Brand Your Services
In the last post I talked about how coaches can raise awareness of their services by branding themselves. In this post, I want to take that concept one step further and talk about how you can brand your services.
Branding your services can be a lot of fun and is an effective way to help demonstrate what you have to offer. Here’s what to do: Find a couple of your most popular services and give them a title that is benefits-oriented and memorable, and then build some of your marketing around that service.
Most coaches (and, in fact, many other businesses) have their own business brand but fail to carry it through to other aspects of their business. So their list of services falls far short because it is less than memorable.
Let’s say that you’re a time management coach and one of your services is to help your clients analyze their schedule and find more time in it. You could just offer it, along with all of your other services on a standard "menu" of services. Or, you could call it something like "TimeFinder: Capture 10 More Minutes Every Hour" (or something like that), which is far more memorable and focused on benefits.
This kind of branding helps you to target your marketing to a more specific audience, which in turn helps you to monitor the success and ROI of your marketing.
It also has another advantage that you might not have thought of: When you offer your services as a general menu of services, someone might look at it and think "yeah, some of that seems helpful, but I don’t know what I need." But when they see a specific branded service, like the TimeFinder one, they’ll have a much clearer idea of how that service can benefit them. Thus, it helps to qualify customers and it tends to win more customers.
A couple tips:
- Don’t go crazy right off the bat trying to brand everything. Pick one or two of your most popular services and brand them. Get a feel for how you want to communicate it to your audience. Think about how you can tie specific marketing activities to this service brand.
- Consider packaging a couple smaller services together into a single brand. Although not in the coaching industry, the car repair world does this well when they offer Spring Tune-Ups which are branded versions of a series of smaller services.
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Related Articles:
- Brand Yourself
- Repackaging Your Services
- Getting Referrals
- Executive Coaching
- Marketing Isn’t Enough
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As someone who has just recently branded my own producing services, there’s some good advice in your column. However, I would encourage you to dig a little deeper for your content as a coach, especially in this one unusual environment. Obviously, your points are well taken and meaningful 101. But there’s nothing like the power of reinvention, especially in these times that are sure to stay for a while. Just a suggestion for deepening the conversation for your coach branding.