This morning as I consumed my breakfast, a commercial came on for Orangetheory Fitness. Being a marketing mind that is always evaluating, this commercial was branded in a way that was not meant for me. Here is the commercial:

I found the images of “beautiful people” working out on a rat race of high tech equipment uncomfortable for me. Not that I don’t think I am a beautiful person, I just don’t want my motivation to be striving to become the typical society beauty. I want room to workout and just be me.

Perhaps this type of brand will motivate you, but many of us will be looking for a different type of gym that fits our personalities better. Consider Planet Fitness instead:

This gym is getting warmer for me. Lunk alert indeed! Image requirements and meat market would need to be taken out of my gym experience in order to make me feel comfortable. However, I am still not satisfied with this brand since it is packed with fitness machines, and I am an aerobics gal. Let’s see if this one is a better fit:

I found this Anytime Fitness brand to be just right for me. They are showing they have classes as well as equipment, which is my preference.

So what can we learn from this Goldilocks demonstration of brands. Are you branding in a way that:

• Is true to you?
• Shows your personality?
• Demonstrates all you have to offer?

If you want to be fit in 2018, consider going on a branding makeover to transform yourself into who you really are. This way people will know you are the art, dance, theatre, music, arts organization or artist for them.

Happy New Year’s Resolutions everyone!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development

Let me coach you to audience development fitness in 2018!