Personal Branding - Sue Glenton

Working together, we clarified that her focus was coaching people to develop their careers. We analysed her strengths and summed up her key benefits. Then we profiled her target audience and considered how to position her brand in a market crowded with Life Coaches and Mentors. Although her main experience was in the Public Sector, she didn’t want to restrict her target audience too much. A gardening theme frequently cropped up in her words and descriptions. I used this image of a coach being a nurturing influence rather than a “solutions provider” in developing a brand personality with a human voice.

I offered Sue a range of suggested Propositions. These are just a few examples.

Her response was this.

“Well WOW! Mary that’s amazing. If that’s what you do when it’s too hot to be creative, what are you like on a good day? I am really impressed You’ve given me lots to work on and a real foundation which was what I was looking for.”

Sue chose “Career Cultivation – Grow Your Own Future” and her logo features acorns, an image which supports the proposition perfectly. It’s simple, it’s only six words but it says it all. Sue’s last update shows that “getting really focussed” after working with me, enabled her to build on the “foundation” that is her brand.

“Life is buzzing! My belief that I could help people avoid stress and let them find out how to love their job and function better is now being believed by others. I have just finished my second contract with the County Council, have another three in the pipeline and did a day for a private company last week facilitating group sessions for teams of medics. It’s looking good.”

Developing a brand proposition was the foundation for the rest of Sue’s marketing efforts. It started her off growing her own “fruits of success”.

Sue Glenton – email sueglenton@yahoo.co.uk