Industry Insights - Athletic & Fitness Brands

Industry Insights - Athletic & Fitness Brand

Athletic Branding is tricky. But in today’s day and age, the formula is becoming more and more intricate. Athletic and Fitness brands are everywhere. But I will outline the process and what it takes in today’s market, to build an athletic or fitness brand.

First, you need to understand your target demographic. Who do you want to see your product or service to? Persona Development is a term used widely within marketing companies when we build plans for certain industries. For each product or service, physically draw out the ideal people that will be purchasing what you have to offer. Include the age and any other demographics that you have seen relevant from gathering the knowledge you have over the years.

Now it is time to create your own brand persona. How mottos and words that are consistent through you entire image. This will be printed on shirts or plastered on walls. The things you tell the younger generation, may not attract those of an older generation. So build that narrative to show the people what you are all about in a way that attracts them to your website or brand.

So the fun part begins, the marketing. First you will want to create a logo. Build a couple different versions and show it to your peers. Are you looking for a modern aesthetic or more retro? That image should be represented in your logo. Next is to build a website around this logo and branding. Make sure to include effectively written copy that speaks to your target audience. Repeating mottos or tagline throughout the site is essential for your customer to have that brand imprinted on them. 

 Alphalete Athletics is a brand that surfaced from obscurity because of extremely effective and high quality Youtube marketing. This is a great example of content marketing building a brand.  Also, this logo can stand alone with only the wolf, or with only the lettering. This logo is also very impressionable. It can not be confused with anything else.

Alphalete Athletics is a brand that surfaced from obscurity because of extremely effective and high quality Youtube marketing. This is a great example of content marketing building a brand.

Also, this logo can stand alone with only the wolf, or with only the lettering. This logo is also very impressionable. It can not be confused with anything else.

Content marketing is going to be your best way to build a brand that lasts a life time. We are going to use YouTube as the example because our sample brand mastered that formula. The time people spend watching YouTube on their TV has more than doubled in the last year. It is a formula that I have followed for years. Christian Guzman started his youtube channel years ago as a young kid that wanted to show the world his journey through fitness. One day, I was sitting on my couch after a long day, and he introduced that he would be opening a gym. This was the first time I understood the effects this platform had on his life. He had built a following that watched him every time he posted. That allowed him to start and grow a brand that had an integrated following that will walk with him to the edges of the earth. No after years and years of feeding those followers and producing consistent content, Christian has grown Alphalete gym to it’s third location and built a clothing brand that is stepping over some of the biggest fitness brands in the industry.

So, in short, with comprehensive marketing and a content marketing strategy, you too can build a fitness or athletic brand that can change the lives of many people that identify with your daily struggles and achievements. 

-Ben Landry

**This is not a partnership with Christian Guzman or Alphalete Athletics. I am simply a fan and using his journey to show you how this plan can work for you.**

Ben Landry