What is fitness branding
Designing and building a brand is more than just the visuals associated with it, such as graphic design and logos. A brand is just that, it is how your customer or potential customer recognizes and perceives you. A brand is overall powerful, as it is the way that customers, employees, and overall what others think and say about your business when you are not in the room.
Branding comes from the word “to brand”, which originally meant marking products or livestock so that it was recognizable to others.
Do I need fitness branding
Fitness branding is needed just as any other aspect of your business is needed. A strong company cannot remain strong without recognition and perception. Your brand’s perception must first be established, and then, will match the expectations associated with it over time. This is also extremely necessary for your marketing efforts, as it will be extremely difficult for your marketing team to create messages related to your business if your brand has not yet been established. Your brand will transcend all media when done correctly.
How do you create a fitness brand
As mentioned above, a good fitness brand needs more than just the visuals associated with it. While it is extremely necessary to have a striking color palette that stands out, creating a good fitness brand is a combination of your identity, your messaging/marketing, strategy, and the culture you have developed across both your customer channels and your work environment. Below, we’ll talk about what is included in a great fitness brand.
What makes a great brand
The most important aspects of a great brand are your culture, how you are perceived, and the ease of messaging in your marketing. If we take the marketing aspect, for example, your brand and messaging need to be displayed as often and on as many media as possible. Think about the last time you were watching a video or show. You may have gotten a commercial or ad about a product, and skipped over it. If over the course of a few weeks, you are retargeted with the same ad every few hours, you may decide to finally look into it, or at the very least, you will react when someone else brings it up. This is the beginning of building recognition. Once your brand is recognized, you must nurture it and develop a great culture and strategy associated with it, so that others are not disappointed – your messaging must match your reality.
Examples of great fitness branding
There aren’t many people that haven’t heard of the popular Spartan Race, the world’s largest annual obstacle course that is difficult to complete, let alone win. What many do not know is that Spartan is also a fitness brand that develops effective diet and nutrition plans, and has a large line-up of products and merchandise. This is an example of a great brand, as they focused on a culture that builds a “warrior” mentality with their very difficult obstacle course, which is synonymous with their name “spartan”. Due to their brand recognition, they can sell products, services, and merchandise with ease as it matches their lifestyle.
- 24 Hour Fitness
On the contrary to the above, the 24-hour fitness brand is one of the most successful and popular gyms in America. They have a completely different style than Spartan. However, it is still extremely effective and should be used as an example that there are more ways than one to build your brand. 24 Hour Fitness wants to be affordable, attainable, easy, and available everywhere you are, and at any hour of the day.
Fitness branding framework for success
Your fitness brand can be established in five steps:
- Develop your ideal customer template
Map your ideal or target customer with a focus on every little detail. Things to include are age, gender, income level, free time, hobbies, dislikes, and likes.
- Identify their top 3 pain points
When you’ve correctly identified your target customer, identify no more than three pain points they may have, and how your product or service helps to alleviate this. It is important not to target too many small problems but to tackle a very large one with great efficacy. For example, your gym may specialize in remote and at-home yoga classes. This would be a great service for middle-aged parents with an extremely busy schedule that may only have a half-hour to spare for their fitness. Identify, target, and improve their quality of life.
- Conduct research on competitors, and customers
Your competition can be your strongest ally, as it shows what is included in your market, and what is lacking. If your product or service is different or presented in a different way, customers would gladly come to join your gym, or even leave their contracts when it comes time for renewal.
- Design your visual
When designing your visual, it is more than just creating a logo. It must be memorable, recognizable, and distinguishable from other brands. It must be something that you place on all channels, including uniforms, social media, and your building. This includes font, logo design, colors used, images, and a branding template guide that can be followed for the future. Having gym management software makes this difficult task easy, as it promotes across all your channels, does your re-targeting and marketing, establishes your brand and logo placement, and automates your email and schedule sequence. Spark Membership is the best on the market. Try it now for just $1
- Live and breathe your culture
Taking into consideration all elements presented above and throughout this article, it is important to incorporate your brand into every messaging and daily operation of your business. It may even be beneficial to introduce it into your personal life as well. Customers should never wonder what you are all about and what you represent. In time, they will just know by glancing at your brand, even if you are not there.
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