If you’re considering engaging expert external support to reach your professional or organizational goals, but not sure what that might look like, it’s helpful to consider the distinctions between coaching and consulting, as well as to explore a hybrid approach combining the best of both worlds.
The Foundational Models: Coaching vs. Consulting
Traditionally, coaching and consulting are both aimed at solving problems, overcoming obstacles and reaching goals–but the approach differs significantly in both models. If we were thinking in terms of a home improvement project, you could consider coaching as a guided DIY approach, where consulting is like hiring a contractor to complete the project.
Coaching works from a collaborative model, where the coach empowers clients to design their own solutions and action plans. Coaches rely on insightful questioning and supportive accountability to help clients tap into their existing strengths and resources. It follows a core belief that the client is the expert on their own life and career.
- Coaching works from a collaborative model, where the coach empowers clients to design their own solutions and action plans. Coaches rely on insightful questioning and supportive accountability to help clients tap into their existing strengths and resources. It follows a core belief that the client is the expert on their own life and career.
- Coaching is well-suited for:
- Improving effective communication skills
- Learning to manage teams more effectively
- Navigating career change or professional obstacles
- Coaching is well-suited for:
- Consulting involves engaging an expert who provides a specific, strategic solution to a business or organizational problem. The consultant will generally complete a discovery process that involves interviewing key stakeholders, reviewing strategy, analyzing data, etc., then apply their specialized knowledge to design a solution. That solution is often a tangible deliverable, such as a communications plan or brand strategy, and includes actionable advice and next steps recommendations.
- Consulting is well-suited for:
- Creating a marketing & communications plan to launch a new product
- Developing a brand strategy for a new business, or refining your current strategy
- Planning and overseeing a website redesign
- Consulting is well-suited for:
Comparing Coaching and Consulting Models
| Coaches | Consults |
| Act as facilitators, encouraging self-discovery and empowerment Work through a process of insightful questioning to help clients overcome mental roadblocks and build clarity and confidence Engage in a collaborative, ongoing process focused on growth and development | Serve as subject matter experts and problem-solvers Offer direct solutions and recommendations, with tangible deliverables Often engaged for shorter term, project-based needs to help clients achieve immediate results |
The Hybrid Model: Getting the Best of Both Worlds
The coaching and consulting models both have strengths, and for some scenarios one model or the other stands out as the most appropriate choice. But in some situations, there is room for a blended approach that brings together the advantages of both models—the strategic advice and specialized knowledge of an expert paired with a coaching mindset to empower individuals and teams as they problem solve.
The hybrid approach is seen frequently in practice, but it’s rarely talked about—there’s not even consistent terminology to describe it. You may hear it called a hybrid approach, as we are here, blended coaching, coachsulting, or expert-guided coaching.
- Key Benefit: This approach is holistic. It addresses the “what to do” with expert strategy and the “how to do it” with personal and professional development. It ensures the client not only gets a solution but also develops the skills and confidence to sustain the success.
- Sample Application: While consulting may be ideal to develop a brand strategy for a large corporation, where an in-house team has the expertise to execute, this approach might not work as well for a new small business. In this scenario, a hybrid approach could be used to take clients through a structured coaching program, including educational resources, practical exercises and expert advice to help the client develop their own brand strategy and feel empowered to execute the plan.
Which Option is Best For You?
- Choose a Pure Coaching Model if you feel clear on your business direction but need to improve leadership skills, manage a team more effectively, or overcome imposter syndrome. Your primary need is personal and professional growth.
- Choose a Pure Consulting Model if you have a specific, well-defined problem that requires external expertise, such as a complete brand overhaul, a comprehensive content strategy, or a detailed nonprofit development plan. Your primary need is an expert solution.
- Consider the Hybrid Model if you need both a clear strategy and the support to implement it. For example, you need help developing a brand identity and the confidence and skills to lead a team through a culture change. This model is ideal for those who want to build long-term capability alongside receiving a professional strategy.
Next Steps to Get Started
At Better Way Branding, we are dedicated to partnering with small businesses and nonprofits for sustainable success by offering a flexible service model. We don’t believe in a one-size-fits-all solution. By offering coaching, consulting and hybrid model approaches, we are able to meet you where you are in your journey.
If you’re ready to learn more and explore which approach might work best for your needs, schedule a free consultation to start the conversation.
