It's All My Fault...

Here's a call I received yesterday from a long-time friend and personal

trainer in New Jersey.

 

"Art... several consultants continue to tell me NOT to waste

money on branding and to stick with direct response. 

Yet, you keep telling me to brand.  I'm confused!"

 

Here's the TRUTH.  Your consultants are RIGHT.  AND, so am I.

 

When I use the term branding... it is in the strictest sense of the word....   applying YOUR LOGO.  Think of it as the way ranchers brand their cattle. 

 

Over the years branding, as it relates to marketing, has come to mean much more... as in brand image, brand personality, brand this, brand that, etc. 

When I speak of branding I'm am NOT referring to that.

 

But, that is exactly what your consultants are talking about.  They are referring to the soft "touchy / feely" ads that are designed to convey some type of emotion.  That's great for some companies that have huge ad budgets.

 

But, independent fitness professionals, small clubs, spas, studios, etc., in particular, should stick with "call to action" sales-driven advertising and outreach plans.  My point, and the whole purpose of our company is, that when you do this, be sure to include your own BRAND/LOGO!!!

 

So, don't be confused.  Don't fault your consultants (they constantly project their logos/brands).  It's my fault and from now on I'll use better terminology like BRAND/LOGO... or BRAND IMPRINT or BRAND IMPRESSION  or some other "qualifier!"