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Today, the concept of a “Personal Brand” is easy to define.

However, it’s not so easily quantifiable. 

On the latest episode of the Inner Edison Podcast with Ed Parcaut, we spoke to someone who has been helping people develop a personal brand from the ground up for the past twenty years!

Mary Henderson shared her wealth of knowledge on the topic and provided the framework that she uses with her clients to build exceptional personal brands. 

If you’ve ever wondered how to build a coaching business from the ground up, you don’t want to miss what she had to say on the topic. 

Phase One: Building Your Personal Brand Architecture

Let’s get one thing out of the way. 

Your personal brand is nothing if it can’t be commercialized. 

While many people are busy chasing likes, it isn’t likes that build a personal brand. 

A personal brand is a system of complex attributes working together to define your values, story, and essence. 

When Mary works with her clients, she starts with building their personal brand architecture.

So what is it? 

Your personal brand architecture consists of five elements: 

• Brand Essence – how people define your brand. 
• Brand Story – what you communicate to others about your purpose
• Brand Values – what you stand for and why it’s important to you
• Brand Proposition – what complex problem can you help people solve
• Brand Promise – what achievable outcome will clients receive from your services

It goes without saying that all of these elements must work together in cohesion to build a commercially viable personal brand.

Phase Two: Systemization

Once you’ve established your brand foundation, it’s time to systematize your program. 

Without the right system, you can deliver on your brand promise.

Your system should walk people through your process and be achievable by all. 

Mary’s systemization process has four components: 

• Internal Inventory – what is your zone of genius? 
• Coaching System – what is your program? 
• Coaching Model – what steps will people follow to achieve your promise? 
• Coaching Pricing –  what will you charge for your services? 

This area is crucial to your coaching business and shouldn’t be overlooked.

Once the system is designed correctly, you never have to change it. You only have to modify how you deliver it. 

Phase Three: Digitalization

Most people start here, which is a big no-no. 

Without the right brand foundation and systemization, you can’t generate genuine leads. 

Phase three is all about setting up your automation for lead acquisition. 

Digitalization encompasses four tools for lead automation: 

• Website – where clients can find out more information
• Lead Magnet – how clients can understand your brand proposition and promise
• Sales Funnel – your tool for capturing leads
• Sales Strategy – how you will help your client at each touchpoint of the process

Taking the time to understand your system and your brand foundation will make the digitalization phase much easier. 

Getting this phase right will result in qualified leads and sales. 

Phase Four: Commercialization

I said it before and I’ll repeat it for effect. 

Your personal brand is nothing if it can be commercialized. 

Oddly enough, this is the area that most people consider branding; however, it’s merely the icing on the cake. 

The commercialization phase has only three components: 

• Layered Lead Generation Strategy – content designed to pull in your customers and learn more
• Social Media Platforms – to drive leads to your four digitalization tools
• Authority – using different mediums like articles, podcasts, interviews, and more to establish yourself as an authority in your field of expertise

Are You Ready to Raise Your Coaching Game? 

Starting a coaching business out of thin air can be daunting. 

If you’re serious about becoming a coach, Mary Henderson can help. 

Here are some client testimonials to help you decide if it’s right for you. 

Feel free to access her Free Masterclass to get a behind-the-scenes look at how she can help you today. 

Click here for Mary’s six-step process for building an online business. 

As always, for more great interviews about business, entrepreneurship, and more, please check out the Inner Edison Podcast with Ed Parcaut.