The benefits of making your brand human include:

  • Increasing your brand attraction factor
  • Growing affinity with clients
  • Creating authenticity
  • Building competitive advantage

As Scott Talgo sums up “A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment.”

Creating the ‘who’ of your brand may not be on your radar, yet it’s one of the foundations of your marketing strategy and approach.

ChatGPT put ‘develop a strong brand identity’ 2nd in a list of 15 activities that could make your business attractive to clients. Here’s the list for reference:

  1. Identify Your Niche
  2. Develop a Strong Brand Identity
  3. Professional Website
  4. Content Marketing
  5. Client Testimonials and Case Studies
  6. Offer Valuable Free Resources
  7. Networking and Industry Involvement
  8. Professional Appearance and Demeanour
  9. Certifications and Qualifications
  10. Transparent Pricing
  11. Client-Centred Approach
  12. Continuous Learning
  13. Referral Programme
  14. Thought Leadership
  15. Professional Partnerships

The explanation for developing your strong brand identity is summarised as:

  • Create a clear and compelling brand identity that reflects your coaching style and values.
  • Ensure that your brand messaging is consistent across all platforms.

Both of which are excellent aims, so in this blog I’ll focus on brand identity.


Craft your brand identity 

You’ll notice that I say brand identity and not brand logo. This is because your brand identity comprises much more than your brand logo, whilst the role of your logo is to express your brand identity.

Here’s a definition of ‘brand’ from the Chartered Institute of Marketing:

“The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses.”

So, once you’re clear on your target clients, coaching focus and your value proposition (the reasons clients will prefer to buy from your business instead of another), you can begin crafting your brand identity which starts with your key brand intangibles.

I like to describe these intangibles as the:

  • Why (why your business exists)
  • How (how your brand operates) and
  • Who (who your brand is and what it stands for)

The magic of these core brand intangibles is that your combination of why, how and who is very difficult to copy.



‘Why’ is your brand purpose 

Why did you set up your business? You may have a personal ‘why’ aligned with your business purpose. Simon Sinek says people buy into why you do what you do, more than what you do.

So, your aim is to align your brand purpose and passions with your target client wants and needs (even if they don’t know it yet).

You could consider:

  • Why you want to make a change in the world
  • Who you want to make a change for
  • How it will make a difference – however big or small


‘How’ is your brand values 

Your key question is what does your brand believe in?

Your brand values matter because they set the moral compass of your business and determine how your brand behaves with others – from clients and employees to suppliers and stakeholders. In a nutshell, your brand values shape the attitudes, behaviour and culture of your business.

And brand values matter because shared values attract like-minded clients. As Howard Schulz says “If people believe they share values with a company, they will stay loyal to the brand.”

When shaping your brand values, you could consider:

  • Desired Behaviour and Traits
  • Commitment to Rights and Causes
  • Unshakeable Business Practices
  • Distinctive Company Culture


‘Who’ is your brand personality 

Having a distinctive brand personality – irrespective of your brand name and the number of people in the business – helps to develop your brand ‘know, like, trust’ factor.

It’s an essential component in creating affinity and emotional connections with your target clients.

“It’s about bringing who you are to what you do and how you do it.” Say PwC

When determining your brand personality you could imagine your brand is a person and consider:

  • How your brand behaves (based on your brand purpose and values)
  • How your brand looks – your brand style (based on your brand colours and imagery)
  • How your brand speaks and listens (your tone of voice and vocabulary)

I’ll give the last word to Walt Disney who understood about creating emotional connections “Until a character (your brand) becomes a personality it cannot be believed”.


Lynne Stainthorpe is a brand strategist who works with coaches, consultants and therapists to make your brand human, relevant and distinctive, so that your business stands out, grows affinity and creates impact. She is a LinkedIn Top Voice.

Lynne uses a proven process to develop your brand identity, personality and tone of voice, based on your brand vision and values. She gets to the heart and soul of your brand and brings it to life throughout your branding and marketing collateral. She helps position and package your services, and develop your value proposition, so that you can communicate your brand message effectively and consistently within a flexible framework.