The fitness industry offers a unique value proposition: Your consumer already shares your mindset regarding the importance of fitness. So, how can you draw them closer? In what way can your values help you instill an even deeper loyalty?
Let them see your purpose. Statistics show that standing for something—having a purpose—truly resonates with consumers.
Tapping the Power of Purpose
When choosing brands to do business with, consumers are increasingly showing that they care about more than simply the products or services they offer; they care about the impact the brand is making on the world.
“People don’t buy what you do; they buy why you do it,” says Simon Sinek, author of the book Start With Why, who introduced the idea of defining purpose to a global audience in a TED Talk. “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
Loosely defined, a brand purpose describes the way a company intends to change the world for the better. Its goal is to unite customers and culture in pursuing that intention.
In providing equipment designed to create rather than consume energy, manufacturer SportArt’s overall purpose, for example, is to provide a way to preserve the planet through its sustainable products and operations as a global brand.