By: Bob Cassin
In today’s marketplace branding has become crucial to sustainability. As a health club owner or manager, sit back and think, what does your club stand for? Who is my target audience? What would make a potential customer pick your club versus another local club that’s right around the corner? The health club industry offers consumers more and more choices so for you to remain competitive you need to become unique and different and a big piece to that is your brand and perception in your community.
You may ask yourself, what is branding? Branding is defined as an idea or image that is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.
Many people think that branding is just a cool looking logo or stationary that you got printed. In reality, much of it is your interaction with your customers at every single point of contact. Here are a few points of contact that your club should be taking advantage of to maximize your branding efforts.
The more consistent you can be at taking advantage of and mastering all these touch points, the bigger impact it will have on establishing a strong brand for your club. It takes a whole team effort but the success a strong branded business has makes it all worth it!