Branding Mistakes Most New Coaches Make (And How to Avoid Them)
Branding can feel like one big moodboard. Fonts, colours, a Pinterest board full of calming neutrals and "boss babe" quotes. But if you’re a new coach trying to stand out, connect, and actually book clients, pretty won’t cut it.
The truth is most coaches I work with come to me with a brand that looks okay on the surface… but underneath, it’s missing the strategy that turns interest into income.
If you’re building your brand (or rethinking it because your inbox is still crickets), here are the most common mistakes I see new coaches make - and how to fix them.
1. Looking Like Everyone Else in Your Niche
You’re a wellness coach? Wonderful. So are 800,000 other people.
If your brand looks and sounds exactly like the last five coaches someone scrolled past on Instagram, you’re going to blend right in. Your visuals, voice, and messaging need to reflect you - your story, your values, your specific way of doing things.
What to do instead:
Lean into what makes you different. Your brand isn’t just about how it looks, it’s about how it feels - and that feeling should be unmistakably yours.
2. Choosing Colours and Fonts Without Strategy
I know, I know. Picking colours is fun. But your brand palette shouldn't be based on your favourite jumper or whatever’s trending on TikTok.
A strategic brand identity does three things:
Attracts the right audience
Communicates your values
Builds trust and consistency
What to do instead:
Start with your audience. Who are they? What do they value? What energy are they drawn to? Build your visuals around those answers - not just aesthetics for the sake of it.
3. No Clear Message or Niche
This is a big one. If your website or Instagram bio says something vague like “Helping people live their best life”... I’m gonna stop you right there.
People don’t hire generalists. They hire coaches who get their very specific struggle. Your brand messaging should speak clearly to your niche, using their language and reflecting their goals.
What to do instead:
Nail your one-liner. Make sure your coaching brand clearly says:
Who you help
What you help them achieve
Why you’re the right person to help
This applies across your website, socials, freebies, the lot. Consistency is key.
4. DIY Branding Without the Foundations
Look, there’s no shame in starting with Canva templates. But the issue is when design choices happen before the strategy. Branding isn’t just a logo - it’s the way people feel when they come across your business.
What to do instead:
Before diving into design, define your:
Brand values
Tone of voice
Visual direction
Target market (in detail)
You can absolutely DIY, but strategy has to come first. Otherwise, you’ll spend your time rebranding every 3 months wondering why it’s still not landing.
5. No Visual Consistency Across Platforms
Your Instagram feels spiritual and grounded. Your website feels corporate. Your LinkedIn... well, let’s not talk about that.
Inconsistent branding confuses people. And confused people don’t convert.
What to do instead:
Audit your brand touchpoints. Make sure your fonts, colours, imagery and tone are cohesive across your coaching website, social platforms, email marketing and anything else your clients see. Repetition builds recognition - and trust.
6. Avoiding “Salesy” Language
I get it - you’re here to help people, not push them into a hard sell. But if your brand doesn’t sell, then you don’t have a business. You have a very lovely (and possibly expensive) hobby.
What to do instead:
Use messaging that’s clear, not icky. Speak to the transformation, show them the result, and don’t be afraid to say things like:
“Here’s how to work with me”
“Apply now”
“This coaching program is for you if…”
A strategic brand knows how to sell with confidence, not sleaze.
Final thoughts
Your brand isn’t something you set and forget. It evolves as you do. But getting the foundations right early on makes everything else easier - your website, your marketing, your content, even your confidence.
If your coaching brand isn’t helping you attract the right clients, it’s time for a rethink.
That’s where I come in. I help coaches like you build brands that are clear, confident and designed to convert.
