The single biggest challenge coaches and service professionals face when building momentum is feeling confident in the decisions they are making.
A calendar booked with ideal clients, reaching out to you exactly when and how you want them to, doesn’t just happen. And this is why you’re investing time and money learning all of the strategies to attract those clients, but…
Before you can design your website, write your email campaigns and social media posts, know what your lead magnet should be, or the myriad other things on your agenda – you need to have a few foundational pieces in place like who you’re working with and what to say to get their attention, exactly what you’re selling and how to communicate the value, and you need to know what sets you apart from everyone else that is offering similar services.
If you aren’t completely confident that you’re moving in the right direction then taking action (let alone consistent action) on any of these strategies is an uphill battle. Any little thing, like someone telling you your audience isn’t “narrow enough”, nay-saying your offering, questioning your price, or simply not getting an immediate response to your marketing can knock you off your game.
On the other hand when things “click” and you feel confident in your next steps, you’re off like an arrow.
The problem for most coaches and service providers is that they try to make these decisions in a linear, and often arbitrary way.
Their decisions are based on what others say they should be doing or what they perceive as the “easiest way”, and not because they feel truly aligned with their direction.
Target audience? Check… well sort of. Even though you don’t *really* feel connected to the audience you’ve chosen, other people have said it’s specific enough, and it’s where you have the most experience, so you’ll go with it (for now).
Services? Check… for the most part. You can solve a lot of different problems, so you plan to customize your work based on what your client needs (which actually makes your services harder to sell by the way).
Who and do what statement? Not quite, because there really isn’t a succinct way to explain your work and the amazing things you do for your clients… until someone has experienced it for themselves.
Packages? Check. You already know that selling bundles is better than one-off sessions, so you’ll let your clients choose if they want to work with you for 3 or 6 months, whatever they can afford to get started.
Pricing? Check, for now. You know your services are probably worth more, so once you prove to yourself you can get clients at the “easy” price, then you’ll bump it up appropriately.
Is this all sounding a little too familiar?
That’s because all of these conclusions are very normal, and natural (they just don’t work very well).
But that doesn’t mean you can’t skip to the head of the line and speed up the process so you can get traction more quickly.
The key is to first embrace the belief that there are no wrong audiences or offerings, and if your message is clear enough and makes sense you can do work that you’re really passionate about (and get paid very well for it).
Once you’re willing to embrace that belief, then your next step is to do the deeper work to get clarity around the nuances of how to reach the people or companies who most value your services, the mechanism you will use to help your clients get results, and how you will communicate your message clearly and consistently throughout your marketing.
This is where I can help you the most.
Hey there, I’m Holly Chantal
Over the last decade I’ve worked behind the scenes crafting messaging and brands for hundreds of coaches from start-ups to 7 figure industry-leaders.
With my help my clients have done things like successfully launch new businesses, triple their conversion rates on webinars, create five-figure paydays, and the list goes on.
I got my start designing and writing copy for websites and quickly found that even my most successful clients, had difficulty describing their target audience, how they wanted to present their offers, and what they wanted to be known for. This meant their website projects often dragged on for months and was holding back their other endeavors as well.
After working with hundreds of clients, I developed a system that helped coaches and service professionals make these key decisions BEFORE they embarked on big expensive projects.
Not only did my process shorten their website timelines, and give them total confidence in their path forward, but it was FUN (Plus I FINALLY got to put my Masters in Education to use while putting the program material together 😂 ) I’ve now been offering this program for almost 10 years, and it’s only continued to get better!
Allow me to introduce you to The Branding Game™ where you will get crystal clear on the message that lies at the heart of your work, and build a brand that naturally attracts your ideal clients
The Branding Game™ contains 10 glorious modules designed to help you get your proverbial “ducks in a row” so you can market yourself with confidence
In the Branding Game™ You Will:
- Lay the groundwork for growing your business in complete alignment with your values and desires
- Put words to how you solve your clients’ problems better than anyone else
- Learn how to succinctly explain what you do without feeling scripted or like you’re all over the place
- Package your own proprietary process even if your work is creative, intuitive, and done best “in the moment”
- Discover the topics to address in your marketing that will get the attention of those who most value your services
- Develop decision making tools so you stay on-brand and don’t get caught up in shiny object syndrome or false opportunities
- Uncover the core of what really makes you and your work unique so you can build a brand that sets you apart
- Get your knowledge and ideas out of your head and into a format you can use to craft your message, offers, and brand
Let’s take a look at the modules:
Modules 1 & 2: The Practice Field
In the first two modules we aren’t actually going to work on your business at all. Why? Well, one of the biggest obstacles standing in your way to getting your message and brand together is your own mind. Analysis paralysis, stinking thinking, whatever you want to call it – the bottom line is you probably already have everything you need to bring together a stellar brand, but you need to get out of your own way. In these modules we’ll remove the pressure of high-stakes decisions and practice bringing messaging together for a completely made up product so you can prove to yourself that you can do this! Once you’ve learned the basics, bringing together your message will be a piece of cake.
Module 3: Clarify Your Target Audience
If you’ve struggled with nailing down your target audience, you’re not alone. And if you think you know your target audience, I invite you to take a second look. I haven’t met any coach or service provider (yes, including the ones already making millions of dollars) who knew how to write content that speaks to their audience with as much detail as I will teach you. When you’re finished, you’ll have a detailed target audience with both demographic and psychographic profiles outlined so you know exactly where to find them and what to say in your marketing to get their attention.
Module 4: Find Your Position
Today’s marketplace is competitive, which gives you the unique opportunity to stand out in a crowd. In this module you’ll examine your competition and get clear on how to communicate why you’re different–without putting anyone else down in the process. Whether you adopt more of an abundant mindset and don’t think of other providers as competition, or you are pretty sure you’re the only one offering the types of services you offer, in this module we take a side-ways approach to developing language for why your clients should hire you, because even the “DIY” option is technically competition… and you know how well that works for people.
Module 5: Your Uniqueness
There is a reason why your clients will get results working with you when everything else they have tried has failed, and in this module we will get clear on what that reason is. Your uniqueness is a cornerstone of your brand and becomes what you’re known for. What’s interesting about uniqueness is that when participants get clear on what theirs is (because it’s never what they expect) that awareness actually makes them even more effective at their work because finally they know what the secret is that they’ve been too close to see (so they can leverage it even more!)
Module 6: The Trailblazing Trifecta
By now you’ve realized that your message is more than just one thing, so how do you weave everything together so others understand what you’re saying right away? This is what the Trailblazing Trifecta will help you do – it’s a three sentence framework that will help you communicate any idea to your audience in a way that makes it immediately relevant and compelling. You can use this framework to explain what you do (which is what you’ll focus on in this module), write a blog post, a webinar, a sales page, really any time you’re communicating your work – the Trifecta is there for you (and in the bonus modules you’ll learn how to use the Trifecta in all those ways I just mentioned).
Module 7: Your Brand Persona
For most coaches and service providers they are the face of their brand, but even when this isn’t the case your brand still has a voice and personality, and it pays to be intentional about how you present your marketing. In this module you’ll explore the 12 Jung archetypes and how they show up in the voice and style of various brands you’re familiar with. Then you’ll choose which archetype fits your brand the best (or combine a couple to make your own archetype). This will help you as you market yourself to ensure you’re creating the right feeling and experience for you audience, showing up authentically, and will even help you make decisions like what colors and fonts to use on your website.
Module 8: Your Signature System
Having your own proprietary process to use with clients will automatically make your offers more tangible and therefore more valuable and easier to sell. However, if you’re like many coaches and service professionals, your work is highly creative, every client you work with is different, and/or you might think you do your best work “in the moment.” And the reality is, if you’re doing things this way and reinventing the wheel with every client, you’re making things unnecessarily difficult for yourself. While it may seem that quantifying your work into a “system” would be impossible, the approach you’ll use in this module is very flexible and will work in any industry. You can choose how granular you want to go and which parts of your system you will leave “open ended” so you can customize based on your clients’ individual needs, and when you’re finished you’ll also know how to repackage your system into a suite of offerings at various price points – without having to create from scratch.
Module 9: Creating Brandable Names
It’s no wonder that “naming” and “nemesis” start with the same letter. Naming can be one of the most frustrating parts of marketing, mostly because it always seems that all the good ones are taken. In this module I’ll show you how to get creative with naming. You will learn how to create names for your business, programs, methods, and even your own “brand lexicon” that will become a sort of common short-hand that your clients and you will be able to speak.
Module 10: Your Brand Field Guide
All of the work you’ve done up until this point will only be helpful if you implement it. In this module you will bring everything together into a cohesive message reference document. This also gives you an opportunity to review the different aspects of your brand to make sure they fit together well and make adjustments based on the growth and learning you’ve done throughout this process. When you’re finished, you’ll have a “working document” that has all of your messaging in one place that you can hand off to your team, or use yourself as you update your website, put together your content marketing plan, and build the exciting business you envision for yourself.
Baby Sleep Expert
I feel like the Branding Game is crazy-organizing everything I have in a way that each piece builds on the former and feels really solid
“A lot of people talk about branding or planning how you’ll market yourself, but I’ve never experienced these topics in this cohesive way.
The string of thinking from one piece to the next I find very clever, yet so natural at the same time. I feel like the Branding Game is crazy-organizing everything I have in a way that each piece builds on the former and feels really solid. I’ve worked on these topics before, and while the pieces were there all along, I couldn’t grasp it all like I can now.
Since the whole thing started with my personality, my entire business—my brand and even marketing tasks—truly feel like they fit. My business vision now feels doable, whereas before it felt like something other people could do but not something I could have.
I’m trusting that all this groundwork will springboard me for a good while. I’ve also come up with a bazillion more blog ideas since I’ve restructured my business.”
Update: Within months of completing the Branding Game™ Eliza has established herself as an expert in the “baby sleep” space and enjoys the ease of clients reaching out to her already ready to sign up for her private coaching. She also has a thriving Facebook Group and ongoing membership that brings in recurring revenue with very little effort.
Why this program is different than anything you’ve experienced before
A course designed to help you clarify your message and build a brand for yourself is not a new concept, but what makes this program different is how you move through the process. You’ll notice the image that is associated with the Branding Game is a labyrinth, this is because you will be making decisions in a spiral rather than a linear fashion. The curriculum focuses on exploring the different areas of your brand and allows space for you to revisit the decisions you’ve made along the way from new angles, further solidifying for yourself that you are on the right path (or helping you find out sooner than later if a piece is out of alignment so you can fix it). This results in a deeper level of confidence in your decisions and a higher level of detail in your message, which translates to more clients and success when you get your message out in front of people.
How The Branding Game™ Works
The modules are released all at once so you can work at your own pace. As you work through the sequence of modules you will gain more clarity on topics you’ve already visited and continually add layers to your message and brand.
Training videos are between
3 and 30 minutes each so they fit into any schedule.
Go beyond the “surface level” answers and spiral deep into the core of your work.
Each piece builds on the last so are creating a cohesive whole that feels “right” at every level.
Finish with a tangible brand foundation
There are many great programs out there for creating your brand, where they fall short is giving you tangible tools to use when you’re finished. In many cases you’re left feeling like you did a lot of exploration but still aren’t actually sure what your brand “is” or how you would go about expressing it in your marketing.
At the end of The Branding Game™ you will have a 20+ page Brand Field Guide which organizes all of the layers of your brand and messaging into a document you can reference when building your website, writing sales pages, and even creating your marketing content.
Speaker, Author, and Wellness Coach
I scored big with my first round of this program, so 8 years later I returned to Holly and this work.
“The Branding Game is a brilliant, comprehensive tool to help you drill down to the very heart of the business you most want to create.
Not only does it give you amazing clarity and focus for your business foundation, but it becomes your go-to marketing tool for every stage of growth.
I scored big with my first round of this program, so 8 years later I returned to Holly and this work to help me with my re-brand. It just keeps getting better!”
Update: Within weeks of completing the Branding Game™ to shift her established business into a new niche, Jeannette was able to launch and sell her brand-new program to 30 lucky participants, build her audience through podcasts, and has set up a leveraged business model for herself.
Receive These Sweet Bonuses When You Sign Up Today
Once your brand is finished, the next step is to implement it across your website and marketing. In the bonus library you’ll find classes to help you design your website, create a mood-board to give your designer, write your copy, and map out the marketing topics that will speak to your audience.
Map out your first sales funnel
Now that you have your signature system it’s time to map out how you encourage new visitors to your website to purchase your first offer. In this module we’ll talk about the two types of sales funnels and you’ll map out your opt in offer and indoctrination email sequence for new email subscribers that takes them from “awareness” to reaching out to work with you.
Who is the Branding Game designed for?
The Branding Game™ is ideal for coaches and service professionals who don’t fit the “stereotypes” of their industry. Their work goes much deeper than others offering the similar services which can make their work a bit difficult to describe.
These are the kinds of problems that I eat for breakfast and over the last 10 years and over 200 branding projects I have mapped out this beautifully simple process for getting to the heart of your message and packaging it in a way that you can use it across all of your marketing.
How do the exercises work?
In each module you’ll find one or two short videos (between 3 and 30 minutes each) and thoughtful questions that lead you through each piece of your brand and help you go beyond the obvious answers into the true depth of your work. Everything is self-contained in the online learning environment, and your answers can be printed for reference off-line.
What kind of time commitment should I expect?
Creating a truly unique, rock-solid brand is by far the most important thing you can do for your business. Some of the things we’ll be working on you may have been trying to nail for months (if not years) which translates to a whole lotta wasted time and effort.
Because there is so much ground to cover – and some big decisions you’ll be making – you can expect to spend at least 2 hours on each assignment.
This might sound like a lot, and you definitely don’t want to take the time commitment lightly – but getting to that next level of your business is going to take some serious work.
If you’re tired of the stop-start cycle, not getting traction, and feeling like you just keep struggling with describing what you do (instead of actually focusing on getting clients) then this is exactly what you need.
How much support will I get?
This is a great question, the short answer is that The Branding Game is a self contained course where you will work through exercises on your own.
That said, if you don’t believe you can “do this on your own” because you haven’t been able to before, I would challenge that belief.
I’ve taken hundreds of coaches and service professionals like you through this process and when creating this program I’ve taken into account the places that participants normally get stuck, the questions they ask, and the “blind spots” that are usually only caught in a live-environment, and incorporated everything I’ve observed into the modules.
What many people don’t know is that I have a Masters in Education and I’ve used that experience when putting this course together.
You will find that many of the modules aren’t offered in a “one size-fits-all” manner but rather with multiple options for how to approach the same topic from different angles to suit your thinking-style. If you go through an exercise and still feel like you need clarity, then you can choose to tackle the topic in a different way with the next exercise.
AND if you still feel lost in an area, there is a form you can use to request a topic or training for clarity and I will add it into the program to benefit both you and others.
How do I know if I'm ready for a brand?
There is a common misconception that you need to have your “ducks in a row” before you can do this kind of branding work. With my approach we ARE getting your ducks in a row, if you already had everything figured out, you wouldn’t need this program.
This program is designed to meet you at your level in addition to the core assignments that are for everyone, there are multiple “optional” exercises and lessons that lend extra support in areas you may have struggled before.
An example of this is in the target audience module – there is the core exercise that assumes you know your target audience and teases out the information we need for your messaging to land with the right people, and there are additional optional exercises available for those that are still choosing between audiences, or haven’t worked with enough clients yet to be able to answer the questions in the core exercise.
That all said, if you’re not yet sure what your business is or aren’t prepared to make decisions and move forward with them then you may not be ready to take this step.
I've taken courses before with nothing to show for it, how is this one different?
I’ve been a strong believer that branding is one of those things that is nearly impossible to do yourself, and for the longest time I ONLY offered this process to private clients or at the most – a small intimate group.
I’ve taken hundreds of business owners through this exact process. In doing so I’ve been able to work out the kinks and put the exercises together in a way that helps you go much deeper than any other program you’ve probably experienced and truly find your own right answers.
Yet still, I was skeptical. Can you really figure out your brand on your own when you’re so close to it?
So I gave the Branding Game™ to my Trailblazers Collective mastermind participants (the ones that hadn’t already worked with me one on one) and asked them to go through it and see what they ended up with – with zero help from me.
The result? They each came out of the course 90% on the money with their brand and the outstanding questions really came down to needing to move forward and test their ideas, because you can’t 100% know what your market is going to respond to out of the gate.
So the answer is Yes, you can absolutely do this work yourself when you’re led in the right way.
What are you waiting for? Get started today!
If you feel like you’re taking one step forward and two steps back because you feel unclear about who you want to work with, and how to talk about what you offer OR you are marketing yourself and not getting the results you expect–then this is the missing piece you need.
Getting crystal clear on who you serve, what makes your offering the best choice, and how to deliver your message in a way that has ideal clients reaching out to YOU will make everything you’re currently doing in your business a thousand times
Now is your time.
You’re protected by the Ice Cream Guarantee! If you’re not happy with the content or the support you’re receiving within the first 14 days, I’ll happily refund your money plus $7 to buy yourself an ice cream as thanks for giving this a try.