The Rise of Creator-Driven Coaching Brands

And what it means for your next move

We’ve seen a quiet shift over the past couple of years.

Coaches are no longer just selling sessions, memberships, or mini-courses. They’re building creator brands.

And the ones doing it well? They’re not shouting, they’re showing.

👉 Showing what they stand for
👉 Showing up with real stories
👉 Showing the human behind the business

Because now, more than ever, people buy you before they buy what you offer.

Why this matters

The coaching space isn’t slowing down, but it is getting crowded. What used to work, cookie-cutter funnels, generic “value posts”, endless PDFs, doesn’t cut through anymore.

Clients want to see who you are and why you do this work. They’re not just buying a coaching session, they’re buying trust, relatability, experience, and voice.

In short: 

Your brand is the product.

So how do you stand out?

Here’s what I tell clients when we’re mapping out their Kajabi strategy:

1. Start sharing more of you.
   Not just what you do, but who you are.
   Real stories, specific examples, and the reason behind the work.

2. Make your knowledge personal.
   Take your frameworks and your years of experience, and wrap them in human stories. That’s what sticks.

3. Create a “Brand Story Hub” on Kajabi.
   Use a Kajabi landing page to collect your core content, your “why”, your most engaging stories, maybe even a timeline of how you got here.
   It doesn’t need to be perfect, it just needs to be you.

4. Keep your voice consistent.
   Across Kajabi, on LinkedIn, and in your emails.
   If someone follows you on one platform, they should feel like they know you already when they land on your website.
   
   

What this looks like in real life

Some of the most successful coaches I’ve worked with over the past year have one thing in common:

They show up with a strong personal brand, without losing credibility or clarity.

They’re experts, yes, but they’re also humans, storytellers, and people you feel you already know.

• Their Kajabi sites reflect that
• Their courses reflect that
• Their communities reflect that
  
  

Real stories seal the deal

In the last two weeks alone, I’ve onboarded two new clients who found me through completely different channels.

Both booked a call to see if I could help optimise their Kajabi funnels and sales strategy.

And both said the same thing when we wrapped up:

It was me that sealed the deal.

Not just my Kajabi knowledge, not the offer, but the fact I showed up as myself, with real experience, straight talk, and no pretending.

They’d looked at other consultants, some with big names. But what tipped the balance?

“You were real. We felt like we knew you. You didn’t sound like everyone else.”

That’s the power of building a creator-driven coaching brand.
People buy you, and then they buy what you offer.

So what does this mean if you're the face of your brand?

Simple, you’re going to have to show up.

Now, I get it, not everyone wants to be on camera or plastered all over social media.

One of my current clients feels the same. She wants to run a great business behind the scenes.

The challenge?

Trust is harder to build when people don’t know who’s behind the curtain.

But there are ways around it.

You can:

• Share your thinking in blog posts or voice notes
• Record videos without being on camera, just your voice over slides
• Use client stories, results, and testimonials to show what you stand for

You don’t have to perform, you just have to be real.

The more people feel like they know you, the more likely they are to buy from you. Kajabi makes it easy to bring that personality through, even in small ways.

And if you need help figuring out how to do that your way, not someone else’s, let’s talk.