Brand Message Breakthrough: On-Air Coaching with Brenda Reiss

As a brand strategist and coach, I know firsthand that building a brand that truly resonates with your ideal clients is no easy feat. Recently, I had the privilege of working with Brenda Reiss—a remarkable forgiveness coach with a boutique practice—and guiding her through the messy, rewarding process of refining her brand message.

In this blog, I’m taking you behind the scenes of our on-air coaching session to share the real challenges and insights that emerged. Along the way, you’ll learn how to avoid common positioning mistakes, what to listen for when you do a market scan, how to get crystal clear on your unique value, and how to make your competition irrelevant.

Why It Was Time for Brenda to Clarify Her Brand

Brenda came to me feeling like her brand was too “squishy” and that the label of forgiveness coach didn’t fully capture what she really offered. She had a powerful story and incredible experience, but like many coaches, she found it hard to pinpoint which aspect of her story was most relevant to her ideal clients. I shared with her that this is such a common challenge for coaches and consultants: we tend to position ourselves based on our own ideas rather than the problems our clients actually want to solve.

Common Positioning Mistakes Coaches Make (and How to Fix Them)

One of the biggest insights I shared with Brenda is that we often default to describing what we do instead of highlighting the transformation we provide. I explained how easy it is to get caught up in positioning yourself against the emotional pain points—like feeling stuck or overwhelmed—instead of connecting your brand to the strategic problem your client is facing. For Brenda’s audience of high-achieving women, the real issue wasn’t just the pain of toxic relationships—it was the gap between the success they had at work and the struggles they faced at home.

How to Listen During a Market Scan

When I coach clients through a market scan, I remind them to put on horse blinders and step into their clients’ world. I told Brenda to pretend that she doesn’t exist—this is about the client’s journey before they ever meet her. It’s about understanding what they’ve tried, why it didn’t work, and what’s still in their way. For example, I helped Brenda see that her ideal clients had already tried therapy, self-help books, and relationship podcasts but still felt stuck and ashamed. These insights are gold for brand positioning because they reveal the gaps Brenda could fill.

Getting Clear on What Makes You Stand Out

I asked Brenda to reflect on her unique blend of certifications and experience—her background as a forgiveness, grief, and money coach—and how that multi-faceted approach made her different from therapists or one-size-fits-all coaching programs. I emphasized that she needed to own this differentiator and position herself as the person who could help her clients get the clarity and confidence they couldn’t find elsewhere.

Articulating the Unique Value You Provide

When it came to defining Brenda’s unique value, I guided her to focus on outcomes, not just the process. I reminded her that no one is excited to hire a coach to talk about all their painful patterns—they want transformation. For Brenda’s clients, that transformation was about making empowered decisions and feeling equally successful at home as they did at work. By getting specific about this outcome, we made her brand message resonate with exactly the women she wanted to reach.

The Power of Brand Message Clarity

Helping Brenda clarify her brand message wasn’t just about picking the right words—it was about aligning her story, her approach, and her clients’ needs in a way that made her stand out in a crowded market. Now, she’s positioned to confidently connect with high-achieving women who need her most and help them bridge the gap between success at work and fulfillment at home.

Key Takeaways

• Avoid positioning yourself against just pain points; focus on the strategic problem you solve.

• Listen carefully to what clients have already tried and why it didn’t work.

• Get crystal clear on what makes you different and why clients should choose you.

• Articulate your brand message in a way that speaks to outcomes, not just your process.

If you’re struggling to clarify your brand message, let’s connect—I’d love to help you create a brand that’s as impactful and transformative as the work you do.

About me: 

Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services