Episode 7
Ep #07: The 3 Things Your Coaching Brand is Missing Right Now
During a program launch a couple of years back, I found myself looking at what essential pillars there are to every business. People tend to follow certain similar brands because they find something they like there. Maybe it’s the colors, the copy, or the way the coaches speak.
How are you presenting yourself as a coach? Do you have a message? Do you have a position? Do you have a distinctive visual identity or does it blend in with the crowd?
You already have what you need to be a standout coach. Maybe it just needs to be honed a little bit to really showcase your personality.
The Brand DNA concept has 3 pillars:
- Visual identity - imagery, colors, fonts
- Copy - tone, voice, words
- Your Kingdom processes - your offers, your messaging, your positioning, your vision, your purpose
It’s okay for all of these things to grow and evolve over time. For example, I never used to get political in my business, but I’m Ukrainian and I have decided that it’s important to me to help the displaced people in my home country, so I’ve added some fundraising into my business.
What are the fundamentals of you as a human, and how do you bring that to the table?
DM me @alisakaycoaching and let’s start the conversation.
If you loved this episode, we encourage you to Share, Like, Review, and Subscribe!
For more copy and content tips and ways to make more money now, join my FREE group here >>> https://alisa-kay.com/group
Music credit: “Ready, Steady, Go!” and “Free Radical” By Gyom
A Podcast Launch Bestie production
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Transcript
Welcome to the modern coach podcast.
Alisa Kay:This is episode number seven.
Alisa Kay:What we're going to dive into your brand DNA, what it is and why you need one.
Alisa Kay:So let's start the show.
Alisa Kay:Welcome welcome.
Alisa Kay:This is one of my favorite topics ever.
Alisa Kay:I can talk about, uh, branding, visuals, copy messaging positioning all day long.
Alisa Kay:I launched April.
Alisa Kay:A good few years ago now it was one of my first ever digital courses.
Alisa Kay:And essentially it was all around how to create that irresistible messaging.
Alisa Kay:And as I was ideating on this, on this program and it was originally supposed
Alisa Kay:to be just about copy and as I was, outlining it making, you know, making all
Alisa Kay:of the things that we do whenever we look.
Alisa Kay:It occurred to me that actually, business isn't just about copywriting.
Alisa Kay:And I know this, this has the formal copywriter, right?
Alisa Kay:This, this is not just about great copywriting.
Alisa Kay:Copywriting is going to get you, you know, 70% of the way.
Alisa Kay:That's why there are a million dollar funnels out there that are
Alisa Kay:ugly as fuck that have made so much money because the copies is.
Alisa Kay:But the truth is, is that most branding today, most copy today,
Alisa Kay:most businesses today, con to just get away with great copy.
Alisa Kay:They also need a brand.
Alisa Kay:So, you know, in my setting for this program, I started thinking
Alisa Kay:about what are the elements that make up an amazing brand.
Alisa Kay:If copy is one of them, if copy is 70% of these elements, what's actually
Alisa Kay:in the DNA, the invisible pillows of success of every coaching business.
Alisa Kay:And I came up with the Tom brown DNA because I really do think.
Alisa Kay:It's one of those things that is such an integral part of you being a successful
Alisa Kay:business, the brands, the coaches, the people that we follow online.
Alisa Kay:They all have some form of distinct personality to them.
Alisa Kay:They all have a distinct vibe.
Alisa Kay:They all have a distinct image and we might not even realize it, but
Alisa Kay:we follow people who are very, very similar.
Alisa Kay:Most of the time that you give off, you know, a very similar vibe,
Alisa Kay:they have a specific cadence to even how like the coaches speak.
Alisa Kay:They have a specific colorway that they use.
Alisa Kay:Most people know what they like and the invisible ness of that
Alisa Kay:is what makes up your brand DNA.
Alisa Kay:And I want you to be mindful of how are you presenting yourself as a coach?
Alisa Kay:And do you have these things in place?
Alisa Kay:Do you have a message?
Alisa Kay:Do you have a position?
Alisa Kay:Do you have a visual identity?
Alisa Kay:And are you actually happy with all of those things or does your
Alisa Kay:brand look like the very same.
Alisa Kay:You know, the very same hot pink bullshit with gold foil, like every
Alisa Kay:other, Tom, Dick and Harry on the, into abs, you know, and I mean, no shade.
Alisa Kay:My branding is very pink as well at the time of this recording.
Alisa Kay:And I love my pink gradient and I love my pink brand, but there is still a
Alisa Kay:distinct meanness to the branding.
Alisa Kay:It's not just, you know, the, the hundred and one Canva pallets that.
Alisa Kay:Um, most coaches seem to pull from and then wonder why they don't stand
Alisa Kay:out well it's because everyone is using the same phones, the same
Alisa Kay:colors, the same, the same bullshit websites to design the brand identity.
Alisa Kay:When an actual reality, you already have what you need to be a standout coach.
Alisa Kay:You already have what you need to be.
Alisa Kay:Yourself.
Alisa Kay:It's just like, how do we hone into that?
Alisa Kay:So the brand DNA concept takes into account three pillars.
Alisa Kay:If you imagine a Venn diagram, I want you to imagine three circles at the top,
Alisa Kay:you would have your visual identity.
Alisa Kay:Your visual branding, like your colors, your fonts, what are the imagery
Alisa Kay:that was the imagery that you use?
Alisa Kay:on the right-hand side, you have your copy.
Alisa Kay:What's the specific tone voice.
Alisa Kay:What are the, what are the isms that you, that you use?
Alisa Kay:What are the words?
Alisa Kay:Have you branded your wording because let me tell you one of the first things
Alisa Kay:that we do, if you work with a great copywriter, is that they figure out your
Alisa Kay:isms, your specific intricacies of how you speak, the things that you say, the
Alisa Kay:language that you use, the patterns that, that you employ in your speech, right when
Alisa Kay:you're writing and when you're talking.
Alisa Kay:So your copy is the second part and the very.
Alisa Kay:I call this your kingdom processes.
Alisa Kay:The reason I call it, your kingdom is because you are the queen
Alisa Kay:or the king of your business.
Alisa Kay:So you are building your kingdom.
Alisa Kay:And part of that is going to be.
Alisa Kay:Your offers, your special magic that you bring to the table is going to
Alisa Kay:be your messaging, your positioning.
Alisa Kay:It's the stuff that is below the surface.
Alisa Kay:It's not just like a fancy tagline that would probably go underneath
Alisa Kay:copy, but it's, it's beyond that.
Alisa Kay:It's what is your kingdom?
Alisa Kay:Who are you?
Alisa Kay:What's your mission?
Alisa Kay:What, what are those invisible things that.
Alisa Kay:Don't seem so obvious, but still make up who you are.
Alisa Kay:So if I was going to go into, you know, frozen take three, and you are
Alisa Kay:now the queen of that kingdom, what are the policies that you live by?
Alisa Kay:What, uh, what's the vibe who are the people that live there, right?
Alisa Kay:Your kingdom is, is the, I would say the least obvious portion of the brand DNA.
Alisa Kay:And elements of it, of what we talk about the most, like your message, right?
Alisa Kay:Everyone says, what's your vision, what's your mission.
Alisa Kay:Um, and every one of us says, I want to help a hundred women be more free.
Alisa Kay:I want to do this, this and this right.
Alisa Kay:And I laugh because most coaches, right.
Alisa Kay:We have that service element to our brand.
Alisa Kay:We want to help more people.
Alisa Kay:We want to, we do want to impact people and I, I'm not devaluing that, but it's
Alisa Kay:not really a mission really in life.
Alisa Kay:We, if we sit down and talk girl to girl, right?
Alisa Kay:So things like your mission quote unquote, right.
Alisa Kay:Would come up underneath your kingdom person.
Alisa Kay:Things like, what's your position, right?
Alisa Kay:do you get political in your copy?
Alisa Kay:Like we just talked about, ethics inside of, I have got this program
Alisa Kay:called spellbinding content.
Alisa Kay:And within that program, we talks about what is ethical copywriting?
Alisa Kay:What is it that we're putting forward and what are the.
Alisa Kay:That are happening in, you know, in the world, in, in our
Alisa Kay:coaching space that we need to be mindful of as we create content.
Alisa Kay:And one of the things that we talked.
Alisa Kay:Was this element of your kingdom.
Alisa Kay:And do you get political?
Alisa Kay:Like I'm Ukrainian?
Alisa Kay:So one of the things that I focused on in this last quarter was doing a fundraiser
Alisa Kay:bundle was raising $57,000 for the victims in Ukraine and helping refugees,
Alisa Kay:helping people who are actually need.
Alisa Kay:And that's part of my kingdom, right?
Alisa Kay:Like I want to have.
Alisa Kay:My home country and I want to help the displaced people
Alisa Kay:who are struggling right now.
Alisa Kay:Now that is not necessarily something that I talk about in all of my marketing.
Alisa Kay:Right.
Alisa Kay:But that is a key element of my brand is that we do put service first and that
Alisa Kay:we do, you know, we've always donated a portion of my proceeds, a portion of our
Alisa Kay:profit, to different charities, right.
Alisa Kay:That's not necessarily something that I talked about.
Alisa Kay:Ever to be honest with you, but it's something that we did do.
Alisa Kay:And so therefore part of your processes is decide.
Alisa Kay:if I'm into activism, if, and if I'm into helping people and if I'm
Alisa Kay:into charity walk, is that going to be an element of my business or
Alisa Kay:is it not like before this year?
Alisa Kay:I would have said it's not really part of my business.
Alisa Kay:I talk about systems, processes, making more money online.
Alisa Kay:I hope people decode social media, right?
Alisa Kay:Cut to this year, I would say.
Alisa Kay:Yeah, that is a huge part of what I want to focus on because
Alisa Kay:it's a huge part of who I am.
Alisa Kay:and it's okay for you processes and your kingdom to change.
Alisa Kay:Right.
Alisa Kay:And to be reshaped, but how I want you to start thinking about, okay,
Alisa Kay:well, your brand DNA, like you as the person, you evolve your brand.
Alisa Kay:Too.
Alisa Kay:So part of your brand DNA is understanding that it's not something
Alisa Kay:you don't just put a vision statement up on your vision board, and then
Alisa Kay:that's it your vision forever.
Alisa Kay:It's an evolving situation.
Alisa Kay:It's an evolving thing.
Alisa Kay:And it's okay for your vision to evolve as you grow as a business owner.
Alisa Kay:When I first started my business, all I wanted was to not be burnt out, to
Alisa Kay:not be trading my time for money, to have a semblance of freedom in my life.
Alisa Kay:To be able to dictate, do I take this phone call or do I not to
Alisa Kay:be able to say, I don't want to work with this type of client?
Alisa Kay:Fuck you.
Alisa Kay:Like, no, I didn't have that freedom in my phys-ed business.
Alisa Kay:And therefore I wanted to have it in this one.
Alisa Kay:So for me, my part of my original brand DNA.
Alisa Kay:Was very much, can we focus on, these three pillars, can we help
Alisa Kay:people do this, this and this?
Alisa Kay:And that was fine.
Alisa Kay:That was my, kingdom, as it evolves.
Alisa Kay:I don't know what it's going to look like in a year's time, because
Alisa Kay:everything has changed in the last six months, at least for me.
Alisa Kay:and I, I'm going to be talking about like the evolution of my brand DNA on this.
Alisa Kay:And I think it's going to be an interesting thing to watch and an
Alisa Kay:interesting thing for me to document.
Alisa Kay:But the first thing that I want you to understand is that, like,
Alisa Kay:what is your vision, right.
Alisa Kay:And who is it that you want to help?
Alisa Kay:Are you actually actively trying to do that?
Alisa Kay:Or is it something that you said at, at a retreat once and now it's just
Alisa Kay:a bullshit thing that is up on your board that you're not really intimately
Alisa Kay:connected to because, you know, giving money to charity, it was all very, good.
Alisa Kay:And like, it made me feel.
Alisa Kay:Glad that I was able to create the profit and the freedom in my
Alisa Kay:business to be able to give back, but I wasn't intimately connected
Alisa Kay:to that vision or to the mission.
Alisa Kay:It was something that I sort of just did because, because I did, you know,
Alisa Kay:but helping people of my home country and refugees specifically, and really
Alisa Kay:having that deep emotional connection has fundamentally changed me as a coach.
Alisa Kay:So I think part of your brand DNA is understanding.
Alisa Kay:What are the fundamentals of you as a human and how you bring that to the table?
Alisa Kay:There is not really a right or wrong answer to that, I think.
Alisa Kay:But I think it's an interesting aspect for you to think about as you go deeper
Alisa Kay:on your coaching journey, the two things that are a lot easier to pin down and
Alisa Kay:for you to take action on, uh, your visuals as in your brand identity, and
Alisa Kay:then your copy, what you sound like.
Alisa Kay:What's the tone.
Alisa Kay:Are you actually putting your personality forward through your words?
Alisa Kay:I think let's start with the visuals because that's an
Alisa Kay:easier thing to talk about.
Alisa Kay:I think an easier thing for you to visualize.
Alisa Kay:Aha.
Alisa Kay:See what I did there.
Alisa Kay:So your visuals but typically if you're not at the a hundred K 120.
Alisa Kay:Mark yet.
Alisa Kay:I see a lot of coaches come to me and then not really sure on what
Alisa Kay:the visuals need to look like.
Alisa Kay:It doesn't really look like a reflection of them.
Alisa Kay:They're not sure about the imagery.
Alisa Kay:You know, a lot of my clients, when they come to me, they don't really
Alisa Kay:love the photography that they have.
Alisa Kay:You know, maybe it's a DIY situation.
Alisa Kay:Maybe they don't, you know, Put on COVID await and now they
Alisa Kay:don't want to do a photo shoot.
Alisa Kay:I know that was me calling myself out there.
Alisa Kay:there's a great little video that I did inside of my free
Alisa Kay:Facebook group around that.
Alisa Kay:Um, because it really took like a whole process for me to get over.
Alisa Kay:But I think we, as coaches, we will be now whether the visuals haven't really
Alisa Kay:represented where we're at and, you know, as I've just shared with you,
Alisa Kay:like my business and brand has evolved.
Alisa Kay:So my imagery had to evolve as well.
Alisa Kay:So the visuals for me, that's such an overlooked pod or.
Alisa Kay:Your coaching business, like how you present yourself.
Alisa Kay:People are generally visual, like 80.
Alisa Kay:I think it's something like 80% of people are visual learners.
Alisa Kay:So if you don't have the imagery, if you're not using branded photos,
Alisa Kay:like if you don't have a vibe to what you're posting and it's just a bunch
Alisa Kay:of useless quote cards and a bunch of reshared, stock photography, People don't
Alisa Kay:have an emotional connection to that.
Alisa Kay:The brands that we love, we have an emotional connection to.
Alisa Kay:So I want you to just start thinking about, am I creating that
Alisa Kay:emotional connection with people through the branding that I'm using?
Alisa Kay:Am I actually giving people, a reason to like my imagery?
Alisa Kay:Am I giving people a reason to follow.
Alisa Kay:Me my brand, my visuals, who I am.
Alisa Kay:Am I putting a lot of my face on there?
Alisa Kay:If people are investing in you as a coach, I go, they're going
Alisa Kay:to want to see you as the coach, as the forefront of the business.
Alisa Kay:So like your visuals are going to need to include you.
Alisa Kay:As the key part of your visual strategy.
Alisa Kay:Right?
Alisa Kay:So I think a lot of the time we don't think about those elements.
Alisa Kay:We don't think about that as an integral part of your brand, but you
Alisa Kay:are like you as the person, you're the face, most likely of your business.
Alisa Kay:And therefore how you put yourself together and what you put out there that
Alisa Kay:it's all makes up your visual identity.
Alisa Kay:So if you're happy taking selfies with, a messy bun and your PJ's
Alisa Kay:and that's your brand, then does your visual identity reflect that?
Alisa Kay:Or is your visual identity very corporate in feel, and you are
Alisa Kay:there posting PJ selfies, right.
Alisa Kay:That does not align.
Alisa Kay:And I see so many people, so, so, so many people.
Alisa Kay:Have these like very outdated visual identities.
Alisa Kay:And I want you to start thinking.
Alisa Kay:Is my visual identity.
Alisa Kay:Is it speaking to my ideal client?
Alisa Kay:Because what you like and what they like might be two different things too.
Alisa Kay:So I think, we either place too much effort and energy and spend way too
Alisa Kay:much money on designing a visual identity, or we spend no money and
Alisa Kay:no thought process thinking about it.
Alisa Kay:I think that there has to be a golden middle between the two.
Alisa Kay:One of the first things that I do with my VIP clients is we look at their visual
Alisa Kay:identity and we make it seem more of them.
Alisa Kay:We actually pull out funnel colors.
Alisa Kay:We look at what is it they need for the brand to function because you know,
Alisa Kay:the five colors that you might have for your visual brand are not necessarily
Alisa Kay:the colors that are going to look great in a funnel or going to convert.
Alisa Kay:Well, when you start to create your freebie or your sequence,
Alisa Kay:or when you start to create a bonus for your social media.
Alisa Kay:So there are so many different facets to the visual identity.
Alisa Kay:Element.
Alisa Kay:And the thing that I want you to think about is does this feel
Alisa Kay:and look like me, number one.
Alisa Kay:And does this look like a coach that I would invest in?
Alisa Kay:If you're looking at your website and you wouldn't invest
Alisa Kay:in you, that's a really good.
Alisa Kay:Metric and a really good gut check for you to do.
Alisa Kay:If you wouldn't invest in you, then how can you expect
Alisa Kay:other people to invest in you?
Alisa Kay:It's the same with content.
Alisa Kay:If you're creating content that you wouldn't pay attention to, why would
Alisa Kay:other people would pay attention to it?
Alisa Kay:So I want you to start thinking about, okay, What is it that I'm trying to
Alisa Kay:project and what are the types of clients that I'm trying to attract?
Alisa Kay:When I was, as service provider, my branding was very different.
Alisa Kay:It was very much aligned to handle fewer shifts to me because I'm a service
Alisa Kay:provider and I do done-for-you stuff.
Alisa Kay:My branding as a coach is a lot more me.
Alisa Kay:I would say it's a lot more reflective of my personal.
Alisa Kay:And it's also a lot warmer.
Alisa Kay:It's also a lot lighter.
Alisa Kay:It's brighter.
Alisa Kay:It's sunny out because I'm evoking essentially the
Alisa Kay:results that I bring to people.
Alisa Kay:So the brand also needs to reflect your offers.
Alisa Kay:It needs to reflect who you are.
Alisa Kay:And I think that's why.
Alisa Kay:Great brand designers, you know, understand that there is strategy
Alisa Kay:behind what is it that you're offering.
Alisa Kay:And one of the first things that I had a conversation with with my brand
Alisa Kay:designer was what are your offers?
Alisa Kay:And I think that's a really, again, to, to parrot back what we talked about in
Alisa Kay:the last episode, your paid offer is always going to be the best place for
Alisa Kay:you to start with all of these things.
Alisa Kay:So your visual process essentially is your visual identity, the images that
Alisa Kay:you're using, the colors that you have, the fonts that you're using as well.
Alisa Kay:And.
Alisa Kay:Essentially is all of the visual elements that you are putting forward.
Alisa Kay:And I think the more consistent you can be, the more put together, it all
Alisa Kay:feels the more successful you feel and the more put together you feel, right?
Alisa Kay:It's like a psychological trick almost where if you've been feeling stuck or
Alisa Kay:stagnant in your business, sometimes doing a refresh is such a helpful thing to do.
Alisa Kay:And, you know, in fact, a lot of my well-established clients, when
Alisa Kay:we do that kingdom building session and we thought working together.
Alisa Kay:One of the first things we do is we look at their existing branding and we
Alisa Kay:either do a refresh or we, we look at the imagery, we look at how can we make
Alisa Kay:it more aligned to who they are today?
Alisa Kay:Because a lot of the time we have these colors, we have these phones and we don't
Alisa Kay:really think about why we've chosen right.
Alisa Kay:Or made those decisions to include that in our, in our visuals.
Alisa Kay:so the visual identity.
Alisa Kay:It's easy for you to do in that you can pull images on Pinterest.
Alisa Kay:You can look at what are the vibes that you want.
Alisa Kay:Even to the point where with one client, she wanted to really evoke a
Alisa Kay:very warm feeling, but the green that she was using was there like cool tone.
Alisa Kay:So everything that.
Alisa Kay:Was putting out sort of felt very cool and felt not very welcoming.
Alisa Kay:And like sometimes even when just warming up one of the colors can make
Alisa Kay:a huge world difference and can make a huge shift in that brand DNA process.
Alisa Kay:So I would always look at.
Alisa Kay:What is the visual identity doing?
Alisa Kay:And do you have a visual identity for each offer that you're creating?
Alisa Kay:Sometimes it's not necessarily sometimes though you might want to change
Alisa Kay:something up and make it very specific to whatever it is that you're selling.
Alisa Kay:the second part of this is your copy in that your copy needs to
Alisa Kay:be branded to so things like.
Alisa Kay:One of my favorite things to do is, is may clients brand their emojis?
Alisa Kay:Like what are the five to 10 emojis that you use the most?
Alisa Kay:And are they branded to you?
Alisa Kay:Like in our, in my signature program, all of our resources
Alisa Kay:have the little castle, right?
Alisa Kay:As again, we talk about kingdom building a lot.
Alisa Kay:We talk about you're the queen, you're the king, right?
Alisa Kay:You are the queen of your kingdom.
Alisa Kay:You have.
Alisa Kay:The structures you have, your different areas that you are
Alisa Kay:managing that you're ruling.
Alisa Kay:Right?
Alisa Kay:So as part of that, the little costal emoji is one that I use consistently.
Alisa Kay:And it feels like it's my emoji, even though it's not like, obviously
Alisa Kay:I don't own it, but it very much feels like that is, that is very me.
Alisa Kay:In one tiny little image.
Alisa Kay:And even though an emoji is not part of copying necessarily, right?
Alisa Kay:It's a visual, can you see how the visuals and your copy intersect, like one can't
Alisa Kay:exist without the other and vice versa?
Alisa Kay:Like when you were creating the copy, you're painting imagery, right?
Alisa Kay:You're painting the imagery with the words.
Alisa Kay:And if your imagery underpins that, like, if we look at the rise of, let's say.
Alisa Kay:Alpha femme with a very like black branding.
Alisa Kay:I found that really fascinating to watch.
Alisa Kay:Melanie and Sawyer I think is, the coaches.
Alisa Kay:She grew her business really, really quickly.
Alisa Kay:And I think a lot of that was not only because she's a
Alisa Kay:great expert at what she does.
Alisa Kay:But also because her branding was on point, it was very distinct.
Alisa Kay:No one was doing the black branding at the time and that was
Alisa Kay:she, and it was very distinct.
Alisa Kay:And now, you know, if you go on online, different coaches have
Alisa Kay:different brands associated with them.
Alisa Kay:And I think her like her black vibe, her black and gold.
Alisa Kay:Alpha femme ESC, brand carried a lot of that.
Alisa Kay:Right.
Alisa Kay:It made us distinctly remember her for that specific visual.
Alisa Kay:And I think that's a really great example and a really great case study.
Alisa Kay:And we can talk about people like Marie Forleo.
Alisa Kay:Right.
Alisa Kay:We can talk about Who else is coming to mind.
Alisa Kay:Like Lisa Johnson changed her branding to turquoise.
Alisa Kay:And then I saw like 20 other coaches a month later change
Alisa Kay:the branding to turquoise.
Alisa Kay:And I just find it hilarious how, you know, instead of people owning
Alisa Kay:who they are and really digging deep and thinking like, who is
Alisa Kay:it that I want to pull forward?
Alisa Kay:Right.
Alisa Kay:They then copy other people's brands, uh, without really thinking about like,
Alisa Kay:what's the emotion that we're evoking.
Alisa Kay:Why are we making those choices?
Alisa Kay:So, what will you want to do is you want to have a distinct visual identity.
Alisa Kay:That's true to you, but also have distinct, copy and a distinct style that
Alisa Kay:is also true to you and how you talk one of my favorite copywriting exercises.
Alisa Kay:To literally transcribe whatever it is that you're saying.
Alisa Kay:So if I was to do this exercise, I would transcribe this whole podcast episode.
Alisa Kay:And then I would look at what are the language patterns that I'm using.
Alisa Kay:Are there specific words that I'm referring to?
Alisa Kay:So the way.
Alisa Kay:Kingdom building came about or the way that the kingdom process came
Alisa Kay:about in the brand DNA was that I kept using the analogy of you're the queen.
Alisa Kay:You're building your kingdom.
Alisa Kay:You are the queen, you're building your kingdom.
Alisa Kay:And that was like a theme that came out in one of my first ever
Alisa Kay:masterclasses that I did just like literally an off the cuff conversation.
Alisa Kay:And my favorite.
Alisa Kay:And that I kept repeating that and I was like, oh, that's interesting.
Alisa Kay:Like, let me pay attention to what I'm saying.
Alisa Kay:And let me see whether I want to turn it into something that
Alisa Kay:is, you know, branded to me.
Alisa Kay:And now I think if anyone came out with a kingdom building process, um,
Alisa Kay:who'd followed me for a long time.
Alisa Kay:Like, I've talked about it enough for it to be like my thing.
Alisa Kay:And, you know, I think in the coaching space, yes.
Alisa Kay:Was coolest.
Alisa Kay:We do have.
Alisa Kay:A bunch of overlap.
Alisa Kay:Like there are things that I say that, uh, directly like lifted from my coaches,
Alisa Kay:from their coaches and so on and so forth.
Alisa Kay:And sometimes we don't even notice that we're doing it.
Alisa Kay:I don't think it's about necessarily plagiarizing the different
Alisa Kay:sayings that people have, and it's not about necessarily even.
Alisa Kay:trying to come up with your own different identity.
Alisa Kay:But I think that the reality is, is that a lot of hidden coaches are
Alisa Kay:hidden because they haven't figured out how to position themselves online
Alisa Kay:in a way that makes them irresistible.
Alisa Kay:And the truth is, is that the big coaches out there, the people who
Alisa Kay:let's say are not necessarily.
Alisa Kay:The best at what they do, but make the most money is because they figured
Alisa Kay:out that by branding themselves, by picking out those 2, 3, 5 phrases and
Alisa Kay:really hammering that message into the people and, you know, speaking
Alisa Kay:again and again and again on the same topics until they become the quote
Alisa Kay:unquote authority, because that's what we hear them talk about the most.
Alisa Kay:Right.
Alisa Kay:And I think.
Alisa Kay:That's an interesting thing for us to pay attention to is the
Alisa Kay:people that we follow online.
Alisa Kay:If we look at what is that brand DNA telling us and how can we think about.
Alisa Kay:Do I want to reverse engineer that?
Alisa Kay:Do I want to pick stuff up from that?
Alisa Kay:Do I want to look at it from a marketing perspective and what can I
Alisa Kay:learn and take away from how the big people in the industry are doing it?
Alisa Kay:What can I learn from the people that have the lives that I want?
Alisa Kay:And I want to recreate.
Alisa Kay:What can we learn from them?
Alisa Kay:The majority of them have five plus sayings that they say over and over again.
Alisa Kay:And I think that's something that comes organically obviously to you as a coach.
Alisa Kay:But I think it's something that we don't pay enough attention to.
Alisa Kay:Like your copy needs to be branded to you.
Alisa Kay:The things that you say, the things that you highlight need to be like branded
Alisa Kay:to you and you need to pay attention to what it is that you're saying.
Alisa Kay:There's no use having these little gold nuggets, you know, in your
Alisa Kay:courses, in your programs, in your Instagram, DMS, if you're not repeating
Alisa Kay:stuff over and over and over again.
Alisa Kay:So I talk about things like your kingdom, your businesses, your kingdom.
Alisa Kay:I talk about the things that you are, the queen of your kingdom, yada, yada,
Alisa Kay:yada, like I repeat myself constantly over and over again in my copy because a.
Alisa Kay:Golden.
Alisa Kay:It's true, but B I'm also reminding my audience that this is what I teach.
Alisa Kay:This is how you need to think about it.
Alisa Kay:And I'm essentially letting them know and reminding them over and over and over
Alisa Kay:again that I am the expert in this topic.
Alisa Kay:And here's how I view it so that when someone, you know, needs a speaker
Alisa Kay:or whatever, or if someone needs help with this, I will get tagged and be
Alisa Kay:like, oh, you need to speak to what he's heard about Huffington process.
Alisa Kay:Right.
Alisa Kay:And I think that that's when it becomes really fascinating because your brand
Alisa Kay:DNA starts to live outside of you.
Alisa Kay:It starts to take on its own thing and people can start to pick up
Alisa Kay:on it and you become branded.
Alisa Kay:And it's not that, you know, you've used the right colors, but it's a
Alisa Kay:combination of all of those things.
Alisa Kay:What is your offer?
Alisa Kay:What is your mission?
Alisa Kay:What is your message?
Alisa Kay:Right?
Alisa Kay:What is the visual identity that underpins that?
Alisa Kay:How are you representing that in your visuals?
Alisa Kay:And then what are the words that you're using to describe it?
Alisa Kay:What are your metaphors?
Alisa Kay:What are your similes?
Alisa Kay:What, what are you putting out there?
Alisa Kay:And it may seem.
Alisa Kay:Super complicated when I break it down that way, but it's pretty, no,
Alisa Kay:a lot of us do this instinctively.
Alisa Kay:Anyway, what I'm asking you to do though, is think about how can I be a
Alisa Kay:bit more mindful and how can I put in season's over review in my business.
Alisa Kay:So that I can pay attention to the stuff.
Alisa Kay:Like again, with my VIP clients, we do this quarterly.
Alisa Kay:We do a VIP day where we break this stuff down and we look at,
Alisa Kay:okay, well, what can we pull out?
Alisa Kay:What can we emphasize?
Alisa Kay:What is, what is the thing that is going to help you build your
Alisa Kay:business in a more sustainable way and make you more recognizable brand?
Alisa Kay:Because I know for a fact, Then the best coaches out there, the people
Alisa Kay:who are so good at what they do just don't know how to market themselves.
Alisa Kay:And it's my mission in life to help them see that marketing themselves
Alisa Kay:should be the priority because people need more of what you have.
Alisa Kay:And if you are comfortable with marketing yourself and putting your
Alisa Kay:brand DNA out there, then you're going to be impacting more people.
Alisa Kay:And I mean, rather selfishly than my ripple effect.
Alisa Kay:Multiplied because I'm helping more people help more people and it's
Alisa Kay:a glorious cycle of magic, right?
Alisa Kay:So for me, brand DNA is all of those three things overlapped.
Alisa Kay:It evolves.
Alisa Kay:It grows with you.
Alisa Kay:And the thing that I want you to think about is how can I start to become
Alisa Kay:more mindful and more systematic in the way that I view myself and
Alisa Kay:in the way that I view my brain.
Alisa Kay:And how can I start to pull more things together?
Alisa Kay:Is my brand recognizable?
Alisa Kay:Am I very specific in what I'm sharing?
Alisa Kay:One of my favorite old time clients, I don't walk with her anymore, but
Alisa Kay:she's, she's a really amazing at social media content specifically.
Alisa Kay:She, um, I think she used to have an MLM business that was super successful, but
Alisa Kay:She grew her business by putting forward butterfly imagery and people would
Alisa Kay:send her like butterfly mugs and they would take photos of butterflies out
Alisa Kay:in the wild because they reminded you.
Alisa Kay:Them of her.
Alisa Kay:And I think that's such an interesting visual to bring into a business.
Alisa Kay:Like, do you have specific things that are around you that make
Alisa Kay:you understandable and make.
Alisa Kay:Visually interesting to your audience.
Alisa Kay:Is there a specific TV show of food, you know, a color or something
Alisa Kay:else that you can bring to the table that is branded to you?
Alisa Kay:And I can think of like 10 people at the top of my head where they
Alisa Kay:have a quote-on-quote thing and they have building the businesses
Alisa Kay:around that one, quote, unquote thing that doesn't seem related to that.
Alisa Kay:But it sort of is, and they're using it as leverage to make you remember them.
Alisa Kay:Right.
Alisa Kay:Because there's nothing worse in my opinion than being on a forgettable.
Alisa Kay:That's the biggest sin that I see coaches everywhere make is that they
Alisa Kay:don't have a brand that is memorable.
Alisa Kay:It's just, it's a forgettable snooze Fest.
Alisa Kay:And I don't want that to be your reality.
Alisa Kay:So.
Alisa Kay:I would love to know whether you have a quote unquote thing that makes you, you,
Alisa Kay:is there something that you love is that.
Alisa Kay:Has sparked as we've had this conversation together today.
Alisa Kay:Um, if that's the case, then DM me on Instagram.
Alisa Kay:It's at Lisa Kay.
Alisa Kay:Coaching is, but you can find me on IgG.
Alisa Kay:Otherwise.
Alisa Kay:I hope you've loved this episode.
Alisa Kay:I, again, I can talk about branding forever and ever.
Alisa Kay:I know this is such an, it's a never ending.
Alisa Kay:Fascination of mine, particularly in the coaching space.
Alisa Kay:And I'm sure we'll have deeper conversations about it too, but I'm
Alisa Kay:going to share with you how I view your brand DNA, why you need one and why those
Alisa Kay:three things are really non-negotiable in helping you be the standout coach
Alisa Kay:that you were always meant to be.
Alisa Kay:So thanks so much for joining me today.
Alisa Kay:I will speak to you on the next episode for now.
