How To Develop Your Own Brand As A Personal Trainer
As a Personal Trainer, when word of mouth is your most important tool for growth, building strong client relationships is key. The majority of your leads will come from existing clients, so make sure they’ve got great things to say about you and your brand.
What Is A Personal Brand?
A brand can be just about anything - a design, a name, a sound, a reputation or even the employees you hire. A brand is what separates you from the rest. Take Apple for example - blue shirts emblazoned with their signature apple logo are an instantly recognisable part of their branding.
Why Develop A Personal Brand As A Personal Trainer?
Branding is just as important at a personal level as it is for big businesses. Developing a personal brand as a trainer is an excellent way to proactively manage your own career development. As a Personal Trainer, you work directly with people, and how you represent yourself and the services you offer is what makes business relationships truly valuable.
Steps To Developing Your Personal Brand
Understand Your Specialty As A Personal Trainer
Identifying your niche will help shape your personal branding. This process is called brand discovery, and involves determining what sort of goals and values you want to represent as a Personal Trainer.
Does your current clientele match a specific demographic? For example, do you specialise in helping clients new to exercise to lose weight, or do you train experienced athletes? Maybe nutrition is your passion? Whatever it is, determining your specialty is the best way to establish what makes you unique as a trainer.
Your goal here is to build a community of peers, influencers, clients and employers, and thinking about your strengths and weaknesses as a trainer can help you target your branding to a specific audience. If you’re stuck on this, it can help to ask peers or colleagues for feedback.
How Do You Want Clients To Describe Your Brand?
Start by brainstorming a few adjectives that describe how you’d like to be perceived by others. Approachable and friendly? Professional and serious? This will help guide your decisions on branding - for example, the style of your logo or web graphics.
The most important thing to remember is to be authentic. It might seem tempting to mould your brand to suit what you think people want to hear, but it will be exhausting to maintain in the long run. Embrace the value of your uniqueness as a PT, and people will hear your passion.
Audit Your Brand
Have you ever Googled yourself? If the answer is no, then you’re missing out on valuable information as to how you are perceived online. The best way to begin to build a branding strategy is to take stock of what’s already out there. Consider setting up Google alerts for your name to keep this information up to date.
Market Your Brand
Now that you have a branding direction, it’s time to set up a personal website or portfolio. Your website should be your full name - it’s the best way to rank your name in search engines. Have a common name? Try using a middle name or initial to stand out from the crowd. Your website doesn’t need to be complicated; a simple landing page with a brief bio is enough to get you started.
Writing blog posts on your website is a great way to discuss relevant topics to your brand. Post 2-3 times a week and keep posts to around 500 - 700 words. Share these posts to your social media accounts for the best possible reach.
As for social media, you should be active on Twitter, Facebook and LinkedIn. Think of LinkedIn as your virtual CV - it’s a great platform for professional engagement. Twitter and Facebook are best used to engage with colleagues, peers and friends. Try using a Twitter tool like Twellow to find users interested in topics relevant to your brand.
Get some business cards made and don’t be afraid to use them! Hustle to give your brand an audience by attending seminars and conferences, and don’t be afraid to reach out to brands you admire via social media. Get your elevator pitch down and get ready to shake some hands.
The most important thing to remember about your personal brand is that it should keep evolving. You’ve done all this great work on a sleek re-brand - don’t let years pass until the next one. Keep your finger on the pulse of your own brand, and regularly re-evaluate what is and isn’t working. Most importantly, keep growing as a Personal Trainer. Learning new skills and knowledge is the best way to stay ahead of the curve.
Moving With The Times And Growing As A Personal Trainer
The most important thing to remember is that authenticity is key. Be yourself, stay true to your core brand values and you’ll be putting the ‘personal’ in Personal Trainer in no time.