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Joanna Britton Make the difference through coaching


Our wonderful coach, Joanna Britton shares her exciting coaching journey and top tips for setting up a coaching business and qualifying as a coach. Joanna uses her background in marketing to drive her coaching business forward and uses coaching techniques in the field of marketing and branding.

We hope you find her coaching top tips useful…

What inspired you to enrol with The Coaching Academy?

I attended TCA’s Free 2 Days in Manchester in August 2017 and was hooked by lunch time on the first day so signed up straight away.

What was/is your profession before becoming a coach?

Marketing Director 

What was the most rewarding part of your training/journey?

All of it! Learning great skills from fantastic coach trainers and meeting up with fabulous coaches in training on the accelerator days. Plus, I loved the fact that the course was so practical, so I got the opportunity to practise coaching and be coached by others which was a great benefit.

How did you fit coach training into your busy life?

Whilst it was challenging, I loved the course so much I always made time. Because the course combines self-study plus a wealth of on-line resources, recorded webinars and live sessions, I could fit it in during commuting time, evenings and weekends. 

Where are you now? How are you using your coaching skills?

I’ve now set up my own business – PACE Development Ltd – which has really taken off!

Everything we do is designed to help people and organisations achieve PACE – Personal and Corporate Effectiveness.  

We combine powerful coaching with practical mentoring, consulting and training support from the fields of marketing, branding, neuroplasticity and the performing arts. So that people and organisations can achieve more, more quickly, more confidently and with more impact. A percentage of our fees is reinvested to help young up and coming stars or those from disadvantaged backgrounds develop the confidence and skills to accelerate their careers and maximise their potential.

What is your coaching niche and why did you choose it?

We focus in the areas of marketing and branding - both corporate and personal - with coaching being the intervention that makes the difference.  

We help organisations build brands from the inside out – bringing clarity and confidence so that they can get noticed and get talked about. And we help organisations create a brand movement, which enables their people to live the brand’s values and become the leaders and legends of their brand. Having worked on many branding projects as a marketer, many brands (and brand agencies) focus on creating the brand’s visual identity. Few focus on the brand’s cultural identity. That’s where we come in. Combining marketing expertise with coaching support to make the difference. We also coach marketing teams through marketing transformation programs.

What are your top tips for:

People who are looking to become qualified as a professional coach?

Get qualified to stand out and have the credentials. Many coaching courses are pretty academic in nature, but you can’t be a great coach without practising those coaching skills. So, choose a qualification where there is an emphasis on practical skills as well as academic rigour. The TCA is the only organisation I came across to offer such an approach, so I’d urge you to enrol on their Personal Performance Diploma. 

Those currently in training with TCA?

Keep your Learning Record Sheets and Personal Development Journal up to date. Being organised and disciplined pays off. Take advantage of all the wonderful on-line resources, webinars and mentoring sessions. And don’t put off your first practical assessment. The feedback you get is invaluable and brilliant learning. 

Coaches, that are about to qualify?

Keep focused on the end goal and spend time on your final assessment paper. There are loads of helpful hints and tips in the Members’ area on TCA website to help you. 


Take your first step towards a rewarding & fulfilling career with our  Free Introduction to Life Coaching Webinar