Warning: I’m going to be a bit controversial here

The first thing that most entrepreneurs want when they create a new business is a new name, the second thing is often a logo.

I work with a lot of coaches and experts whose entire business is built around their own expertise and knowledge.

So they come up with a new name for their business, something that is snappy, easy to remember and says something about their service. And then they rush off to Fiverrr or their favourite graphic designer and have their logo drawn up. Job done – they have a business, a name and a logo and are ready to launch their knowledge to the world.

BUT (I bet you knew that was coming)

Somewhere along the lines their business has morphed from a service based on their strength as an expert to a more generic coaching or online marketing business. Once upon a time this may have been more of a bonus, after all, a business can look bigger and more successful if you don’t know how many minions are employed behind the scenes.

The personal touch

But with the advent of online and social media marketing the world is a very different place. Even the brand giants seek to look more personal and spend billions talking to their customers through Facebook or Twitter, asking for their comments and input and even getting them to generate ideas for their next big sell.

I’m sure you put in the hours on social media, advising, showing that you know your stuff and building those relationships without even meeting your clients. People like the personal touch, they like to know that you are a real person and you are there to help them…  yourself.

You are the centre of your business and when it comes to branding, you need to show yourself as the expert. So don’t hide behind your business logo. Stand tall and proud as yourself.

Sell yourself (in the best possible taste)

Most successful coaches, speakers, authors and online marketers use their own name to ‘sign off’ their products. Their brand is their face, their message and the way they use colours and imagery to portray their business approach and appeal to their ideal customer.

Some barely use a logo device at all, just their name written in an easily recognisable format. Some use a stage name – such as Ann Wilson’s The Wealth Chef or Claire Mitchell’s The Female Entrepreneur Coach, but they are still central to the brand.

Your clients want to hear what you have to say.  Set yourself up as the expert and shout!

Inspiration

Brendon Burchard

Number one bestseller and business coach Brendon Burchard assumes you need no introduction. He is the expert and uses very little graphic gimmickry to get his point across. Even his video marketing is very plain so you can focus on what he has to say.

 

Ann Wilson grab

Ann Wilson uses a stage name, The Wealth Chef, as she wrote a book of the same name, but her own name is also very prominent on all her marketing.

Marie has built a strong brand identity with bright block colours, feature fonts and lots of characterful images of herself. Where is her logo? It's just her name at the top of the site and just as stylish as she is.

Marie has built a strong brand identity with bright block colours, feature fonts and lots of characterful images of herself. Where is her logo? It’s just her name at the top of the site and just as stylish as she is.