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Your brand is the foundation upon which you build everything. It helps describe your authentic self, offering or niche. It should convey who you are, what you do, the benefits you provide and why you should be selected over the competition. 21st century brands are purpose-driven. They have a reason to exist beyond making a profit.
The Golden Circle is made of three circles: What, How, and Why. The Why is the key. People Don’t Buy What You Do, They Buy Why You Do It. Personal trainers have a good leg up on the “why” as you are in the service of helping and empowering your clients. You facilitate wellness, strength, flexibility and brain power…plus so much more. But your “WHY” does need to stand out and be specific to you. This is where you focus your message, not on the selling of your services but on your purpose.
For example Atlanta Personal Trainer Program graduate, Robyn Smith, explains her mission and purpose “I want to focus on the health and wellbeing of others. I want to help them live in their optimal life, while also concentrating on helping people with multiple sclerosis in order to build their muscles. No one person is alike which makes it hard, but with multiple sclerosis, there is a lot of depression, muscle imbalance, pain, and different issues with their organs. My prayer is to help people with multiple sclerosis to become stronger by helping them to build their muscles and learn how to maneuver in their weakness. That’s my goal.”
Robyn Smith, Atlanta Personal Trainer Program Graduate
Mark Fisher Fitness has a quirky, fun and memorable brand. It is far from the norm seen in the fitness world. We love the MFF description: “MFF MAKES ACHIEVING HEALTH & HOTNESS FUN AND INCLUSIVE” which describes his “WHY” from the Golden Circle. Fun and inclusive are good adjectives that nudge those that might be intimidated by that first step towards a fitness routine. No doubt fitness challenges us to be healthier and stronger which involves WORK and COMMITMENT. He adds silliness to the mix, what’s not to love?
Your Brand Identity includes your business name, logo, tagline, elevator pitch, one paragraph description and a 3-5 paragraph story about you. All of these elements can build trust, reveal your authentic self and help your clients and fans pitch and refer you to potential new clients. Visual design elements are key branding components. This includes images and video. I’ll include a number of examples in Part 2: Website Design and Content.
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