What Does It Mean to Have a Brand as a Dance Teacher?

When people hear the word “brand,” they usually think of logos, color palettes, and big companies. They may also roll their eyes, as many of us are sick of the words "branding", "marketing", always being marketed to, etc.

But what does the word "brand" actually mean, and WHY should you care about it as a dance teacher?? 

As a dance teacher, your brand is simply is the combination of your personality, how you teach, the energy you bring into the studio, and the way you make dancers feel during your class. It’s the gut reaction people have when they hear your name.

And here’s the thing: whether you've thought about it or not, you already have a brand. Students, parents, studio owners, and colleagues associate you with certain qualities:

"She's the technique teacher"

"His combo's are so fast."

"They're so encouraging and understanding."

Everything you say, the choreography you make, what you post on social media, and even the clothes you wear contribute to your brand. The difference is whether it’s happening intentionally or not. 

When you don’t think about your brand, people will still form opinions...you just won’t have much control over what those opinions are. But when you define the qualities you want to be known for, you can teach and make decisions with more purpose— it's not just about self-promotion. You also become easier to recognize, easier to trust, and easier for others to recommend. 

For dance teachers, having a clear personal brand isn’t about creating a persona or being performative!! It’s about identifying what makes you you as an educator. When you know your brand, you start leaning into the type of teacher you’re genuinely meant to be. It also helps you stand out from others. 

This doesn’t just benefit you. It benefits your students, who thrive in an environment where the expectations are clear and the atmosphere is consistent. It benefits the studios you work for, who can count on you to deliver a strong, consistent experience that aligns with their values. And it benefits your career! Dance teachers with a clear brand tend to attract opportunities that are a good fit for them— guest teaching, choreography setting, leadership roles, content creation, etc— because people understand the value they bring to the table.

Your brand is the bridge between who you are internally as a teacher and how the world experiences you externally. Once you define it, everything feels more cohesive. You also have a better idea of what career goals you have as a teacher: what kind of students you want to teach, where you want to teach, what you want your days to look like, etc. 

Since getting really clear about my personal brand as a dance teacher and making sure it stayed consistent both in the studio and with what I share online, I've gotten opportunities to work with numerous other dance teachers, studio owners, students, program directors, brands, and content creators. It truly has transformed my life and allowed me to grow my income (which is why it's something I work on with teachers in my teacher training program, The Dance Teacher Intensive).

👉 If you're wondering where to start when it comes to defining your brand: Here's your first action step:

Choose three words you’d use to describe yourself as an educator. Think about your teaching style, the atmosphere you naturally create in the studio, and what your students typically respond to. Then, ask a close colleague, fellow teacher, or even an older student what three words they’d use to describe you.

Consider things like:
What do dancers say about your class?
Are you known for being meticulously organized and structured?
Do you bring a playful sense of humor that puts kids at ease?
Are you the teacher who challenges dancers and pushes them to grow?

These traits are clues to what makes you stand out in the studio. Identifying them helps you understand the core of your brand, and it will be helpful to see if the way you see yourself matches with how another sees you!