Beverlee Rasmussen When you think about the brands you love most, chances are it’s not just their logo, their prices, or their product that keeps them top of mind. It’s their story. The same goes for your coaching brand. In an industry where trust and connection matter more than almost anything else, storytelling is your strongest tool to stand out and build meaningful relationships with potential clients.
Why Storytelling Works for Coaches
Coaching is deeply personal. Clients aren’t just buying a service; they’re inviting you into their challenges, goals, and often their fears. Storytelling helps bridge that trust gap by showing who you are, why you do what you do, and how you’ve helped others succeed.
Stories spark emotion, and emotion drives decisions. Whether it’s a client story, your own journey into coaching, or a lesson learned from a challenge you faced, the narrative allows your audience to see themselves in your brand.
For those looking to become a small business coach, learning how to share your story with authenticity is often the first step to building credibility and attracting clients.
The Types of Stories That Position Your Brand
Not every story has to be dramatic or world changing. Some of the most powerful stories are simple and relatable. Here are three types to weave into your brand:
- Your Origin Story
Share how you became a coach. Did you overcome burnout in your career? Did you notice a gap in support for small business owners and feel called to fill it? These authentic beginnings make you memorable and relatable. If you’re still developing your coaching path, our business coaching programs can help you clarify your purpose and turn your story into a strong foundation. - Client Success Stories
Nothing positions your coaching brand more strongly than a client transformation. Highlight real people (with permission), what they were struggling with, and the results they achieved through your guidance. It’s proof of your impact. If you’re pursuing professional business coaching, these client stories become a valuable way to demonstrate your results in coaching for business growth and personal development. - Values Driven Stories
What do you stand for? Whether it’s resilience, creativity, or empowering small business owners, weaving these values into stories gives your brand a compass that clients can connect with on a deeper level. Our founder, Beverlee Rasmussen, built her business coaching business around values of accessibility and transformation, proof that your values can truly define your brand.
How to Tell Stories That Stick
- Keep it real. Vulnerability and honesty resonate far more than perfection.
- Use vivid details. Instead of saying “a client improved their confidence,” describe the moment they walked into a meeting and spoke up for the first time.
- End with a takeaway. Every story should give your audience a nugget of inspiration or a lesson they can apply to their own lives.
Storytelling as a Brand Positioning Tool
When done consistently, storytelling shifts your brand from being just another service to being the guide your audience trusts. Instead of leading with “what” you do, stories highlight why you do it and how it feels to work with you.
Think of your coaching brand like a book. The services are the chapters, but it’s the story that keeps people turning the pages. And as you refine your skills through small business coaching services, or by working with a small business marketing coach, you’ll have even more stories to share, both your own and those of the clients you serve.
Whether you want to become a small business online coach or expand your current practice, storytelling will continue to be your most powerful way to connect with the people who need your support the most.
Final Thought:
Your coaching brand isn’t built only on strategies, packages, or marketing tactics. It’s built on connection. And storytelling is the bridge that allows potential clients to see not only what you offer, but who you are. If you want your brand to stand out in a crowded coaching market, start telling stories that invite people in and inspire them to take the next step with you.
