personal group training brand book

BRAND STANDARDS

CONTENTS This brand standards document explores the message, visuals, and expression of your brand.

Brand Message

Design & Visuals

Words & Content

Live Your Brand

BRAND GUIDELINES JK CONDITIONING

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MOODBOARD

The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The visual aesthetic will be a mix of Japanese art mixed with images of “everyday” people striving to improve their health. There is also a focus on the community of the gym (as portrayed in the bottom left stock photo.)

BRAND MESSAGE

POSITION

CORE IDEA

JK Conditioning offers customized group personal training to adults in St. John’s, NL. Our main clientele are busy working professionals.

YOUR GOAL

The goal is to define the brand so that as we scale and grow, we don’t lose what is special about JK Conditioning.

HOW YOU ARE DIFFERENT

Most fitness professionals promise “6 pack abs in 6 weeks,” or a similar message. We don’t do before and afters because there is no “after.” There is only continuous improvement. Also, our group training creates a community. When you join JK, you are joining something bigger than yourself.

WHAT YOU DELIVER

In a word: results. Our extreme depth of experience and knowledge means that our clients see measurable results in their lives and health.


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PERSONALITY

MAGICIAN & EVERYMAN PERSONALITY ARCHETYPE

Our goal is to transform your client’s lives through the avenue of health and fitness. Through continuous improvement each day, the change they see over a few months or a year is dramatic.

We are also motivated to create a welcoming and thriving community between yourself and our clients. Through the group environment, clients get the results of a personal program with the camaraderie of the fitness community.

When they encounter your brand, our audience FEELS: excited to change, empowered to act, motivated, welcomed, and pushed to achieve new levels.

Our brand is: • Genuine • Charismatic, passionate • Certain, independent thinker • Knowledgeable, smart • Friendly, patient, welcoming • A natural leader


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POINT OF VIEW

KAIZEN

Improving your health (like anything else in life) is not a sprint or a ‘6-week program.’ Day by day, you improve your life through deliberate action. You celebrate new milestones but you are never “done.”

COMMUNITY DRIVEN

We’re better together. When you surround yourself with other people who are also passionate about improving their health and their life, you feed off of each other. You hold each other accountable. You get better than you could on your own.

YOU NEED TO KNOW YOUR STUFF

When clients trust you with their money, time, and bodies, you don’t take it lightly. You have decades of experience and are improving your knowledge constantly.


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BETTER EVERY DAY

CREDO

UNFAIR ADVANTAGE

YOUR ‘UNFAIR ADVANTAGES’ ARE OUR:

• Our brand focus on serving busy working professionals allows us to customize our work to them

• Jon’s writing has been featured pretty much everywhere. This creates a lot of authority and credibility that most fitness professionals can’t match.

• Our clients get real results and love the community. They are our best advertisements.

• Our primary value of continuous improvement means that the lifetime value of a client is much higher than a gym that attracts the New Years’ Resolution crowd.


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DESIGN & VISUALS

LOGOVISUAL IDENTITY

The main logo doesn’t need to change. This maintains the existing equity built in the brand. We’re simply leaning into becoming “MORE” of our brand.


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PRIMARY COLORS

VISUAL IDENTITY

The colors will shift slightly from using red as the primary color to using blue as the primary and red as the accent (action color.) The blue speaks more to your authority, community, and transformation aspects of your brand. The colors are also reminiscent of the Japanese art you see of the ocean.

#242446

20% 40% 60% 80%

#095BAF #A00000

20% 60% 20% 60%


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SECONDARY COLORS

VISUAL IDENTITY

The secondary colors are neutrals that can be used for text colors and backgrounds.

#4A4A4A #F2F5F6 #FFFFF


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TYPOGRAPHY

HEADLINES: OSWALD DEMIBOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 !@#$%^&*()

VISUAL IDENTITY

Body: Roboto Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()

The fonts used in your designs give a very authoritative feel. They are clean and polished. They are bold, clear, and attract attention. (Just like your brand.)

They are also available as free fonts on Google Fonts / Font Squirrel, which makes them easy to maintain consistency across platforms.


ACCENT: OSWALD MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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FONTS IN ACTION

HEADLINE LEVEL 1 This is a description paragraph. It explains the purpose of the page and describes the title to the left.

• Example • Example • Example • Example

“THIS IS A QUOTE FROM A VERY IMPRESSIVE PERSON.” -IMPORTANT PERSON

HEADLINE LEVEL 2

This is a description paragraph. It explains the purpose of the page and describes the title to the left. This is a description paragraph. It explains the purpose of the page and describes the title to the left.

• Example • Example • Example

VISUAL IDENTITY

Main font color (gray): #00000 Headline color (Dk blue): #242446 Accent (Lt blue): #095BAF Links (Red): #A00000


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IMAGE STYLE

IMAGE DO’S

VISUAL IDENTITY


“Community-driven” photos of milestones, PRs, and group workouts

Your awesome clients doing awesome things

It would be awesome to have a professional photoshoot done of your

clients/gymHumor, especially on social media

When choosing images for your brand, pick ones like these.

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IMAGE DON’TS


Meat heads & fitness models Images of workouts/exercises that don’t achieve the results your clients want

“Bikini bod” promotional images Images that speak to professional athletes more than

your typical client

When choosing images, avoid ones like these.

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WORDS & CONTENT

TONE OF VOICE


Content and communication from your brand should be charismatic, engaging, and change-focused. Examples should include stories from your client work and your own life.

YOU’LL SOUND: • Intelligent • Convicted • Knowing • Story and detail rich • Inspiring • Energetic • Ready to serve

NOT: • Casual • Brief • Cold

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WORD BANK• #JKdragons • Continuous improvement • Before / current • We design workouts to make you better, not to see

how much we can make you sweat. • Kaizen • No judgement, no pressure • Pay-as-you-go • The Dragon Philosophy • Are you a Dragon? • Fitness community • Take action • Better your current self • New best • Master trainer • The Dragon System


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TAGLINEGET BETTER EVERY DAY

OTHER OPTIONS • What are you conditioning for? • Condition for …

• the boardroom. • 5AM wake up calls. • parent teacher meetings. • asking for that raise.

• We don’t do before / after. Only before / current. • Better every day, in every way. • How will your life change?


BRAND COMMUNICATION

Your tagline is a “catch phrase” that describes your work to others at a glance. It can also be used as your main headline on your website.

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STORIES

KOI TO DRAGON MYTH

An ancient tale tells of a huge school of koi swimming upstream. Gaining strength by fighting against the current, the school glimmered as they swam together through the river. When they reached a waterfall at the end of the river, many of the koi turned back, letting the flow of the river carry them away.

The remaining koi refused to give up. Leaping from the depths of the river, they attempted to reach the top of the waterfall. Their efforts caught the attention of local demons, who mocked their efforts and heightened the waterfall out of malice. After a hundred years of jumping, one koi finally reached the top of the waterfall. The gods recognized the koi for its perseverance and determination and turned it into a dragon, the image of power and strength. Whenever another koi reaches the top of the waterfall, it is also turned into a dragon.


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STORIES

LOW TO HIGH ORIGIN STORY

Your low to high origin story is how you came to develop your current training methods and own your own gym. Share the “before state” and then your turning point where you went “all in” with JK Conditioning.

AUTHORITY STORIES

Share your experiences like training an NHL player to build authority, but make sure people understand that your focus is on your current clients. Also share when you are published in recognizable magazines. People may be surprised to discover that they have a fitness “celebrity” working in their city.

CLIENT TRANSFORMATIONS

Telling your clients’ stories of transformation is going to be an incredibly important piece of your brand.Show the results of your work in the stories and photos of real people. When gathering testimonials, have your clients reflect how their transformation has also impacted the rest of their life (work, home, etc.)


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BIO

REVISED GYM BIO

JKConditioning is a private fitness community located in St. John’s, Newfoundland, Canada. We offer personal and custom training for people who want to improve every area of their life - including their health. You’ll work your customized fitness plan in a group setting under the guidance of our master trainers. This means that you get the results of a personal training program with the support and camaraderie of a close-knit fitness community.

You can fit your training sessions in around your busy schedule. We are located in the centre of the city and have flexible appointment times six days a week. (Even the gym needs a rest day.)

We design workouts to make you better, not to see how much you can sweat.

Are you a Dragon?


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LIVE YOUR

BRAND

ACTION STEPS

UPDATE YOUR WEBSITE & EXISTING DESIGNS

Use the new brand fonts, logo, colors, messaging, etc to update all of your brand touch points.

SCHEDULE A PHOTOSHOOT

A new professional photoshoot of your actual clients working out in your actual gym would be a huge asset for your brand.

FOCUS YOUR MESSAGE TOWARDS YOUR IDEAL CLIENT Audit your website copy, images, testimonials, and social media for any messages that are more “athlete-driven” than what your ideal client will identify with.


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BRANDEMIESIDEA ENEMIES • Short term results or effort • Effort that doesn’t affect change or create results • Sacrificing the brand experience for higher profit

NOT TO DO LIST • Promote anything that is heavily “athlete-driven” • Let ‘just anyone’ join your community. They need to

share your values of continuous improvement.

WE ARE NOT • A gym • A 1-on-1 trainer (usually…) • Your mother. We won’t nag you or lock you into a

contract to pressure you to come to train.


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QUESTIONS?

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personal group training brand book

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