Branding Basics 101

Branding is one of the most important aspects of any business, no matter what its size. As a Personal Trainer or the owner of a small Fitness Studio, it is easy to think that branding doesn’t matter. But as you should know by now, I don’t do easy! Simple yes, but not easy ;-)?

An effective brand strategy gives you a significant edge in increasingly competitive markets. And we all know that there are more and more competitors appearing no matter where we are based.?

My primary focus this month is on branding and positioning to help you differentiate your business in the hope that it enables you to STAND OUT from the perceived competition.??

But what exactly does “branding” mean to you and your fitness business??

Simply put, your brand is your promise to your client. It tells them what they can expect from the services you offer, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.?

=> Brand Strategy & Equity?

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Consistent, strategic? branding leads to you being able to charge more for your brand than your? competitors.??

The most obvious example of this is Coke vs. a supermarket cola. Because Coca Cola has built a powerful brand equity, it can charge more for its product--and consumers will pay that higher price.?

Defining your brand is like a journey of business self-discovery. It can be difficult,? time-consuming and uncomfortable. The journey begins by answering the following questions:?

1. What is your mission??

2. What are the benefits and features of your services and/or products??

3. What do your clients and prospects already think of your business??

4. What qualities do you want them to associate with your business??

Do your research. Learn the needs, habits and desires of your current and? prospective clients. And don’t rely on what you think they think. Know what they? think. Once you’ve defined your brand, how do you get the word out???