BRANDING AND SOCIAL MEDIA FOR COACHES: WHAT ACTUALLY WORKS?

Building a thriving executive coaching business isn’t just about being great at coaching—it’s about being visible to the right people. And in today’s world, that means having a strong brand and an effective social media presence.

But let’s be honest. For many coaches, marketing feels like a necessary evil. It’s confusing, time-consuming, and at times, overwhelming. Do you need a logo? Should you be on Instagram? What should you actually post?

If you’ve ever sat staring at a blank screen, wondering what to say or whether anyone is even paying attention, you’re not alone. The good news? It doesn’t have to be that hard. With a bit of clarity, structure, and consistency, you can create a brand that feels authentic, attracts the right clients, and actually makes your business easier to run.

Here’s how to do it.

What Is Your Brand (And Why Should You Care)?

Branding is one of those words that gets thrown around a lot, but at its core, your brand is simply how people experience you. It’s not just your logo or colours—it’s the feeling people get when they come across your work.

Your brand is built on three key things:

1. Your values – What do you stand for? What do you want to be known for?
2. Your voice – How do you communicate? Are you warm and conversational? Thoughtful and direct?
3. Your audience – Who are you talking to? What do they need?

Dani points out that when you’re clear on these things, marketing becomes so much easier. Instead of second-guessing every post, you have a filter to run things through: Does this align with my values? Does it sound like me? Will it resonate with my audience?

If you’re feeling unclear on your brand, that’s the first place to start. Spend some time getting to know your coaching identity, because that’s what will set you apart.

Want support in refining your brand? Work with me to get clarity on your messaging and marketing.

Where Should You Show Up Online?

For executive coaches, LinkedIn is a natural choice. It’s where corporate decision-makers, HR leaders, and senior professionals spend their time. If your clients are in the corporate space, LinkedIn should be your primary platform.

But what about other platforms? Instagram, Facebook, and even TikTok can all play a role—if they make sense for you and your audience.

Dani suggests that instead of trying to be everywhere at once, start with one or two platforms and focus on showing up consistently. She recommends considering:

• Where your ideal clients are spending time – If they’re scrolling Instagram on their lunch break, maybe that’s worth exploring.
• What kind of content you enjoy creating – If writing long-form posts feels like a chore, maybe short video snippets on Instagram Stories would suit you better.
• Where you naturally engage – If you already scroll LinkedIn with your morning coffee, posting there will feel much more natural than forcing yourself onto TikTok.

Struggling to create a strategy that works? Book a call and let’s get you set up for success.

What Should You Actually Post? (Hint: You Don’t Need to Reinvent the Wheel)

One of the biggest challenges coaches face is knowing what to post. This is where content pillars come in.

Dani shares that content pillars are the 3-5 key themes you post about regularly. They help keep you focused and stop you from scrambling for ideas every week.

For example, your content pillars might be:

• Education – Sharing insights, frameworks, or industry trends
• Inspiration – Personal stories, reflections, and mindset shifts
• Social proof – Client wins, testimonials, and case studies
• Behind the scenes – A peek into your coaching approach or business journey
• Engagement – Asking questions, starting conversations, and building community

Dani suggests that next time you’re stuck, simply go back to your pillars and ask: What could I share today that fits within these themes?

Need help mapping out your content strategy? Let’s work together to create a plan that’s easy to stick to.

How Much Can You Outsource?

If the thought of managing social media makes you want to throw your laptop out the window, good news—you don’t have to do it all yourself.

Dani points out that there are different levels of outsourcing, depending on your budget and needs:

1. DIY with templates – If you’re comfortable creating content but need a system, tools like Canva can save you time. You can also use AI to assist with content (but always tweak it to sound like you).
2. Partial outsourcing – You create the content, but a VA or freelancer helps with scheduling, engagement, or repurposing posts.
3. Full outsourcing – A strategist or agency handles everything from content creation to analytics. This is ideal if marketing is draining your energy and you’d rather focus on coaching.

One approach Dani recommends is working with a strategist to create a content plan and brand voice guide—this way, even if you do outsource, your messaging stays consistent.

Not sure what’s right for you? Let’s chat about how to make social media work for you, not against you.

Final Thoughts: Keep It Simple, Keep It You

Marketing doesn’t have to be complicated. The key is to:

• Get clear on your brand so your messaging feels natural and aligned.
• Choose platforms that work for you instead of trying to be everywhere at once.
• Use content pillars to stay consistent without overthinking.
• Outsource where you can to avoid burnout.

And most importantly? Don’t overcomplicate it. Your ideal clients don’t need you to be perfect. They just need to hear from you.

Dani reminds us that social media is about connection, not perfection. So start where you are, focus on what feels authentic, and trust that showing up consistently will make all the difference.

If you’re ready to build a coaching business that works for you, let’s talk. Book a call and let’s make it happen.