Importance of Achieving Brand Resonance
What is Brand Resonance?
Brand resonance refers to the intensity of a consumer’s relationship to a given brand. Brand resonance is measured by the four aspects: loyalty, attachment, community, and engagement. Brand resonance is the gold standard that all brands hope to achieve with their consumers. This article will explore the four steps to acquiring brand resonance and why you should care about it for your gym.
4 Steps to Achieve Brand Resonance:
In the first step to building brand resonance, you want your consumers to be able to answer this question: who are you? The goal here is to build brand awareness so that your consumers recognize your brand.
In the second step, you want your consumers to answer: what are you as a brand? The objective here is to establish your brand’s point of parity and point of difference. In other words, what makes you similar to other brands, but more importantly, what sets you apart from the other brands. To achieve this step, you want to use a combination of tangible and intangible brand elements, such as brand performance and brand imagery, to satisfy consumers’ functional and psychological needs.
The third step requires a brand to have consumers answer this: what do you think and feel about the brand? Thus, the goal here is to elicit positive emotional responses from the consumers about your brand.
The fourth and final step answers the following: what about you and me? In other words, what is the relationship between the consumer and the brand? The objective here is to establish the relationship and long-term loyalty from the consumer to the brand. Again, resonance is measured by consumers’ loyalty, attachment, community, and engagement with the brand.
Why should you care?
Brand resonance is important to understand whether you are a gym owner, boutique studio owner, or even a personal trainer. Every brand should strive to achieve brand resonance because it allows you to establish long-term relationships with consumers. Establishing long-term relationships is key in the fitness industry because retention is one of the biggest challenges gyms, studios, and trainers face. Gym member retention is a big challenge because it is human nature to lose motivation to show up. However, by establishing brand resonance, you gain a deep understanding and connection to your consumers that will help you overcome these obstacles and achieve long-term success.