The Branding Game
by Robert Foster, President of Trainers On Site
Do you believe in branding? What is branding anyway? To some, branding can be summed up as “multiple points of advertising.” To others branding is equated with spending large amounts of money that they could never afford.
But branding doesn’t have to be all about spending advertising dollars. It includes lots of things – like your message, your culture, colour schemes, and more.
For example, here’s s a short list of ways that Trainers On Site competes in the branding game:
• logos on uniforms
• e-mail signature includes company website
• company pens
• advertising car wrap
• business cards
• website
• social media
• custom workout journals
• custom toll-free number 1-888-269-1TOS(867)
Your brand determines how consumers perceive your product or service. If you put a magnetic sign on the side of your rusty 10-year-old Honda, it will be difficult to charge $80 plus tax per session. Now, if your company is Deep Discount Fitness it could work. Just make sure you’re prepared to work hard since you’ll be slugging away for peanuts.
Think about your e-mail signature. Nothing drives me crazier than seeing a new trainer give out his e-mail as sexybeast@hotmail.com. Clients need to see your business as a business, not a hobby.
Other than your actual company name and logo, your website is probably the most important part of your brand. If you buy a template website, think of how many other trainers out there are using the same template from the same company. From a client perspective, it looks really silly to see two of the same websites with simply different logos. The message is essentially that the company didn’t put any effort, time or money into creating something unique and appealing.
Robert Foster is president of Trainers On Site. Contact him at www.trainersonsite.com
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