How to Build a Premium Coaching Brand
As a brand strategist, one of the things I focus on the most is on building premium coaching brands for my clients. What you need to understand is there are certain specific cues that need to be in place in order for you to be able to effectively attract and enroll more premium clients into your business.
Since 2007, I’ve been diving deep into branding and brand strategy in order to really uncover what it takes to become a premium brand, and I can confidently say, that after working with hundreds of online coaches, consultants, and experts, I’ve nailed down the top four elements that are necessary for you to be seen as premium while attracting high-end clients into your business.
What makes a Brand Premium
When we talk about premium coaching brands, what we mean is a brand or business that is able to confidently and consistently enroll clients for at least $3,000 or more. I have clients that charge within a range of $3,000-$25,000 for their coaching services. In fact, I have a client who currently charges $300,000 for a 12-month coaching program.
The reason why this is possible is that they have effectively built premium, luxury brands that are seen as the solution and authority within their niche.
What I’m about to show you here are the elements of a framework I created for building premium coaching brands called: The Brand Strategy Pyramid Framework.
I have a training that walks you through the 3 secrets to attracting ready-to-invest, premium coaching clients while making weekly, high-ticket sales.
Make sure you check it out below:
Step #1: Crafting a Premium Brand Message
The first element that’s fundamental for you to attract premium coaching clients is making sure that you have crafted a clear and compelling, premium brand message.
When we look at messaging, there are essentially three parts that are important to be determined:
- Make sure you have absolute clarity on exactly who your ideal, ready-to-invest audience is
- Understanding and defining what makes you different from everyone else in the market
- Determining the exact outcome you deliver for your clients – and learning how to effectively communicate this with your audience
So let’s expand on what these things mean:
Getting Clarity On Who Your Audience Is
You need to understand that for you to be able to become a premium brand, you have to make sure you are effectively communicating to a premium audience as well.
A premium audience is someone who is willing to invest right now in solving the problem that they have. They value their time more than their money and are willing to put money down OR get resourceful to hire the pieces that are needed in their business.
You need to ask yourself: Where exactly in their journey does a person need to be in order to be ready to invest with me right now?
The answer to that question is what determines who your ideal audience actually is.
Once you understand who your ideal audience is, you can start creating content and messaging that speaks to their VERY SPECIFIC problems and symptoms.
Know this: the problems that a premium client has are different than those who are not necessarily willing to invest right now.
Clarifying What Makes You Different
Within messaging, the second piece that’s important in terms of becoming a premium coaching brand is learning how to differentiate yourself from everyone else in the market.
Let’s face it, no matter what industry you’re in, whether it’s in the wealth, health, relationship, spiritual, or personal development space, it’s likely that your market is highly saturated.
Because of this, most coaches or experts are seen as a commodity that can be easily interchanged. This is the reason why defining what makes you different from the rest can be so effective in positioning yourself as a premium coaching brand.
You want to look closely at what I call “The Six S’s Of Singularity” and ask yourself the following questions:
- What are some of the most powerful stories that have defined my life?
- What are the most prevalent skills that make me different from the rest?
- What are the superpowers that define my personality as a brand?
- What do I stand for and against?
- What are the steps I take my clients through?
- What are the most powerful success stories I have?
When you bring these pieces together, it allows you to paint a clear picture of what makes you different from the rest. You want to infuse your marketing and content with these elements to help you stand out as a premium brand.
Clarifying What You Do
Finally, within marketing, we want to look at finding a clear and compelling way to communicate the outcome that you help your clients achieve.
The more PRECISE you are, the more effective you will be at attracting a premium audience while positioning yourself as a premium brand as well.
Saying things like “I help women lose weight” for example isn’t clear enough. It doesn’t give me a sense of premium or difference.
Go deep into determining exactly what your ideal audience wants and needs in order to create a message that clearly positions you as a premium coaching brand.
Step #2: Building a Premium Offer
The second part of building a premium coaching brand is making sure that you have an offer that’s irresistible and, like Alex Hormozi says, “stupid to say no to.”
But I believe that for you to truly build a premium coaching brand, instead of just building an offer, you want to create a framework, methodology or process that is unique to you only.
You do this by evaluating the main pillars or content themes behind your process and re-branding them or positioning them as the center of your business.
Instead of just selling a course or online program, you are positioning your framework as the solution your clients need to solve their problems.
This is exactly what we did for my client Lolo Landing, a Quantum Energy Healer. We created the “Evolve Framework” which is a process that allows her clients to get incredible results.
Instead of selling a program with modules, Lolo has created a system that is unique ONLY to her. This is what has allowed her to become a sought-after mentor in her field- even being hired by some of the biggest companies in the world (think world-class tech GIANTS) to come in and do energy healings for their high-level teams.
When you are able to position your offer as the solution your clients need, it changes the way your clients see you and turns you into a premium coaching brand.
I explain this in more detail in the training, you can sign up for it right over here:
Step #3: Building a Premium Marketing Strategy
For you to be seen as a premium brand, you need to understand that a basic, surface-level marketing strategy isn’t going to cut it. Premium clients are looking for premium solutions, not how-to tips and strategies that don’t create any demand for what you do.
What you want to do instead is determine the main premise or hypothesis for your offer or service. In other words:
What is the main thing your clients need to do in order to solve their problems?
That needs to be at the core of every piece of marketing content you put out there.
Whether you are building a funnel such as a webinar, or you are focused on creating daily content on a platform like TikTok, you need to make sure you’re creating content that builds demand for what you do by continuously proving your hypothesis or thesis.
This means that you need to make sure you’re creating content that is deep and speaks to the very specific problems and symptoms we talked about in Step #1.
The more specific your content is, the more powerful it will become for your ideal clients. They will see what you do as the perfect solution for their problems.
Of course, this is essential to making sure you are seen as a premium coaching brand.
This is what makes your content go viral while attracting better quality leads.
That’s exactly what happened to my client Gav Gillibrand, a weight loss coach for busy dads. When he started creating more content that was speaking to his ideal audience in a deeper way, he was able to position himself as a premium brand – and it resulted in him going viral on TikTok as you can in the video views below.
Step #4: Building a Premium Visual Brand
Of course, the last step to building a premium coaching brand is to make sure that your brand looks the part. I talk a bit more about what your website needs to attract high-end leads right here, but essentially, for you to be seen as a premium coaching brand you need to have a brand that looks elegant and high-end as well.
As much as everyone loves to say “Don’t judge a book by its cover” the truth is that having a very “DIY” (do-it-yourself) brand is not what you need to do in order to be seen as a premium brand.
You need to make sure you have professional photos, clean lines and colors and a powerful aesthetic.
This is what we did for my client Christine Luken for example. As a Financial Coach for High-earning professionals, her brand was not reflecting the value she was delivering.
As you can see from the images above, her brand used to look like a simple blog, not the brand of someone who works with premium clients. This year, Christine came back for a brand refresh because she wanted to target even higher-end professionals and you can see the results of her rebrand below or by clicking right here.
You can clearly see how powerful and elegant her brand looks right now and how it positions her as a premium coaching brand as well.
When we bring together these 4 elements: Messaging, Offer, Marketing, and Visual Brand Identity, it radically changes how others perceive your brand and turns you into a premium business.
Are there any elements that are missing in your business?
Remember to watch the training where I explain the secrets to attracting ready-to-invest premium coaching clients below:
Watch the video where I walk you through how to build a premium brand below: