Nobody Gives a Damn About Your Logo
Nobody gives a damn about your logo . . .
Until they understand why you’re the right coach for them.
Visual identity is the last 20% of branding. Yet it's all too easy to start there, agonizing over palettes and fonts before we can say, in one breath, who we serve and why it matters. Then we wonder why the shiny new brand still sounds like every other coach.
We already know better. We guide clients into clarity every day. So take these as reminders, not revelations:
Name the person, not the niche. “Women in leadership” is a category. The VP quietly drafting her resignation letter is a person. Write to her.
Say what it’s like from the inside. Use your clients’ words for the struggle, not your coaching vocabulary. If they wouldn’t say it out loud, cut it.
Claim your edge. Where do you draw a line? What are you firmly against? What do you do that other coaches in your niche wouldn’t dare? That’s your positioning. Polarizing beats forgettable every time.
Lead with the change you make in people’s lives. Impact is the headline. Pathway follows. Too many coaches get this backward.
Test it over coffee. Could a past client repeat your one-line description to a friend without stumbling? If not, it’s too clever or too vague.
Get these right and your logo finally has something to say.
What’s the one sentence you’d want a client to carry about you?
(Curious what your website says before you do? Download Badassity's complimentary Website First Impression Scorecard and see what your site actually communicates.)
