When building the Coach Clinton brand, I started like most entrepreneurs by solidifying my business concept – a process commonly referred to as idea generation or ideation.
During the ideation phase, the concept of a coaching business became a clear direction for me because I really enjoy helping people and I thoroughly enjoy the social science of business. When determining the business name, I settled on Coach Clinton on the grounds that the alliteration component makes the name easier to remember and it has a cadence when spoken. This aids with increasing recognition.
Another aspect of my business concept centered on creating a brand for my actual coaching service. I felt that I needed to differentiate myself and that the branded name of a service was the best way.
When I think about the purpose of working with a Professional Certified Coach, I immediately think about the aspirational intrinsic factors which are tied to an individual’s desire to improve personal performance at a pace which is faster than they are personally capable of achieving on their own, hence to elevate themselves to a higher reference point at a quicker pace – leading me to resolve the phrase Elevation Acceleration. However, to accelerate only indicated going faster whereby excel is to perform extremely well; therefore I combined the two words into Exceleration, with Elevation Excelertation as the final branded service.
I then drafted a Creative Brief outlining my specification for use of the color orange as well as adjectives to describe the look and feel of my logos, icons, photography, and website.
Next I acquired accessories to extend my brand beyond the logo design into my existing professional image, with incorporation into the website, social media, business cards, and pens.
Building a Brand includes:
- Ideation of the business concept, product or service
- Developing a Creative Brief which details the elements from art direction to the look and feel of the brand
- Extend the Brand into all relevant and appropriate applications
- Social Media (Facebook, Instagram, Twitter)
- Business Cards
- Execute the brand into tangible applications
- PowerPoint Template
- Photographic images
- Personal Appearance
- Physical Signs
Contact Coach Clinton for Business Coaching to receive the support you need as you seek to develop or extend your brand.