On a recent Called to Coach, we spoke with Gallup's Global Practice Leader, Ed O'Boyle.Ed has been with Gallup for 10 years and currently leads the marketplace and world practice teams. In doing so, he helps organizations implement two primary strategies to improve their business outcomes:• Hire, develop and engage the right people • Point that engaged workforce at the right goals As an expert in developing successful brand strategies, Ed provided advice for Gallup-Certified Strengths Coaches who are building their brand. He explained that many first-time coaches are too enthusiastic about their services and overload potential clients with information. This can be overwhelming and intimidating for many clients. But by simplifying initial brand communications, potential clients will feel relaxed and more inclined to use your services.Ed also stated that each coach has a "brand promise," or the important items a coach wants other people to hear, see and believe about him or her. Coaches can develop their brand promises through first impressions (e.g., appearance, demeanor, language) and improve upon them further via interactions with their clients. To develop a desirable brand promise, Ed recommended that coaches document the components of their brand promise, and make each of those components a daily goal. Ed said, "Use [the brand promise document] as a checklist for yourself every day."To gauge the success of their brand strategy, Ed recommended that coaches ask their clients a few questions:• Am I delivering on the promises that I make?• Is working with me helping you get better at your job?• Can you give me an example of how the advice I give you is helping you in a practical way?If the answers to these questions are positive and substantive, it is likely that a coach's brand and brand promise are succeeding. If the answers are negative or vague, a coach should re-assess and change their brand strategy. To learn more about becoming a Certified Strengths Coach at the Gallup Strengths Center: http://on.gallup.com/1i5OXhq.Gallup's Called to Coach is a live Webcast that targets current and prospective coaches to interact with Gallup experts and independent strengths coaches who have found success in strengths-based development.