Here’s how…

First, remember that your "brand" should be consistent — all of your messages you send to your audience need to align with one another, lest your audience become confused about who you are.  Branding comes in the form of websites, logos, newspaper advertisements, phone book ads, coupons, mailers, etc.

Now, take a look at the following window lettering/signage for an exercise place down the street from me.  The name of the company makes sense "Get Fit" – good so far.  They even narrow their target market fairly well – "Women’s Personal Training" – absolutely commendable.

But WHOA MAMA!  What’s up with those huge bulging biceps? I haven’t conducted a formal market study or anything, and I’d love to hear your opinion on the effectiveness of this.  But, my initial reaction as I’ve shown this around to close friends has been that of initial alarm or shock.  That’s not necessarily a good thing when trying to attract new clients.  Men who want to be beefy might be attracted to this or gals coming in to hit on their trainer.  Maybe this is an attempt to leverage "sex in marketing ", and I’m just missing it.

I have a hard time coming up with a worse image to use, really.  Maybe a picture of pie or cookies, or someone sitting on their duff in front of a television would be worse.

What might have been better?  A silhouette of a slender-figured woman, perhaps?  Dumb bells?

It’s important to talk to your target market in terms that they understand to sell them what they already want to buy.  A lot of the women in the area are stay-at-home wives who generally keep themselves in pretty good shape.  Maybe they’re looking for motivation or for someone to keep them on schedule.  Maybe there are frequent health and fitness goals of this audience that could be catered to in their logo.

No related posts.