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What are the most effective ways to build your personal brand as a functional trainer?

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If you are a functional trainer, you know that your skills and expertise can help people improve their fitness, health, and performance. But how do you stand out from the crowd and attract more clients, opportunities, and recognition? The answer is to build your personal brand as a functional trainer. In this article, you will learn what a personal brand is, why it matters, and how to create one that reflects your unique value proposition and personality.

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Fran Kilinski

Experienced Personal Trainer, Published Writer, Runner and Athlete | Founder and Advisor

1 What is a personal brand?

A personal brand is the way you present yourself to the world as a professional. It is the combination of your identity, values, mission, vision, style, voice, and reputation. It is what makes you different from other functional trainers and what attracts your ideal clients and collaborators. A personal brand is not a fake or superficial image, but an authentic and consistent expression of who you are and what you offer.

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Fran Kilinski

Experienced Personal Trainer, Published Writer, Runner and Athlete | Founder and Advisor
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Your brand is how you sell yourself, and having a brand is increasingly important for trainers and coaches who aren’t attached to a larger gym or entity. When the clientele is not funneled to you from a manager or boss, you need to begin to establish a brand to get clients, retain them, and build your business accordingly.

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Alan Chan

Trainer l Writer @ Resistance Training Club
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As a trainer for over a decade. I believe personal brand starts with your mission and belief. For me, I believe resistance training is one of the most effective ways to promote long term health. I spread this message through various channels and I remain authentic in what I preach. I also respect other training philosophy as there is no such thing as one size fits all. When clients train with me they know they are getting a good resistance training session, that is the promise in my brand. It is part of my image and identity in a way.

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2 Why do you need a personal brand?

As a functional trainer, developing a personal brand can provide several advantages, such as establishing credibility and trust with your audience, creating a loyal community, increasing visibility and reach, generating referrals and word-of-mouth marketing, attracting more opportunities for growth and collaboration, commanding higher fees, and achieving your personal and professional goals.

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Fran Kilinski

Experienced Personal Trainer, Published Writer, Runner and Athlete | Founder and Advisor
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Your brand is your differentiator. It’s what makes people seek you out, distinguishes you in a saturated marketplace, and gives you a competitive advantage or niche. It’s the first impression you make with your target audience that gets a potential customer to say, “that person has exactly what I want — let me have a conversation with them.” This should lead you to the sales process; where, hopefully, you’ve honed your conversational skills enough to close potential clients and keep business moving forward.

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3 How to define your personal brand?

To build your personal brand as a functional trainer, it's important to define it clearly and concisely. To do so, you should answer some key questions, such as what your mission, vision, and values are; what your unique value proposition or selling point is; who your target market or niche is; what your goals and objectives are; what your strengths and weaknesses are; and what your passions and interests are outside of functional training. With this information, you can craft a personal brand statement that serves as a short and catchy summary of your personal brand. For instance, "I am a functional trainer who helps busy professionals improve their fitness, health, and productivity with fun and effective workouts that fit their lifestyle."

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4 How to communicate your personal brand?

In order to effectively and consistently build your personal brand as a functional trainer, you need to consider several aspects. This includes having a logo, colors, fonts, and images that represent your brand visually; a tone, voice, and style that convey your brand personality and message verbally; a website, blog, social media, podcast, video, or other online platforms to showcase your content and value; business cards, flyers, brochures, or other offline materials to promote your brand presence and services; and a network of partners, affiliates, or influencers to support and endorse your brand reputation and authority. Ultimately, these elements will help you create a cohesive and memorable brand identity that resonates with your audience and clients.

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5 How to grow your personal brand?

The final step to building your personal brand as a functional trainer is to grow it continuously and strategically. You should create and share valuable content that educates, entertains, and engages your audience and clients. Additionally, you should offer high-quality services that solve your clients' problems and exceed their expectations. It's also important to ask for feedback, testimonials, and reviews that demonstrate your brand results and satisfaction. Furthermore, you should encourage referrals, loyalty, and advocacy that generate more leads and sales for your brand. Lastly, you should seize opportunities for exposure, recognition, and collaboration that expand your brand reach and influence. Taking these actions will help you build a strong and sustainable brand that grows with you and your functional training career.

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Fran Kilinski

Experienced Personal Trainer, Published Writer, Runner and Athlete | Founder and Advisor
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Collect testimonials, have clients who are willing to show their growth with you and their audience, and use social media as a means of broadcasting your process. Many coaches will fall into the trap of constantly posting and thinking that their content needs to show off muscles, free information, and tips. While these things provide value; they ultimately aren’t the things that convert your followers into paying clients. Growing your brand should be showcasing your PROCESS, not YOURSELF. In short: Get active on platforms like LinkedIn, offer value based off of your experience with your clients by answering questions they’ve asked you on posts, and use every 3rd or 4th post to make a pitch to potential clients for your services.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to build your personal brand as a functional trainer?

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3

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6

1 What is a personal brand?

2 Why do you need a personal brand?

3 How to define your personal brand?

4 How to communicate your personal brand?

5 How to grow your personal brand?

6 Here’s what else to consider

Functional Training

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What are the most effective ways to build your personal brand as a functional trainer?

1

2

3

4

5

6

1 What is a personal brand?

2 Why do you need a personal brand?

3 How to define your personal brand?

4 How to communicate your personal brand?

5 How to grow your personal brand?

6 Here’s what else to consider

Functional Training

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