By Robert Holmes (Australia)

Just how important is it to find your unique style? In the world of peacocks and tuna fish, it’s life and death. The male has to stand out against the crowd! In the highly competitive environment of coaching, it is important for us to find our unique intelligence, the differences that make what we are offering special. Let’s explore the process for finding your unique style.

A core principle in marketing – spending good money promoting your services – is finding the unique selling point. Public relations experts assist corporations to define their vision statements and public profile, very carefully polishing branding so that their offering is special and different. With a bit of work, we can do the same for ourselves.

We are not differentiated from our service in the mind of our customers – in fact our service is judged by our profile. A 2002 study of corporate reputation found that, “50% of a corporate reputation is determined by the CEO’s reputation”. Person and company merge: the leader’s profile becomes the company’s public impression. (1) Author Jay Oatway calls that being a brandividual.

Source: iCN Issue 6 (Personal Style & Wellness Coaching); pages 37-38

About Robert Holmes

Robert Holmes B.Comm., P.G.Dip.Acc., C.B.Fac., M.Div., Th.D.


Robert is the CEO of Frazer Holmes Coaching, one of Australia’s largest coaching companies. Robert has written over 240 hours of ACTP coursework and is the author of six books on leadership, coaching, community and theology.