Why Generic Titles Like “Consultant” and “Coach” Create Confusion

If you are a purpose-driven consultant or coach, chances are you have introduced yourself using one of those titles more times than you can count. And every time you do, you probably see the same reaction.

A pause.
A polite nod.
And then the question: “So… what does that actually mean?”

That moment matters more than you think.

In this post, I want to walk you through why generic titles like consultant and coach create confusion, how a unique title shifts trust and emotional labor, and how to craft one that clearly communicates what you do, how you do it, and who you are best suited to help.

What Is a Unique Title?

Let’s start with the basics. What exactly is a unique title?

Your unique title is a clear, concise label that defines your professional identity beyond a generic label like “consultant” or “coach.” It indicates both your area of expertise and how you work with clients in a way that sets you apart from others in a similar field.

Here are a few examples:

Generic vs. Unique

• Leadership Coach → Executive Development Strategist

• Business Consultant → Small Business Growth Advisor and Strategist

• Life Coach → Midlife Reinvention Guide

• OD Consultant → Organizational Transformation Catalyst

• Career Coach → Executive Career Transition Strategist

• Health Coach → Burnout Recovery and Resilience Coach

• Business Coach → Brand Positioning and Messaging Strategist (that’s me)

The unique titles immediately tell you not just what someone does, but how they do it and who they do it for.

Take a moment and consider the difference. Which titles make you want to lean in and learn more? Which convey more clarity and competence?

The Value of a Unique Title

A unique title delivers three core benefits.

First, it helps people quickly understand what you do, especially when you do not have much time to explain or engage in conversation. You are no longer stuck in that awkward networking exchange where you say “consultant” and they say, “What does that mean?”

Second, it shows how you are different from others who may share your expertise. There are countless leadership coaches, but “Executive Development Strategist” communicates specificity.

Third, it conveys depth of competence. A generic title like “coach” can mean anything. A unique title signals expertise and specialization.

But there are two additional benefits most people miss.

It Plants the Seed for Strategic Partnership

Your unique title makes it clear what role you play with clients right from the start. You are not just an extra pair of hands, and you are not an expert who swoops in with all the answers. You are a partner who is invested in their success and brings a customized approach.

The label you choose shapes how people perceive you before you even open your mouth.

It Shifts the Emotional Labor of Uncertainty

When your title lacks clarity, your potential clients carry the emotional labor of figuring you out. That uncertainty creates anxiety and hesitation.

A confused mind always says no.

Let me share a personal example. As I’ve mentioned before, I have skin cancer, or by the time you’re reading this, I may have already had it removed. I was referred to a general plastic surgeon, and the lack of clarity around his specialization caused me to spend hours researching risks and managing fear.

Then I found a surgeon whose title was “Skin Cancer Cure and Recovery Expert.” Instantly, my anxiety dropped. I did not have to figure out whether he was the right person. His title told me everything I needed to know.

Your unique title relieves your clients of that burden.

Think about my title: Business Mentor and Brand Positioning and Messaging Strategist. Does that feel different than “business coach”? Does it create more clarity, trust, or confidence?

That is the power of a unique title.

The Two Ingredients You Need to Create Your Unique Title

Your unique title is a combination of two things:

1. Your expertise

2. Your role

Your Expertise

Your expertise is the professional field of mastery that is relevant to your client’s challenges and goals. For your title, it needs to be distilled into a two to four word phrase that is clear, meaningful, and easy to remember.

For example, “operationalizing strategic change to the frontlines” is far too complex for a title. Something like “Operational Transformation” works much better.

At the same time, you do not want to be so vague that it means nothing. Words like “business” or “leadership” alone are too broad. You need something more specific, such as business growth, executive development, or customer experience design.

Your Role

Your role reflects how your strengths show up in your work with clients and the type of partner you are.

This is not about finding another word for consultant or coach. It is about expressing how you work.

For example, if your expertise is business growth, you could be a:

• Business Growth Strategist

• Business Growth Mentor

• Business Growth Catalyst

• Business Growth Architect

Each role communicates a different relationship and energy.

The same is true for executive leadership:

• Executive Leadership Coach

• Executive Leadership Advisor

• Executive Leadership Developer

• Executive Leadership Guide

The expertise stays the same, but the role changes the experience entirely.

Your Turn

Brainstorm four to six different title combinations using your expertise and different role options. Play with the language. Notice what excites you and what feels aligned with how you want to show up for clients.

Then land the plane on your formal title.

Where You Might Get Stuck

If you are thinking, “I don’t know what my expertise is,” or “I’m not clear on my strengths,” that is your cue to slow down.

This is why I believe in going slow to go fast. If you have not defined your expertise or strengths yet, start there. That foundational clarity will make everything else easier.

Bonus: Create a Fun Title

Your fun title is a way to infuse personality into your work. It is often how clients think of you or describe you to others.

Some of my clients call me the Brand Whisperer or Word Finder. These are not replacements for my professional title, but additions that capture how I show up.

Other examples include:

• Efficiency Queen

• Talent Maximizer

• Number Ninja

• Growth Hacker

• Career Alchemist

• Clarity Catalyst

If it resonates, use it. If not, you can skip it entirely.

So here's what I want you to do next:

1. Brainstorm 4-6 different title combinations using your expertise and different role options. Play with the language. See what resonates.
2. Land the plane on your formal title. Pick the one that feels right and makes you excited to introduce yourself.
3. If you're stuck or realize you need help getting clear on your expertise and strengths first, now is the perfect time to get personalized support.

I'm offering discounts on my private programs in exchange for real-time feedback on the workbook I'm writing. This is a great opportunity to work with me one-on-one to craft not just your unique title, but your complete brand positioning and messaging strategy that attracts the right clients.

Common Good Consulting & Coaching Consortium:

If the opening of this video resonated with you and you're feeling that pull to be part of something bigger and wondering how consultants and coaches can work together to create workplaces and systems that put people first, I'd love for you to join the Common Good Consulting and Coaching Consortium. This is brand new. I want to co-create it with people who share this vision. Go to betsyjordyn.com/common-good to sign up for the interest list for our first organizing call.

Other articles you may enjoy:

• The 3 Types of Expertise Every Consultant and Coach Needs to Name and Claim
• Five Brand Positioning Lessons I Learned by Tearing My Process Apart
• The Brand Messaging Process Consultants Need for Clarity and Confidence

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