Asha knows the next step in building her online coaching business is to brand it. As a mindfulness and stress coach, she is helping a number of local clients find calm in the chaos of their lives. With her expertise, Asha wants to reach an online audience—she needs to create her business brand from the ground up. It’s time to find more of her tribe who reflect her values and help those who could benefit from her guidance.
Asha decides to run through ten brand-building steps. Each step will guide her through the path of brand creation with clarity and focus.
Step 1: Define Your Purpose
Asha knew that to build a brand, she first needed to review her “why” for creating this business. “It’s to help individuals rediscover their inner peace, one breath at a time.”
“So…, my purpose is to help people live more balanced, peaceful lives by teaching them how to manage stress and cultivate mindfulness in their daily routines. And my goal is to offer coaching sessions that empower my clients to integrate mindfulness into their everyday lives—whether at work, with family, or in their own self-care practices.
Step 2: Identify Your Target Audience
Asha reflected on those she already served: stressed-out professionals, their working spouses, and their children. She liked serving these families.
She decided her primary audience would be professionals in high-stress environments: Lawyers, executives, and doctors who aren’t managing stress at work or in their family relationships; their working spouses juggling work-life demands; and their children learning how to live with working parents. Her ideal client must want change, but needs support to make it happen.
Step 3: Create Your Brand Vision
Asha closed her eyes and imagined the future she wanted to create. Her brand vision reflects her professional goals the lifestyle she wishes to cultivate.
“I am a trusted guide to my tribe to help them be mindful in their choices and cultivate emotional well-being. I help my people reconnect with their spiritual selves and tap into peace of mind. I am modeling those characteristics.”
Step 4: Develop Your Brand Values
Asha thought about her personal values—principles that guided her life and work:.
- Be Authentic: Everything she does is sincere. She offers clients real tools and practices they can apply in their lives.
- Be Empathetic: She meets clients where they are, acknowledging their struggles and supporting their growth.
- Be Simple: Her approach and process is simple, clear, and practical.
- Be Sustainable: She believes in lasting change—focusing on attaining long-term growth.
- Be Balanced: Everything in her life reflects her commitment to balance—between work and personal life, action and stillness, doing and being.
Step 5: Craft Your Brand Voice
Asha thought about how she speaks to her clients. She is calm, reassuring, and grounded. Her brand voice is clear, non-judgmental, and gently encouraging.
“I’ll continue to invite conversation and reflection. My language will be compassionate, caring and collaborative. I’ll be their guide, like a steady shoulder someone’s holding during a storm.”
Step 6: Design Your Visual Identity
Asha knew that colors, fonts, and visuals were an extension of her brand’s soul. She turned to the images and tones that brought her peace: the calming colors of nature—green, brown, and blue hues—and clean, natural design.
- Her Logo—A blue butterfly on a simple lotus flower, represents beauty, transformation, and peace.
- Her Fonts: Elegant, sans-serif fonts that were easy to read and modern.
Asha hired a local designer. They created a brand identity that was calming, professional, and inviting to potential clients. It helps them trust her.
Step 7: Define Your Brand Promise
Asha promises her tribe she’ll help them find peace amidst life’s chaos. She’s creating relief, lasting change, and a partnership with her clients on their journey to well-being.
Step 8: Build Your Online Presence
Asha already uses social media, but she needed a website. She created a clean, user-friendly website that is warm and inviting with a focus on education and accessibility.
The homepage features a peaceful image of a sunrise over a still lake, accompanied by her brand promise. She linked her website to her social media sites. She posts practical mindfulness tips, gentle reminders to breathe, and personal reflections on her own mindfulness journey in her blog.
Step 9: Develop Your Signature Offerings
Asha helped her coaching services stand out in a competitive market by creating a signature offering—”The Mindful Balance Program,” a six-week, one-to-many coaching program designed to help busy professionals and parents and their children cultivate mindfulness, manage stress, and create a more peaceful life.
The program includes weekly coaching sessions, guided meditations, and practical exercises that clients incorporate into their daily life.
Step 10: Create Consistent Marketing and Messaging
Asha understands she needs consistent messaging on all her potential client’s locations. She created snippets of her blogs and posted them on social media sites where her tribe would see them. They link back to the full blog on her website. Her marketing is educational, offering value and building trust in the minds of her tribe.
The Brand in Bloom
Her brand resonates with her audience. It’s an extension of her own journey and values. Clients come to her for more than just coaching; they come for guidance, peace, and a sense of calm in their world.
Asha feels more aligned with her purpose than ever before. She’s successful because she’s true to her values with a meaningful business rooted in authenticity, connection, and a deep sense of purpose. She’s created a business that truly makes a difference in people’s lives.