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When you think of a fitness brand and high-profile sport/fitness
experts, what springs to mind? Nike? Kayla Itsines? Usain Bolt?
I bet when you think of these brands and personalities, you get very
clear images of who they are and what they stand for. That's because
they're all brilliant at branding.
Branding is the way businesses and fitness personalities present
themselves to the world through their website, social media accounts
and marketing efforts.
Think of a ‘brand' like a person. It has a particular way of talking.
It looks a certain way. It has specific values. It also has a
character and personality, and it will appeal to different groups of people.
Let's have a look at some companies and fitness experts that are
brilliant at branding.
When you think of Nike, ‘Just do it' instantly comes to mind. This is
because Nike is one of the best-branded companies in the world.
If you have a body, you're an athlete. That's the core brand value
behind the company's branding. This idea plays out in everything that
they do, from the images they use on their social media sites, to the
way they use language on their website and in their TV ads.
The Nike brand is inspiring and empowering. It targets people's
desire to be a champion at whatever fitness level they are. The brand
says ‘we are all heroes, now go out, just do it and be great'.
Check out this Nike
campaign to see the company's branding in action (warning, you
may be inspired!).
What the Kayla Itsines brand does
very well is to create a community of women. You could say that
Kayla's brand value is ‘women coming together to be healthier'.
The queen of client transformations, Kayla utilises client before and
after photos to sell her brand as relatable, inspirational and one
that will get results.
Brand voice (how her brand uses language): It is
about celebrating women, creating fitness communities and helping
women to get healthier together. The tone is bright, positive,
motivating and supportive.
Visual Branding (how her brand uses visuals): Itsines
uses a lot of hot pink. This colour communicates many things about her
brand without saying a single thing. It's feminine, powerful, playful
To see her brand in action, check out her Sweat with Kayla website.
Three words can sum up Usain Bolt's brand: lightning bolt pose.
Arguably one of the greatest athletes ever, Usain Bolt is even better
Bolt has harnessed the power of his fun-loving personality, coupled
it with his incomparable talent and impressive world record
achievements, and packaged these things into brand Bolt, complete with
his own logo (the lightning bolt pose).
Looking at his website and social media, Bolt's brand is energetic,
fun-loving, passionate and demands to be noticed. It is about being a ‘champion'.
Companies that have aligned with his brand include Gatorade,
Virgin, Puma, Hublot and Optus. They have taken his brand and
aligned it with theirs so that people relate Bolt's brand with their
company. For example, Bolt is a champion, so Gatorade fuels champions,
or Bolt is fun-loving and world-class, so is Virgin. You get the picture.
Branding yourself as a fitness professional can help your career in
lots of ways. For example, you may want to:
Whatever your reason, creating your personal fitness brand can get
As a fitness professional you are a business and your product can be
anything from PT, to coaching, online programs or fitness modelling.
Giving your business a brand personality helps you to reach potential
customers, build loyalty, build a reputation and keep a loyal client base.
The main keys to branding
The two main aspects of branding are:
Basically, how your brand looks and speaks.
Ask yourself the following questions:
Take some time to answer these questions, because the answers will
form your brand identity.
Sum your answers up in one line, and write it down. This is your
brand mission statement. You will draw from this when working out your
brand voice and visual branding.
It's now time to translate your brand mission statement into brand
voice and visual branding across your website, social media sites and
any marketing you do.
Your brand voice speaks with your brand's unique personality. It is
the words, sentences and the writing style that you use in your
website, social media and marketing efforts.
To define your brand voice, think of three words to describe your
brand (go back to your brand mission statement to refresh your memory).
An example of this could be: fresh, fit, fun.
These three words are the backbone of your brand voice. They will
dictate how you will write content and communicate with your audience.
Now you need to dig deep and expand on these words. This will help
you to craft a really unique and specific brand voice.
Let's take the earlier example of fresh, fit, fun.
If these were your brand voice words, you would ask yourself what
these words mean in relation to your brand. This will help you to
shape your brand voice's language and style.
Fresh – vibrant, youthful, up-to-date
Fit – healthy, active, energetic
Fun – joyful, playful, bubbly.
Visual cues tell people a lot about your brand.
When building your visual identity think about:
Consider how all these things work together to create a brand personality.
If someone visits your site, will they know exactly who you are, what
you value and what you're selling?
Once you have settled on your brand voice and visual branding, you
need to keep them consistent across your web platforms.
Everything you post, every image you Instagram, your blogs,
everything has to have a purpose.
You will notice that even if a fitness personality is putting up
images of their pug, or their breakfast, or their feet against a green
field, the images are reinforcing their brand and their values.
For instance, the image of the pug might reinforce a fun brand voice.
You need to be authentic in everything you do. If your brand voice
does not represent you, then scrap it and find one that does. There's
no point branding yourself as a nurturing trainer if you actually
offer military-style training.
Everything you post needs to give the viewer something. Whether it's
a nice image to brighten their morning, or a short video on perfecting
their squat technique. You have to give people a reason to connect and
follow you. Inspiration, tips, tricks and advice are a great way to do this.
You need to post on your sites at least three times a week to keep
people connected and following you. So set aside some time every week
to post new content, and respond to comments from your followers.
Engage with people that comment on your posts, start discussions and
build a sense of community with your followers.
You can take this a step further and create events for your community
to attend, or simply shout out every once in a while about an informal
event like, ‘Hey, I'll be going for a 5K run, if anyone wants to join
meet me____ at ____'.
So now you know the basics of branding it's time to get into it! Have
a look at some of the masters of branding, like Nike and Itsines, get
a feel for what they're doing and how they're doing it.
Meanwhile, if you're interested in how you can really harness the
power of social media for your fitness career, come along to our
Social Media Workshop (free) at the TAFE NSW Northern Beaches Fitness,
Sport and Recreation open day on 24 June. Learn more here.
Full list of Open Week events here.