Results matter, but branding is also important when it comes to success in personal training. This aspect of business is so important that even the standard part time personal trainer course and certifications include brand building as part of the programs. It’s important to use a brand effectively so that clients see you in a positive light.
Before getting into the nitty-gritty of brand-building strategies, it is important to get a clear understanding of the basics. From there, you’ll be able to create effective campaigns that will not just attract customers, but also produce loyal patrons.
Redefining the Brand
There are many myths surrounding the idea of what a brand really is. If you see it as a mere logo or training program, then you are absolutely mistaken. A brand is so much more than that. In a nutshell, a brand is all about influence—it is about how people perceive you and the products and services you offer. A strong brand creates a sense of comfort and confidence among clients. Ultimately, it boils down to trust.
Building the Brand
Your brand should influence how clients feel about your services. There are three things you should think about when building your brand: innovation, excellence and authenticity.
• Innovation – people should see your brand as new and original. This core value is what makes you stand out from all the other fitness trainers. This gives clients a reason to choose you over the others.
• Excellence – your brand should promote the confidence that you are among the best. This means that you are superior in every aspect: training programs, customer service, knowledge and experience.
• Authenticity – the most successful brands are genuine. They know who they are. They live and breathe the values they are built upon. Build your brand on your identity and passion.
Strengthening the Brand
There are many marketing strategies you can use to strengthen your brand, but perhaps the most powerful of all is testimonials from actual clients. Happy customers produce new ones; remember that no one can ever contest results.
Initiate a testimonial campaign and celebrate the achievements of your existing clients. These campaigns may be in the form of before-and-after photographs, social media posts, or events.
The brand is the most important aspect of your personal training business. Rethink your strategies to build and strengthen your brand effectively.