{"id":59112,"date":"2024-01-10T01:01:00","date_gmt":"2024-01-09T14:01:00","guid":{"rendered":"https:\/\/wordpress-328533-4778250.cloudwaysapps.com\/?p=59112"},"modified":"2024-01-30T16:22:04","modified_gmt":"2024-01-30T05:22:04","slug":"building-a-brand-in-a-saturated-market","status":"publish","type":"post","link":"https:\/\/balancethegrind.co\/editorial\/building-a-brand-in-a-saturated-market\/","title":{"rendered":"Building a Brand in a Saturated Market"},"content":{"rendered":"
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Launching in a busy market can have its advantages. The challenge is standing out from the 10s, 100s or 1000s of other brands playing in your field, fighting for market share. <\/p>\n\n\n\n\n\n\n\n

When we launched STRONG Pilates we knew there was a massive new-age boutique fitness consumer that loved pilates, HIIT and strength training. In November 2023, Pilates became the most popular genre in the fitness industry globally for booking as per ClassPass data. <\/p>\n\n\n\n

So how did we get to 50 locations in such a short time when the market is flooded with Pilates offerings? Here are some key factors you need to consider when launching a brand in a saturated space: <\/p>\n\n\n\n

BRAND (Brand first, everything next) <\/h2>\n\n\n\n
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Being new to market effectively means \u2018no runs on the board\u2019 \u2013 to counter this, you need to build a story that resonates and cuts through. The story or \u2018the why\u2019 needs to be backed up by brand values, impeccable copywriting, styleguide, and very clear brand positioning. I\u2019ll give an example:

WHO:<\/strong> STRONG Pilates<\/p>\n\n\n\n

WHAT:<\/strong> Pilates inspired. Cardio Infused. Part resistance, part cardio, a full body workout that\u2019s high intensity and low impact. For those down for more. More sweat, more self-care, more results.<\/p>\n\n\n\n

WHY:<\/strong> To be the reason people live better, through longevity in training and connection to community, by delivering innovative fitness technology, in an experience worthy of advocacy. <\/p>\n\n\n\n

VALUES: <\/strong>Sustainability – no single use plastics, Authenticity \u2013 we are unapologetically ourselves. Community \u2013 our studios are a safe space to grow, connect & thrive.<\/p>\n\n\n\n

POSITIONING:<\/strong> Gender neutral. Bridge the gap between Reformer Pilates, HIIT and Strength & Conditioning. <\/p>\n\n\n\n

Multiple Touchpoints<\/h2>\n\n\n\n

Defining who you are and why you do what you do is the first challenge, the next challenge is amplifying that message so everyone else knows about it. <\/p>\n\n\n\n

At STRONG, we spend 4-5 times our required marketing budget (2% annual revenue of STRONG locations) to ensure people are seeing us 4,5,6\u202610, 11 times. <\/p>\n\n\n\n

In most cases it\u2019s important to take a multi-channel approach and diversify comms across various media. This includes, but isn\u2019t limited to:<\/p>\n\n\n\n