What does being fit have to do with brands? Everything.
For as long as brands have existed, marketers have been looking for ways to evaluate their growth, their trajectory, their strength and ultimately their longevity.
It occurred to me one day while I was using my Peloton that building strong, fit brands, is actually very similar to building strong, fit humans.
When you think about it that way, it suddenly seems so much easier and more intuitive.
All of the mantras (see some of my favorites below) that keep me pushing myself to be better every day also make perfect sense for building brands.
I’ll break it down:
- No challenge, no change. If you do what you’ve always done, you’ll get what you’ve always gotten. No brand should accept that.
- Consistency is key. Brands need to find a positioning, a message, and a strategy that works and STICK WITH IT. Consumers don’t want brands to feel like something different every day. They want to know and build relationships.
- Start before you’re ready. Nothing is perfect. Get to 80% and then GO.
- There are no shortcuts. Stop worrying about going “viral” and get smarter. I can count the number of times something going viral has created long-term growth on one hand.
- It’s not supposed to be easy. It’s supposed to be worth it. Brands are not built and maintained without hard work. But when you put the time in and see the results, it’s always worth it.
- What gets measured gets results. You can and should watch how everything you are doing is working and constantly optimize on it. When you stop paying attention, things start going in the wrong direction. Ask anyone who’s been on a diet.
- It doesn’t get easier, you just get stronger. You will develop muscles that will help you get where you’re going faster if you practice, practice, practice.
- Remembering your “why” will get you to the finish line. Make it about more than money or personal success. It makes the hard work feel less like work.
Building a strong brand, especially to the health-conscious consumer means taking a hard, honest look at where you are right now and setting short and long term goals to help you get where you want to be. And just like any person trying to be their best self, every brand needs a fitness program to help them reach a peak state along with a fiery passion and intense discipline to get them there.
Ready to get a real assessment of how fit your brand is? And to build some brand muscles? In the words of my favorite Peloton instructor, Robin Arzon. “Head down. Do the work!” Let’s get started.