FOR IMMEDIATE RELEASE

CONTACT: Thomas Phillips, Communications Partners 212-935-4655

NEW YORK, N.Y., September 2, 2002 – The continued growth of the coaching profession is challenging the new legion of coaches to differentiate themselves and their services and grow their businesses, according to a new study on the emerging coaching profession.

According to the study, conducted by REACH Communications, two out of every three coaches operating primarily in the career, life or business/professional arenas, report that while their coaching business is quite different in its approach from others in their field, they would like to find a way to stand out more from other coaches.

‘The findings of the study should serve as a wake-up call to coaches that they need to develop a brand identity to differentiate themselves if they are to successfully grow their business,’ said William Arruda, REACH founder and managing director.

Arruda, who is himself a coach and has worked with some of the world's most recognized brands, including KPMG, Lotus, IBM, and Primark Corporation, said that among the other findings:

• Only one in ten coaches feels strongly that their business is highly visible to potential clients.

• Fewer than one-third of coaches have a communications plan to enhance their visibility

• Only three percent of coaches with web sites (85% have them), feel strongly that their web site makes clear who they are and how they different from other coaches in competing fields.

Arruda said many experienced and newly minted coaches would benefit from a personal branding exercise to help them assess and identify their unique value proposition.  

Samantha Collins, Managing Director, Aspire Coaching and Training, said that a personal branding exercise conducted by REACH helped her gain ‘insight and a much greater focus for my business.’

About REACH
REACH Communications Consulting is a global brand consultancy dedicated to brand definition, strategy, communications and management for individuals. Working with CEOs, executives and entrepreneurs, REACH's branding methodology helps clients differentiate themselves through identifying unique talents, strengths and personality traits. REACH works with executives to develop plans to nurture and promote their personal brands, their unique promise of value.