Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity for Fitness: A guide for creating an engaging design for your brand!

Visual Identity is a combination of elements such as shapes, colours and images that enable people to understand and relate to your brand. People have always been drawn to visual content, so it’s vital to create an engaging design for your brand that will allow you to show your character and personality.

Fitness related industries, whether they are personal coaches or yoga instructors need to have a number of visual content both offline and online, to ensure that their brand is being communicated in a 360 approach.

Offline & Online Visuals include:

• Updated class descriptions and schedules
• Special event flyers and bulletin announcements
• Seasonal promotional material
• Facebook or Google advertisements
• Monthly member newsletters
• Class package and pricing sheets
• Branded apparel designs
• Print ads for local newspapers and magazines
• Educational infographics for social media
• Website graphics, banners, and icons
Design Pickle – Graphic Design Services For Health, Wellness, And Fitness Content Marketers

These might seem a lot to consider especially if you are a solo practitioner, but regardless of business size and marketing budget, there are a number of free online graphic design services, like Canvas and Crello, that can help you create and retain a consistent visual identity.
Start by reading below our key points to consider when creating your visual identity.

Firstly and most importantly, create a ‘Mood Board’; A collection of images, colours, shapes, and any other graphic material that you identify with your brand. These can be images of buildings, landscapes, words, people etc. Think of it as a ‘collage of inspiration’ for your brand.

Next step is to try and create some rules for your visual identity. These are not specific rules but rather what you have chosen, in terms of shapes, colours, textures etc. Once you identify those rules, stick to them throughout your offline and online marketing. You need to be consistent with your visuals so that people can recognise your brand as easy as possible.

A very important part of your visual identity is your colour palette. Choose the right colours for your brand and make sure that they communicate your strengths in order to attract the right people. „When choosing a colour palette, go for something with 1 to 3 primary colours, as well as an extra 1 to 3 secondary colours that complement and contrast each other.“ 20 Brilliant And Helpful Graphic Design Tips For Non-Designers

We have gathered below our top suggestions for primary colours from our own experience from working with fitness brands.

 

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Red is the universal sign of excitement, passion and anger.“
99 designs – Logo colors: what’s best for your brand?

It catches peoples attention and suggests a feeling of excitement and adrenaline rush, which could work great for you if your are working along those lines.

 

 

 

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Orange is an invigorating, playful color“
99 designs – Logo colors: what’s best for your brand?
If you do not want to use red but still want to use a vibrant colour that suggests fun and energy, then orange is for you! Bear in mind that orange is used less often by brands than red so it could mean more chances of your brand standing out.

 

 

 

 

 

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„It exudes cheer, and your brand will radiate an affordable, youthful energy.“
99 designs – Logo colors: what’s best for your brand?
If you are a young, fresh company that is passionate about helping people and providing affordable fitness services then yellow could be great fit for you.

 

 

 

 

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

„Blue symbolises trustworthiness and maturity.“
99 designs – Logo colors: what’s best for your brand?
It will suggest that you are a serious business that potentially has experience and skills. Bear in mind that a lot of businesses use blue so make sure to use a more uncommon shade that will make you stand out.

 

 

 

 

 

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

Black is the king of slick, luxurious and modern designs. It suggests both an expertise in the subject while still looking smart and modern. It’s easy to use in a variety of media but make sure to combine it with a few more vibrant colours, to make it look less ‘jarring’.

 

 

 

 

9 Tips to Create Your Own Fitness & Gym Logo

Finally pink might look like a surprising choice for a fitness brand but it is considered by millennials as a modern, fresh and playful colour that could work perfectly for your business if your are targeting a younger demographics. Again, make sure to pair it with a few less ‘playful’ colours to balance it out.

 

 

 

Once you have defined your colour palette, choose your typeface(s). Typefaces are also a form of visual identity as they can appear pretty much everywhere in your marketing, from your website to your social media announcements to your fliers.

There are no specific rules to choosing the right typeface for your brand but there are a few key points to look for; sharp edges suggest a more rigid look while round ones suggest modernity and playfulness. Serif typefaces are usually more traditional and suggest elegance and femininity, whereas Sans-serifs are more modern and are used more commonly nowadays.

Look for typefaces that are clear and readable in both large and small sizes and make sure that if you are using more than one typeface, they all implement each other. Font Squirrel and Typotheque are great sources for a browsing and testing typefaces.

Images are a great form of visual communication, especially because of the amount of detail they can convey. For fitness related industries, images that show movement and bring out a sense of excitement, happiness and satisfaction are usually the most common ones. Knowing your audience will help you gain a clear idea of what kind of imagery to go for but a few key factors to consider when choosing the right images are the context and image treatment.

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

9 Tips to Create Your Own Fitness & Gym Logo

 

Context includes any people, animals, objects and landscapes within an image. Make sure that if you are using people in your imagery, they have the right age, race and physical condition based on your target audience. Also the environment in which the image is taken can also imply where your audience is located; a city landscape versus a beach landscape.

Image treatment is considered to be the way an image is stylised and enhanced to suggest a certain emotion. For example bright images with high contrast colours can convert excitement, whereas more pale colours can convey peace and serenity. You might want to add some shapes on the images to highlight some movement or perhaps make the image fade out to suggest calmness.

 

 

It’s important to take all these suggestions with a pinch of salt and remember to challenge your creativity. Whilst doing research and looking at competitors is the first step, being original and innovative will be the icing on the cake. Don’t be afraid to try different types of typefaces and filters, play with different colours and approaches until you get the right combination that expresses your brands character. And remember that this is a learning experience, you will always have room to improve your visual identity so make sure to research and observe from all possible resources.

Maria Kyprianou

Maria Kyprianou

Digital Marketing Expert

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3 Successful Fitness Websites and Why They Work!

Successful Fitness Websites

Successful Fitness Websites

A successful website is essential for building your fitness business, communicating impactful marketing messages and connecting you with your customers. Regardless of size, location and market, your fitness business needs to be online, and creating a successful website is vital for when your prospective customers start looking for you.


It is very much a ‘Judge a Book by its Cover’ kind of thing, and you will literally have seconds to make a good impression, so make it last!

We have created and presented you a list of 3 successful fitness websites that work equally good for different reasons.

kaylaitsines.com

Kayla Itsines is a successful personal trainer, who works solely with women worldwide with a clear goal of improving their health and fitness. She offers 28 minute workout sessions for all fitness levels, in order to help women increase their fitness and strength. For over 10 years, she has managed to built a workout community of thousands of women, with over 11 million Instagram followers and 300 thousand YouTube subscribers

Kayla has done a fantastic job in identifying her target audience and marketing goal which she clearly translates in her fitness website.

The moment you enter her website, you are faced with the ‚hero banner‘. The use of the vibrant pink colour and Kayla’s picture of her working out, clearly indicates that she is targeting women who are looking for serious results in their fitness plan.

This very much ties to the 7 second rule“ ; When a user enters your website, you have about 7 seconds to capture his attention and encourage him to explore even more. Within those 7 seconds „you need to make three things clear; what you do, who you do it for, and why your service is the best.“ (The essentials for a successful fitness website)

Your website users are not going to start scrolling down your website or clicking on different pages if they are not interested in what you do. And to do that they need to know what it is you do from the first thing they see – your hero banner. Make sure you create a short and catchy message on your homepage headline. Why not try having someone with fresh eyes look into it; Have a couple of friends look at your website to see if they can define what you do.   

 

yogawithadriene.com

„Adriene Mishler is an international yoga teacher from Austin, Texas, who provides high quality practices on yoga and mindfulness at no cost to inspire people of all ages, shapes and sizes.“ (Yoga with Adriene)

„Her mission is to take her yoga practises into homes and schools by providing tutorials on her YouTube channel“ (Yoga with Adriene) 

Adriene has managed to built an online community of over 5 million YouTube subscribers and 6000 thousand Instagram Followers.

Her website visitors get a clear image of who she is and what she does the moment they land on her homepage.
The look of her website emits a sense of  honesty, care and trust, with the use of a soft colour palette, light typography and a variety of personal images that are carefully edited to suggest serenity and peace – a clear connection to her yoga practise.

„People buy people and this is even more-so when it comes to selling personal training.“
(How to Built a Credible Fitness Website, according to Stanford University)

Even though her workouts are completely free, her websites end goal is to get visitors to subscribe to her weekly newsletter, where they will receive calendar updates, new tutorials, blog posts and any events/workshops that she is attending. A great way to do that is by having a primary CTA (Call to Action) at the very top of her homepage, prompting users to subscribe to her list.

Her secondary CTA is placed at the bottom of her homepage. ’Find what Feels Good’, is a platform of exclusive online classes provided by Adriene and guest instructors, where she is offering subscription packages. It is clear that this platform is not part of her primary services, but something extra that people who have already undertook her free classes could decide to continue with. What’s really great about it is that she is offering a 7-day free trial, a great way to motivate users into trying her services without being tied up to a monthly subscription.   

Adriene manages to communicate her brand personality, goals and expertise through her blog posts, videos, networks and events, all clearly displayed in her website. The end result, creating a successful fitness website!

 

fitbottomedgirls.com

Fit bottomed world is an online platform run by fitness professionals – Jennipher Walters and Kristen Seymour. The idea you ask? „That fit bottoms come in all shapes and sizes — and that you’re more than the number on the scale.“
(Fit Bottomed Girls)

Through the years they have managed to built an online community of 170 thousand Facebook followers and over 20 thousand Instagram followers.

Based on a very body-positive message, their website suggests a strict-free, fun-filled approach to health and fitness targeting the everyday man and woman who wants to have a healthy fitness plan, minus the stressful diets.

They have a very empathetic and understanding approach towards their customers, which they clearly communicate on their website, with the design and tone of voice they are using in their content. 

„Grabbing your visitor’s attention is one thing, but keeping them on your website is something totally different.“
(The Essentials for a Successful Fitness Website)

Fit bottomed girls are experts when it comes to keeping people on their website using their content. They offer a variety of high quality articles, videos and podcasts on subjects such as fitness workouts, nutrition plans, meditation sessions and exclusive services for new mums! All while still still being funny and witty.

While their primary goal is to drive traffic to their website and get people to subscribe to their mailing list, their secondary goal is to drive the real fans to their coaching page where they offer exclusive courses on a pay as you go system.

Fit bottomed girls is a great website for businesses who have a lot of content to offer but still want to communicate their brand personality consistently.

 

What is the conclusion?

Any type of business functioning in this day and age should be present online, especially with the variety of low cost resources available. Creating a successful website though requires a lot of research and planning before you ever start thinking about colours and fonts. Take your time to clearly define your target audience and brand goal and work from there.

Look around to see what your competitors are doing but don’t copy their websites. They might work for them but it does not guarantee you any success and could damage your business.

There is no precise method to building a successful website, but following these tips and examples will move your business towards the right path. And remember, less is more!

 

Size doesn’t matter! 10 Creative ways to market your business

Marketing for Small Business

Marketing for Small Business

 

 

 

 

 

 

 

 

 

 

 

Being a small size business is by no means a disadvantage, in fact it has been somewhat of a trend in the last few years and it offers many opportunities, one of which is your very own freedom; „Freedom with time and freedom with creativity.“ It can however be daunting to think of how you are going to grow your business, mainly because of the lack of time and budget.

 

DON’T WORRY, WE KNOW WHAT YOU ARE GOING THROUGH AND WE HAVE CREATED A LIST OF 10 CREATIVE WAYS THAT HAVE HELPED US AND WE KNOW WILL HELP YOU MARKET YOUR BUSINESS! 

 

Before we get into detail, remember that no practise will help your business grow, if you don’t get the basics right. First of all, research your target audience. You need to know your customer. Think through exactly who your potential customers are. „Where are they? What do they look like? Why should they be interested in buying your product or service? „

Second of all, analyse your competition and define what makes you different from the rest. You might be another fitness studio or another yoga instructor, but what makes you special? Think about your best qualities, whether those are skills, knowledge, personality, network etc.

Finally work out how you are going to get your message and your products to the consumer.
They won’t buy what you sell if they don’t know about it. So what’s your marketing strategy? Local or national? Word of mouth? Window displays? The internet? There is no right answer, but there is one that is best for your customers and your business.“

 

01. Personal Networking

Nothing will ever replace that feeling of excitement you get when meeting a new person, wondering what he is all about and whether there is something new and useful to learn from him.

People think that emails, texts and social media are all the networking you need, but there is so much you can take from them. Sure, online communication is a great tool for making connections and growing your contacts list, but picking up the phone and arranging a coffee with a potential client, shows real initiative and confidence in what you do.

A simple way to keep up with your personal networking is to start your day by following up on any previous meet-ups, any leads, calls to current and prospective clients and making sure you are keeping regular updates with your ‘good connections’; people who know people who know people.

„It’s always good to keep your marketing on track and investigate new opportunities that might come your way.“

Being friends with influential bloggers is also a huge plus when it comes to growing your business. There are plenty of bloggers out there sharing valuable and original content on a daily basis. This content can include anything, from articles, to video tutorials, to podcasts, reviews etc. Your brand needs to be featured in their blog content, ideally with a link that takes them back to your website or social media. 

Don’t be too hasty though! Make sure you do your research before you decide which bloggers to approach. Define your target audience, wether that is fitness freaks or mind & body lovers. Be niche but remember that your potential clients could be hiding in other types of content related to fitness. Organic, eco-friendly, nutritious, outdoorsy; these are some of the topics your clients will be looking for, and you want to be there when they discover them.

Don’t forget to follow up when you meet new people. This is really important, you don’t always know if they will be your clients but referrals and word of mouth is still an actual thing and making a good impression will stay with your forever. Try to contact them every once in a while, share an advice or a recommendation, show them that you care and slowly start to grow your relationship with them.
Creative Bloom – 100 inspiring ideas to market your business

 

02. Social Media

We know you heard this over and over again, but social media is a hundred percent your friend. They are great tools for creating engaging content and showcasing your company’s vision, character and services.

Facebook’s advertising tool is great, especially if you are targeting specific demographics. You can select the region, gender, age and even relationship status of people you’d like to target and create a bespoke campaign just for them. What’s more, you can measure and evaluate your investment, so you know what does and doesn’t work for next time.
Creative Bloom – 100 inspiring ideas to market your business

In addition, you can also target specific Facebook groups, based on your target audience, and promote your services by giving away free classes and other incentives. You can also promote your products through Facebook groups where members agree to try your product for free or a discounted price in exchange for an honest review. Entrepreneur – 8 Powerful Ways to Market Your Business on a Limited Budget

 

03. Website

Having a website is one thing, but keeping it up to date, content wise and design wise is another thing. Don’t just create a website and leave it at the mercy of time. Try updating its content once a week, with any news or events you attended, any workshops you organised or any useful articles and videos you posted. This will increase your chances of being found on Search Engine Consoles (Google search) and will let your potential clients know that you are alive and you are active.

Design is another element that you need to make sure you keep an eye for. Your website doesn’t need to look like a work of art, but make it easy for your clients to navigate around it. Clearly indicate where each section is and what it contains. Avoid the clutter, keep it simple, clean and to the point.

 

04. Videos

If content is king then video is definitely its trusted royal poodle! People love watching entertaining and useful videos so try making a start into the classic ’how to’ tutorials. Provide useful information that will both educate your audience on matters they actually care and also entertain them and keep them wanting more. 

Another type of videos is the ‘backstage type’. Give them a taste of your daily routine, workspace and team. We are curious beings and we love learning things that relate to our lives.

Videos are essential for creating a more engaging experience and building trust between you and your clients. It’s also a way to reach out to your clients and show them what you are all about. Don’t be afraid to create your own videos using your smartphone or camera, they do not need to be in HD quality, but make sure you are creating honest and original content.

 

05. Blogs

Blogs are very much a thing and you will be surprised by how many benefits they can provide to your business. First and foremost, blogs are a free way to create regular content that can increase your website traffic, by using the right keywords for maximising your SEO (check out our latest article Find those golden keywords that will get you to the top of your SEO game)

Blogs are also a great way to show off your knowledge and expertise thus getting you one step closer to building ‘trust’ with your clients. 

It’s important to keep you blogs regularly updated. This will increase your credibility as a brand. Decide early on how often you can post an article and stick to it. People will eventually know that you post for example every Thursday, and they will be looking for your content.

Another important factor is the content of your blog. Make sure you identify your clients needs and write article that they can relate to.

Finally always and always include a Call to Action (CTA). This means that at the end of an article you need to encourage your clients to perform a specific action. For example encourage them to share it on their social media, subscribe to your mailing list, or simply comment below with their thoughts.

Make the most of your blog by publishing it on other fitness blogs or fitness magazines. It’s a great way to get additional exposure and make sure you include information about yourself and the brand. People should be able to get an idea of who you are and what services you provide before they decide to visit your website. Creative Bloom – 100 inspiring ideas to market your business

 

06.  Feedbacks & Reviews

Your existing customers are your no.1 referral system so don’t be afraid to ask them for their feedback and why the hired you in the first place. They have chosen you from a number of other competitors in the same field so you are already their favourite choice. Be brave and ask them how you can improve your services or if you should be offering something more. You will get a great insight into what your target customer is looking for and trust me this is going to prove more valuable with time.

Competition is fierce out there and you need to keep up so listen to their feedback and make sure you create a system where you can process feedback and implement it where possible.

Don’t be afraid to chat to existing customers to ask them why they hired you. And take the opportunity to ask them if you could be doing anything more to improve your services to them. 

There are several online survey softwares, like SurveyMonkey, that can help you create quick and easy questionnaires. Don’t forget to offer an incentive to your customers though, a discount or a free class will get you much more results especially If you are asking for extensive feedback that will take much of their time. And it goes without saying that you need to translate that feedback into actionable points for your marketing strategy. Creative Bloom – 100 inspiring ideas to market your business

Use something like SurveyMonkey to create a survey for your customers and encourage participation by giving something away. Once you’ve collected the results, you can turn your research into a newsworthy press release or you can put the data to good old marketing use and improve your business offering overall. Creative Bloom – 100 inspiring ideas to market your business

 

07. Collaborations  

A great way to attract more clients is to collaborate with other businesses. It makes total sense! If you are a yoga instructor, why not approach a fitness fashion brand and exchange services? You can promote their brand on your website, social media or by wearing their products in your classes and vice versa. This way you save money and you get free exposure.

Another example is to exchange customer lists and offer to pay the business a commission for every sale you make. Entrepreneur – 8 Powerful Ways to Market Your Business on a Limited Budget

This is a great way to get some exposure, especially for smaller businesses who have limited marketing budget and that are still trying to built their clientele. So reach out and find brands that are directly or indirectly related to yours. Examples of such businesses are fitness retailers, nutritionists, organic food brands, dance, sports studios and wellness centres.

 

08. Free Workshops, Webinars and Seminars

People love free stuff. This is one rule that is probably never going to change, so give them an initiative to get to know you.

One way you can do this is by publishing ‘short’ tutorials and workshops at a discount rate. Give your potential clients a ‘taste’ of what are the benefits of choosing you. 

You can also take advantage of yearly occasions and celebrations to give away discounts and coupons. ‘New Years Resolution Offer’ or ‘Pre Summer Promo’. This really shows that you understand your clients needs, so be creative and try things out to see what works best for your business.

Consider creating a ‚mini‘ version of your product or service at a discounted rate. This will entice new or existing customers to part with their cash and might even lead to long-term business relationships. Creative Bloom – 100 inspiring ideas to market your business

The whole „pay it forward‘ ethos means you should be willing to give away some of your expertise for free as it could lead to paid work in future.“  It might feel weird in the beginning, but think of it as an investment. It will help you gain more clients on the long run and it will also portray you as a confident brand that really cares about its clients and is happy to help them cost free!

 

09. Go local

Your community really is your family and it will try to promote you. So try to build relationships with local businesses that are related to your field or your clients.

Universities usually have great links with businesses and are always pro-educating students, especially when it comes to fitness. Entrepreneur – 8 Powerful Ways to Market Your Business on a Limited Budget

Try to keep an open mind as you never know who you can meet and what opportunities can arise.

Sports are very much related to your industry so try sponsoring a local team. Give away some merchandising or simply advertise your website. 

Charities are also a great way to show your support for your community and get involved with more sensitive subjects, like poverty, illness etc. This really shows a more human aspect of your brand that will most definitely create a positive image for your brand.

 

10. Family & Friends

Finally your family and friends are great ambassadors for your brand. Give them your business cards and any merchandise you might have created; Water bottles, t-shirts, yoga matts, anything that has your name and logo on there and ask them to wear them and share them. Chances are they will promote you in the best way they can because they believe in you and that means they believe in your brand

 

Marketing your business on a low budget is completely possible in this day and age. You just have to utilise all your resources and remember to be creative. Don’t try to invent something new, instead find what works for your business and execute them at the best of your abilities.

 

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