Fresh Impressions on Brandmarks (from my 5-year-old)
What did you think about the video?
These are multimillion dollar and multibillion companies spending lots of money for brand recognition and a people will still get mixed up. That is one of the reasons that direct response marketing is the most efficient way to get a greater ROI.
Here are my thoughts on branding:
– Make it clear what you stand for
– Make it simple to understand
– Most trainers are not building multimillion brands and don’t have the budget to spend on name recognition. That being said you are building your brand daily with anything you say and do so make it count.
– It is important to do but it is a long-term investment.
– You will get paid more for who you are instead of what you do if you can build a strong enough brand.
Every time you post something on Facebook, Twitter, YouTube, Pinterest or any social media you are contributing to your brand. Anytime you give a talk, presentation, speech or keynote you are branding yourself and your business. Every time you train a client, every time you interact with your clients or prospects you are contributing to your brand.
Are you happy with the brand you are building?
If NO, then lets get to work. Find out what you want your brand to be; then go after it. *Side Note: BE AUTHENTIC. Don’t be something you are not. People can spot the pretenders eventually. There is only one of you so let people see what makes you special and why they should do business with you.
If you can answer YES, then ask yourself this question:
Can a 5 year old understand my brand?
If the answer is NO, then start whittling down the excess fluff. It is easier to spread and idea if everyone can understand it. I know this is easier said than done but you don’t build greatness overnight. Greatness is not a destination but a process. Take it one day at a time.
I want to hear from you. Do you Agree or Disagree and why?
Start the dialogue now… Looking forward to your insight.
Cheers,
Armando “The Professor” Cruz MSPT, CSCS, ATC
Great Post! Actually, I just spent 2 hours reading a bunch of posts (my first visit to this site.) All of them right on target.
I totally agree with you on both fronts. ROI via direct marketing is the ticket. But, as you point out, branding also is a marketing requirement. And, it is a process built over time. The starting point is the brand, itself. Your logo. What does it convey? Is it simple enough to “imprint” easily in the minds of your clients and prospective clients? Or, even a 5-year old!
Laura Ries just came out with a new book called “Visual Hammer” that goes into detail about the importance of the “imprinted visual” associated with your business.
Today, with all the marketing noise and clutter, it’s more important than ever for a fitness business to define itself. As you point out, even the smallest of businesses can “micro-brand” on everything from signage, apparel and products to FB, YouTube and various web apps.
Most fitness studios and clubs carry a grocery store full of “other people’s brands” rather than carrying their own “signature line” of products. It just takes a little time and commitment to the brand image/logo.
Most of the really successful marketers I know are “brand evangelists!”
Hey @Art,
Thanks for reading and commenting. I appreciate your feedback. I have not read Laura’s book but it’s now on my queue.
Yes micro branding is essential for all entrepreneurs even if it starts with your name. Branding is the long term play.
As your brand advances what will happen is you will get paid more for who you are then what you do. That is a very good thing.
Cheers,
AC
PS – Welcome to our community @Art