“Do I brand myself or do I create a brand with a different name?”
Wish I knew. It’s a common dilemma for coaches.
In this post – I want to shed enough perspective for you to decide what might work best for you.
Especially if you are a coach who geniunely wants to build a brand and business that outlasts your lifetime. And to have that brand continue its progressive impact on humanity for the generations to come.
Let’s get into it.
If you are in the personal growth, development and coaching industry – you would have heard this before…
“Don’t make it about you”.
(you may already be familiar with this)
The phrase alludes to the fact that if your personal brand and personality is too strong, that when you are gone – your business and impact goes with you. Because if your clients and customers are too reliant on you – then they aren’t learning self-reliance. Something that is more self-sustainable.
Not to say that being a “sage on stage” or having “guru status” is wrong. Not at all. How you want to live your life is your choice.
It just depends what’s truly important to you and your life’s work. If you love having the “big name” and the “fame,” have a big ego that needs to be fed, and that’s what your customer’s pay for, and it pays for the life you want to live – that’s your choice.
But don’t you want your message to live on in the hearts and minds of your devoted followers?
If you are adamant and want the essence of your brand, and your message to live on for and with others, after you are gone – you might want to consider other things.
- Who or what will help preserve the essence of your legacy, after you are gone?
- How do you create a visionary culture for your business and your brand, that doesn’t rely on you?
- How do you make sure the fame and impact you have made personally, becomes a story worth leveraging for many years to come? (think Walt Disney).
- How do you crystallize and communicate, a succession plan – should anything happen to you?
These are the intricacies that need to be constructed with precision, and managed with care. And a ferocious discipline to never waver from your underlying brand DNA.
To craft a strong and distinct brand DNA, requires rigorous inquiry into your vision, values and voice. These are a function of the deepest expression of its founder – you.
The more authentic and inspiring it is to you – the more likely it will move people’s hearts, and live on in their hearts. The more it is an expression of what is innate to you, the more it is distinct.
Having a personal brand can work for you or against you.
It’s a myth that you can’t create a personal brand that becomes a visionary company, and leaves a legacy.
Take a look at this list:
- Johnson & Johnson
These are just some of the top visionary companies that have been identified in Jim Collin’s book Built to Last (published 1994). These companies, as you might have guessed – were personal brands. Brands named after their founders. And they had the following characteristics:
- Had multiple generations of chief executives
- Moved through different product or service life cycles
- Founded before 1950!
But you don’t need to know the details. You just need to know that having a personal brand doesn’t limit your legacy. In fact, it might be in your favour!
But again – that’s not even the point. Whether you use a personal brand or not is not the point. It is how you use it.
The important question to answer is – what about a brand, is most important to you, what you want to do, and what you truly want to fulfill?
Ready to explore the essence of your brand even further?
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I’m looking forward to hearing about your breakthroughs – let me know in the comments below.