Why Defining Your Internal Brand is Crucial for your Coaching Business

When you’re starting to build your coaching brand, a great place to start is with your Internal Brand. Before you can share what you do and who you are with your audience, you must define what that means for yourself first. 


What makes up your Internal Brand?


Your Internal Brand consists of 4 primary building blocks - Your Purpose, Vision, Mission, and Values. These pieces are often glossed over or combined, but it’s essential to put time into these as they will help guide how you run your business. 


Purpose:  You want to start with the “why” of your business and define the impact you have on a client’s life. Once you’re more established, I’d challenge you to take your purpose even further and connect to a bigger cause. What is the future impact you want to have that both you and your clients connect to? The point of this statement is to understand why you’re in this business beyond making money. 

Example: Dove’s purpose is to share the true meaning of beauty and help improve self-esteem worldwide. 

Vision: The vision is all about your big dreams for the future of the business. This vision should motivate you and help guide business decisions as you look to grow. It sets the stage for what you want to achieve with your brand. Make sure it’s ambitious but has a timeline to make it realistic. Take your vision to the next level and incorporate your audience into your vision. 

Example: Harley Davidson - to fulfill dreams through the experiences of motorcycles. 

Mission: This is what you are committed to doing every day, now. This will help you get to the vision you’ve laid out. This statement will provide the blueprint for being consistent in your brand and building trust with your clients. The mission grounds your vision by providing the day-to-day steps to reach that bigger goal. What are you delivering for your clients? What is the quality or outcome expectation? 

Example: Google - “To organize the world’s information and make it universally accessible and useful” 

Values: These are your morals that dictate how you treat others and where you spend your time. These principles can be client magnets when they properly align with your audience. Values are all about how you carry out actions in your business and what is important to you. 

Example: Google - 

  • Focus on the user and all else will follow. 
  • It’s best to do one thing really, really well
  • Fast is better than slow.
  • Democracy on the web works.
  • You don’t need to be at your desk to need an answer.
  • You can make money without doing evil.
  • There’s always more information out there.
  • The need for information crosses all borders.
  • You can be serious without a suit.
  • Great just isn’t good enough.

Be Authentic and Make them You

Now that you have a better understanding of what all of these items are, put your own creative twist on things! Find ways to incorporate your clients into each component and write them in a way that is true to your company’s personality. The most important thing to remember when building your internal brand is to be authentic. It’s great to include these statements on your website but if you don’t believe in them, your clients will see through the words on the page.  

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