Kevin Lokhande Fitness
Service
Branding & Community Development
Location
Sydney, Australia
The Brand
Rebranding became an essential factor in strengthening the existing customer community. Focusing on maxxing out on the strengths of your brand will get you amazing long-term growth.
Kevin Lokhande Fitness aka KevLokFit is an upcoming brand and movement situated in Hornsby, Sydney. In a very crowded market, two of the best ways to cut through the noise is to have a point of difference and become the key brand of influence in your industry.
The Challenges
Brand Recognition, Unique Value Proposition, Brand Recall, Word Of Mouth, Brand Momentum, Customer Experience(CX) & Building a Brand Community.
The recent boom of the fitness industry put the importance of health and fitness in the spotlight once more. Along with that came the innovation and mass availability of fitness related products. In a very short time, the fitness industry has become a very lucrative space. Add social media to the mix and you have an insanely crowded space aka the Red Ocean. It has almost become a standard requirement for personal trainers to promote their own brand of supplements and products in the effort to build customer loyalty. For upcoming individuals and brands, growing and surviving in the fitness industry is getting harder by the day. This is where strategy often comes in the form of branding.
Showcasing your brand personality in a way that captures attention and attracts your ideal opportunities is what we specialise in here at XX!
Our Solution
Brand Persona Revamp aka Rebrand, Customer Experience(CX), Brand Mascot, Content Marketing, User Generated Content, Brand Strategy, Design Thinking.
We developed a comprehensive brand strategy to appeal to their niche market. In order to cut through the generic noise in the industry of people and brands offering all the same products and services, it’s important to establish a Unique Value Proposition and leverage it to become the go-to brand for the niche market. We evolved the brand name from an individual personality to a bespoke community concept. This brand concept was created to be used as a verb and a community magnet. ‘Are you KevLokFit?’ was the key brand statement designed to arouse curiosity and a sense of belonging.
Creating Conversation.
We designed the KEVLOKFIT concept to capitalise on the fact that it’s a fun conversation maker. The question ‘Are You KevLokFit?’ took on an entertaining role as soon as we introduced it to Kevin’s close circle of friends, family and existing clients.
What started as a light-hearted joke among Kevin’s circle turned into a catch phrase that captured the brand essence with laser precision. To potential clients that are exposed to the brand for the first time, it engaged them in a conversation, caught their curiosity and enticed them into wanting to find out more.
The question also creates conversation centred around Kevin’s brand ethos and his beliefs on exercise, nutrition and lifestyle. It allows Kevin to be on the front foot and direct the conversation to connect with the brand values, regardless of the context and setting. The main effect we noticed time and time again was that people were asking questions about the brand and Kevin as the founder.
Kevin wasn’t pushing the conversation on them but was simply responding to people starting the conversation with him. In other words, he wasn’t selling to people, he was helping them buy better. Which was a very different scenario compared to the majority of brands. in the industry. Not only did the catch phrase facilitate a lead generation channel but also acted as a glue for the brand and everyone associated with it, as common brand anchor so to speak.
To ensure we took every chance possible to create conversation, merchandising was the next natural step towards building the brand community. With a brand like this, merchandising becomes a whole lot of fun. It gave the brand a concise and engaging message to spread. One that was fun, interactive and emotionally engaging. As the saying goes…
Communicating this interactive message through supporting products becomes an attention grabber and a daily reminder for the user to align themselves with the ethos of the brand, its mascot and the founder(s).
The most important part about creating a brand with a unique culture and community is that the founders and their teams live and breathe it day in and day out. The team must embody the brand, otherwise no one will buy into the premise and promises made by the brand. That is something team KevLokFit has got on lock. Every interaction current and potential customers have with their team, oozes in the KevLokFit brand beliefs and values.
The Result
Branding that acts as a catalyst to Kevin’s existing electric personality and profound beliefs about making fitness part of a balanced lifestyle for everyone.
If you would like to capitalise on your brand community to grow your business, get in touch with us and let’s get you growing!
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