Tone, Branding and Personality. Part 3 of What's Next?

Tone, Branding and Personality

If you’ve been following along in our What’s Next? Series, you’ll have considered your website (nuts and bolts not actual design completion) as well as your niche. We’ve covered both of these in our August and September newsletters, and both are posted on our website blog page.

Tasks to consider when focusing on what's next:

  1. Website- August newsletter
  2. Niche- September newsletter
  3. Tone, branding, personality
  4. Marketing
  5. Social
  6. Business name

You may feel that marketing is the next step. But before that, you’ll need to know the intent behind your words, how to convey who you are and who you aren’t to your potential clients.

Tone, branding and personality.

Why are they important?
Which comes first?
What is affected by your decisions?
Where to start?

Think of these three pieces as the building blocks of your marketing, website and social media. If your business were a person, this would be how you use your words, how you show the world what’s important to you and who you are. The common phrases used, how you tell a story, your tone and inflection, and how you build your sentences all bring your personality into focus. To answer that first question, Why are they important? They are important as your potential clients need to start building trust with you before they even meet you. A strong brand voice can help you form meaningful connections with your audience, which is crucial in getting them to engage with you.

Tone of voice will set you apart from the rest. Your brand tone is the attitude, how you show your beliefs and how you speak. Your voice is the words and language that you use. Your tone defines how you use those words and language. It can be casual, direct, empathetic, nurturing, firm…whatever it is, it has to align with your voice to create a package. This package is your brand personality.

Think of your brand personality as traits and characteristics. Your tone and personality work together to support your message and core values.

Brand voice is not only what you say to your audience but also how you say it. Word choice, inflection, inference, the picture your words paint all work together to create your voice and personality.

Which comes first? A more direct question would be how to decide and what questions do you need to answer?

1. What are your core values? What is your mission statement?

2. Look back on your decisions regarding your niche. Who are you as a coach? Who do you want to work with? Who do you not want to work with?

3. Make a do's and don'ts list. Look at other coach websites and branding. See what resonates with you and what doesn’t.

Be consistent. Every word on your website, tagline, social media and marketing must all funnel back to your branding.

What’s affected by your brand decisions?

  1. Business name
  2. Tagline
  3. Business colors
  4. Logo
  5. Website design and layout
  6. Website fonts (readability)
  7. Social media posts, both text and images
  8. Most importantly- intent and focus is needed in all things related to creating your front facing materials (both physical and digital).

Where to start?

It sounds simple but it’s an answer only you have. It starts with you:

  • Who are you?
  • Who are you as a coach?
  • Who do you want to attract as a client?


  • What is your niche?
  • What is your client profile?
  • What draws them?

Here are some examples of great branding, all products not services but you get the idea. What feelings do they evoke in you? Can you tell who they’re targeting?






Over to you.

Answer the questions above and start outlining your brand and voice.

Decide the personality of your business and the emotions you want to evoke. Brainstorm, vision board, talk to your coach, whatever works best for you.

Then stick to it! Every word on your website, social media, and marketing materials should align.


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