Branding your gym is one of the most important steps in creating a following and attracting people to sign up for membership. While you might think all it takes is creating a great logo for your gym, there are other branding elements that will help you to take your brand to the next level. Branding goes far beyond the logo. It is the process of creating the overall identity of your gym including things like your brand personality, promise and more. If you do your branding right you be able to effectively market your gym and grow your memberships.
Here Are 4 Branding Tips For Your Gym:
1. Know Your Buyer Personas
To create a brand that connects with your customers you have to first understand who your buyer personas are. A buyer persona is a profile that identifies who your customers are, and helps you understand what lifestyle they live. It is important for gyms to get more specific than just targeting anybody who works out. You need to target more specific groups like body-builders, people who casually work out, or someone interested in crossfit. If your brand is too general you won’t attract anybody, but by targeting a specific group, your gym will become known as the place to go for that group of people.
2. Create A Strong Visual Identity
Your visual identity is the that people will recognize your gym. It is important that you create something that will stand out, get people excited, and also communicate what your brand is about. Your logo is a big part of your visual identity and is the icon that helps you build brand awareness and tells people what they can expect from your brand. Designing a logo that is eye catching and using bright exciting colors is helpful in creating a brand that inspires people.
3. Develop Your Brand Story
Every great brand has a story that invites people to be a part of it. Stories are interesting and inspiring and easy to digest for consumer who are bombarded with so much advertising on a daily basis. Whether it is Nike inspiring athletes or Toms Shoes inspiring people to help people in need, their stories are clear and inclusive. Developing a brand story makes it easy for people to understand what your brand is about and also gives people the words to tell their friends about your business.
4. Be Consistent
Consistency in branding has a huge impact in your ability to build brand awareness and gain momentum for your business. Once you have developed a strong visual identity you want to consistently use it in every aspect of your gym. This includes all of your marketing materials, the design of your gym, and even the tone of voice that you have as a brand. Your visual identity communicates to people what they can expect from your brand and the experience should be consistent from first impression to someone becoming a regular customer.
Your branding has a big impact on your customer’s emotions and can greatly affect their buying decisions. A big part of brand is connecting with your buyer personas on an emotional level and giving them a solution to a problem that they have. Your brand is the way that you get connected to your buyer personas and increase membership at your gym.