MY BRAND

What MY BRAND does

My Brand is a founder-led youth development and personal branding organization based in Metro Atlanta, Georgia, founded in 2016 by Coach Lawrence Williams, II. The company serves students from middle school through college, with a particular focus on student-athletes, and delivers its services through one-on-one and group life coaching, paid speaking engagements, and contracted character/leadership workshops for athletic programs. Its core product is the Film Session course book, a curriculum that adapts sports film session methodology to personal development by treating life challenges (fear, lack of effort, choices, connections) as opponents to be analyzed and planned against. The broader content ecosystem includes the "Time Out with Coach Lawrence" YouTube show and active social media channels on Instagram, Facebook, TikTok, and X.

The underlying technology is minimal: the company operates standard web infrastructure (itsmybrand.org on WordPress), uses Stripe for course book e-commerce, and distributes content through mainstream social platforms. There is no proprietary software, no mobile application, no APIs, and no AI/ML components. All service delivery is human-led by Coach Lawrence, available both in-person across Metro Atlanta and virtually. Common-law brand identities cover "My Brand," "Coach Lawrence," "Film Session," and "Time Out," but none are registered trademarks.

My Brand generates revenue through four streams: (1) quote-based life coaching and counseling fees for student-athletes, (2) speaking engagement fees for schools, churches, nonprofits, conferences, and athletic events, (3) one-time e-commerce sales of the Film Session course book via Stripe, with bulk-order pricing for schools and organizations (10+ units), and (4) contracted character/leadership workshops for athletic teams. The go-to-market motion is community-led: awareness is generated through social media content, the YouTube show, and personal referrals, while bookings are driven through direct outreach, website forms, and email inquiries. The company is privately held, bootstrapped, and founder-operated, with no institutional funding, no parent company, and no disclosed revenue.

Name

MY BRAND

Legal name

My Brand

Website

https://itsmybrand.org

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

My Brand is a founder-led Atlanta youth development organization providing personal branding, life coaching, and character development services to middle school through college students, student-athletes, schools, and athletic programs through coaching, speaking engagements, and a proprietary Film Session curriculum.

Ownership category

akta.pro rank

Product category

Youth Coaching and Development Services

NAICS

All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Leadership, Character Education & Values Development (EDAMAIAG)

akta.pro secondary industries

Performance & Accountability Coaching (EDABANAD), Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN)

Keywords

• Youth life coaching
• Student-athlete mentoring
• Personal brand development
• Character education programs
• Leadership development services

Headquarters

HQ city

Atlanta/Decatur

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Life Coaching and Counseling Services: Personalized life coaching and counseling for student-athletes, available in-person and virtually. Revenue generated through service fees for one-on-one or group coaching sessions addressing academic pressures, time management, leadership development, and recovery from injuries.
2. Speaking Engagements: Coach Lawrence is booked for speaking engagements at schools, athletic programs, youth organizations, churches, conferences, and student events. Fees are charged for motivational presentations on personal branding, leadership, and student success.
3. Film Session Course Book Sales: Sale of the Film Session course book through Stripe e-commerce platform. Bulk orders available for schools, athletic programs, and youth organizations with minimum order quantities of 10+ units.
4. Character/Leadership Coaching for Athletic Programs: Contracted workshops and ongoing programs for athletic teams and programs, delivered through interactive workshops and engaging discussions on leadership, character development, and team culture.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

My Brand delivers youth development coaching and character education services for students from middle school through college, headlined by the Film Session course book, one-on-one and group life coaching for student-athletes, character and leadership workshops for athletic teams, and motivational speaking engagements for schools, churches, nonprofits, and conferences. Services are delivered both in-person and virtually across Metro Atlanta and beyond.

Product overview

My Brand is a youth development organization offering a suite of services centered on personal branding and character development for students from middle school through college. The core offerings include the Film Session Course Book (a guided life-coaching curriculum), Life Coaching/Counseling for Student-Athletes, Character/Leadership Coaching for Athletic Programs, and Speaking Engagements. Content is extended through 'Time Out with Coach Lawrence,' a YouTube show. These products and services work together as a comprehensive ecosystem—coaching services and speaking engagements generate awareness and drive enrollments into the Film Session curriculum, while the YouTube content provides ongoing engagement and thought leadership.

Differentiator

Problem solved

Functional benefit

Products and services

• Film Session (Course Book) A guided course book for students (middle school through college) that uses sports film-session methodology to help them analyze life's "opponents" (fear, lack of effort, choices, connections), review mistakes, and build a personal game plan for success. Sold directly to consumers via Stripe with bulk pricing available for schools, athletic programs, and youth organizations.
• Life Coaching/Counseling for Student-Athletes Personalized life coaching and counseling for student-athletes covering habit-building, goal setting, mindset cultivation, academic pressure management, time management, leadership development, and mental/emotional recovery from setbacks and injuries. Delivered in-person and virtually; scheduled via the My Brand website.
• Character/Leadership Coaching for Athletic Programs Interactive workshops and ongoing programs for school athletic teams and youth sports organizations that help student-athletes recognize their personal brand, strengthen their mindset, develop leadership skills, and build a winning team culture. Delivered in-person and virtually through engaging discussions and real-life applications.
• Speaking Engagements Motivational speaking for schools, athletic programs, youth organizations, churches, nonprofits, conferences, and student events. Presentations focus on inspiring middle school through college students to recognize their personal brand by connecting habits, choices, and mindset to aspirations and goals; suitable for leadership workshops, student success seminars, and team development sessions.

Quantifiable outcome

• Over 100 students impacted between 2016-2018 at Elkins Pointe Middle School

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Fellowship of Christian Athletes (FCA)minorOthersCoach Lawrence has volunteered with FCA, integrating his character and leadership coaching with faith-based athletic programming.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• CaptainU: College athletic recruiting and student-athlete development platform with content and tools for high school athletes, overlapping with My Brand's student-athlete coaching and personal brand focus.

Direct peers

• CoachUp: Marketplace connecting athletes with private coaches across sports, comparable to My Brand's personalized coaching service for student-athletes with similar target demographic.
• Positive Coaching Alliance: National nonprofit developing the character of youth athletes through coach and parent training, closely mirroring My Brand's sports-based character development mission for student-athletes.

Others

• AVID (Advancement Via Individual Determination): School-based college readiness and student success program adopted across many U.S. school districts, comparable target customer (schools) and mission of equipping students with habits and mindsets for success.
• Boys & Girls Clubs of America: Large national youth development organization delivering character, leadership, and life skills programs in club settings, thematically aligned with My Brand's mission and similar youth persona.
• Athletes for Hope: Nonprofit connecting professional athletes with charitable causes and youth empowerment programs, adjacent to My Brand's speaking engagement and athlete-mentorship model.
• Mamba & Mambacita Sports Foundation: Athlete-founded nonprofit supporting youth through sports-based programming in underserved communities, thematically aligned with My Brand's mission to develop character and leadership in young people through athletic frameworks.
• Jobs for America's Graduates (JAG): National youth development program delivered in schools to help young people graduate and succeed, similar school-channel distribution and youth leadership/character development focus.

Broad incumbents

• Varsity Tutors: Large-scale supplemental education and tutoring provider serving K-12 and college students, broader in scope but addressing overlapping student enrichment and personal development needs.
• NCSA (Next College Student Athlete): Largest college athletic recruiting network serving student-athletes with development resources, comparable broader portfolio of athlete-support services targeting a similar demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@1youareabrand
• Facebookfacebook.com/1coachlawrence
• Instagraminstagram.com/1coachlawrence
• Xtwitter.com/1coachlawrence
• TikToktiktok.com/@1youareabrand
• LinkedInlinkedin.com/company/connectomybrand

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MY BRAND