The world of branding is all about creating a distinctive identity that resonates with the audience. At Fitbrand, we take this process seriously. We take a step-by-step approach that starts with understanding the heart and soul of the brand. Let's delve into the brand strategy behind FitX. A great example of how this approach ultimately leads to a powerful brand identity. From capturing the brand story to defining the brand message and identity. We follow FitX's brand strategy journey as it evolves from an idea to a vibrant brand that is changing the fitness world. Join us on this journey of creativity, strategy and passion for building strong brands.
The process of establishing a brand at Fitbrand
Establishing a strong brand does not start with colors, logos or slogans, but with thorough preparation for the right brand strategy. This lays the foundation for your brand's unique value proposition. At Fitbrand, we embrace this principle with a team full of experts, taking a structured approach. This begins with capturing the heart of the brand. Here we explain how we approached this in 5 steps for FitX's brand strategy.
About FitX
FitX was created by Stijn Wickel and Marcel Ekelmans, the magical duo also behind B Gym Amsterdam. At their new concept FitX, the approach is not one-size-fits-all, but a fitness experience that adapts to your personal goals. Whether that's strength, endurance, flexibility or weight loss. With the latest technologies and an expert team, they are ready to take your fitness journey to the next level.
The name "FitX" not only represents the intersection (X) of fitness and technology, but also symbolizes marking your unique goal. Just as treasure seekers put their X on the map, FitX helps you find and conquer your health goals. You can view the portfolio case of the new brand identity for FitX here.
Step 1: The workbook
At Fitbrand, we believe in the power of reflection and strategic planning. That's why we are introducing our unique workbook, a valuable tool that guides our clients in exploring their brand strategy and brand identity. The workbook acts as a kickstart. It allows us to explore the depths of their brand and build a solid foundation for further development.
Image: The interactive brand strategy workbook by Fitbrand.
Step 2: Strategic session
After completing the workbook, we meet with the client for strategic sessions. During these sessions, we delve deeper into the information gathered. For FitX's brand strategy, this meant an extensive discussion of their goals, target audience and competitive analysis. These sessions are crucial because they allow us to work with our clients to form a shared vision and define concrete steps for building their brand. The result? A clear direction and focus that paves the way for the next phase of the brand-building process. Furthermore, during this session, we work toward establishing the non-copyable advantage of the brand.
Illustration: A strategic session is explicitly designed to discuss and validate with the client all the inputs from the workbook.
Step 3: The brand manual
The heart of your brand
We develop all the inputs from the strategic session into a brand manual. The brand manual is the backbone of any successful brand and provides an in-depth look at the identity, goals and strategies that drive it. Several key aspects are covered within this essential section. We also call this "The Heart of Your Brand. This forms the basis for a strong brand identity and guides all further activities. Each client also uses the brand manual to include the team and stakeholders in the implementation.
The story
A brand's story is much more than just a string of words; it is the essence of what makes the brand unique and how it resonates with its target audience. For FitX's brand strategy, we created a story that highlights the brand's core values and mission. In addition, it also offers the unique promise to its customers.
Purpose
A brand's purpose is the deeper reason for its existence, the core values that drive it and the promise it offers to its customers. For FitX's brand strategy, we identified purpose as providing people with the power to start and sustain their fitness journey through commitment. This forms the basis for everything we do at FitX and guides us in our interactions with our customers.
Image: It is FitX's purpose is to empower everyone to start their fitness journey and to encourage them through commitment to stay on this journey. We make achieving personal goals not only attainable, but a natural part of your life.
A brand's mission is its driving force, the reason it exists and the promise it makes to its customers. It encompasses the brand's goals and values and guides its actions and decisions. A clear mission helps inspire employees and customers. It also supports shaping corporate culture and defining brand personality.
FitX: The mission at FitX is to empower people to start and sustain their fitness journey through commitment. We strive for commitment, personalization, transparency and working with a plan. This mission is at the core of what we do and defines how we interact with our clients and their fitness journey.
Mission Pillars
A brand's mission pillars are the fundamental pillars that drive its actions and decisions. For FitX, we have engagement, personalization and transparency. These pillars help FitX execute their mission on a daily level.
Vision
A brand's vision represents its long-term goals and aspirations, and serves as a guide for the growth and development of your brand. For FitX, we have defined a vision in which we strive for a future in which each member can create their own success story, supported by innovation and a dedicated community.
FitX: Our vision for FitX goes beyond the present; we strive for a future where every member can create their own success story. Through innovation, dedication and a strong community, we want to facilitate our members' transformation into their best selves.
SWOT analysis
A thorough SWOT analysis provides insight into the internal and external factors affecting the brand. It helps identify opportunities and threats in the marketplace. For FitX's brand strategy, we conducted a SWOT analysis to identify their strengths, weaknesses, opportunities and threats and develop strategies to strengthen our competitive position.
Image: The good old SWOT still helps tremendously to see where the opportunities lie for your brand strategy (shown unrecognized for privacy reasons).
B.H.A.G.
B.H.A.G. stands for "Big Hairy Audacious Goal" and refers to ambitious and bold goals that an organization pursues. These goals go beyond the usual strategic objectives and inspire teams to step outside their comfort zone and push boundaries. They provide a clear direction for the long-term growth and development of the brand.
FitX: "The B.H.A.G. at FitX is to have a successful branch in every major city in the Benelux in 10 years. This goal drives us to constantly strive for growth, innovation and success, and forms the basis of our long-term strategies. It encourages us to set challenging but achievable milestones. It motivates us to engage fully in the spirit of our vision."
Illustration: The B.H.A.G. is the ideal combination of a very big goal combined with your talents, your drive and your strategy.
FitX Brand Strategy
In the brand manual, brand strategy is an essential component. It sets the direction for the growth and development of the brand. Within this section, several aspects are covered that are crucial for defining the brand's positioning and success in the marketplace.
Brand Goals
Brand goals are the concrete objectives the brand pursues to achieve its mission and vision. They provide a clear direction for brand growth and development. In addition, they serve as measurable milestones to evaluate success and adjust as needed.
FitX: Our brand goals at FitX include increasing our brand awareness in the Benelux, increasing customer satisfaction and expanding our customer base with a focus on different target groups, such as young professionals and fitness enthusiasts looking for personalization.
USPs
A brand's Unique Selling Point (USP) is what sets it apart from its competitors and adds value for its target audience. In other words, the unique feature or advantage that sets the brand apart and makes it attractive to potential customers.
FitX: Our USP at FitX lies in our personalized approach to fitness, treating each client as an individual with unique goals and needs. This sets us apart from traditional gyms and creates a strong bond with our clients.
Target
Understanding the target audience is critical to brand success. By identifying the needs, wants and characteristics of the target audience, the brand can develop targeted marketing strategies and deliver relevant messages that resonate with its audience.
Value deposition
A brand's value proposition is the promise it delivers to its customers. It includes the unique benefits and solutions the brand offers and the reasons why customers should choose the brand over competitors.
FitX: Our value proposition at FitX lies in delivering high-quality, personalized fitness experiences that are tailored to each client's individual needs and goals. We promise a supportive and motivating environment where clients feel supported in their fitness journey.
Tagline
A tagline is a short, powerful phrase that captures the essence of the brand and communicates its unique value proposition to the target audience. It serves as a concise summary of the brand and can leave a lasting impression on consumers.
FitX: You set the goal, we help you achieve it
Competition Matrix
A competitive matrix provides an overview of the brand's competitors and their strengths and weaknesses. It helps the brand understand its position in the market and develop strategies to differentiate itself and gain competitive advantage.
Image: A competitive matrix shows the competitive playing field in which you operate and how your company compares to the competition. Since you determine how the matrix is constructed, you can choose a position in the matrix that is most applicable to your business.
Step 4: The brand message
An essential part of the brand manual is the brand message. It communicates the brand's core values and promises to the target audience. It is key to building a strong relationship with consumers and leaving a lasting impression.
Brand archetype
Brand archetype is like a character representing the brand that customers can identify with. It helps to reinforce brand identity and positioning in the marketplace.
Illustration: The elaboration of archetypes is conceived and elaborated by Carl Gustav Jung. In his model, there are 12 different brand archetypes. You can think of these as customers you can optimally respond to. The archetypes were later adapted by Carol S. Pearson for use in branding.
Brand personality
Brand personality encompasses the traits, values and characteristics that distinguish the brand and determines how it presents itself to the world. It influences all aspects of brand communication and plays a crucial role in building relationships with the target audience.
Tone of Voice
A brand's tone of voice is the way it expresses itself in all of its communications, from advertisements to social media to customer service. It is important that this voice is consistent and fits the brand personality. In this way, it can create a cohesive brand experience for consumers.
Roadmap
The roadmap is the route for achieving brand goals and realizing the brand vision. It includes a detailed plan of strategies, tactics and milestones that the brand will follow to achieve success and drive growth.
Step 5: Brand identity
Brand identity is the essence of how a brand presents itself to the world. It includes all the visual and verbal elements that together create a recognizable and consistent brand experience for the target audience.
Logo
The logo is the most recognizable and iconic symbol of the brand. It acts as a visual anchor representing the brand's core values and identity. In addition, it serves as a powerful tool to differentiate the brand from competitors.
Image: FitX's logo depicted on a voucher card,, one of the components of FitX's brand strategy.
Colors
The colors a brand chooses have a deep emotional impact and play a crucial role in conveying brand identity. They help create a certain mood and arouse specific emotions in the target audience.
Typography
A brand's typography is more than just letters; it is the literal voice of the brand. Choosing the right typography helps reinforce the brand personality. In addition, it reinforces conveying the desired message to the target audience.
Image: Several pages from FitX's brand manual, highlighting the typography, colors, icons and logo, among other things.
Icons
Icons are powerful visual elements that can communicate information quickly and effectively. They are an integral part of brand identity and help reinforce the brand message and enhance the user experience.
Design elements
A brand's design elements are the building blocks of its visual identity. They include everything from shapes and patterns to textures and compositions, and contribute to the brand's overall aesthetic and recognition.
Visuals
Visuals are a powerful tool for communicating brand identity and leaving a lasting impression with the target audience. They include everything from images and photographs to illustrations and graphics. In addition, they contribute to the overall visual language of the brand.
Image: One of the visuals that is part of FitX's ad campaign.
Want to know more about brand identity and brand strategy? Then the blog "A Q&A on brand identity and brand strategy" with Peter van der Steege and Mitchell van der Koelen may be of interest to you.
A strong brand starts here
Establishing a powerful brand requires careful planning, strategy and consistency. With the Brand Handbook as your guide, you'll be well on your way to building a brand that stands out and makes an impact. From defining your mission to shaping your visual identity, every aspect contributes to creating a strong connection with your target audience and achieving your goals.
Are you ready to take the next step in building your brand? Schedule a strategic session with Fitbrand's team today. We'd love to help shape your brand success story. Together, we can help your brand grow and thrive in the ever-changing marketplace.
