Branding your personal training business is one of the most important steps you will take toward success. That’s because your brand will influence how your clients feel and think about you and the services you provide. Nothing – and I mean nothing – can take your personal training business to another level like a good branding strategy. Here are my suggestions for how to brand your personal training business for victory.
What is a Brand?
A brand is, quite simply, how someone feels about a product. When you’re able to influence enough people to feel a certain way about your services, product, or company, then you have achieved it – a brand of your own. It’s about trust, and what could be more important than trust between a personal trainer and their client?
Think about how your clients feel deep in their gut about your business. Are you trustworthy? No matter what, you must create a message that is clear and inspiring.
Too many personal training programs and personal training businesses are missing cohesion. Do you offer the same services at the same price point to each client? Do you have programs you consistently recommend to people based on your evaluation? Remember, you want people to talk about you to their friends, family, and the community at large, so providing a consistent experience with a clear message is incredibly important for establishing a trust for your brand as well as inspiring new clients to work with you. In my book Your Fitness Career, I explain step by step how to come up with a clear message for your personal training business.
A brand is also influenced by image. Are you the scary personal trainer that yells (I hope not!) or the tough but supportive personal trainer? Your image is created by how you interact with your clients and the community, so make sure you’re consistent, dressed to impress, and are prepared for each session. Probably wouldn’t hurt to tone down the yelling, either.
One of your best resources as a personal trainer is an inspiring testimonial. A brand message backed by actual results experienced by real people is gold. Happy clients are more likely to refer future clients, but you can take that a step further by asking happy clients to contribute to a testimonial campaign for you. People will see the success you’ve had with past clients and sign up!
Create a Brand You’re Proud Of
You may not be looking to create a brand for the national stage, but that doesn’t diminish the importance of having a brand you can be proud of. Building trust with your clients through the delivery of good services and inspiring messaging can lay the groundwork to build a local brand in which you take immense pride. So, get an edge on your local competition by taking lessons about branding to heart for your personal training business. The rest will take care of itself!
Looking to become a successful trainer?
Make it possible with my book.
Your Fitness Career