insights for success

What do people think and feel when they come across your stuff online, or even when they hear someone mention your name? And trust me, you want people to recognise you right away. That’s why having a strong brand identity is so important. It keeps everything you do consistent and makes it clear to your audience who you are and what you’re about.

Think about it—your brand identity is everything from the colours you choose, the fonts you use, your logo, and the kind of images you put out there. But it doesn’t stop at just visuals. It’s also about the tone of voice you use. Are you aiming to be friendly and approachable, or do you want to come off as professional and authoritative? Maybe you’re going for something playful and fun, or you’re all about being motivational and inspiring. Whatever it is, pick a tone and stick with it. Consistency is key here. If you keep jumping around, people won’t know what to expect, and you’ll just confuse them.

Remember, your brand has to make sense with what you actually do. If your whole thing is about delivering intense, hardcore workouts, don’t make your branding look all soft and fluffy. You need to reflect your vibe in every aspect—whether that’s the colours, the fonts, the imagery, or even the way you talk on social media. It all needs to be in sync with the experience you’re promising. Your brand should scream, “This is what I’m all about!” without you even having to say a word.

And listen, storytelling is a big part of this. Don’t just be a faceless fitness coach—share your story. Why did you get into fitness in the first place? What are your passions? What challenges have you overcome? People connect with stories; they want to see the real person behind the brand. It makes you relatable and more trustworthy. And in the fitness industry, trust is everything.

Here’s a tip that most people overlook: don’t try to make your brand perfect. That’s right, drop the act. People are tired of brands that look too polished and fake. They want realness. They want to see the messy, human side of things because that’s relatable. So, be yourself. If you’ve got a great sense of humour, show it. If you’re more of a tough-love, no-excuses type, lean into that. Authenticity will always win over some overly polished, robotic brand image.

Also, think beyond just the visuals and the words. Your brand is every touchpoint a client has with you. That means your website, your emails, your social media posts, even how you talk to people on a call or in a class—all of that is part of your brand. It’s how you make people feel every single time they interact with you. If your brand is about being supportive and approachable, make sure every single communication feels that way. If you’re more about pushing people to their limits, that should come through in your tone and style as well.

Another point—and this is where a lot of people go wrong—is thinking that their brand identity is set in stone. It’s not. Your brand should evolve as you grow and learn more about what resonates with your audience. Don’t be afraid to change things up if they aren’t working or if you feel your brand isn’t reflecting who you are anymore. Just make sure that any changes you make still align with your core values and the overall mission of your business.

Oh, and here’s something a bit controversial—sometimes it’s okay to be polarizing. Not everyone is going to like you, and that’s fine. In fact, it’s better to be something to someone than nothing to everyone. So, if you’ve got a bold opinion or a unique way of doing things, own it. The right people—the ones who really get you and your brand—will appreciate that authenticity and be more likely to become loyal clients.

Finally, encourage your clients to be part of your brand. Get them to share their experiences on social media, tag you in their posts, and maybe even write a testimonial or two. This kind of user-generated content is like gold. It’s authentic, it’s engaging, and it’s proof that you’re the real deal. It also creates a sense of community around your brand, which is super valuable.

So, bottom line? Your brand identity is everything about how you’re perceived. It’s not just how you look but how you make people feel and what you stand for. Keep it consistent, keep it real, and don’t be afraid to evolve. That’s how you build a strong, memorable brand that grows online and resonates with the people you’re trying to reach.