You’ve heard it before. The next “big breakthrough approach” for creating change in people’s lives.
Whether it is the Law of Attraction, Neurolinguistic Programming, Coaching for Peformance, Demartini Facilitation, Psychotherapy, Family Therapy, Counselling, Transpersonal Coaching, Kinesiology, Matrix Energetics… the list goes on. And it’ll keep going – forever.
Everyone is promising the next big thing. Now that’s not so bad. Especially if the framework is something you innovated after dedicating decades of your being to honing and refining it.
And provided, you get results. That’s very important to recognize when it comes to branding yourself for distinction. Primarily because in spite of all the hyped-up marketing promises someone can make, or the clever use of wordsmithing – results are results. They don’t lie – unless you lie about them.
If you deliver authentic results – your confidence builds. Your conviction builds. And so does the strength of your brand.
How should you position yourself as a coach?
Back to my point.
More often than not – your initial coaching style will be an integration of multiple frameworks. Frameworks you adopt and adapt for use.
But if you place them as the forefront of your coaching service – you will be building their brand first, not necessarily yours. And besides – you would agree, that regardless of how amazing some transformation process is, there is one fundamental variable that matters most…
The person who creates and holds the space for amazing shifts to occur.
That’s what your potential clients are assessing. And that’s what we want to focus on – communicating and expressing the complex culmination of your life’s value…
How do you get clear on your message?
Getting clear on that requires a process of rigorous self-inquiry, and active solicitation. You must observe and consider things like:
- What emotional experiences do your clients and peers have of you?
- What about you (how you move, dress, speak or write) grabs their attention? Is it your humour? Is it your prose? Is it something strange, like something you wear?
- What feedback do you get from people, particularly “constructive” feedback? People you have impacted will often tell you, “I just loved the way you…(insert the rest)” and “Thank you so much! I really resonated with how you…(insert the rest).”
Take log of all these bytes of information. They are invaluable. They are priceless. They reveal aspects of the complex construct called you.
Once you are aware of some of the key points that significantly contribute to the brand image you are – you can actively use them to your advantage.
Simple example (a shallow one albeit) – my orange glasses.
It communicates an aspect of my child-like nature despite the seriousness of my work. It’s not the only thing that makes me different. But it is a point of distinction. Subtle. But it matters.
Does it directly relate to my service? No. I can’t say wearing orange glasses directly contributes to the quality of work I deliver my clients. But it directly contributes to the memorability of my brand.
Distinction is in the detail.
So I’m curious – what are some of your subtle points of distinction? Post your insights below 🙂
~ Jon Low