Leland is a marketplace, meaning we are the platform through which you can sell your coaching services. You a Leland coach, but you also have your own distinct coaching brand.
Successful Leland coaches embrace their unique coaching brand. They understand what they—specifically and uniquely—can provide to clients, and their everything they do communicates it.
In this article, we’ll explain what brand means, and we'll outline what you can do to build a brand that results in more leads, more paying clients, and more effective coaching.
Keep in mind that coaching, though similar, is not mentoring. Our clients are paying you for guidance, you are not doing them a favor. You are building your business on Leland and we are here to support you in doing that.
📝 Your Unique Identity
Your brand is defined by the distinct qualities, values, and characteristics that differentiate you from others in your field, making you memorable and recognizable.
🔊 A Compelling Narrative
Building your brand involves intentionally sharing your personal story, experiences, and journey in a way that resonates and connects with your audience, highlighting what makes your perspective valuable.
Make the value proposition of your coaching services clear. Why should they pick you over everyone else? What can you offer than no one else can?
✨ Intangible Elements
Your brand includes non-physical aspects such as trust, reputation, expertise, and emotional connection, all of which influence how clients perceive your worth and the benefits of working with you. Ask yourself, "Do I instill in my clients confidence that they can reach their goals?"
🌐 The Sum of All Expressions and Experiences
Every way you present yourself (words, visuals, actions, and interactions), contributes to your brand, forming a cohesive and intentional image that others associate with you.
Every touchpoint—from first conversations to messages you send long-term clients—shapes your brand, as clients form their opinions based on the totality of their experiences with you and your services.
Don't underestimate the impact first impressions can have. A professional profile photo and compelling headline on your Leland profile may determine if a client chooses to reach out to you.
📝 Background
Services You Offer: Be intentional about the services you offer. Lean into your areas of expertise. A lot of time, coaches who are absolute experts in a specific area do better than generalists.
Previous Experience: Make sure your relevant work history and accomplishments are presented in a way that builds credibility. Highlight previous experience in your coach headline, on intro calls, and more.
Personal Bio: Show the unique lens you offer by highlighting important parts of your background, interests, and life experiences. Focus on what sets you apart.
Profession + Education: Ensure your coach profile has a comprehensive list of all the professional roles you've had and educational qualifications you've received.
Profile Language: Write with a tone and wording that represents who you are as a coach. Keep your profile language consistent across all sections.
“Why I Coach”: Articulate your personal motivation for becoming a coach, and ensure that this section helps clients feel confident you care about helping them succeed.
💼 Sales
How You Sell: Be thoughtful about the way you approach sales—develop a strategy that feels authentic to you, whether that’s through discovery calls, free resources, or targeted outreach, and focus on building genuine relationships with potential clients.
Client Reviews: Actively request and showcase feedback from past clients; real testimonials not only build trust but also demonstrate the tangible results you’ve delivered, helping future clients feel confident in choosing you.
Leland+ Materials: Take advantage of official Leland-branded resources and materials to reinforce your credibility and professionalism, ensuring your sales process feels polished and consistent.
LinkedIn Posts: Share regular updates, insights, and thought leadership on LinkedIn to establish your expertise, stay top-of-mind with your network, and attract new clients through valuable content.
Event Content: Host or participate in workshops, webinars, or panels to engage with your audience directly, demonstrate your knowledge, and provide value that can turn attendees into clients.
Articles: Publish well-crafted articles that showcase your expertise, address client pain points, and offer actionable advice—this positions you as a go-to resource in your niche.
🤝 Client Experience
Coaching Experience: Deliver coaching sessions that are not only effective but also personalized and engaging; focus on creating a supportive environment where clients feel heard, challenged, and empowered to achieve their goals.
Written Communication: Communicate with clarity, warmth, and professionalism in every message—whether it’s email, chat, or feedback—so clients always feel respected and informed.
Responsiveness: Make it a priority to reply to client inquiries quickly and reliably, showing that you value their time and are committed to supporting them throughout their journey.
Preparation + Resources: Come to every session prepared with tailored plans, actionable insights, and relevant resources; this level of preparation helps clients feel confident in your expertise and maximizes their results.
🎯 Conduct
Attire: Dress in a way that reflects your professionalism and the expectations of your clients, whether you’re meeting virtually or in person—your appearance sets the tone for your brand.
Communication Style: Interact with clients using a tone that is clear, empathetic, and consistent with your brand values; adapt your style to meet client needs while maintaining authenticity.
Zoom Background: Ensure your video call environment is tidy, well-lit, and free from distractions, projecting a polished and professional image that reinforces your credibility.
Timeliness: Always be punctual for meetings and deliverables, respecting your clients’ time and reinforcing your reliability as a coach.
Watch this training video to learn about brand building from some of Leland's top coaches!
A final note
The best thing you can do to drive business is to be a great coach to your existing clients. Referrals and word-of-mouth is one of the most powerful mediums for getting more leads. Most of the time, the clients that you coach will be around people who are in a similar stage of life. They’re in the same schools, clubs, stages of life, etc. A referral also massively increases credibility in your coaching services and lowers the barriers to purchase.