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  • Stephanie Potter

Let’s talk coaching

So, why coaching and not consulting? Let’s review the two definitions from Merriam-Webster Dictionary.


  • Consulting is providing professional or expert advice.

  • Coaching is a person who instructs or trains a performer or team.


Business employees know the culture and the brand. Partnering with Brandestry brings an expert to coach the business to find its authentic purpose and teaches techniques to help apply that purpose in all business activities. A coach will work with the organization and guide them to find solutions. Opposed to consultants that will work within your organization to provide solutions and act as a direct extension of the team. Brandestry aims to coach full-time employees to serve as the doers so the organization can flourish and generate income autonomously. In short, Brandestry works with humans to solve problems versus being the human that solves the problem.


Stephanie Potter

Here are the services offered through Brandestry:


  • Brand perception and research studies

  • Surveys for employees, current customers and potential customers

  • Coaching to establish a brand strategy and differentiation

  • Align the organization with premier agencies, designers, web developers, paid media professionals and other marketing service providers as needed

  • Coaching and alignment for a digital-first presence

  • Other services on project-based organizational needs


Too many brands don’t focus on their unique purpose and vision. And that is easy to do today with information at your fingertips. Businesses try to mimic what other brands are doing to help sales. That approach will never work. Brandestry combines research to support the organization in understanding its needs and tailors a strategy that aligns with its purpose. People buy why you do something versus what you do!


Effective coaching comes from these main ideas: trust, communication, practice and feedback.


It takes a level of understanding from both parties to build trust. Confidence must be present in the relationship by everyone fulfilling their established conditions. Two other factors to trust are accountability and credibility. Do what you say you are going to do and provide facts. I do not expect the players to trust and mindlessly follow my lead on the softball field. I show up every day committed to their success. I provide them with tools to build confidence and help them grow. In turn, the reward is their success, not my own.


Communication is essential in all human interaction. In a coaching relationship, it is the nucleus of success. Remain curious and listen to the data provided to find purpose and authentically represent the business. It is also essential to ask questions to learn how to express its purpose. And remember, there are no stupid questions. Coaches are also committed to listening and learning how to help organizations become successful.


Let’s say someone hits a line drive to the gap in left-center field. The center fielder is hustling to get the ball and throw it in. They rely on their teammates to let them know where to throw the ball during this intense play. The cut person has to communicate with the centerfielder, and the other infielders must communicate with the cut person. All of this communication should lead to the anticipated result. The coach has communicated the expectation of preventing a run from being scored. It takes the team on the field to communicate to execute the desired outcome.


Practice is muscle memory to form procedures for how to commit to purpose. It is essential to exercise these in the correct form. Businesses must take the techniques they are taught and practice them daily. Although practice does not make perfect, expect to strive for perfection. This is something I preach to my young athletes. Achieving perfection does not define success, but working toward perfection will help you succeed.


Honest feedback – what is working and what isn’t? It is possible that all of the energy you are putting into your business isn’t working. That is ok! Have you ever heard of trial and error? Coaches experience all the time. We use a technique that we believe will achieve the desired results, and guess what? It does not always work. This is where the four main ideas for influential coaching circle back. Trust the coach, communicate new ideas and then practice, practice, practice. This step is easier said than done, so be prepared to have honest conversations and remain curious.


Need help determining if you need a coach or a consult, check out this article from Forbes.com, published in 2018 by Kris Persons with Quad.


Contact Brandestry for more information on how to get started. Happy branding!





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