Brand Observation by Art Rothafel

Here's my "Letter to the Editor" regarding this article in the October 2008, edition of Fitness Management magazine:

To the Editor:

Congratulations on the timely article regarding branding (Be Your Brand - Oct. ‘08)  It’s a hot topic and Ms. Atkinson does an outstanding job defining the elements of “classic” branding practiced by thousands of successful businesses throughout the world. 

Nonetheless, please allow one observation.  Most fitness facilities have yet to take full advantage of “brand imprinting” (logo/motto) within their own four walls.  To prove the point, here’s a challenge to all club and studio owners:

Simply walk inside your facility and actually count the instances where you see your brand or logo on anything.  Then, count the number of national brand IDs found on equipment, apparel, vitamins and energy drinks that likely dominate the branding landscape inside your facility. 

It’s a simple point, really.  No matter how well branded your business might be, it’s useless if your brand ID is not being imprinted at all -- or being diluted by other brands – especially within your own facility. 

Marketing professionals stress the importance of reinforcing a brand through consistent and pervasive imprinting.  For clubs and studios this might include indoor signage, branded apparel, posters, stickers, e-mails, website, branded products and sponsorships to name just a few. 

 
There are plenty of successful role models.  Gold’s Gym, Curves, 24 Hour Fitness and Anytime Fitness not only imprint their brands on the inside, but have created some of the most recognized and well positioned brands in the country.

 

Sincerely,

Art Rothafel
President
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