RIDE ON OCT 2018
Whether you drink it or not, Coca-Cola will mean something to you. That’s the power of a brand.
The power of the brand A strong brand can be the difference between business success and failure in a crowded market – but many fitness businesses still fail to recognise this, says Peter van der Steege, founder and CEO of branding specialist Fitbrand. He speaks to Kate Cracknell A simple but crucial question: why is it important to have a brand? The market is so full of choice nowadays that the consumer is in charge. Why should they choose you rather than your competitor? What makes you different? What makes you stand out?
But a brand can’t be copied; if someone tries, people recognise it as a rip-off and the imposter not only fails to have the same impact as the original, but it actually loses credibility.
In the end, product attributes can be copied – a club could open up down the road offering exactly the same as you, for a cheaper price, and you’ll lose customers.
So, what makes a brand? Put simply, a brand is created when you go beyond a rational, productbased relationship to develop an emotional connection with the customer – and the impact
