You have decided. You are going to start up your own fitness business. You have done the research, spotted a gap in the market, and are ready to push forward with your idea. While this is great, starting a new company is far from easy. There are many different factors to consider.
One of the most important is branding.
Get the branding wrong, and your business will struggle to get off the ground. That’s why it is essential you put in the work to build around this aspect. To help, here are some key branding mistakes to avoid with your new fitness business.
Deciding against market research
You are entering the world of fitness. That’s clear. However, the fitness sector is an incredibly broad one, covering many different areas and demographics. As a result, you have to conduct market research to ensure your business is moving in the right direction.
This is the case with your branding. Without discovering more about your target audience – including what they value in a fitness brand – the harder you will find it to produce a winning branding strategy. With research, you learn about their likes, dislikes and how to connect with them better through your branding.
Creating an amateur logo
The logo is the centerpiece of your branding. When people see that logo, they think about the rest of your fitness business. This is why it is imperative you don’t cheap out when developing this part of your brand.
If you fail to possess advanced graphic design skills, make sure to reach out and hire a professional freelancer or agency. By providing them with instructions and a little guidance about your audience, they’ll be able to craft a high-quality logo for your business. The result: you gain an added layer of professionalism for your fitness brand.
Not getting branded products
It is easy for a new company to overlook the need for physical branding. They might set up a website, social media profiles, and promote their business effectively across the internet, but no consideration is given beyond the online world. That is something you have to avoid with your branding.
With the right branding services, it is possible to create a range of suitable products for your business. Apparel, stationery, sporting goods – there are many options available. These products can be given to employees in-house, sold as part of your company offering, or a combination of the two. Whichever direction you take, having your logo professionally printed onto products helps with expanding brand visibility.
Inconsistency across different channels
Your brand voice needs to be consistent across whatever channels you use. Whether it is social media or your website, it’s vital you maintain the same approach and tone of voice. Inconsistency will only cause confusion within your target audience.
To prevent this from occurring, it is recommended you create a guidebook that ensures the same tone of voice is maintained across your different channels. This is particularly important for employees that may not be sure how to produce the right content for your brand.