How to Build a Brand Around your Fitness Logo

For any professional working in the fitness industry, it would be next to impossible to miss the bold, black, and yellow design representing Gold’s Gym or the sleek and elegant logo now used by LA Fitness. The logos themselves may have room for improvement, yet we love them for the significance of the brands behind them!

Designing an impactful logo that draws attention to your fitness studio or business is a great place to get started, but it’s the brand you build around it that helps you turn curious customers into loyal members.

Branding is more than just a tagline or general communication with your audience. It defines the quality of your services and the trust your customers place in your business. Branding begins with defining what your business stands for. This will help you change the way your customers perceive your brand. 

In today’s competitive market, there are thousands of fitness professionals offering the same kinds of services. Standing out from the crowd is not a broad idea, but a necessity you need to consider right from the moment you set up your studio. 

Building an attractive brand for fitness studios can be simpler than you think if you follow these steps:

1. Define your value proposition

As a fitness brand, it is important for you to know what your business stands for and what value it can create for your members. You need to recognize the value you can add and establish this clearly in your customer’s minds because it will help them recall your brand instantly.

Take a closer look at the products or services you wish to offer. Reflect on your purpose. Not only will this help you identify your target audience, but it will also help you map out your brand’s vision and mission in lucid terms. Your audience will understand your business better and make them more likely to sign up with you for the long term!

2. Identify your target customers

This is often easier said than done. It is also essential to get this right because this will be key to your brand’s foundation. Research the fitness and wellness market thoroughly before you solidify your brand values. Make sure you can identify and understand the motivating factors that drive people to maintain their well-being and the circumstances in which they choose to do so. 

As you conduct this exercise, you will recognize that your audience is far from homogenous! Fitness-conscious individuals can be found within all age groups, with diverse health and fitness requirements, income categories, genders, interests, and body types, among other differences. 

Once you are able to map out your audience, it becomes easy for you to decide how you want to style your business – you could choose to specialize in particular groups or cater to more than one group through general or integrated programs. This will help you position yourself in the market depending on your target customer’s requirements. Lastly, it can help you generate fresh leads effectively! 

3. Know your competition

Once you understand your competitors, you can now craft a better growth strategy. After all, to set yourself apart from the competition, you need to first know your competition inside out. To give you a clear view of the current trends, you can do two things: Look at the top players in your field. And then, study the brands working to make their way to the top.

Study in detail the classes offered by your competitors, the training styles they emphasize, the types of equipment they use, and whether they conduct virtual classes, and how they choose to go about it. Understand the rationale behind their pricing and discounts, their brand tone including websites and logos, and the nature and demographics of their current customer base. Finding gaps in these reports will help you position your brand effectively.

After you identify the key differentiating factors that define your competition, you then need to look at how they present themselves across their marketing and communication channels. Social media is a great place to start this exercise. It is accessible to most of your audience. And brands will try to highlight their personality across platforms. As a result, you can now make your own communication strategy for your target audience in different platforms. 

Here are some competitor analysis tools for social media that will help you understand your competitors in-depth:

4. Identify your USP

Your brand can edge out over your competitors if you highlight what makes you unique. In a burgeoning market with a lot of players vying for the same eyeballs, you need to promise something truly special to generate interest and build a loyal community of your own. 

Try to answer these two questions: 

• What makes my brand different? 
• Why would people choose my brand over others? 

These questions will help you position your brand effectively, target the right audience, and ultimately generate more leads for your business.

For instance, your fitness studio targets stay-at-home moms. You have to introduce programs that are more convenient and valuable to them, like parent-child programs or virtual fitness programs to ensure greater accessibility. This would make fitness look possible even as they manage their kids during the day.

5. Detail your brand

Once you map out your brand values, target audience, and USP, it is easy to express your brand through words, fonts, colors, logos, images, ads, taglines, social media, and other marketing techniques. 

Your branding details have the potential to create a strong first impression. This is why you need to analyze every aspect of the brand before you make your final decision. Your brand details should be on the same page as your service type, customer base, and business values. 

With your brand details starting to fall into place, you need a logo that will bring it all together for your audience and imprint your brand firmly in their minds. It can be easy to get carried away while designing your logo, which is why it is important not to chase flair or a bold design alone. If you follow the right principles in design and reciprocate the pulse of your audience, you can design a winning logo that people will easily recognize. 

Find out how you can design the perfect logo for your brand with the knowledge that we have distilled through years of deeply researched and carefully executed logo designs delivered to organizations around the world.

6. Partner Platforms

Once you have your brand in place, your job is far from over. In fact, this is when you need to gather the right tools to help you accelerate your fitness business’s visibility. Look for partner companies that complement your services and are capable of supporting your business goals. 

For fitness businesses, service e-commerce platforms like Omnify would make an excellent partner in supporting your growth strategy. They would not only bring you more visitors online, but they would also be able to learn more about your services on their own and sign up for your services effortlessly! You can focus on the job you love the most as your operational work is automated and simplified, creating a more enjoyable experience for you and your customers!

Final Thoughts

It’s kind of hard to build a logo for your fitness business. But think of all the things that your customers will love seeing every time they come in. What kind of images do you think they will enjoy looking at.

Fitness is a saturated business, really. There are so many competitors. But fear not. There are still so many ways you can customize your logo to its most unique design. That when people see your logo, they won’t think of something else. But then again, logos are not the only things that will uplift your brand. It’s your service, first and foremost.

Written by DesignCrowd on Wednesday, September 15, 2021

DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.