Personal Branding Content For Coaches And Course Creators: A Guide

Every coach and course creator knows the importance of personal brand content in their content strategy. It’s not just about promoting your services; it’s about attracting your most ideal clients by sharing your unique brand story. Personal branding is essential for both coaches and course creators to succeed.

You don’t need a huge following to build a personal brand – you just need a compelling story and to be able to communicate this through your content strategy.

Leveraging Your Brand Story

Your brand story is crucial. It’s the journey of how you got to where you are today, and even if you think you don’t have much of a story, I guarantee you do. Your brand story helps people relate to you, building trust and connection. It gives your brand depth, making it stand out. When people connect with your story, they are more likely to gravitate towards you, attracting the clients who resonate most with your journey.

To illustrate, I always ask my clients why they chose to work with me. Often, it’s because they resonated with my story and what my brand stands for. This is why leveraging your brand story is vital—it draws clients in.

Common Mistakes in Personal Brand Content

1. One-off Posts: Sharing your entire story in one post or one live session occasionally doesn’t work. Instead, pull out pivotal moments and sprinkle them throughout your content strategy.
2. Lack of Depth: Your story needs emotion and relatability. Without these, you miss the opportunity to create a genuine connection.
3. No Connection to Your Audience: Ensure your story is relevant to your audience. It should tie into how you help them, making your content purposeful.
4. Infrequent Sharing: Your story should be a regular feature in your content. If someone lands on your page, they should be able to learn about you and your journey from your recent posts.
5. Not Establishing Authority: Use your story to position yourself as an authority. Show why you’re in a position to help others through your experiences.

Prompts to Nail Your Brand Story

Prompt 1: What were the exact moments that led you to where you are now? Reflect on early triggers and seemingly unrelated moments that now make sense.

For example, I moved to Spain at eight, which ignited my love for travel, ultimately leading to my business. Or, going backpacking made me decide never to return to a 9-to-5 job.

Prompt 2: What beliefs did you have to change? Identify beliefs you held that your audience might share. Explain how changing these beliefs was crucial to your journey.

I believed success meant climbing the corporate ladder. Shifting this belief helped me start my business.

Prompt 3: What are your core values and why? Your values stem from past experiences. Explain these experiences to show why your values matter.

For instance, my value of freedom comes from feeling restricted in my corporate job. I wanted the freedom to choose my own schedule and live anywhere in the world without being tied to a desk.

Prompt 4: What are your pivotal moments? Share significant achievements or decisions that changed the course of your journey.

Leaving the UK permanently and hiring my partner full-time were pivotal moments for my business.

Prompt 5: What struggles did you face and overcome? Teach your audience through your challenges and failures. Show your vulnerability to create a stronger connection.

For example, it took six weeks to get my first client, and I faced a failed launch with zero sales. These experiences taught me valuable lessons I now share with my audience.

Prompt 6: What industry norms do you challenge? Explain why you do things differently and share the story behind it.

I challenge hustle culture and advocate for work-life balance. My experiences in the corporate world shaped this belief.

Integrating Your Story into Content Strategy

1. Link to the topics you help your audience with: Connect your personal stories to what you teach. For example, a fitness coach might share a personal dieting story when discussing diet plans.
2. Storytelling Posts: Use the prompts to create engaging stories that connect with your audience and highlight how you can help them.
3. Lifestyle and Brand Message: Showcase your lifestyle and brand message in everyday content. For instance, as someone who travels full-time, I share my travels on Instagram stories to align with my brand’s freedom value.
4. Reflect Your Values: Consistently showcase your values in your content. If openness is a value, be vulnerable in your stories. If ambition is a value, share your big goals and achievements.

By integrating your brand story into your content strategy, you build a deeper connection with your audience, establish authority, and attract ideal clients. Remember, your story is not just about you; it’s about how you can help your audience through your journey. Personal branding is essential for both coaches and course creators to grow their business.

Within my Content Strategy Membership: Social $ales Society I have a whole lesson on Personal Brand content as well as a workbook, prompts and a supportive facebook community to help you implement. Join us and take your coaching business to 6-figures and beyond with a highly converting content strategy.