5 Steps To Building A Strong Brand
“Your brand is what other people say about you when you’re not in the room” – Jeff Bezos (founder of Amazon)
Good branding is so much more than choosing colors for your logo. It’s a sure-fire way to make sure you love your clients, and that they love you.
The next step is figuring out how to work only with clients that are a great fit for your style, and vice-versa. That’s where your brand comes in.
1. You are your brand
Personal training is, you know, personal! The exercise element is obviously important, but our clients respond to who we are just much as the service we offer. Knowing who you are and being sincere about it is the first step in building your brand. Are you loud and chatty or quietly focused? A morning person or a night owl? How do you make people feel?Ask your friends and family to describe you, you might be surprised what they come up with.
2. Remember your first (free) client
Did you help your grandmother recover from knee surgery? Maybe you took an unfit friend out for a high-energy Hour of Power, or taught a kid how to throw a ball. That first person that you worked with was probably the one who inspired you to choose personal training as a career. Our first ‘client’ is usually our ideal client – and we all want a bunch of ideal clients. Build your brand around the things they loved about you, and the things you loved about them. Building a target audience is as simple as that.
3. Network your own way
If you hate serious networking events but love informal settings, then work it! Brand yourself as that trainer who gets passionate at parties about fitness (just remember when to change the subject).
Only use the social media platforms that you love. If you’ve never used Twitter, trying to force it into your branding will fail. Oh, and there’s no reason to rush out and spend a ton of money on a website and a logo when you’re starting out. Use a Facebook page while you concentrate on figuring out what you want your brand to stand for.
This is one of the easiest ways to build your personal brand, produce content, and make industry contacts. You could reach out to other trainers and ask if they’d like to work with you on a few two-minute videos that discuss good technique. Or book a session with a well-known trainer and have someone take photos for a fun post that you can tag a big name into.
Be yourself when you collaborate. Your goal is to refine and share your own brand, not to imitate someone else’s.
5. Keep it clear and simple
It’s tempting to try to cram a lot of messages into your branding. You might be certified in post-natal training, training for people with diabetes, and foam-rolling just for kicks (yep, Empiric offers all those courses!) but as a personal trainer your brand isn’t a brochure, it’s you. Your brand is the emotional response you inspire in your clients no matter what kind of training you’re doing. Nike makes a lot of different stuff but their brand is built around a simple reminder to “Just Do It.”
What’s the one message you want to send your clients?