A brand is more than just the name and logo. Building a relevant brand takes time and effort. There is a lot that goes into it. Initially, you have to decide what the brand has to do and the promise it has to deliver. Eventually, if you do everything right and deliver on the promise, the brand will take a life of its own. You’ll get some people who will champion for the brand and take it to the next level.

Rick takes us through the process of branding he went through from the early stages when his gym was known as Good Bodies Personal Training which was a good name back then. This was until one of the subcontractors in the gym left with some clients to start a gym known as better bodies.  Rick had to change the name to NorthPoint Fitness. This went on for a while till the licensing business began and the name had to change. That’s when Alloy Personal Training business was born after a long process.

The name was just the start, trademark rights, branding  and launching were to follow which took about four and a half months. Having done with the logistics of branding, delivering on the promise was the most important thing. You can have a good sounding name and branding but delivering on the promise is what counts. 

Listen in to learn about how you deliver on the brand promise and the customer experience and grow your brand.

Key Takeaways

• How to build a brand (02:35)
• How we started our gym back in the day when it was called Good Bodies(03:31)
• Rebranding to Northpoint fitness (06:02)
• Searching for a new name that we could trademark for our licensing model (07:28)
• Settling on the Alloy Personal Training Business name (10:48)
• Delivering on the promise of the Alloy brand (17:00)
• How long it takes to build a brand (24:33)

Additional Resources:

• www.AlloyPersonalTraining.com
• Learn About The Alloy Franchise Opportunity

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