Why a Leadership Coach Stopped Sounding Smart to Be Heard

CASE STUDY: PERSONAL BRAND OF A LEADERSHIP COACH

FOCUS: BRAND VOICE CONFUSION | AUDIENCE: EXPERTS WITH IGNORED BRANDS

I helped a leadership coach rediscover his true voice by replacing jargon with words that moved his clients.

The Brand Challenge

My client was a highly qualified leadership coach, mid-40s, with 15+ years of experience working with senior professionals at Indian and global MNCs. He had guided hundreds of managers stepping into high-stakes roles—from VP to CXO—but had become virtually invisible in a saturated coaching market. Despite strong testimonials and credentials, his brand failed to connect.

His digital voice was the issue. Everywhere—on his LinkedIn, website, and proposals—he used abstract, buzzword-heavy language. He sounded like an MBA textbook come to life: “transformational frameworks,” “executive synergy,” and “organisational alignment.” While none of it was technically wrong, it was emotionally flat. Prospects weren’t resonating. Conversions had dropped. Discovery calls often ended with, “I’ll think about it.”

The Brand Insight

In our first strategy session, I asked him to walk me through a client breakthrough. He said: “Last week, a finance director finally admitted he didn’t think he could ever be good at ‘people stuff.’ That fear had been shaping all his decisions. We sat in silence for a bit. Then we worked backward from the fear.”

That’s when it clicked. His coaching language—in-session—was vastly different from his marketing language. In real life, he was gentle, patient, and incredibly present. But online, he was mimicking every other coach trying to sound ‘strategic.’ The deeper voice—the real one—was missing.

The Big Brand Idea

I rebuilt his entire brand voice using transcripts and notes from his actual client sessions. Instead of inventing language, we harvested it—directly from what his clients said when the breakthrough landed. In short I told him to treat his sessions as his strategy.

His homepage opener became: “If you’ve been circling something you can’t quite name—let’s find the language that unlocks you.”

This wasn’t just a cosmetic change. It was a deep reframe: Your voice already exists—it’s the one you use when you’re not trying to impress.

The Brand New Strategy

I rewrote his service descriptions, case studies, and personal bio around three core tones: stillness, clarity, and presence. I replaced “executive transformation” with simple truths like: “I help high performers become quieter, deeper leaders—without needing to shout to be heard.”

His new About page read like a reflection, not a resume. His LinkedIn posts started using phrases clients actually said to him. Instead of explaining “coaching models”, he now shared client “turning points”—moments when the room got quiet, and something shifted.

10 New Content Directions

Here are 10 strategic ideas developed (and several executed) to support the new brand direction:

Homepage rewrite using client-echoed language – “Circling something you can’t name” replaced generic transformation language.
LinkedIn content from real turning points – Weekly posts based on breakthrough moments from past sessions.
Case study bank using anonymised transcripts – Created three detailed case studies directly from session recollections.
Reworded all services in the tone of a live session – “Let’s slow down and look at what’s really happening” replaced coaching jargon.
Lead magnet built from session patterns – “The 5 phrases my clients repeat when they hit a wall” as a downloadable insight.
About page crafted as a reflection letter – Focused on who he is when not performing, rather than listing credentials.
Email sequence built on coaching language – Every follow-up email felt like a conversation, not a pitch.
Session summary templates for clients – Introduced branded templates that used the new tone post-session.
Speaker bio rewritten for resonance – Removed jargon, added real phrases used by his clients about him.
Instagram and LinkedIn carousels quoting real client words – Visually reinforced his brand voice with authentic phrasing.

Results Within 6 Months

Discovery calls doubled with higher conversion rates
LinkedIn engagement grew 5x due to emotionally resonant posts
Premium pricing accepted with less resistance
3 new referrals came from clients who said: “You sound like someone who gets it”

CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.

Extra Tip for Broader Perspective

If you’re brand owner or manager seeking stronger brand performance, here’s a case study that could interest you: “How a Supply Chain Brand’s Website Was Breaking Client Links .“

If you’re an investor seeking momentum for your portfolio brands, this case study I worked on may resonate: “How a Workflow Automation Brand Misjudged Market Urgency.”

Take your brand from stuck to full throttle − with one bold strategic shift

"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week—book your breakthrough session now."

Shobha Ponnappa

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