A brand is where strategy meets creativity, knowing your audience completely and saying it in a way that lands.
We talk to Fitr coaches about this constantly. So we figured it was time we took our own advice, and rebuilt ours from scratch. Here's what we learned, and how to apply it to your coaching business.
Before anything else, get specific on your foundations. Who are you building your coaching for? What's keeping your clients up at night? What do you offer that solves it, uniquely to you? What do you believe, deep down, about coaching?
Once you're clear on that, the real challenge is standing out when every coach out there is saying some version of the same thing. Here are the three lessons that got us there, and how they work for you.
1. Keep your ear to the ground
Going solo in fitness has never been easier. A PT once capped by their hours on a gym floor now has the infrastructure to coach hundreds of people at once and work from anywhere. That freedom comes with a catch: the bar to call yourself a coach has never been lower, and the bar to be successful in that has never been higher.
Your clients already know hard work pays off, you don't need to convince them of that. They're judging you on how serious you look about your craft. Ask yourself what's shifted in your industry lately, and what it now takes to be one of the ones who makes it.
2. Stop competing on features
We saw this in coaching software: every platform claiming to be the best, the number one choice, when the features underneath are basically the same. It's the same in coaching. Scroll five other coaches in your niche and the offers blur into one: transform your body, results guaranteed, built different.
When everyone's saying the same thing, a genuine point of view is what actually stands out. Read your last five posts back and swap your name for a competitor's. If nothing feels wrong, go find something only you can say.
3. Narrow feels risky. It isn't.
We used these three layers to pinpoint our target coach: the market is everyone who could possibly use Fitr, our customers are everyone already using it, and our target is the one mindset that unifies the coaches we're really building for.
Do the same for your clients. What's the one mindset you're actually coaching for, not the demographic? Finish this line: I build for the client who...
None of this happens overnight, and it isn't finished the day a new look goes live. Working out our brand foundations didn't change what we build for coaches. It just means we can finally say it properly.
Real work deserves real results. That's been true of Fitr since day one, and a new look doesn't change it, it just makes it easier to see.
Get your business Fitr.
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