Biggest branding mistake

by Mark Fisher

Got a quick thought for you on visual branding.

Most training gym owners are not passionate about design. I totally get that.

But there’s still no reason to make the most common mistake I see in branding.

Good branding, above all else, should be CONSISTENT.

Pick a specific set of colors, fonts, and logo treatments.

Stick to them. Everywhere and always.

Listen, I know you like to be creative. But when your website and your marketing materials and your Instagram and the signs in your facility have no cohesion, it looks all over the place.

I realize you may occasionally be limited by digital platforms that don’t give you total control of color and fonts. But more often than not, lack of awareness is the culprit.

I admit, I have extreme views on this. I want EVERYTHING that represents MFF (and BFU for that matter) to look “of a piece.”

Create a simple style guide that codifies your standards for visual design and branding. And then be consistent. Everywhere! Always!

Don’t miss the opportunity to reinforce your visual brand identity every chance you get.

Your website, landing pages, graphics, signs, flyers, marketing materials, Instagram, the colors you paint your walls, the slide-decks, business cards, swag, printed materials for clients… EVERYWHERE. ALWAYS.

It sends the wrong signal when each customer touchpoint has a slightly different design feel. In an uncertain world, prospects and clients want a business they can rely on to consistently deliver.

You may think it a stretch, but I think this extends to your branding.




Submit a Comment

Your email address will not be published. Required fields are marked *

Related Posts

Is AI taking your job? Maybe…?

Below are some bold predictions about how artificial intelligence platforms like ChatGPT3 and DALL-E are going to impact your work as a gym owner. You and your staff will still play the most important role. The “human stuff” will be hard and probably impossible to...

Want to See How Other Gyms Are Run?

Do you ever wonder how other gym owners pay their trainers? Are you ever curious about how other gyms are generating leads? Would you like to know how other gym owners are paying themselves? If so, you’re invited to participate in our first EVER Business for Unicorns...

Do You Have To Pay For Digital Marketing?

Before I give you today’s heapin’ of gym business knowledge, I want to tell you about an event I have coming up. Join me in Alexandria, VA, at the 2023 IDEA Personal Trainer Institute for my session, “Time Management for Fitness Professionals.”  You’ll get early-bird...

#1 New Gym Owner Mistake

Let’s talk about the most common mistake I see new gym owners make… REAL TALK: This one is a DOOZY. It comes from a wonderful place. And it’s hard as hell to back your way out of. You see, many-a-new gym owner are excited for the chance to right the wrongs visited...

Seen My *Newest* Project? [Gym World Worldwide]

Keeping it brief today, but wanted to be sure you saw my newest project. That’s right… MOAR MF CONTENT! My pals John Franklin and Mateo Lopez from Kilo have joined forces with yours truly to start a new kind of fitness industry YouTube show: Gym World Worldwide! We...

My Birfday!

But Monday was my birthday.  I’ve cheated death.  Yet again!! Between my birthday and the time management workshop I did a few weeks back, I’ve got time on the brain. To that end, I wanted to share a resource with you that can help you use your time more effectively....