Mini-Lesson Branding Logo: Your Brand Is Not Your Logo
Branding is about emotion, not just aesthetics. That’s why your branding logo isn’t what makes your brand.
If you’ve been thinking,
“I need a perfect logo before I launch my coaching business,”
you’re not alone.
But let’s clarify: Your brand is not your logo. Your brand is the emotion you trigger every time someone interacts with you.
Yes, your logo matters—but it’s not the heart of your brand. It’s just a visual cue that helps people remember how you made them feel. And that? That’s where the magic of branding begins.
What I want you to understand today is simple:
What branding is (beyond the visuals)
How emotions shape how people see you
Why coaches need emotional clarity to build strong brands
How to design a brand that’s magnetic, authentic, and memorable
In short, I want you to understand what makes branding a tool for connection, not just decoration.
But, What is a Brand (Really)?
If your branding logo is just a piece of the puzzle, then what on earth is a brand?
- A brand is a gut feeling people get when they think of you.
- It’s your reputation, energy, personality, and promise—all wrapped up in an emotional experience.
It seems vague. Yet, it’s easier to understand by answering:
If your brand were a person, how would it show up in a room?
If your audience could describe your content in three words, what would they say?
When someone sees your video, hears your voice, or reads your newsletter, what do they feel?
Got it?
Your brand is what people remember.
Your logo is what helps them recognize it faster.
Ask Yourself:
What do I want my audience to feel when they see my content?
This single question can change everything about how you show up.
Do you want them to feel:
Calm and grounded?
Inspired and ready to act?
Seen and understood?
Safe and supported?
Challenged and motivated?
Those feelings—those emotions—are the essence of your brand. Once you’ve defined how you want people to feel, everything else aligns: Your visuals, your tone of voice, your social media presence, your copywriting, your offers.
Where Most Coaches Get It Wrong (OUCH)
So many coaches (understandably) focus on surface-level branding:
Fonts
Color palettes
Logos
Pretty templates
While those things are helpful, they’re not what builds trust.
What builds trust is emotional resonance.
Your dream client isn’t looking for the fanciest Canva template. They’re looking for someone who gets them.
They’re thinking:
“Can I trust her?”
“Does she understand what I’m going through?”
“Will she help me without judging me?”
“Is she real?”
They bounce if your visuals are gorgeous, but your brand feels cold or confusing.
Branding Is Energy. Your Logo Just Tags Along.
Think about a coach that you admire. They probably have a logo made with fonts or their signature. It might be simple, but the thing you remember the most about them isn’t their logo. You remember how they make you feel.
That’s the real secret.
Mini-Exercise: Define Your Brand Emotion
Grab a notebook. You can think about your admired coach, but try to just focus on yourself when answering these questions.
What three emotions do I want my brand to evoke?
How do I want them to feel when someone finishes reading my content?
What words do people already use to describe my presence?
Which brands (inside or outside coaching) evoke similar feelings?
Where am I not being emotionally clear right now?
Your answers will help you nail your visuals, voice, content, and even offers.
Want to Go Deeper?
Inside Branding and Marketing for Coaches, you’ll learn:
How to define your core brand emotion
How to translate it into your brand vibe
How to choose visuals, typography, and language that match
How to write copy that speaks directly to your clients’ hearts
How to build your brand guide so your message is always on point
Plus, you’ll be:
Crafting your value proposition
Clarifying your niche and ideal client
Positioning your coaching offer
Designing content that aligns with your energy
Using LinkedIn, Instagram, and Email your way
And during pre-orders, you get £100 off just for being early and brilliant.
Use the coupon d0bb4481e2bbCOACH until June 26 @10:00 (UK time)
Branding and Marketing for Coaches (Life, Health, Wellness)
Remember: You Are the Brand
The brand isn’t your logo. It’s not your font. It’s you.
Your clients choose you because you make them feel safe, inspired, seen, and understood.
So ask yourself again:
“What do I want my audience to feel when they see my content?”
Start there. The logo can wait.
