Module 2 – Developing Your Coaching Brand, USP and Brand ... · • Brand Archetypes ... •...

Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070 www.marciabench.com 503-308-8179 1

Module 2 – Developing Your Coaching Brand, USP and Brand

Archetypes; Is Your Niche Lucrative?


Sold Out Coaching Programs With Business Mentor and Best Selling Author Marcia Bench

In Checking In How did your week go? This Week’s Topics

• Developing Your Coaching Brand • Your U.S.P. • Brand Archetypes • Is Your Niche Lucrative?

Money & Mindset Focus This Week

Focus This Week • You can program your mind! • Use positive, present tense affirmations to create the life and business you desire.

Notes:


YOUR COACHING BRAND Why Have a Coaching Brand

Why Have a Coaching • Generic services no longer work • Your coaching should reflect who you are and what you offer that is uniquely you • Branding now will help you hone your marketing efforts, save time, attract the right people

and become known for your brand of Your Brand

Elements of Your Brand

Notes:


YOUR COACHING ASSETS AND PURPOSE

Your Unique Gifts

• You are unique!! • No one can offer the service and gifts you can • So let’s explore to find out what lies beneath the surface!

Personality Part 1 Personality Part 1

• What do you do best?

• What do people say are your strengths?

• What are your natural talents?

Personality Part 2


Personality Part 2

• What areas do you struggle in?

• What would you say are your weaknesses?

• What areas would you like help or support in?

Training & Education Training & Education

• Degrees and certifications

• OTJ skills


Experience Experience – you are not a beginner!

• Work experience

• Careers and jobs

• Volunteering, hobbies, avocation


Specialty

• Now it’s time to consider what specialty you want to have as a coach • If you have specific coach training in career, business, life or other coaching, that is a start!

My desired specialty:

YOUR LIFE’S PURPOSE

What Life Purpose Is What Life Purpose Is “Life purpose is a calling, a mission, or an overall theme for your life which transcends your daily activities.” --Marcia Bench Career Coaching: An Insider’s Guide

Qualities of Life Purpos Qualities of Life Purpose

• Flow • Bliss • Time stands still • Joy • Fun • Playful • Meaning


Formula for Life’s Purpose

1. What I love to do:

2. My biggest pain or wound in childhood:


3. My talents and natural gifts:

4. Whom I long to help:

Formula My life’s purpose is to use [#1 – what I love] and my [#3 – talents] to help [#4] overcome [#2 wound]. Try it now!


WHAT PROBLEM DO YOU HELP PEOPLE SOLVE?

Your Core Story “a pivotal life experience that influences you to such an extent that it causes you to want to help others overcome that situation or reach a similar goal”

Why Isolate Core Story Why Isolate Core Story

1. Specificity

2. Clarity in marketing, message

3. Basis for Signature System (next week)

4. Sets you apart

5. Connect emotionally

How to Identify Yours

• Consider life’s work exercise

• Do timeline

• Most important lessons


Think back to your childhood… What happened that…

• You are proud of?

• You were hurt by?

• You found difficult to get through?

Isolate the Problem • What keeps your prospects awake at night worrying/trying to find a solution (that your

solution could help them resolve)?

• What are you a genius at helping people with?


Do you know your Core Story now? Write it below.

Your U.S.P.


So now with all of this in mind, what is your Unique Service Proposition?

BRAND ARCHETYPES What is a Brand Personality?

What is a Brand Personality? A brand personality is the particular meaning, visual representations, feelings, values and

archetypes that a business owner brings to his/her brand

What Does Brand Personality Affect? • Colors • Images • Language • Whom you attract • Price point • Thought leadership • Meaning of your brand

Brand and Meaning “The meaning of a brand is its most precious and irreplaceable asset…Meaning speaks to the feeling or intuitive side of the public; it creates an emotional affinity, allowing the more rational arguments to be heard.” --Mark and Pearson, The Hero and the Outlaw Brand Archetypes

Let’s discuss the 12 major Brand Archetypes and see which you and your ideal client resonate with (see supplemental exercise Brand Archetypes).


Brand Archetypes


How to Evaluate Your Archetypes Now, fill out the handout and identify the top 3 archetypes in these categories:

1. For your services

2. For your ideal clients


3. See where they intersect – and be sure you can speak to where your clients are not only

what you like and are drawn to

Resource

Resource

Notes:


Build a Brand Board

• Consider your services, tribe and archetypes • Then assemble your colors, patterns and fonts on a Brand Board • You can give this to your web designer and graphic designer to guide their design

Brand Board Examples


How to Create Yours

• Unless you have Adobe Illustrator, use the free Canva platform www.canva.com • Here is a short tutorial on how to do it: • https://www.youtube.com/watch?v=u4SJM5fj4wA

Bringing it All Together What do you now see as your coaching message and specialty?


IS YOUR NICHE LUCRATIVE?

What if I Have Several Possible Niches?

Growth Work This Week

1. List your coaching assets (personality, training, experience and specialty). 2. Discover your life’s purpose. 3. Identify what problem you help people solve. 4. Clarify your Tribe and Brand Archetypes. 5. Make your Brand Board. 6. Share your questions, successes and resources on the FB group!

For More Information

Contact Us www.MarciaBench.com

503-308-8179 Your Facebook Group Too!


Dear Wealthy Womanpreneur in Training,

Good for you! You are doing the work and building your Wealthy Womanpreneur business! Take a deep breath, get up and stretch, and congratulate yourself for taking these important initial steps! Module 3 will be coming your way soon, and we’ll start the process of building your signature system and identifying and growing your Tribe. You’re ready for this – never doubt that you are special, that you have a unique mission and purpose, and that we’ve come together because it’s the right time for you to SHINE! To your wealth and success, Marcia

Module 2 – Developing Your Coaching Brand, USP and Brand ... · • Brand Archetypes ... •...

Documents

Transcript of Module 2 – Developing Your Coaching Brand, USP and Brand ... · • Brand Archetypes ... •...