4 Elements Every Personal Brand Must Define

I truly believe that you do want to build a successful standout online coaching business.

So can you and I get honest about something?

In order to do that, you need to be seen and heard over all the noise. In this blog, I will share 4- elements every personal brand needs to define in order to reveal their brand essence and be a standout amongst a crowd.

I am going to break these down in this blog and I’ve also put this in a fillable PDF which you can grab here – but be sure to read the blog first!!

If you want to attract your ideal client, it all starts with your personal branding. Now, I’m not only talking about logos and fonts.

What I am talking about is taking the first step by defining your brand essence.

I want you to think about branding like designing a new house.

  • What does this new house look like when I pull up to the curb?
  • Does it influence me to want to come up to the front door?

Branding is a representation of our energy and it is, in most cases, what magnetizes people to us.

Therefore, our brand has the responsibility to:

  1. attract our ideal client.
  2. clearly represent what we stand for and what we stand against.
  3. communicate our unique value.

After reading this blog, you will be clear on how to define your brand essence so that you can be the voice everyone wants to listen to.


4 Elements To Define Your Brand Essence:

#1) Your Brand Promise: What can your target audience and your clients come to expect from you? When it comes to your services, what will you deliver and how will they feel with the overall experience?

There’s a lot of people out there promising a lot of stuff, so it’s really important, now more than ever, that you deliver on what you promise.

If you’re promising high access coaching, give high access coaching. If you’re promising a course that delivers a specific outcome, make sure you have the step by step process on how to get to that outcome.

This is why knowing what you do, how you do it and why you do it is so important. You don’t want to be one of those people who promise something but doesn’t deliver on.

What your brand promises should be honored over and over and over again and it should come naturally to you.


#2 Your Brand Perception: This is how your clients and your target market perceive your brand. It’s basically about the first impression.

When people come along your brand or experience your brand, do they consider you:

  • an influencer
  • untouchable
  • accessible
  • a teacher
  • super organized
  • Successful
  • a hot mess?

This is that curb side appeal I was talking about earlier.

Think about it…

When I see you on social media, are you appealing? Are you influencing me enough to take that next step, which potentially might be going to your website?

When I get to your website, does it take forever to load? Do I understand where I am? Is your messaging from social media cohesive with the messaging on your website?

These first impressions are so important for the customer value journey. From the moment I saw you and find out about your brand, until the end result of me buying your product.

If your brand essence is not cohesive, it’s going to be very easy for me to look to the next coach.

If you’re not sure about the first impressions that you are giving off, here’s a tip.

Connect with your past clients or current clients and ask them what was their first impression or what is their first impression?

Ask followers on social media. Get it right from the people who are taking part in your brand and actually do have an opinion.


#3 Your Brand Persona: What is the personality of your brand? Is she luxurious? Is she laid back? Is she welcoming? Is she intense?

Whatever that is for you, it should have a direct correlation to your essential self. This is that natural connection to what you do, how you do it, and why you do it.

Honoring your brand persona, means you’re honoring yourself – which will come across in your marketing.


#4 Your Brand Elements: This is the aesthetics of your brand, your website, your logos, your images, your copy, the font that you choose.

These tangible elements actually represent the essence of your brand.

For example, if your brand is more luxurious, you’re going to have imagery of travel or upscale shopping or beautiful decor.

If your brand is more laid back and more accessible, you might just love bringing your followers along with you during your day or showing pictures of behind the scenes with your family and your everyday life.

No matter what your brand persona is, these elements should have a direct representation of what your characteristics are.


There you have it, the 4- important elements for every personal brand to define. It’s important to remember that no matter how you define these four elements, they must have a cohesiveness.

They must elicit a positive emotion when your ideal client thinks of you.

I want you to think of your favorite brands. Have you ever thought about what makes them your favorite brand?

I encourage you to do this. It’s actually an excellent exercise to help you put some verbiage on your brand essence. It can also help you see in real time how your favorite brands have influenced you with their very own brand essence.

I had a couple of a-ha moments after I did this, so I thought I would share it with you.  I put together your brand essence defined workbook, which you can grab grab HERE [DOWNLOAD].

In this workbook you’ll find a section to define your brand essence and a section to walk you through your favorite brands to help you reveal what makes you love them and the similarities (and differences) to your very own brand.

I hope you’ll be as amazed as I was on how this helps you anchor in on some key words and emotions that your favorite brands have elicited from you, and you can then use these similar words to do the same for your target market.

The only thing left to do after you define your brand essence is come with conviction.

Conviction for what you stand for and what you stand against leads to brand loyalty.

Brand loyalty, well, that leads to all the good stuff – the opting in, the opening of your emails, the clicking of your links and the buying of your programs.

Creating that emotional connection to your audience will turn leads into buyers on repeat, and it all starts by defining your brand essence.

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