53. Coaching Branding: The Startup Mistake That's Costing You Time and Money

Speaker: 00:00:00

Hello and welcome to Women in

the Coaching Arena podcast.

2

: 00:00:04

I'm so glad you are here.

3

: 00:00:06

I'm Jo Lott, a business mentor

and ICF accredited coach

4

: 00:00:10

Microphone (Samson Q2U Microphone):

and I help coaches to

5

: 00:00:11

build brilliant businesses.

6

: 00:00:14

I know that when you prepare to enter

the arena, there is fear, self doubt,

7

: 00:00:19

comparison, anxiety, uncertainty.

8

: 00:00:23

You can tend to armor up and

protect yourself from vulnerability.

9

: 00:00:29

In this podcast, I'll be sharing

honest, not hype, practical and

10

: 00:00:32

emotional tools to support you to make

the difference that you are here for.

11

: 00:00:37

Dare greatly.

12

: 00:00:38

You belong in this arena.

13

: 00:00:41

Hello, welcome to the 53rd episode

of women in the coaching arena.

14

: 00:00:45

I am so glad you are here.

15

: 00:00:48

I have been in Brighton for four

nights, which was lovely creating my

16

: 00:00:52

elevate course, which starts next week.

17

: 00:00:55

And in the five day challenge I

held to launch that course there

18

: 00:01:00

were a lot of people starting out.

19

: 00:01:01

So I really wanted today to focus on

the biggest mistakes that I see now,

20

: 00:01:07

working with lots of new coaches starting

their business and working with people

21

: 00:01:12

throughout things like my challenges

and webinars and on discovery calls.

22

: 00:01:16

Because it's really easy

to make this mistake.

23

: 00:01:19

And I made this mistake.

24

: 00:01:21

So I can't go back and tell myself

that it was a complete waste of time.

25

: 00:01:26

But what I can do is share

my learnings with you in case

26

: 00:01:30

it saves you time and money.

27

: 00:01:33

So let's go into the most common

pitfall that most new coaches fall into.

28

: 00:01:40

Which is thinking that a snazzy

website and slick logo are the

29

: 00:01:44

golden ticket to establishing

a successful coaching business.

30

: 00:01:49

I have lots of calls with people

that say, I haven't even got a

31

: 00:01:53

website yet, and I need to get a

website and then I'm in business.

32

: 00:01:57

And what I wanted to share was

sadly, you aren't in business

33

: 00:02:01

if you haven't got clients.

34

: 00:02:02

So even if you have zero logo, but

you have clients, I would consider you

35

: 00:02:08

are more in business than someone with

a beautiful website and a beautiful

36

: 00:02:11

logo and all the lovely colors.

37

: 00:02:14

Who hasn't got a solid

business foundation.

38

: 00:02:17

One of my coach friends Delphine

hello Delphine has been in

39

: 00:02:21

business for five years now.

40

: 00:02:23

And she still hasn't got a

website at all as far as I know.

41

: 00:02:27

So you can genuinely build a business just

from a LinkedIn profile or from Instagram

42

: 00:02:33

or whatever social media you wish to use.

43

: 00:02:36

It really isn't required.

44

: 00:02:38

And I know that you will think

yes, but I still want to do it.

45

: 00:02:41

And that's absolutely fine because

it helps you to feel like a proper

46

: 00:02:45

business and I really do get that.

47

: 00:02:47

So today I will share some.

48

: 00:02:49

Easy quick ways of you doing this and

getting started quickly so you get

49

: 00:02:53

that feeling of being like a proper

business with a website and logo.

50

: 00:02:57

But without having to shell

out loads of money for it.

51

: 00:03:01

So let's talk about the branding illusion,

because many coaches spend months

52

: 00:03:07

perfecting their brand's visual identity.

53

: 00:03:11

Thinking about their colors,

paying someone to do a logo, paying

54

: 00:03:15

a lot of money for a website.

55

: 00:03:17

But what's often missing is actually

knowing who your ideal client is.

56

: 00:03:22

So you actually can't build a website.

57

: 00:03:25

You can't really build a brand without

knowing exactly what problem you're

58

: 00:03:30

solving and who you're working with.

59

: 00:03:32

So I think most of the coaches who

start my program are quite surprised

60

: 00:03:37

that websites and profiles it's like

module nine because there's quite a

61

: 00:03:42

lot to do before you get to that stage.

62

: 00:03:45

Otherwise, you are just going

to have to do it all again

63

: 00:03:47

and that's absolutely fine.

64

: 00:03:48

You might be fine with that, but

if you want to get this right first

65

: 00:03:51

time, and this is the episode for you.

66

: 00:03:54

There's this great quote from,

I can't remember who said it.

67

: 00:03:57

But it's something like your

brand is what people say about

68

: 00:04:01

you when you're not in the room.

69

: 00:04:03

So it's actually more than

just the logo and the pretty

70

: 00:04:07

pictures and what it looks like.

71

: 00:04:09

It's actually your reputation

and what people feel about you.

72

: 00:04:13

It's about the value and transformation

that you bring to their lives, not

73

: 00:04:17

just the fonts on your website.

74

: 00:04:20

So if website and branding is not

the first thing you're meant to

75

: 00:04:23

do, when you start out in business,

then what is, you may be asking.

76

: 00:04:27

So it has talk about the real foundations

of a successful coaching business.

77

: 00:04:32

So that number one, no surprise.

78

: 00:04:35

Clarify your niche.

79

: 00:04:37

This first step, isn't

picking your website color.

80

: 00:04:39

It's about clarifying who you help.

81

: 00:04:42

Your niche really is the foundation

of your message, your marketing,

82

: 00:04:46

without clarity on who you help and

how no amount of pretty websites

83

: 00:04:53

are going to fill that void.

84

: 00:04:55

So I like to think of a

niche as four components.

85

: 00:04:59

So firstly is the who, who you help.

86

: 00:05:02

Secondly is the problem that you solve.

87

: 00:05:06

Third up is the result that you deliver.

88

: 00:05:10

And fourthly, it's how you're

going to get them there.

89

: 00:05:13

If you are stuck on any of these items,

I go way more into detail in episode 14

90

: 00:05:19

on five steps to find a profitable niche.

91

: 00:05:22

And in episode 10, I cover how to

create a signature coaching program.

92

: 00:05:27

So that is the how of your niche.

93

: 00:05:29

So I hope those episodes

are helpful to you.

94

: 00:05:33

And I will also mention

them in the show notes.

95

: 00:05:36

The second foundation to

your coaching business is

96

: 00:05:39

validating your niche and offer.

97

: 00:05:42

Before you even think about

logos, make sure people are

98

: 00:05:45

willing to pay for your coaching.

99

: 00:05:48

Validation comes from the

market, from what real people are

100

: 00:05:52

prepared to invest real money in.

101

: 00:05:55

So you really do need to go out there and

find out if this is something that people

102

: 00:06:00

want to pay for before spending a lot

of money on a brand and website and logo

103

: 00:06:05

that sadly, no one may ever come across.

104

: 00:06:08

So get out there and have real

conversations with real people and

105

: 00:06:12

ask them what their biggest challenges

are with regards to your niche.

106

: 00:06:17

Another good question one of my clients

asked recently was how prepared are

107

: 00:06:22

you to pay, to fix this problem on

a scale of zero to 10, for example,

108

: 00:06:27

and what she found through doing

that was no one was above a five.

109

: 00:06:32

So.

110

: 00:06:32

It could be an uphill battle

trying to create a business.

111

: 00:06:37

Where people aren't really prioritizing,

fixing that problem in their lives.

112

: 00:06:41

Our third real foundations of a

coaching business is to create a

113

: 00:06:45

simple, effective online presence.

114

: 00:06:48

Yes, you will want to be found online,

but it doesn't need to cost a fortune or

115

: 00:06:53

cost you months and months of your time.

116

: 00:06:56

A simple, clear LinkedIn profile or other

social media profile is perfect start.

117

: 00:07:02

And if you do want a website, because

I know that people often say, well,

118

: 00:07:06

the first thing I do is Google them and

check that they have an online presence.

119

: 00:07:10

So if that is you and you do feel like

this is a really important step for

120

: 00:07:14

you to feel valid and for people that

you know, to look you up and know that

121

: 00:07:19

you are a real business, then there

are extremely cheap ways of doing this.

122

: 00:07:25

So if you haven't heard of canva.com.

123

: 00:07:28

You can create yourself

a free logo in Canva.

124

: 00:07:32

And the cheapest website I know which I

have discovered recently after building

125

: 00:07:37

a more extensive website myself.

126

: 00:07:39

Which four and a half years into business.

127

: 00:07:41

Yes, I did finally invest

in branding and a logo.

128

: 00:07:44

But I did build a really solid

business with real good income

129

: 00:07:48

before I needed to take that step.

130

: 00:07:50

So that's all I'm saying here.

131

: 00:07:52

It's not your first port call.

132

: 00:07:54

A website and a logo does

not mean you have a business.

133

: 00:07:57

So I will link to a 20 pounds

Canva website in the show notes.

134

: 00:08:03

I cannot actually believe you can get a

real functioning website for 20 pounds.

135

: 00:08:10

It's a one page website, which is

like your home page, but further

136

: 00:08:13

down the page, you can have things

like your services and your about

137

: 00:08:17

section, and it can link to that.

138

: 00:08:19

So I am so, so impressed when I

came across this one recently.

139

: 00:08:24

And it's a perfect starter while you

figure out your niche, figure out all

140

: 00:08:28

of the stuff that you need to figure

out as in what you're offering and what

141

: 00:08:32

your niche is and what your wording is.

142

: 00:08:35

It's a great way of feeling

established just to get started.

143

: 00:08:39

And then, yes, fine.

144

: 00:08:40

You might want a more extensive

website with a blog and different

145

: 00:08:43

pages further down the line.

146

: 00:08:45

But please, please, please.

147

: 00:08:47

Don't lose a year of your life.

148

: 00:08:49

Like so many people have that I

have had discovery calls with.

149

: 00:08:53

Building this website and brand

prior to really getting out

150

: 00:08:57

there and selling their service.

151

: 00:09:00

One final tip that I will share with you

that I have seen work super well for my

152

: 00:09:04

clients is the power of storytelling.

153

: 00:09:08

If there's one area of branding

to focus on, then this is it.

154

: 00:09:12

Putting a post out saying,

here's my services just sadly

155

: 00:09:17

doesn't get anyone on board.

156

: 00:09:19

People want to know why

this is important to you.

157

: 00:09:22

They want to support you.

158

: 00:09:23

They want you to ask for their support.

159

: 00:09:25

So I would really,

really craft your story.

160

: 00:09:28

Bring people along with

you on that journey.

161

: 00:09:31

Craft your mission.

162

: 00:09:32

Really know why this is

important to you and others will

163

: 00:09:36

want to support that mission.

164

: 00:09:39

Stories build trust and

help people get to know you.

165

: 00:09:42

And that is what really is

required for a successful business

166

: 00:09:47

is know like, and trust factor.

167

: 00:09:50

So people need to know you, which is

how stories really help, because you

168

: 00:09:54

get to share a bit about yourself.

169

: 00:09:56

They need to like you and yes,

not everyone will like you.

170

: 00:09:59

But you have to try and be

yourself as much as you can

171

: 00:10:02

so you call your people in.

172

: 00:10:04

And they have to trust you

and how they trust you is

173

: 00:10:07

knowing that you are reliable.

174

: 00:10:09

You are consistent.

175

: 00:10:11

You have empathy.

176

: 00:10:12

You really get where they are.

177

: 00:10:13

You showcase client case studies.

178

: 00:10:16

So that is what it really takes

to build a solid business.

179

: 00:10:20

And that is what I would start

prioritizing right from the start.

180

: 00:10:23

And telling as many people as

you can, what you are doing now.

181

: 00:10:28

Back to the validating.

182

: 00:10:30

One step, which you would really want to

do is inviting people to have a free call

183

: 00:10:35

with you on your particular niche topic.

184

: 00:10:38

And if you are struggling to gain

clients to even come on a free one

185

: 00:10:44

hour coaching call for example.

186

: 00:10:46

Then you may struggle

to actually sell that.

187

: 00:10:48

So that is a great way of validating.

188

: 00:10:51

So in summary, investing time

and money in your brand before

189

: 00:10:55

you have validated your business.

190

: 00:10:58

Clarified your niche or secured

your first few clients is like

191

: 00:11:02

putting the cart before the horse.

192

: 00:11:05

It is a real common startup mistake.

193

: 00:11:07

I definitely went down that

route and spent hours and hours

194

: 00:11:11

creating a very bland website.

195

: 00:11:13

Where I had no idea who I was talking to.

196

: 00:11:16

This doesn't just cost you money,

but it also costs you your business

197

: 00:11:21

a lot of the time, because all of

those months that you may have wasted

198

: 00:11:25

on this area have been months when

you could have been networking.

199

: 00:11:29

Putting posts out on LinkedIn.

200

: 00:11:32

Telling people really clearly what you do.

201

: 00:11:35

So before you go down the rabbit

hole of investing a fortune in

202

: 00:11:39

website and branding before knowing

who you are helping and how.

203

: 00:11:44

Ask yourself, are you

focusing on the right things?

204

: 00:11:49

Are you investing in areas that will truly

move the needle for you in your business?

205

: 00:11:55

If your goal is to have a coaching

business, that makes a real difference.

206

: 00:11:59

Do you start with focusing

on what truly matters.

207

: 00:12:03

Finding clients and making that difference

to them in their lives and telling as

208

: 00:12:08

many people as possible what you do.

209

: 00:12:11

Thank you for joining

me in today's episode.

210

: 00:12:15

If you do want to go deeper on any

of these topics, do you scroll back

211

: 00:12:19

to episode 14, five steps to find a

profitable niche and episode 10, how

212

: 00:12:25

to create a signature coaching offer.

213

: 00:12:29

I hope this was useful.

214

: 00:12:30

And I will also put links in the

show notes to my sister's company.

215

: 00:12:34

And yes, she does proper websites and

branding and all the other things,

216

: 00:12:37

but she also does really low-cost

as in, I think it's 20 pounds.

217

: 00:12:43

One page Canva website

templates, which look beautiful.

218

: 00:12:47

And also branding kits, which

are perfect for starting out.

219

: 00:12:51

So if that is you right now, and you are

wondering where to go next and wondering

220

: 00:12:56

whether to spend thousands on a website.

221

: 00:12:58

Despite not really having any

understanding of your business

222

: 00:13:03

foundations, your solid niche,

exactly who you're talking to.

223

: 00:13:06

Exactly what you're selling.

224

: 00:13:08

Then I would really recommend just

getting that quick, easy presence,

225

: 00:13:12

and then yes, maybe investing

once you have that clarity.

226

: 00:13:16

I invested in my brand six months or

so ago and had a new website recently.

227

: 00:13:21

But bear in mind this is the

first time that I have done that,

228

: 00:13:25

four plus years into business.

229

: 00:13:27

And up until now, I have just

created a very quick website.

230

: 00:13:32

And used a Canva free logo

and built a solid business.

231

: 00:13:37

So, yes, you will want to upgrade in the

future, but it really isn't required.

232

: 00:13:41

What is required is sharing your

message loud and clear with as many

233

: 00:13:45

people as you possibly can so you

can go out there and change lives.

234

: 00:13:50

And if you want more help in building

that solid business that is what I do.

235

: 00:13:54

And you will find details of my

business of coaching program.

236

: 00:13:57

In the show notes.

237

: 00:13:59

And like I say, at the end of every

episode, trust yourself, believe

238

: 00:14:03

in yourself and be the wise Gardner

who keeps on watering the seeds.

239

: 00:14:08

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

240

: 00:14:10

episode of Women in the Coaching Arena.

241

: 00:14:13

I have a mess of free resources on

my website joannalottcoaching.com.

242

: 00:14:19

That's Joanna with an A

and Lott with two T's.

243

: 00:14:23

joannalottcoaching.com.

244

: 00:14:25

And I'll also put links in the show notes.

245

: 00:14:29

Let me know if you found

this episode useful.

246

: 00:14:32

Share it with a friend and

leave me a review, and I will

247

: 00:14:35

personally thank you for that.

248

: 00:14:38

Remember to trust yourself, believe

in yourself and be the wise Gardner

249

: 00:14:42

who keeps on watering the seed.

250

: 00:14:44

Get into the arena dare, greatly and try.