Over the years I’ve worn a couple of hats.

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As an agency president and branding consultant in New York and Los Angeles, I worked for many multinational clients and renown brands. We used a proven process for building brand identities to ensure consistent messaging across a range of consumer touch points. We called the process, building Brand Muscles.

After I went back to school to get my coaching certification, I worked hard to keep my brand consultancy distinctly separate from my executive coaching practice.

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Brand consulting is about telling clients what they ought to do -- providing solutions and creating deliverables. Executive coaching is about holding space for the client to solve their own problems – listening intently, asking good questions, and trusting the process.

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Often coaching clients talk to me about creating their own “personal brands”. Initially, I shied away from the term. I always viewed “brands” as something executives create in a conference room to promote products, services and companies. People don’t need to be fabricated for consumer consumption.

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Over time, I’ve evolved my thinking and have become very aware of how these two seemingly disparate disciplines can work together.

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Using the brand development framework of Brand Muscles, I invite clients to explore how they can be flexible and effective in the way they think about and present themselves.

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Borrowing from the corporate model, coaching clients can carefully consider how they want to uniquely craft their brand identities from four different perspectives:

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• Brand – What are your mission, vision and values?

• Target – With whom do you want to connect and resonate?

• Competition – Who do you admire and aspire to outshine?

• Context – How are you evolving your sense of self to meet the needs of a changing world?