 is your brand values\u00a0<\/strong><\/h4>\n<p>Your key question is what does your brand believe in?<\/p>\n<p>Your brand values matter because they set the moral compass of your business and determine how your brand behaves with others \u2013 from clients and employees to suppliers and stakeholders. In a nutshell, your brand values shape the attitudes, behaviour and culture of your business.<\/p>\n<p>And brand values matter because shared values attract like-minded clients. As Howard Schulz says \u201cIf people believe they share values with a company, they will stay loyal to the brand.\u201d<\/p>\n<p>When shaping your brand values, you could consider:<\/p>\n<ul>\n<li>Desired Behaviour and Traits<\/li>\n<li>Commitment to Rights and Causes<\/li>\n<li>Unshakeable Business Practices<\/li>\n<li>Distinctive Company Culture<\/li>\n<\/ul>\n<p>.<\/p>\n<h4><strong>\u2018Who\u2019 is your brand personality\u00a0<\/strong><\/h4>\n<p>Having a distinctive brand personality \u2013 irrespective of your brand name and the number of people in the business \u2013 helps to develop your brand \u2018know, like, trust\u2019 factor.<\/p>\n<p>It\u2019s an essential component in creating affinity and emotional connections with your target clients.<\/p>\n<p>\u201cIt\u2019s about bringing who you are to what you do and how you do it.\u201d Say PwC<\/p>\n<p>When determining your brand personality you could imagine your brand is a person and consider:<\/p>\n<ul>\n<li>How your brand behaves (based on your brand purpose and values)<\/li>\n<li>How your brand looks &#8211; your brand style (based on your brand colours and imagery)<\/li>\n<li>How your brand speaks and listens (your tone of voice and vocabulary)<\/li>\n<\/ul>\n<p>I\u2019ll give the last word to Walt Disney who understood about creating emotional connections <em><strong>\u201cUntil a character (your brand) becomes a personality it cannot be believed\u201d.<\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12286\" src=\"https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/07\/Lynne-Stainthorpe-300x300.png\" alt=\"\" width=\"178\" height=\"178\" srcset=\"https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/07\/Lynne-Stainthorpe-300x300.png 300w, https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/07\/Lynne-Stainthorpe-150x150.png 150w, https:\/\/trustedcoachdirectory.com\/wp-content\/uploads\/2023\/07\/Lynne-Stainthorpe.png 768w\" sizes=\"(max-width: 178px) 100vw, 178px\" \/><\/p>\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/lynnestainthorpe\/\" target=\"_blank\" rel=\"noopener\">Lynne Stainthorpe<\/a> is a brand strategist who works with coaches, consultants and therapists to make your brand human, relevant and distinctive, so that your business stands out, grows affinity and creates impact. She is a LinkedIn Top Voice.<\/strong><\/p>\n<p>Lynne uses a proven process to develop your brand identity, personality and tone of voice, based on your brand vision and values. She gets to the heart and soul of your brand and brings it to life throughout your branding and marketing collateral. She helps position and package your services, and develop your value proposition, so that you can communicate your brand message effectively and consistently within a flexible framework.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019re a coach who wants to make a difference for your clients, so how do you differentiate your business?\u00a0<br \/>\nAnswer: make your brand human and distinctive, and create authentic relationships\u00a0<\/p>\n","protected":false},"author":183,"featured_media":12920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[100],"tags":[111],"class_list":["post-12918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communication"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make your Brand Human - 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