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December 12, 2023

232 – Crafting Your Coaching Philosophy: Aligning Your Brand with Your Core Values

232 - Crafting Your Coaching Philosophy: Aligning Your Brand with Your Core Values with Annie Miller

Coaching philosophy is so much more than the methods you adopt and whether or not you think cardio should go before or after a lift, whether you think macros are necessary or not.

A massive part of your coaching philosophy is shaped by core values.

Rather than saying “crafting,” it’s more like identifying or carving out. It likely already exists but you have yet to claim it, identify it.

Why brand values matter

  • they’re the foundation and backbone of your brand – from content to hiring to how you work with clients, and even the structure you choose for your offer.
  • They’ll align with or misalign with your audience and potential customers
  • They *can* and ideally do keep you grounded as a coach and entrepreneur

What are core values

  • Personal core values vs brand core values


Personal: I’d say are beliefs that drive BEHAVIOR.

  • THEY’RE DIFFERENT but absolutely have carryover if a personal brand

THEN we have, and those values will permeate and sometimes dictate the actual methods you use.


  • Schools of thought you pull from / align with
  • Personal experience within the field (performance and professional)
  • Who do you look to? Researchers? Brad Sheonfeld is my go to, Charles Poliquin was massive in influencing my program design approach. Joel Jamieson in conditioning. Why? They’re simple, easy to apply and WORK. That aligns with my no bullshit, long haul mentality and value. They also EDUCATE. Aligning with my value of efficacy and knowledge.
  • So, how have your values shown up in your philosophy? In your methods? Look for it. Write it down.

A beautiful thing happens when your brand and coaching philosophy are rooted in values. It only leads to clearer communication in your content, emails, across all platforms. Which brings aligned clients and more ease and joy in your business.

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I'm an adventurous introvert from Vancouver, Washington who lives on sleep + "me time." I'm a lover of lifting weights, dinosaurs, real talk and traveling with my husband. I am here to help you move better, lift more, bust the myths of the fitness industry, and inspire you to love the process.

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