It takes just 10 seconds for someone to determine their first impression of your fitness brand. If you want your potential clients' first experience with your fitness company to leave an impact, you'll need to be able to create a brand message that's unique and stays on top of mind.
Ready to step up your game? Keep reading to discover the eight tips you need to create a brand to remember.
Ready to step up your game? Keep reading to discover the eight tips you need to create a brand to remember.
1. Identify Your Audience
Before you can build a strong brand, you need to know your target market, exactly to whom you want to talk to via your fitness marketing strategy.
The key to determining your audience is to get specific. Think of their behaviors, lifestyle and demographics, such as age and gender. For example, you might want to target busy mums over the age of 25 who are trying to get a full workout into their day.
The key to determining your audience is to get specific. Think of their behaviors, lifestyle and demographics, such as age and gender. For example, you might want to target busy mums over the age of 25 who are trying to get a full workout into their day.
Knowing what problems your clients face each day will help you to offer a suitable solution. You can split your target audience into smaller personas with different goals or lifestyles. The better you understand your audience, the easier it is to develop messages that keep them interested.
2. Find Your Mission
Some brands skip right to creating marketing materials. Before you do, you need to determine your brand mission, first.
A mission statement tells clients what your passion is as a company and the values you offer to your clients. In other words, it's your company's reason for existing.
Determining your mission will help form future strategies for your personal training business. Once you know what you are set out to do for your clients, you'll find it easier to create your logo and tagline.
When the things you care about relates to your followers' problems, your audience will choose your business over other fitness ventures that have no clear mission or fail to express one. A strong mission statement will help you reach people who care about the same ideas you do.
A mission statement tells clients what your passion is as a company and the values you offer to your clients. In other words, it's your company's reason for existing.
Determining your mission will help form future strategies for your personal training business. Once you know what you are set out to do for your clients, you'll find it easier to create your logo and tagline.
When the things you care about relates to your followers' problems, your audience will choose your business over other fitness ventures that have no clear mission or fail to express one. A strong mission statement will help you reach people who care about the same ideas you do.
3. Research the Competition
You don't need a brand that looks or sounds like anyone else's. If you want to create an outstanding fitness brand, research your competitors first.
Understanding where your competitors stand in brand awareness, what strategies they use to attract clients and what message their brand represents will help you find the characteristics that makes you different.
The easiest way to get that information? Google.
Understanding where your competitors stand in brand awareness, what strategies they use to attract clients and what message their brand represents will help you find the characteristics that makes you different.
The easiest way to get that information? Google.
Once you have all that information, write down all that makes you and your services unique so when you approach a designer, you know what you want your brand to FEEL like.
4. Highlight Your Benefits
What can you offer to clients that nobody else can? When building a fitness brand, you need to focus on those distinct benefits too. The visuals are essential for getting a message across in 10 seconds, but your services will be next on the radar of ready-to-buy prospect clients.
Determine what you offer. Then, use your competitor research to pinpoint how you standout. For example, you might offer more affordable rates, a unique training environment or flexibility others can't match. Use those benefits to make your fitness brand stand out from the rest.
Determine what you offer. Then, use your competitor research to pinpoint how you standout. For example, you might offer more affordable rates, a unique training environment or flexibility others can't match. Use those benefits to make your fitness brand stand out from the rest.
5. Love Your Logo
Time to get designing. When exploring brands, people often look to logos and other visuals first. Your logo will appear on everything that connects to your brand, from your online presence including your website and social media profiles to print materials and billboards.
Develop a distinct colour palette. You can use colour psychology to choose colour shades that inspire certain responses (such as joy or motivation) from your readers.
You'll also need to determine typography, iconography, photography styles, and web design. Together, these visual elements can help you stand out from other fitness brands. When done right, people will start to recognise your brand after seeing it 5-6 times.
Develop a distinct colour palette. You can use colour psychology to choose colour shades that inspire certain responses (such as joy or motivation) from your readers.
You'll also need to determine typography, iconography, photography styles, and web design. Together, these visual elements can help you stand out from other fitness brands. When done right, people will start to recognise your brand after seeing it 5-6 times.
6. Find Your Voice
Your voice should align with your company mission as well as your personality. Think of the voice you use with your clients. While it may differ slightly with each one of them, you will be able to identify elements, words, expressions and a tones that together make up your style. Use the same style when writing your online and print marketing copy.
For example, your voice can be one or a combination of the below:
For example, your voice can be one or a combination of the below:
- Motivating
- Authoritative
- Friendly
- Informative
- Conversational
7. Understand and Express Your Personality
A distinct personality is another way to help you stand out from competitors. Look at your target audience, mission statement, and voice. Put those pieces together.
A fitness brand can have a personality that's cutting-edge, high energy, fun, exclusive—anything you want! It's best when it stems from your own personality so anything you broadcast via your brand will come as second nature.
E.g. if you are an introvert but a really good researcher and writer, focus big chunk of your brand marketing on putting out amazing content backed by evidence as your primary focus. You can still learn and practice other forms of communication, but build the brand on your strengths.
Determining your brand personality will help you when deciding what information to share in what way and how to describe your services. Make sure the personality is authentic while still aligning with your mission.
A fitness brand can have a personality that's cutting-edge, high energy, fun, exclusive—anything you want! It's best when it stems from your own personality so anything you broadcast via your brand will come as second nature.
E.g. if you are an introvert but a really good researcher and writer, focus big chunk of your brand marketing on putting out amazing content backed by evidence as your primary focus. You can still learn and practice other forms of communication, but build the brand on your strengths.
Determining your brand personality will help you when deciding what information to share in what way and how to describe your services. Make sure the personality is authentic while still aligning with your mission.
8. Keep Broadcasting Consistently
Keep your brand message consistent across different marketing channels such as your blog posts, pay-per-click ads, social media, and more. Consistent brand presentation across all platforms can increase your revenue by up to 23%.
The more often people see your brand, the more likely they are to recognise you. As your brand recognition grows, people will start to think about your fitness brand before anyone else's when faced with a challenge you can help them solve. With time and happy customers, you can turn that brand recognition into long-term brand loyalty.
Remember, your fitness brand represents who you are. That means the brand should appear in everything your clients see or hear.
Make sure to update your business cards, advertising, signage, social media images when pivoting.
A consistent brand isn't solely imagery, either. You'll want your new brand to show in your voice, messaging, and personality throughout all content as well. With a consistent brand, clients will recognise you —without running the risk they'll confuse you with someone else.
The more often people see your brand, the more likely they are to recognise you. As your brand recognition grows, people will start to think about your fitness brand before anyone else's when faced with a challenge you can help them solve. With time and happy customers, you can turn that brand recognition into long-term brand loyalty.
Remember, your fitness brand represents who you are. That means the brand should appear in everything your clients see or hear.
Make sure to update your business cards, advertising, signage, social media images when pivoting.
A consistent brand isn't solely imagery, either. You'll want your new brand to show in your voice, messaging, and personality throughout all content as well. With a consistent brand, clients will recognise you —without running the risk they'll confuse you with someone else.
Branding Tips That Stack Up Against the Competition
With these eight tips, you can create a fitness brand like no other. Remember, you want to stand out from the crowd while speaking to your target audience. Once you bring these pieces together, you can build a brand that builds your business!
We offer a fully Managed Website service and can help you identify where your brand stands and how to present it online the most suitable and efficient way. Feel free to get in touch!
We offer a fully Managed Website service and can help you identify where your brand stands and how to present it online the most suitable and efficient way. Feel free to get in touch!
