The fitness industry is big business in the UK. In fact, it contributes an estimated £4.4 billion to the economy. The 2016 State of the UK Fitness Industry Report shows nothing but upward trends and within the fitness market personal training is big business too.
As the number of personal trainers grows so does the competition. In any growing market, it is vital to stand out from the crowd.
For personal trainers, a personal brand isn’t just a good idea – it’s a necessity.
So, if you are a personal trainer, this is why you NEED a personal brand.
What is a personal brand?
First, let’s unpick what personal branding is all about. Your personal brand is what springs to mind when people think about you. For a personal trainer, it shows your clients and potential clients who you are and what you do as a personal trainer, and either what makes you different from all the other personal trainers out there, or how you create value and worth for your clients – your USP (Unique Selling Point).
Scratch beneath the surface and a personal brand is all about influence – the extent to which you can influence perception and opinion about you so that people see you as being different, genuine and authentic – and a leader in what you do.
Essentially, your personal brand is your promise to potential clients.
Personal branding – How to market your brand
Creating a personal brand is essentially the same whatever your business is, whether you are a plumber or a personal trainer. It’s about doing your research and knowing your competition and knowing your audience inside out.
For a personal trainer, it’s about focusing on what makes you stand out as a personal trainer, what is your greatest strength as a personal trainer is, and what personal traits you have that make you great at what you do.
Personal branding is how you market and communicate your message. You need to do this in a personable way and you need to have a consistent voice.
Personal branding is about building a brand. It’s about marketing a persona and building your reputation as a thought leader and an expert.
The importance of social media in personal branding
Social media is one of the easiest and quickest ways to build a personal brand. However, there are a couple of caveats to that:
- Yes, it is relatively easy to get your message out there on social media. But it’s also easy to get it wrong.
- For communicating messages, there is no faster way than social media. It’s quick, it’s fast, it’s instant – but don’t expect instant results. Building a personal brand takes time.
It’s easy to slip up on social media by just filling up your feeds with sales talk, promotions and special offers. Instead, you need to be building up your reputation as a market leader and an expert. You don’t do this by posting special offers morning, noon and night – you do this by posting interesting, engaging content that has been carefully curated and created.
Building your personal brand on social media requires commitment and consistency.
You need to be committed to engaging with your followers and contributing to your online community. You need to show a human side – after all this is your personal brand and you are a personal trainer!
You need to be committed to post regularly and consistently.
If this all sounds like a lot of hard work, remember this – as a personal trainer you NEED a personal brand, and there is no better way of building your brand than on social media.
If you’re interested in finding out more about how we can create a personal brand for your PT business, check out our exclusive Millwood PT Academy offer here.