Let me ask you a question: Who are you, really?
Not the “you” on Instagram with the carefully curated photos or the “you” at networking events armed with a firm handshake and a rehearsed elevator pitch. But the real you. If you’re like most life coaches I know (including the “before-I-got-my-act-together” version of me), answering that question is a bit like staring into a well; it’s deep, a little dark, and not immediately obvious what’s down there.
I’ll be honest: when I first started out, my “personal brand” was about as clear as a foggy morning. I wanted to help everyone. My website had big words splattered all over it. But you know what? It said absolutely nothing. My message was generic, my niche was non-existent, and my unique value? Let’s just say it was hiding in the aforementioned well.
It wasn’t until I got serious about defining my niche, honing my message, and understanding my unique value that things finally clicked. If you’re ready to do the same, read on.
Step 1: Find Your Niche (A.K.A. ‘Stop Trying to Be Everything to Everyone’)
Here’s the thing about trying to help everyone: you end up helping no one. Trust me, I learned this the hard way. When I first started my digital marketing business, I thought I could help anyone from aspiring entrepreneurs and micro business owners to medium and big corporations. I thought it was noble (plus it would have made me a lot of money). Effective? Not so much.
To define your niche, start by asking yourself these questions:
1. What problem do I solve?
Think specific, not vague. Instead of “helping people find purpose,” try “helping new moms transition back into the workforce without losing their sense of self.”
2. Who do I love working with?
Be honest. If you dread working with high-powered execs but light up at the thought of guiding creative entrepreneurs, lean into that.
3. What’s my “why”?
Your story—meaning your struggles, triumphs, and passions—can often point you to your niche. For me, my “why” was rooted in helping people avoid the aimless wandering I experienced early in my journey.
Once you’ve answered these questions, write it down. A niche isn’t just something you “kind of know in your head”; it’s a clear statement you can articulate in one breath.
Step 2: Hone Your Message (Your Audience Wants to Feel Seen)
Okay, so you’ve got your niche. Now what? It’s time to craft a message that speaks directly to your audience. Notice I said your audience and not “everyone scrolling on social media.”
A great message does three things:
1. Acknowledges a pain point. What keeps your audience up at night? Maybe it’s the overwhelming pressure to “have it all together” or the fear of failing in front of their peers.
2. Offers a vision of the future. Paint a picture of what’s possible. For instance, “Imagine waking up each day with a clear sense of purpose and direction.”
3. Positions you as the guide. Here’s a little secret: your audience doesn’t care about you. They care about what you can do for them. Frame your message to show how you can help them achieve their desired transformation.
Your message should be simple, clear, and repeatable. If someone asks you, “What do you do?” you should be able to answer in one or two sentences without stumbling over your words. And for the love of all things good, avoid coach-speak like “empowerment architect” or “transformation navigator.” Keep it real.
Step 3: Identify Your Unique Value (Your Superpower)
Here’s where it gets fun: figuring out what makes you you. Your unique value is the secret sauce that sets you apart from every other life coach out there.
To uncover it, try this exercise:
1. List your strengths. Think beyond coaching skills. Are you naturally funny? Super organized? A master storyteller? Write it all down.
2. Gather feedback. Ask clients, friends, or colleagues what they think makes you stand out. You’d be surprised how others see strengths you might overlook.
3. Combine strengths with your niche. For example, if your niche is helping introverted entrepreneurs build confidence and your strength is empathy, your unique value could be creating a safe, judgment-free space for transformation.
Remember, your unique value doesn’t have to be flashy. It just has to be yours. When I realized my superpower was breaking down complex ideas into simple, actionable steps, everything from my content to my services aligned around that. That’s why my business tagline is: “No-Fluff Digital Marketing Strategies!”
A Personal Brand in Action
Let’s bring it all together. Imagine your personal brand is like a well-loved book. Your niche is the genre (think mystery, romance, or sci-fi). Your message is the plot—the story you’re telling your audience. And your unique value? That’s the unforgettable character who keeps readers hooked.
For me, defining my personal brand wasn’t just about getting clients. It was about creating a business that felt like an authentic extension of who I am. And you know what? It’s a lot easier (and more fun) to show up as yourself than to pretend to be someone you’re not.
Crafting a clear personal brand isn’t something you do overnight. It’s a process, one that involves reflection, experimentation, and a willingness to let go of who you think you “should” be.
So, who are you, really? Take the time to answer that question. Define your niche. Hone your message. Embrace your unique value. Because when you do, you’re not just building a personal brand; you’re creating a business and a life that’s unapologetically you. And honestly, isn’t that what being a life coach is all about?
