People hire a guide because they trust the way that person works.
Coaches and coaching firms sell trust in a person and in a method. Sinh Vũ helps separate the two and gives each a clear face of its own.
Three things first: a clear sentence on whom you help and how, a named method with defined steps, and a consistent image of the guide. Those three help clients tell a coach who works seriously from someone who just speaks well.
Readers know right away whether they belong to the program's audience.
A clearly described process lets clients see the journey ahead.
Portrait, voice and presence share one style, with no drift between channels.
People come to a coach for different reasons, so the way trust is built differs too.
Their customersWorking people who want to change jobs or move up; they read a lot and look for whom the coach has helped.
Brand challengeShow whom the coach has helped, in what context and with what method, without promising results on the client's behalf.
Their customersHR directors or business owners choosing a trainer for their team; they need materials they can take to leadership.
Brand challengeA polished program file with clear goals, how progress is measured and how you work with companies.
Their customersIndividuals who come during a hard stretch of life; they need to feel safe before they open up.
Brand challengeShow a safe space, a sincere voice and clear professional boundaries.
These are the places where coaches lose clients even when the craft is real.
Clients trust the person's name, but the business has nothing someone else can lead or sell when that person is busy.
Separate the brand of the person from the brand of the program, so the program can stand on its own.
Start from this problemVague inspirational language makes it hard for clients to tell a coach with a method from someone who just speaks well.
Write the method in plain language: what happens each session, the exercises, how progress is tracked, what the coach does not do.
Start from this problemSlides, handbooks and exercises each use a different template, so the program looks unprofessional.
One set of document templates for every program, easy to update yet consistent.
Start from this problemProfile photo, event photos and cover images each look different, so people struggle to remember you.
Shoot one set of photos of the guide in a single style, with one set of rules for how they appear.
Start from this problemAt the Research stage. Clients have heard the name and search online to see who the coach is and how they work. If they see only slogans and no method, they stop.
Touchpoints are where clients see and hear about the guide. These five build most of the trust before the first conversation.
The page clients read most closely before getting in touch.
The face of the brand, appearing everywhere.
What clients take home and look at again and again.
Where clients see what the coach says, and how, every week.
Where clients feel the guide's presence in person.
Listed in the order to do them. An individual coach can stop at step two or three; a coaching firm goes all the way.
Choose whom you want to help and your own way of working before designing.
How to talk about the method, about yourself and about what the coach does not do.
Name, mark, colors and type for the guide's brand and the program.
A set of portrait and activity photos in one style.
Program materials and an introduction file for companies.
Sinh Vũ has not published an individual coaching project. The two projects below solve the two closest problems: a program that shares life knowledge, and a trade that needs to be trusted.
Gieo Mầm Hạnh Phúc is a nonprofit community project built on the belief that family happiness is something you can learn and something you can plant…
A community project sharing life knowledge with women, with strategy and identity: a hint for personal development programs that need a warm voice without cliché.
IT LEARN teaches career changers their way into software testing, the craft of people willing to look closely…
A quiet profession made approachable to newcomers through identity and a mascot: a hint for programs that need a memorable face.
The principles behind it
For an individual coach, their own name is usually the strongest brand at the start. Prepare a name for the program early, so it can grow later or be led by more than one person.
At minimum: a method page, a program page, client stories where clients agree, and a way to book a conversation. Keep each page short and specific, with no slogans.
Talk about concrete work instead of general inspiration: what happens each session, which exercises clients do, how progress is tracked. Say what the coach does not do as well.
Companies need a program file with clear goals, content, how results are measured and a point of contact, because the decision maker usually has to present it upward. Individuals need more of a sense of safety and warmth.
Shoot in one lighting and wardrobe style, in a few modes: portrait, leading a session and in conversation. The photos should show the real coach, approachable and trustworthy.
A few lines about the program, your clients and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.