- Our target perceives exercise to be hard and cites lack of energy as a primary obstacle
- Our target knows that exercising is a part of being healthy and is interested in
maintaining their current health - Our target is incredibly busy and has other priorities that are more important
- Our target is very concerned about their weight and appearance
V. WHAT DOES THIS MEAN FOR YOUR BUSINESS? STRATEGIES TO INTEGRATE THIS INFORMAITON INTO
YOUR BRAND
A. Branding Exercise Shifts – will discuss each of these with the audience- From masculine (doing) to feminine (being)
- From guilt to encouragement
- Focus on happiness, empowerment and quality of life
- Demonstrate how exercise can give them more energy to live a better life
- Emphasize how exercise can help them gain more control and empowerment in their
lives
B. It’s about transforming the way you communicate - Have a conversation or a dialogue; not a one-way conversation
- Uncover the real “block” to exercise and help them through with ease, flow and
harmony - Be authentic and honest
- Create an atmosphere of trust and safety
- Create small manageable goals
C. Discussion/exercise how audience would do this for their individual brands (depends on time)
VI. TAKE-AWAY MESSAGES
A. Good branding can help a company build its reputation and a connection with customers
B. Understanding your target audience is critical when building and communicating your brand; Listen
to your customers
C. Most importantly, be authentic and honest in all your communications/interactions with your
customer and understand that integrating exercise into a person’s life is more than discipline and
time-management