Every Body STRONGER

Discovering what strengthens a brand

Every Body STRONGER: Discovering what strengthens a brand

With smart thinking and human insight, we better brands dedicated to bettering others.

Every Body STRONGER is more than personal training. In a vast sea of fitness promises built on muscles, six packs and beach bodies, Every Body STRONGER dares to stand out by promoting health and wellness for those who don’t feel confident at the gym.

While some would label their clients as atypical in body type, they know their clients are closer to normal than your average gym would have you believe. So they started with a powerful philosophy that focused on improving the lives of their clients, but they hadn’t taken the time to improve themselves as a brand. It takes a certain boldness to become stronger, which is why they turned to Be Bold Branding.

We worked alongside founder and exercise physiologist Geoff Starling to create a unique brand strategy, make his brand visually stand out against the competition, and discover who his clientele actually is.

Client

Every Body STRONGER

Deliverables:

Brand strategy + guide
Goal prioritization
Brandboards
Partner brochure

Everyone in search of better health must set goals — this includes business health

Fitness goals are important. You have to decide why you want strength training, and what you want to accomplish with it. The same is true of strength coaching businesses. So we started our journey with Every Body STRONGER by just talking with Geoff.

We wanted to know not just where his company was, but where he wanted it to be. Through our discussions, we identified a series of priorities and bucketed them into short-, medium- and long-term goals.

One of the most imperative was freeing up Geoff’s time to work on his business. After following some guidelines and initiatives we helped him set, Geoff was able to free up 20 percent of his time to focus on his business without detracting from time dedicated to his clients. What’s more, Geoff is well on his way to developing a licensed product and online coaching, which will allow him to extend his reach to more people while creating recurring revenue.

Customers are a company’s greatest strength, so let’s get to know them

One of the missing ingredients in Every Body STRONGER’s success was understanding exactly who their customer was, what drives them, and how to use that knowledge to create goals. To rectify this, we create empathy maps for potential female and male clients, acknowledging four specific drivers:

What they say about themselves and their desire for fitness
What they’ve done (and are currently doing) that produced unsuccessful wellness results
What they think about themselves, both in private and in public
How they feel about their current health and wellness, and what has kept them from making lifestyle changes

Armed with this information, Every Body STRONGER can now speak directly to the clients it wants in a way that will encourage them to work with Geoff to achieve healthier, happier lives.

Customers are a company’s greatest strength, so let’s get to know them

What they say about themselves and their desire for fitness
What they’ve done (and are currently doing) that produced unsuccessful wellness results
What they think about themselves, both in private and in public
How they feel about their current health and wellness, and what has kept them from making lifestyle changes

Armed with this information, Every Body STRONGER can now speak directly to the clients it wants in a way that will encourage them to work with Geoff to achieve healthier, happier lives.

A brand positioning that does the heavy lifting

Every Body STRONGER is based on the idea that motivation starts with finding a meaningful purpose, and that we succeed when we’re part of a community. But their old brand positioning wasn’t making that clear. We used a discovery session to create an internal positioning document, with the goal of taking that messaging and applying it to all future pieces of communication. Where we landed was a series of compelling statements that can pieced together succinctly as:

In an industry that is myopically focused on weight as the primary metric of good health, Every Body STRONGER is the only strength coach that empathizes with people who feel left out of traditional fitness programs and establishments. Located in Calgary, but soon going worldwide, we exist for motivated individuals who want to invest in their health, but don’t know how to take that important first step.

Positioning statement:

In an industry that is myopically focused on weight as the primary metric of good health, Every Body STRONGER is the only strength coach that empathizes with people who feel left out of traditional fitness programs and establishments. Located in Calgary, but soon going worldwide, we exist for motivated individuals who want to invest in their health, but don’t know how to take that important first step.

Creating a community — and a look to match

Every Body STRONGER prides itself on creating a community that offers support and shared purpose for its clients, and they needed a look that matched that sense of togetherness. After putting together a few different brandboards (think of them as digital mood boards), we found a look that was enticing, uplifting and made that important sense of community shine through.

This look takes a clean, white background and brings it to life with colorful spots that have the feel of thought bubbles, text backgrounds and upward movement. To that, we applied positive imagery of body types not typically seen in fitness marketing. The end result is something that feels warm, welcoming and encouraging.

Brand board: a visual representation of the brand attributes & ideal client

Growing strong together

With Be Bold Branding, Every Body STRONGER found a partner in success. We’ve put Geoff in a position to better and expand his business, as well as reach the clients who have been looking for someone like him to help them improve their health.

This was achieved through honest discussion and a collaborative approach to brand building. We’re excited to see what’s in store for Every Body STRONGER, and we’re happy to have been able to spot them as they lift themselves up higher.