If you’ve been reading the new studio articles so far, then by now, you’ve laid the foundation for your fitness business and should have a general idea of your ideal client, location, and niche. Now it’s time for branding! Brand strategy is an exciting step many studio owners want to rush into, so here is your roadmap to ensure your branding supports your fitness business for years to come.
One of the definitions for brand strategy is “the way a product, company, or individual is perceived by those who experience it.” Often, new business owners will picture their colors, fonts, or tagline, but a true brand strategy goes deeper than aesthetics. As you build your brand, try to identify the feeling you’re attempting to convey- not just the individual components.
Sixty-four percent of consumers stated that shared values helped them trust a brand before interacting with them for the first time. Considering that consistent branding can increase revenue by 23 percent, it’s worth your effort. Your first step is to outline the overall roadmap behind your brand approach.
Before you leave this step, ask yourself, “does the messaging reflect what my business is/wants to be?”
For the next step, consider yourself and your studio as a guide on your client’s journey. What solution are they searching for? What problems stand in their way? To communicate your brand effectively, you’ll need to speak directly to your client in a way that resonates with them.
These questions will create the foundation of your studio’s culture for years to come.
This might be the part you’ve been waiting for. We’ll tie in the first two steps with the specific colors, phrasing, and design that communicates everything you’re trying to say.
Choosing your colors goes far beyond which ones you like best. The color you choose to represent your brand can strongly influence how your studio is perceived. For help, use a tool like this one which can help you experiment with your color palette and see everything all together. Canva also has logo creation tools, and you can use a chart like the one below for color guidance as well.
Branding is a considerable undertaking far beyond choosing a catchphrase and a color palette, so if you’re starting to feel overwhelmed, slow it down and move through the process step by step. Take care to answer each bullet point before moving on to the next one, and you’ll be set up for success.
You know by now that your brand is vital to your business’s marketing and recognition efforts. If you’re not a graphic designer or the steps above don’t make you excited about the prospect of brand creation, you may want to consider outsourcing your logo (if not the entire brand strategy) to a professional. You don’t have to do it all yourself. Sometimes the best choice is to hire a professional while you focus on what you do best, like teaching or selling memberships.
It's time to plan for your boutique gym's Black Friday campaigns. Studio owners will often pull out the previous year's deals, dust them off, and send them back out, but let's look at your offers strategically this year to get the results that will support your business.