In order to determine where a brand needs to go to find success, we have to understand the current brand positioning and that of the competitors in the marketplace. After conducting an in-depth analysis of the personal trainers and other fitness competitors in the Denver area and gathering qualitative data from current and past Run and Find Out What Happens clients, we were able to put together a comprehensive campaign plan.
One of the most overwhelming pieces of data that we collected through our market research was two-fold. First, competitors in the area marketed a wide variety of services, including one-on-one training and group fitness. Second, current and previous clients came to Run and Find Out What Happens for a variety of reasons. Our next step was clear, we needed to expand the brand.
Michelle has certifications as a personal trainer, running coach, and health and wellness expert. She is well versed in fitness through a number of methods and we needed to share that with potential clients. We started by re-naming Run and Find Out What Happens to be more inclusive of the services Michelle was capable of offering.
Boost 180 Fitness Is Born
Our creative team worked to find a name that would encompass the fitness capabilities of personal training and group training, as well as Michelle's specialized education in running.
Did you know that the optimal running speed requires 180 steps per minute? This little-known factoid drove us in our re-branding of Run and Find Out What Happens.
New Logo, New Color Palette, New Website - Same Personal Trainer
With a new name, came a new logo. Our graphic designer created an abstract representation of the Boost 180 Fitness focus on getting active. The goal of this design was to communicate the simplicity of adding exercise into an everyday routine.
When it came time to select colors that would represent the brand, we knew Boost 180 Fitness would need an appealing palette that was energetic and exciting. The bright colors that were chosen illustrated a fun and laid-back personality that would accurately reflect the brand values.
Finally, it was time to put the brand work into action and develop a brand new website for Boost 180 Fitness. Implementing all of the digital best practices, we developed a comprehensive website that shared the value of working out with Boost 180.
We built out content for personal training, group training, and sports fitness training using keyword research to ensure that potential clients were able to find the site. Additionally, we simplified the site structure for optimal user-friendliness. Then, we instituted a regular blog that lived on the site to keep fresh, relevant content on the page at all times.
We are excited to launch the complete website here in the next few weeks. Check back in a few months to see the results analysis of the Boost 180 Fitness rebranding.
Are you a new company looking to make your mark? Or maybe an established company in need of refreshed branding? FiG Advertising + Marketing can help your organization stand out with unique, targeted, and relevant branding that carries through all of your communication for an effective marketing campaign.