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The Secret Ingredient for Branding Your Health Coaching Business

Aug 2, 2017

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You’ve made a significant investment into your health education and certification classes but what’s next? It’s tempting to want to dive right in, design your business cards and create a website to get your name out there, but there’s more to branding your health coaching business than simply “opening up shop.”

Just as you’ve realized the importance of investing in years of training and health education, you will also want to invest in building your businesses’ brand and laying a successful foundation for it. This is the ultimate secret sauce for your business and I will walk you through it step by step!

01. Define What You Do

This is the first and most important step to get right when you are branding your health coaching business. If you can’t define clearly what you do then how can you expect potential clients to understand and be enticed what you’re offering? Most importantly, outline what problem(s) your business is solving. Focus on what honestly makes your business unique and how you may be different from others in a similar space.  Use these questions to inspire you:

  • What drives your Passion – is it a lifelong dream or maybe you have struggled with your own health issues, or both?
  • What is your Focus – do you love certain areas of nutrition or are your skills more fitness-focused?
  • What is your special Approach – in what unique ways can clients engage with you?
  • What are the key Benefits – what will your clients appreciate most about what you offer or what needs you fill for them?
  • What are your Goals – where do you see your business in 5 or 10 years and what do you hope to achieve?

Now, try incorporating all of your ideas into a paragraph or two to tell your story. 

Related Post: 5 Smart Tips for Branding Your Startup Business

02. Define Your Audience

Defining your audience goes hand in hand with defining what you do. You have to understand who you are speaking to in order to craft a message that will be appealing and relevant. Try developing a brief persona that can help you make decisions about communicating with your customers in a more realistic and tangible way.

  • What are their defining Qualities – are they male or female, young or old, ambitious or laid-back?
  • What is their Experience – are they educated, specially trained or have other interesting life experiences?
  • What are their Interests – are there are activities, events or hobbies that they enjoy?
  • What do they Value – is family especially important to them or perhaps having a balanced lifestyle?
  • What are their Pain Points – are they typically struggling with weight, inflammation, exercise, or other health issues?

Develop a description using these prompts to begin painting a picture of who your real customer is.

03. Craft Your Mission

Now that you’ve defined who your audience is and what you hope to deliver to them, it’s time to put it all together. Developing a thoughtful mission statement is the final piece to laying a great foundation for your brand. Your mission should include, 1) What you do 2) How you will do it and 3) Who you will do it for. When crafting your mission statement you may also want to consider these questions:

  •  Is it Memorable – is it unique and inspiring?
  •  Is it Meaningful – is it descriptive, persuasive and relevant?
  •  Is it Likable – is it interesting and appealing to your audience?

Use your ideas and your answers from steps 1 + 2 to create your business’s mission and vision statement. The more specific you can be, the better. Now, use these as a roadmap for all decisions moving forward. 

Related Post: Why an Outstanding Brand Starts With Your Vision Statement

This is the secret! By tying everything back to your customers you can stay on track towards your goals and make sure you are actually portraying a brand that attracts the right people.

It seems simple enough, but the hard part is putting it into practice! It’s so easy to get caught up trying to make your brand flashy and attractive that you may forget what it’s really about – your customer. When you make your brand and your services customer-focused first, you will become a natural magnet for your perfect client.

What do you think? What is the most challenging part of branding your health coaching business? I’d love to chat with you if you are interested in learning more about branding and how it can position your business for success.

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Editor in Chief, Designer & Founder

kristin pruis

Before I enrolled in design school, I was *this* close to switching my major to become a writer. But fate had other plans, and here I am, 10 years deep as a designer while nurturing my love for writing on the side.


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Teaching others everything I've learned about branding, design, and marketing over the past 10 years is a passion that truly fills my cup. No matter where you are on your journey of owning your business, I hope you'll find something here that you can take with you and leave you feeling inspired.


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