The takeaway for coaches: you don’t have to change who you are, you just have to adapt how you deliver your ideas to land in the current environment.
The Coaching Content Signature: Your Personal Brand Framework
The key tool for the week was something called the Signature coaching content. It’s a simple framework for building a personal brand content strategy that feels like you, not like a template you copied from someone else.
It has three main parts:
What you believe
What you are talking about
How do you appear?
When these three overlap, you begin to create a “market of one” around your training.
1. What do you think?
This is the anchor.
Coaches were asked to clarify the core beliefs that guide their practice. Things like:
What do you think about long-term health and fitness?
What do you think about client responsibility and coach responsibility?
What do you think about quick fixes, complexity and consistency
This is closely related to the PVMV project which is part of the OPEX method, around purpose, vision, mission and values.
Beliefs matter because:
Shape the way you train
Filter who you want to work with
Help the right people feel, “This coach sees the world like I do”
Belief-based content carries more weight. It’s not just “5 tips for X,” it’s “Here’s how I think about this problem and why.”
2. What you speak
The coaches then mapped what they were talking about through their lens target customer.
This meant to clarify:
Pain points and frustrations
Frictions and obstacles
The questions they google at 10 p.m. when they should be sleeping
The results they would like to have
Magic happens where what you believe overlaps with what care about. This overlay is where your unique perspective shines.
Instead of posting generic content like “3 shoulder mobility exercises,” you can share:
Why most mobility routines fail
What you think people really need
How this belief shapes the way you create programs
Same topic, completely different level of connection.
3. How you appear: style and tone
The third piece is yours style and tonethe way your presence appears.
This includes:
Your action on camera or audio
Your word choice and pacing
The way you shoot and light your videos
The vibe people feel when they see your content
Something as simple as lighting can send a different signal. For example, a bright setting can be more energetic and open, while a darker, “moody” setting can feel more reflective or intense.
Style is not about acting like someone else. It’s about aligning how you appear with who you are and who you want to attract so that content doesn’t feel like performance.
When beliefs, themes, and style combine, content becomes “consumable.” Someone can go down the hole of your posts, start to feel like they know you, and land on a sales call that is already warm and qualified.
Helping coaches get interested in marketing
Many coaches see marketing as a necessary evil. Some even see it as unnecessary.
They got into coaching because they care about impact and mastery, not because they want to spend all day programming content or tracking engagement.
Week 9 worked hard to redefine it.
Some key points landed:
You don’t chase virality. The goal isn’t views at any cost, it’s aligned connection.
You already care about impact. Content allows you to help more people than you could ever fit on your roster.
You are already interested in mastery. The content forces you to sharpen your thinking, your explanations, and your coaching language.
When you treat content like education, it becomes more accessible. You’re getting better agent to agent. Every piece is a quality effort, not a haphazard effort. Over time clarity, skill and ease in front of the camera improves.
Content also feeds your existing customers. You can send them posts or videos that explain concepts in more depth, give them support between sessions and help them feel more understood.
Then marketing ceases to be separate from coaching. It becomes a natural extension of it.
Differentiation, Imposter Syndrome and Honest Marketing
Positioning yourself as “the product” can feel uncomfortable.
Coaches in coaching expressed familiar thoughts:
“Who am I to talk about it?”
“Is what I offer really that different?”
“Do I need endless new certifications to stand out?”
A helpful reminder was that OPEX method coaches already have substantial differentiation. The method itself, with individual design, lifestyle coaching and deep client relationships, is not the default approach to the market.
Additionally, no one else shares your exact combination of:
Personality
Values
Opinions
Life experience
You are already a purchase of one. The task is not to invent a new persona, it is to express what is already there with more honesty and intention.
The discussion also touched on “cult” energy, in a neutral sense. People have always rallied around people and ideas to which they feel committed. Some coaches naturally want to build a bigger personal platform, others are more quiet. Both are fine as long as the marketing remains honest.
Good marketing, in this context, is:
Honest about what people will get and how they will feel
Connected to your true beliefs and values
Backed by strong delivery and customer care
In other words, aligned.
What comes next within the OPEX method
Week 9 laid the groundwork for personal branding and content. Next in guidance is a more regular combination:
Building the basic infrastructure to generate online demand so that coaches don’t just rely on referrals.
Offer development and packaging so the value exchange is clear to both coach and client.
Improving delivery so that what is promised in marketing matches the customer experience.
For coaches who want to delve into this type of work, the next cohort of the OPEX method starts on January 13th, with registration closing on January 9th. You can learn more about the OPEX Method Coaching Training Program and schedule a call with the team to see if it’s a good fit.
Final Thoughts
Week 9 wasn’t about turning coaches into influencers. It was to help them see content and personal branding as tools confidenceclarity and impact.
If you know what you believe in, understand who you want to help, and are willing to come across as yourself, you already have everything you need to create a meaningful online presence. Strategy and structure just help you do it with less stress and more consistency.
The next step is simple: treat your next piece of content like a coaching rep, not a performance, and let your visuals do the heavy lifting.
