Is Your Gym’s Branding Helping Increase Membership?
Logo and branding are extremely important to your business. Maybe not the MOST important (management skills and a bulletproof business plan are far more valuable), but they play a big part in the success of your business. The first thing I want to warn any future gym owner is, don’t waste too much time at the START trying to figure out your logo and branding. You’re putting the cart before the horse if you do that. You’re going to first need to have a solid business plan and financial projections. Once you have proven to yourself that opening a gym is a financially sound idea, then you can start worrying about your branding and logo.
Your Logo is the First Thing People See and Remember
Having a memorable logo is going to help you in the long run. First and foremost, it’s going to be on almost every single piece of marketing material that you produce. If you don’t like your logo, you’re going to have to see it for the rest of your business life. That said, make sure you like it. Hold a design contest to get a bunch of possible designs. Obviously you aren’t going to become CocaCola overnight, but think of the power of their logo. Get to a smaller scale and think that your logo could become your city’s known fitness brand. Not bad, eh?
Members Joining Your Gym are Joining a Lifestyle Brand
Once you’re happy with your logo, you’ll need to figure out what type of brand you want to be. Are you going to be a place where people are happy to brag they go (like a CrossFit), or are you going to be a place where tons of people attend, but no one is overly excited to tell others about it (Like a 24hour mega gym)? Your members are joining your gym to get in shape, but they’re also joining a lifestyle. Make sure your brand is something that people are proud to be part of. If you’re not familiar with vision boards, here’s your chance to learn. Put together a vision board with your marketing team about what you want your brand and values to be. Where do you see your brand settling in? A hip young brand? A more modern and mature brand? With a vision board, you’ll be able to flesh out some of these ideas before you start implementing any longterm branding goals.
Your Brand Reputation Reflects on Your Members. Make It Positive!
Last but not least, don’t forget that your gym’s brand reflects its members’ values as well. Create a brand for your gym that makes people proud of being a member. Having your members love your brand means they share your Facebook posts, they talk with their friends about it, they give out guest passes to coworkers. Being a “brag-worthy brand” is what you’re striving for. You don’t want your members to be embarrassed of their membership at your business. Try to get to the point where your members have the same values as your business. Once you get to this values alignment, it will be much easier to stay true to your branding and mission.