One 
of the most difficult things to do in the fitness and talent industry is the process of branding. According the Business Dictionary online, Branding is “The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” If you are working to develop yourself as a recognized competitor, athlete, fitness model or other career along those realms then the brand is about you. This factor can be a challenge, because in the process it feels a bit like self-promotion. In essence, that’s because it is. That being said, branding is a vital component in business development, and if you are to be successful in your endeavors, you need get comfortable with this.
There are a handful of strategies you can employ when creating your brand.
1) Be yourself. This sounds basic, but in order to effectively brand yourself in the industry you need to know who you are and what you aim to accomplish. Do not try to be something you are not, people will see right through that.
2) Show a personal side. Crystal Jennings, Media Relations Manager for Bodybuilding.com talks about the athletes they endorse and the value they bring by opening up and connecting with others (www.theproexposure.com, interview with Crystal Jennings). You don’t need to reveal extremely personal information, but if you are branding yourself as the product, people need to see more than just a picture, or title; they need to see a story. They want to know who you are. Sharing a personal side with your supporters will help build loyalty and trust.
3) Enact the values you espouse. If you are representing yourself in a particular manner, you need to be diligent in ensuring everything you do to market yourself reflects that image.
4) Go back to basics. When you are struggling to define who you are and feel like you are not making progress, step back and reflect on who you are and what makes you happy. Accomplished fitness model Jamie Eason, in a recent interview with TheProExposure (www.theproexposure.com), shared that when she felt most challenged by the pursuit of her career goals early on; she grounded herself by focusing on what she loved, what made her feel good. For Jamie, that was her personal fitness, health and relationships. Taking time to do this periodically and reflecting on what you are good at and what you value helps you maintain focus. It’s confirms what you are about and what you represent.
5) It’s not about you. The most important thing to remember when developing yourself is that it’s not just about you; it’s about what you can offer others. People connect with other’s brands because it helps them. Find ways you can articulate to others how you can help them. For example, let’s say you are bodybuilding competitor that’s recently placed in a show. That’s fabulous, but building a brand around that fact will not get you far in the long run. How can you help others achieve this type of success? Can you offer tips for winning, can you teach posing classes, can you write articles on how to successfully navigate the journey or can you advise on exercise strategies to accomplish this goal? Successful individuals have identified ways in which they can take their strengths, skills and accomplishments and use them to better others.
6) Leave a lasting legacy. Obviously, money is a driving factor in what we do. It costs to live and earning money can be an excellent reward for our hard work. However, when developing your brand, it’s vital that you ask yourself in what way will the efforts you make leave a lasting legacy. Author Chris Guillebeau, in his book The Art of Non-Conformity, discusses the value of legacy work, which is creating work that will truly help people and outlast you. Consider what you can create that’s new and different. Gauge your success in this endeavor by the output of your work rather than the number of hours you spend. Remember that’s it’s never too late to make a difference in the world, to create something that transcends you.
Branding yourself in the fitness and talent industry is a process and success does not come overnight. Additionally, once you begin, keep in mind that brands can be changed, and typically are over time as you grow and develop. Just because you launch a website doesn’t mean you are done. It should evolve. If you try something and it doesn’t suit you, change it. Take the time to learn about branding, study others who have been successful, consider what you hope to accomplish and who you are, identify your goals, and keep a positive attitude. Don’t hesitate to ask those you trust for feedback and incorporate it. Above all, be true to yourself and represent what you believe. In doing that you are well on your way to creating something worth wild.
Kimberly Miller is Commercial & Fitness Talent, Stylist and a Writer. You can view her website at www.KimMillerStyle.com, visit her AZ Republic Fitness Column at www.azcvoices.com or listen to her podcast at www.theproexposure.com
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