A Beginner’s Guide to Brand Messaging for Coaches

"Just Do It."

"Think Different."

"Got Milk?"

These aren’t just slogans. They’re unforgettable messages. Messages that connect instantly with their audience. Now, imagine your coaching business having that kind of clarity and impact. That’s the power of brand messaging!

In a crowded coaching industry, your message is what sets you apart. It’s how you speak directly to your audience and build trust. Without it, even the best services can go unnoticed.

We’ll walk you through the ins and outs of brand messaging. Packed with tips, templates, and strategies, you’ll learn to craft the perfect message. Let’s go!

What is Brand Messaging?

Brand messaging is the soul of your business, expressed through words. It’s how you communicate what you do, why it matters, and who you’re here to help. Think of it as the personality of your brand, the story you tell every time someone interacts with you. It’s the thread that ties everything together; this includes your website, your emails, and even your Instagram captions.

Brand messaging matters for coaches because it’s the key to building meaningful connections. It’s how you show potential clients you get their struggles, understand their goals, and have the tools to guide them. It’s not just what you say, it’s how you make them feel.

Here are a few other reasons why you need a strong brand message:

• Builds Trust and Credibility: A clear, consistent brand message helps establish trust with potential clients by showing you understand their needs and goals.

• Differentiates You from Competitors: Strong messaging highlights what makes you unique, helping you stand out in a crowded market.

• Attracts the Right Clients: When your messaging resonates, it draws in clients who align with your values and are more likely to engage with your services.

Building a Brand Messaging Framework

Creating a brand messaging framework is your blueprint for clear and consistent communication. Let’s break it down into manageable pieces:

Brand Vision and Mission

Your vision defines the purpose of your coaching business, while your mission sets the path for achieving your goals. Ask yourself: What impact do you want to make, and how will you get there? This clarity will guide your messaging and inspire your clients.

Unique Value Proposition (UVP)

What sets you apart from other coaches? Your UVP is the heart of your brand messaging. It’s the reason why your ideal clients should choose you over others. Highlight what makes your approach unique and how it solves your client's problems better than anyone else. Example: “Unlike other career coaches, I specialize in helping women break into male-dominated industries with confidence.”

Audience Persona

Understanding your ideal clients is crucial. Who are they? What are their challenges, dreams, and values? Craft messaging that speaks directly to them, addressing their pain points and aspirations. This targeted approach helps you connect on a deeper level.

Core Messages and Taglines

Core messages should sum up your coaching philosophy and values in a few words. A tagline is the elevator pitch: short, punchy, and memorable. Think of Nike’s “Just Do It” or Apple’s “Think Different.” These simple phrases capture the essence of their brands.

Voice and Tone

Your voice is your personality, while the tone is how you adapt that personality across different platforms. Consistency is key—whether it’s a blog post or social media, your voice should always feel authentic and approachable.

Brand Messaging Examples for Coaches

Seeing brand messaging in action can ignite fresh ideas for your strategy. Here are 3 standout examples:

1. Runner Lite: “Take On the Impossible”

For Runner Lite Coaching, a service tailored to ultra marathoners, Dashed Line Digital developed the unforgettable tagline: “Take On the Impossible.” It’s more than a phrase. It’s a battle cry. This message captures the relentless grit and determination ultra runners need. It resonates deeply with their aspirations to achieve the extraordinary.

Lesson: Speak to your audience’s biggest dreams and empower them to believe in something.

2. Marie Forleo: “Everything is Figureoutable”

Marie Forleo’s iconic tagline is a mic-drop moment for her coaching brand. It radiates optimism, promising that no challenge is too big if you’re willing to roll up your sleeves and get to work. The phrase is universally relatable, endlessly shareable, and a constant source of encouragement for her audience.

Lesson: Keep it simple, memorable, and motivational. Create a mantra your audience can live by.

3. Mel Robbins: “The 5-Second Rule”

Mel Robbins flipped hesitation on its head with her “5-Second Rule.” This actionable concept urges people to count backward from five and act before doubt creeps in. It’s straightforward, transformative, and impossible to forget.

Lesson: Anchor your messaging around a tool or framework that delivers instant value and sparks action.

Steps to Crafting Your Brand Messaging Strategy

So, you have your brand message; now it’s time to implement it! A solid brand messaging strategy ensures your message reaches the right people in the right way.

1. Create a Messaging Matrix

A Messaging Matrix is a powerful tool that helps you align your core message with different audience segments, pain points, and solutions. Start by identifying key customer personas (your ideal clients). Then, map out specific messages tailored to each persona’s needs.

2. Align Your Channels

Now, choose the right communication channels. Whether it’s social media, email newsletters, or your website, tailor your messaging to fit each platform’s unique voice. For instance, on LinkedIn, your tone may be a bit more professional. However, on Instagram, it could be more casual and engaging.

3. Develop Key Messaging Pillars

Focus on 3-5 core themes (pillars) that are central to your brand. These pillars will guide all of your content, ensuring consistency. Examples might include "work-life balance," "career growth," or "personal transformation." Each piece of content you create should tie back to one or more of these pillars.

4. Craft Your Content Strategy

Now, plan your content. Make sure each piece speaks to your target audience using the messaging pillars. Ensure that the message stays consistent and on-brand across all formats.

5. Monitor and Adjust

Implementing your strategy is an ongoing process. Track performance (engagement rates, conversions, or feedback) and adjust your messaging if necessary. Continuous testing will help refine your approach and keep your brand fresh.

Create an Unforgettable Brand Message

It’s time to make your coaching business unforgettable. At Dashed Line Digital, we are branding experts. We’ll work with you to uncover your unique story, define your voice, and craft a message that grabs attention. No fluff. Just clear, powerful messaging that resonates.

Here’s the best part. We don’t just stop at creating your message. We’ll show you how to use it everywhere. Instagram posts? Covered. LinkedIn updates? Done. Email campaigns? Seamless. Your message will shine across every platform, making your brand instantly recognizable.

Don’t let your message go unnoticed. It’s time to craft something bold, unforgettable, and uniquely you. Ready to start? Let’s get going!