Branding is one of the most important parts of any business. It’s how your customers recognize you and how you are perceived by the public. Your brand is the idea that your members are going to connect with when they think about your club. With fitness industry competition higher than ever, it’s important to have a recognizable brand that members can identify with and relate to.
As you market your club to prospects, keep in mind these three ways that your branding is key to your marketing strategy.
1. It can help tell your club’s story
Though a brand may just seem like your club’s logo and colors, it is actually all about telling a story. People relate to stories and are actually driven to make purchases from certain businesses because of them. Look at the Nike brand; it represents much more than just athletic wear. For loyal customers it represents a lifestyle of staying active, looking fashionable and feeling confident. Those feelings are what ultimately drive consumers back to Nike, not just their sneakers and colorful sweatshirts.
What your club has to do is define what makes it different than your competitors and ask yourself if it’s relatable to the type of person you want to attract as a member. When crafting your club story you should consider the following questions: Why did your club get started?, Who is your ideal member and why?, What is unique about your club?, or What experience will members have by joining your club?
All of these will help you craft your brand and ultimately market your club to potential members. Once defined they can be written on your website, collateral, mobile app and even your club’s walls.
2. It will differentiate your club
The old days of filling a club with equipment, keeping it clean and and expecting members to come inside are long gone. Competition is more intense than ever and technology has given some savvy clubs a major advantage as they can integrate apps and wearables into their club experience. As a result, having a differentiated brand is a major key to success.
Do you know who your club is meant to appeal to? Do you want to appeal to intense bodybuilders and athletes, or just the regular fitness enthusiast? Do you want beginners or more advanced exercisers in your club? These questions are important because the answers will help you refine your messaging to help attract the right members that are most likely to be retained and purchase additional services like group classes or PT.
3. It can increase brand recognition
Your logo is often the most recognizable and memorable part of your brand. When working on a logo design, be sure to keep it simple with only a few elements and colors. As you choose the colors that will represent your brand, don’t just choose the ones you like. Choose the ones that will relate best to the story and feelings you want your potential members to think of when they see your brand. For example, red is more intense, whereas blue and green are more calm.
Having a quality, well thought out brand will increase your recognition. When someone is driving or walking past and sees your club logo on a building, they should immediately think of you and everything you’ve chosen to associate with your brand. Brand recognition fuels consumer trust and the more prospects trust you, the more likely they are to become members.