We care about branding and having a strong brand because of the impact it has on the current and future prospects of our business.
A strong brand builds trust
A strong brand builds credibility
Unfortunately, for us, skepticism is everywhere in this industry. Years and years false promises has made it more difficult for us to do business.
"Lose 10lbs in 10 days"
"Drop 3 dress sizes in a month!"
"Burn fat fast!"
While some may fall for these outrageous claims, they do so out of hope and fear. Fear of staying the same and, or, hope that they can change or be different.
When these claims fail, as they so often do, for the people with all the hope, trust in these businesses and similar businesses claiming similar extraordinary results diminishes.
Building trust is imperative to building relationships that matter with our clients.
Trust that what you say is true and what you promise will happen. Trust and credibility go hand in hand. The more credible you are, the trusted you become. Each build upon the other. So how do you build trust and credibility with your clients?
integrity and consistency
By embracing these principles as part of the way you operate your business, and upholding them through every client interaction, from your sessions, to making bookings, to taking payments, your clients will begin to feel comfortable with the patterns they encounter.
By being consistent with how you treat your clients, that means sticking to your cancelation policy and requiring clients to book into your classes in advance, you are setting expectations and removing the potential for disappointment. If there are no surprises because you are consistent, you become dependable and reliable. You set the expectations for a good workout, offering a clean studio and having friendly staff.
Ultimately, building the type of relationship that we want with our clients, one of mutual support, where we help them with their workout, and they reward us with long-term loyalty, is not one that happens overnight. It takes investment on your part as a business owner.
Not everyone will be right for your business. But, if you act with integrity, and consistently deliver on expectations, the people who want to be a part of your business will stick with you for good.