You Are Your Brand

Submitted by the PSA Committee on Professional Standards

Major corporations spend thousands of dollars to create and improve their brand. When you think of iconic brand names like Nike, AT&T, Microsoft and Walmart, how do you think of them? Does it draw a positive or negative picture? The public forms personal opinions on these companies based on principles, policies, marketing strategies and customer service.

Coaches should employ the same strategies to enhance their brand. Your name is your brand. You are your brand and the quality of your coaching business reflects the quality of your brand. Add a comma and INC. or LLC at the end of your name and you will start thinking of your coaching business differently, a professional business. (Susie Snowflake, LLC). A company with one employee needs to be as organized and structured as a company of one hundred employees.

You need to have a clear and consistent business model of principles, professional standards, policies and practices that create a safe and ethical environment. You need to work hard to build a business that is reflective of these principles. Start with written policies for best business practices and strategies, stay committed and consistent with them, and you will have the best chance of increasing the longevity of your career. Your brand becomes symbolic of those business practices.

Peruse the accompanying list of coaching policies to consider when developing your best business practices, not only for yourself but also communicating your policies to your clientele.

What makes a brand reliable? In effect, it is to be able to deliver your coaching services in a competent, ethical, educated and responsible manner in time every time. You must consistently make sure that the promise is fulfilled or surpassed. Next up in the Professional Standards Series is The Balancing Act; how to balance a business and your moral and ethical obligations when it is not your only career.

• Coaching Philosophy and Mission Statement

• Defining Roles and Expectations a. Parent b. Skater c. Coach

• Communication Policy – Who a. Parent b. Legal Guardian c. No minors

• Communication Policy – When a. Weekly email b. Scheduled meeting time c. Post-lesson briefing

• Communication Policy - Where a. In person b. Rink c. Home – office hours d. Response time e. Neutral site f. Cell phone – text g. Email

• Achievement Policy a. Daily practice expectations/ appropriate for level of skater b. Testing – all disciplines c. Competitions

• Goal Setting Policy – how often, assessment, adjust a. Realistic Goals b. Short–term goals c. Long-term goals d. Future strategies

• Coaching Fee Policy a. Private / semi-private lessons b. Choreography c. Competition

• Travel and Accommodation policy a. Competition b. Testing c. Camps

• Additional Services Policy a. Music editing b. Costume design c. Fitting skates d. Blade mounting e. Skate Sharpening

• Social Media Policy a. No skaters under 18 b. No current students c. Parents d. No posting without parent consent e. Parent re-post only (competition/test day)

• Responsibilities a. To the club b. To the rink c. To the community d. To PSA e. To U.S. Figure Skating f. To ISI g. Yourself (ethics, education, certification)

• Sportsmanship PolicyCoach, Skater, Parent a. Respect the sport b. Follow the rules c. Daily practice sessions d. Test sessions e. Competitions – win or lose

• Conflict Resolution Policy a. Coach and skater b. Coach and parent c. Appropriate place and time to discuss d. Ethical and professional transition for skater

Kelley Morris Adair (MDFD, MM, RFF) is the Professional Standards Committee Chair.