28 Jan Effective Branding for Fitness Startups
There’s no lie that the fitness industry has one of the most competitive markets today. From traditional gyms to fitness businesses that offer a new work-out experience, the playground has truly become saturated — making competition much harder for newbies hoping to join in on the fun. The act of setting yourself apart from the rest could prove itself to be a more challenging task than imagined as firms and fitness clubs are now constantly coming up with fresh ideas on building strong branding strategies.
So how do you create an identity for yourself that communicates the philosophy your startup wants to convey while making sure that you don’t sound the same as the yoga studio next door? If you think branding your startup starts and ends in creating a cool logo and a slogan, then we’re here to clear some things up!
Defining Branding and Brand Identity
There is an entire sea of publications explaining what branding is but to put it in a nutshell, branding is the overall personality of your organization shaped by who it is, who it wants to be, and who people perceive it to be. Everything a firm creates and puts out into the world should consistently translate the values and messaging it hopes to emotionally touch people. Contrary to popular belief, it’s so much more than just color schemes typefaces — it’s all about forging long term relationships with its customers. For example, people nowadays want to connect with other people through one idea or one belief. If your brand is able to reflect the same desires that they have like being part of a health community that pushes for both physical and emotional growth, the more they are keen to pick you amongst all of your competition.
Brand identity, on the other hand, is a visual representation of your brand — this is where the color schemes, logos, typography and graphic design comes in. It’s the tangible counterpart of your startup’s intangible assets and should be cohesive to your branding. Your brand identity could further expand into the design of your website, the social media graphics you want to promote and more! It’s there so that your audience can easily recognize you from your competition and appeal to possible customers.
Without clear branding, creating a brand identity for your startup would defeat its purpose. Having a clear understanding on their difference and connection to one another would allow you to exercise all possible methods of coming up with an effective branding strategy.
Before you scroll start brainstorming for your brand and its identity, it’s important that you keep in mind the three magical Cs before starting anything else; clarity, consistency and constancy.
The first C, clarity, starts with the core message you want your fitness centre to have. It should be short, simple and concise so that your audience would have an easier time understanding what your startup stands for. The same strategy should be applied to your logo and slogan, both should be able to reflect your message clearly while enticing possible customers in. It might be tempting to use fancy words but a clearer idea can easily stick by people’s minds.
The second C, consistency plays a main role in your startup’s brand identity. As we mentioned earlier, everything your startup will unleash to the world should stay consistent to your branding. From the services and products you offer, down to the colors of your logo — it should be able to elicit the same feeling as your branding does. It’s important to keep in mind that this aspect of your branding centers on visual appeal, your customers should be able to easily recognize you through your website, social media graphics and logo. Not to mention that by keeping consistency in mind, you’ve also gained the third C.
Constancy reinforces your branding through visual designs and how do you take it to the next level? By harnessing every channel available out there and getting your fitness startup out there! Ensuring you make a regular appearance within the circles of your audience have been made easier by social media platforms, your website and SEO. Traditional manners of staying in touch with your customers like email marketing strategies are still being used by most brands. It would be a shame if the branding you spent so hard working on remains unseen by the general public.
The More, The Merrier!
Now there you go, these are the making of effective branding! Is it too much? Well, that’s because curating a brand for your fitness startup goes beyond picking out eye-catching visual designs. Iconic brands didn’t just simply sauntered their way into the top, they had to climb it just like everyone else. And if you find climbing the mountain that is effective branding too much for you to take on alone, we’re here to help you reach the highest point!