Brand Identity & Your Company Tagline

In our coaching and consulting practice we meet with a lot of business owners who feel that marketing their fitness business is one of their greatest challenges.

We tend to agree because unlike some other aspects of your business that you can just “set it and forget it” marketing requires ongoing attention and constant innovation, trying new ideas, testing and determining what works and tweaking to make it better. And to complicate matters even more marketing strategies are constantly evolving and changing.

That’s why you must establish a strong foundation from which to build your marketing platform.  

Before you jump into costly marketing campaigns or complex strategies make sure you have the following:

A Strong Brand Identity

Your brand identity encompasses all the visual elements of your brand – things like your color palette, design elements and your logo. It also serves to distinguish you from your competition so you stand out in the marketplace.

Creating a strong brand identity is a key component to your overall long-term success so it’s important to spend the time initially to make sure all the elements line up and create a connection in the consumers’ minds.

Take some time today to determine your brand colors. You can find inspiration anywhere – in nature, in old pics, or on social media. Discover color combinations that speak to you and mix and match them with a free tool like Coolors.

Secondly you must determine your fonts and the spacing that you will use throughout all your marketing elements – your written communication, your website, any brochures and business cards. Typically, you need one font that will be the body/text and another font for any headers. Once you determine your fonts make sure you use them throughout all communications. Any web search for fonts will provide you with a library of choices.

Today there are many free tools to help you create a consistent brand look and feel. Check out Canva for mood board templates and many other tools and that will transform novice designs into something more professional.

A Tagline

The second important element of your marketing foundation is your tagline. A tagline is a descriptive phrase that clearly states what you do or reinforces a key aspect of your brand.

Your tagline is typically used in conjunction with your name and your logo and it’s meant to pack a punch. Some well-known examples of clever taglines include Nike’s “Just Do It,” and Apple’s “Think Different.”

These well-known companies can offer something motivational or punchy, but as a small business owner you should use this opportunity to clearly define what you do – especially if it is not clear from your company name.

For example, if you company is named Johnson & Associates you need a tagline that helps the consumer understand your business. Consider a short phrase or a few words to categorize your company in the consumers’ mind. In the case of Johnson & Associates something like “personal training for busy people” or “changing lives through health and wellness services” helps clarify what you do for your potential prospects.

At our company Empower Personalized Fitness our name explains what we do so we decided to get more creative with our tagline- Stronger. Healthier. Happier Through our personalized services we help people feel empowered, become stronger, live healthier and be happier.

Have you ever thought about your brand identity or your company tagline? How did you choose your company name, logo and tagline? We’d love to hear from you!

Be Bold, Be Free, Live Empowered,