Three Things You Need To Do Today To Build Your Brand

Nicole Aucoin, MS, RD, LD/N Specialty Group Chair: Authors and Writer

Dietitians, including me, start their businesses because they have a passion for helping people. They have this grand idea of building this successful business and helping hundreds, even thousands, of people.

The problem is most dietitians do not know how to brand their programs and develop marketing content. The problem is they spend way too much money and time on marketing that isn’t effective to grow their businesses. They aren’t clear with their messages, target too many people with one piece of marketing collateral and they don’t talk about their clients’ problem.

We have worked with over 400 CrossFit gyms and dietitians over the years, and I realized this is a problem with almost every single one. At the beginning of 2019, I invested thousands of dollars into becoming a StoryBrand Certified Guide. Throughout this training process, it allowed me to learn how to help gyms and dietitians clarify their messages, which in turn allowed them to dramatically grow their businesses.

HERE ARE THREE THINGS YOU NEED TO DO TODAY:

1. DECIDE WHO YOUR TARGET AUDIENCE IS AND MARKET TO THEM. You will build your business much faster if you have clearly defined whom you can help and why. For example: do you specialize in teen athletes or weight loss? If you have multiple audiences, make different marketing collateral geared toward each audience.

2. BE CLEAR WITH HOW TO GET STARTED. What is the first step someone needs to do to get started with you? For us, it’s book an appointment or call. Every call-to-action on our website is book an appointment. We make it very clear what we want clients to do. 3. STOP TALKING ABOUT YOU AND START TALKING ABOUT THEM.

No one cares about your extensive resumé or a history of all the people you have helped. Ideal clients want to know how you can help them! Talk about your client’s problem and your solution to her/his problem.

Branding your business takes time and consistency. You have to establish your expertise which is done by being consistent. Be consistent with your message and how you can help.

If you are lost when it comes to branding, I highly recommend reading the book Building A Storybrand. This has been the one thing we invested in this year which has made the most impact for our business and allowed our monthly revenue to double since clarifying our message.

Nicole Aucoin, MS, RD, LD/N, CrossFit Level 2 Trainer, has a passion for nutrition and fitness. You will often find her jumping in a CrossFit class or talking about CrossFit. She loves being active and on the water.