Many believe that the simple affiliation to CrossFit Inc brings people to the box as if it were a magnet or a kind of pied piper. But the reality is quite different and if it is true that affiliation certainly helps to be more competitive, it is also true that one’s own well-structured and planned identity has a much more effective impact on potential customers.
The identity of a Box, in addition of course to the activity carried out in the classes, also passes from the so-called “branding”, that is all that concerns the imaginary of the Box and its services: logo, logotype, the typographic coordinate, the payoff , advertising claims, corporate promotional material and so on.
Behind the idea of the brand there is a fundamental imperative: every single aspect of communication must be coordinated and taken care of in the smallest details.
Here, then, are the golden rules for creating a branding path for your company:
Values: establishing the guiding values of a brand and of the Box is fundamental for developing the final language in the form of graphics, images and texts. Company values can be endless: quality, honesty, cost-effectiveness, territoriality, seriousness, experience, technology, personalization, but they must also be consistent with their mission.
Public: identifying the relevant public. This step is essential to understand the style we will communicate with. If my target are young people, the logo will be more informal and with brighter colors; if instead it is a band audience
high, I will use elegance and very institutional colors;
Competitor: another fundamental point is to understand what the direct competitors of the sector do, both those of the territory, and those more distant but that can act as a model. This is to understand how it communicates who has the same identical target;
Opinion: if you already have project drafts let them see and then discuss them with your team, who knows the company like its pockets. Within limits, avoid conditioning of family or friends;
Functionality: always remember that whatever the Brand Identity element is, we must not favor aesthetic beauty, but functionality, or its ability to remain imprinted in the mind. Nike made a fortune with a simple graphic sign and a payoff of three words.
Uniqueness: whatever the end result, the final Brand Identity must be something that will distinguish you from all the others and that is therefore destined to make you enter the imagination of your target audience.
Consistency: once your Brand Identity is approved, you must remember that any aspect of communication must be consistent; in other words it must have a single language; every action, every support, every idea must be undertaken with a view to always following a single guideline: that of your values, your language, your colors.