Coach Life #5: Life coach branding


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Coach Life: Look at this post now back to me, now look at this post….now back to me.

I can’t pull off the old spice guy thingy 🙁

Thankfully mimicry is not one of the prerequisites of living the coach life…unless you are a mimicry coach (if that’s the case then you have a willing client right here!)

Anyway…last night we finally had my friend’s birthday party and Good Lord was it amazing!!

It easily one of the most gorgeous restaurants that I have ever been to!

It made a special occasion even more special 🙂

So needless to say we wined and dined…and then wined some more and then a little more…

Well… you get the idea…

Let’s just say that it was a pretty amazing party 😀

Anyway, as I woke up this morning, I had a splitting headache…ouch 🙁

So… as I nurse my hangover.. I want you to watch something for me:

Go ahead.  Watch it and watch it again.

The final edition to the coach life series is about looking at videos of manly men…FUN!

First and foremost, if you don’t say that this is one of the most hilarious things that you have ever seen in your life then I know FOR SURE that you are lying!

I mean it’s just one of those things that always, always makes me laugh like a maniac.

It is so manly that you will grow chest hair just by looking at it 😀

Old Spice is a brand that has been there for forever yet they have reinvented themselves so expertly!

Living the coach life means you will have to be adaptable and open to reinvention.

I mean this is the manliest yet hilarious ad I have ever seen in my life.  It is a satire on the general concept of masculinity.

Let me see if I can find something manlier than this.

Goddammit…I am not even making this up.

I googled “Extremely Manly Action Figures”

And this is what I got:

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It’s a trap!!

(Bonus points to you if you got the Star Wars reference).

(Watching star wars greatly enhances your coach life…. its science!)

(It isn’t but still…star wars is cool.)

Anyway… just look at how having a great brand image and persona works for you!

With just one advert, Old Spice made themselves cool and relevant once again!

You are a cosmetic brand that is aimed towards men…so how do you market yourself?

Simple… by being the brand that the manliest man in the world uses!

So the old spice guy can make me a better personal coach?


Yes he can… and so can one more man.

Remember the “Most Interesting Man In The World” ads? (In fact he is up there in the pic above)

It was the ad campaign used by Dos Equis Beer.

And I am pretty sure you have seen it one form or the other.

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Of course you have seen it before… this became an internet sensation and a meme.

“I don’t always live the coach life…but when i do life coaches me..”

You can check out all the Dos Equis ads here:

Once again this is the power of branding and having a great persona.

All the things that you need to master to learn the art of the coach life.

How do you market a beer?

Make it the favourite drink of a man who is classy, sexy, the “all men want to be and the all women want to be with” type.

Basically someone like James Bond.

And BOOM! You got yourself a powerful brand.

How successful was this brand and persona you ask?

After these series of ads came out, Dos Equis consumption increased by 22% in US itself at a time when all other imported beer saw a 4% decrease in sales!

Now think about this:

Is Old Spice the best after shave/ deodorant in the world?

Is Dos Equis the best beer in the world?

I mean all these questions are pretty subjective but I am just gonna go out on a limb and say NO.

But then again, they don’t need to be.

I mean of course they are pretty good and are giving some form of value but their branding is just so brilliant and the personas that they have used to pull it off are so well-thought-of that they can pretty much sell everything.

In the coach life…Branding is EVERYTHING.

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So how do you go about it?

How do you create your own persona and brand? The two most essential parts of the coach life?

It is a two-step process:

  1. Know your clients.
  2. Know yourself.

They don’t teach you that in any coaching academy now do they?


These two things are absolutely essential and I am not talking about some vague philosophical “Know thyself.” thing here.

Take a hard look at your targeted audience and think about how best to present yourself to them.

Make your persona apt, something worth aspiring to and yes… add a dash of humour to it as well.

Everyone is way too serious nowadays…humour goes a LONG way.

Just ask Old Spice and Dos Equis.

And of course, in case we forget, look at yourself.  You need to create a persona that is congruent with who you are in real life.

If you don’t like partying and racing and you are positioning yourself as a hard-partying racer…then guess what?


Unless you are Sir Daniel Day-Lewis.

In that case you can probably position yourself as a ballerina pixie wearing a punk tutu with a punk rock hairstyle and still pull it off.

“a ballerina pixie wearing a punk tutu with a punk rock hairstyle”…so that’s one sentence I never thought I would say in my life…ah well.

Anyway… what I want you to do right now is to write down all the possible ways that you can brand yourself and what personas you can best pull off without trying too much.

Anyways… before I forget…I have to show you something.

Yuck no… get your mind out of the gutter.

Here you go:

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THAT is what we had for dinner last night!!

I just love the way the Balinese present their food!!

Anyway,  I think I will go back to sleep now… I shouldn’t have had so many glasses of wine 🙁

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Yaya…whatever Dos Equis man :/

This is the last entry to the Coach Life series.


Give your life coach career a healthy boost by reading the articles below:

The Environment


Client Seduction

Understanding The Market