Corporate identity is another component of corporate branding, and in our case, it is health club identity. Our goal is to make sure prospective members identify us as the health club to train and commit their loyalty. Identity can have numerous meanings and the way we think of identity in the health club industry is very similar to what your brand says. What is the identity of your brand, what do prospective members think of when they think of your health club, what is the first thing that comes to their mind when they think about your health club, etc.
The nice thing about corporate identity/health club identity is having the ability to dictate what and how the majority of prospective members identify with your health club. This is a lot easier than most people think. You can take a health club with the worst reputation or a health club that has just been through a bankruptcy or a health club that had a terrible reputation with customer service and you can change the identifying factors of that health club within a couple of years.
When you have someone who is trained to build your brand and your identity within the health and fitness community, it is just a matter of time. The most important thing when thinking about branding your health club is the message of your brand or the identity you want to be associated with your health club. From there, build your health club marketing strategy around that desired result and work your way to improving your health club’s identity.
This is not rocket science, you just need to think about what is already out there, what is the prospective member’s perception of your health club and what is the identity you want it to be, etc. Then sit down and design a health club marketing strategy that is going to get you from point A to point Z within a given time frame.
Whatever timeframe you set, will depend on your budget and the resources available to you to get your message out to the health and fitness community, to engage prospective members and start changing their perceived value of your health club.
For more free tips on increasing your health club membership base through health club marketing, health club promotions, professional health club membership sales, and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-448-5727.