Kate Male https://www.katemale.com Graphic Designer & Brand Expert for Lifestyle Brands Sun, 07 Jun 2020 14:48:15 +0000 en-GB hourly 1 https://wordpress.org/?v=5.4.2 https://www.katemale.com/wp-content/uploads/2017/01/cropped-Kate-Male-favicon-32x32.png Kate Male https://www.katemale.com 32 32 37556845 The Value of Branding & What It Can Actually Do for Your Business https://www.katemale.com/branding/the-value-of-branding-what-it-can-actually-do-for-your-business/ https://www.katemale.com/branding/the-value-of-branding-what-it-can-actually-do-for-your-business/#respond Sun, 07 Jun 2020 11:27:37 +0000 https://www.katemale.com/?p=4362 The post The Value of Branding & What It Can Actually Do for Your Business appeared first on Kate Male.

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When it comes to branding many people often assume it’s just a logo and a colour palette. But honestly, the ‘look’ of a brand is just the tip of the iceberg. Brand identity (visuals only) alone won’t cut it in this day and age. Consumers are looking for brands who share the same values, beliefs and who talk their talk and walk their walk. In this article, I’ll explain how now most products/services are considered commodities but if you want to be known for more than faceless facts and figures and start inspiring and motivating people then you need to think hard about what your business stands for and capture the true essence of your brand. I’m going to break down the graphic below into more detail to help you understand the value of branding and what it cand do for your business.

What is branding?
What is brand and what it can do for your business.

Grand Designs

Wabi Sabi Home Interior
Interior designer Alexander Makhno incorporates the values of wabi-sabi into all his projects – The beauty of imperfection.

– (Branding edition)

I’m going to use building a house as an analogy for building a strong, safe and successful brand.

Most of us have seen Grand Designs so let’s say you’re about to embark on a journey to building your dream home. Before you make it a home it needs to be a solid structure; and a strong safe structure needs a plan; the blueprint. You have a pretty good idea of how you want the end result to look but getting it that point and build right is going to save you heaps of time and money in the long run (we’ve all seen what happens when people cut corners on Grand Designs).

You first need to start by sitting down and planning your dreams and goals for what you want your home to; do for you, be for you and feel for you. A framework is designed to put in place the foundations, to a) keep you on track, b) to create consistency and c) remember why you started in the first place.

A home is a place for you to live out your core values they should be reflected throughout the exterior and interior and the same goes for branding a business.

In other words, do you want it to be self-sustaining, secure and future-proof? Your values make up the backbone of your brand. They don’t have to be the same as your own personal values but my experience they often are. We get into business because our values drive our passion and it’s this passion that makes us unique.

TOP TIP: Remember with all things a little planning at the beginning will always add up to big results! The same goes for branding.

Building a strong brand is no quick and fast process making sure the foundations are solid, strong and taking the time to foresee any problems to ensure the safety and stability of the brand’s success will ensure it can withstand the test of time and support you and your family in the life you dream of. Remember you’re building a legacy.

Anyway, let’s get back to the house analogy. Once you’ve got a rock-solid framework and your super clear on what your “home” stands for, then it’s time to start planning the look and feel. What style should it lend itself to? When people visit your home do you want them to feel inspired, calm or feel like a home from home?

Like I mentioned above your values play a vital role in the end result. Just like building a house, you need to look at all aspects, for example, does it lend itself to the landscape (your market/industry)? You wouldn’t expect to see a Japanese Townhouse in the middle of London.

All these aspects and questions are the same for building a strong and safe brand. Your brand is a platform for promoting your businesses core values (the WHY you are doing what you’re doing). Read my blog post The Ultimate List of core Brand Values for Lifestyle Brands to help you uncover your brand’s values.

Eliminates the need to compete on price

A brand is taking commerce, (the act of selling a product or service) and giving it a personality (remember it’s what’s on the inside that counts). If you think of the logo as the ‘face’ of the business, the brand’s is the likeable, loveable character of the business.

The little question of WHY has a major impact on the development of your brand and its success. Without it, you don’t have a brand you have a business, that is only limited to selling faceless, facts, figures, benefits and features. Originality comes from you. Think about what you’re truly selling a lifestyle? A dream? Once you’ve figured that out there’s no need to compete on price.

Brand Clarity Guidebook
Brand clarity Session
One of my Brand Clarity sessions: I work with my clients on a 1:1 basis

Branding defines your purpose

It’s your core values, belief system, passion and the grounding reason WHY you exist in the first place? Your WHY should always be at the forefront of your brand. Quoting Simon Sinek “People don’t buy WHAT you do, they buy WHY you do it?”. The goal is not to do business with everybody the goal is to do business with people who believe what you believe and trust in what your brand stands for. A strong brand helps you align with your audience and build a community that loves and trusts you thus creating a loyal following filled with advocates.

In this day and age, people buy on emotion. Why? Because most products or services are considered a commodity. Think of how many coffee brands, fashion brands, car brands and yes services based businesses like personal trainers there are in the world. All offer a similar end result but it’s their values that set them apart.

For example, A car (regardless of the brand) will get you from A to B safely, but how they get you there is what determines WHY a buyer will choose one over the other. Yes, it can be on price but often it’s based on an emotional thought process. If you value power, beauty and soul then maybe an Aston Martin speaks to you, while if you pride yourself on sustainable and cutting-edge technology then it’s likely a Tesla will resonate better. Each car brand has its own tribe, Mercedes drivers are considered a different type of driver from an Audi driver and so on.

A brand isn’t just a logo it represents values and beliefs. – Image from @fitdancecz Instagram

No matter how much we crave individuality, the brands we buy from define who we are. Nike, for example, is the brand that represents inspiration and innovation to every athlete* in the world. *If you have a body you’re an athlete.  They stand by their values consistently throughout their brand, no one else does it quite like them that’s why they sell so many branded Tshirts with a simple Nike Swoosh, people want to showcase who they are as individuals and if they wear Nike or even a t-shirt with WWF their values are clear. The psychology that plays into building a brand is an art. We all have access to the same media platforms, marketing ideas and marketplaces. But how come some are more successful than others? It’s down to good branding and clearly communicating its values.

A brand That’s loved and trusted

Trust is hard to acquire in today’s markets. Unfortunately, the internet is home to a lot of false claims which no industry can escape. When I build brands for my clients I always give them the hard truth that it’s not all about you it’s about them. Finding and understanding your audience needs wants, fears and desires are vital in running a successful business today. Branding is what people expect, experience and remember; the true challenge is creating a brand that goes beyond their expectations, leaving a lasting (positive) impression.

It tells a story

When you only choose to focus on the facts, figures, features and benefits it doesn’t drive behaviour or emotion maybe that’s why Dell’s website is so boring (clearly I’m not the target market) and Apple’s is enchanting. As humans, we’re programmed to love a good story. We like to feel inspired, motivated and feel like we can relate to the characters. A brand’s story should evoke emotion and spark action among the audience allowing them to feel empowered. Telling your story builds trust and loyalty which is responsible for human behaviour and decision making. The art of telling your story is the magic your brand has and everyone loves a good underdog that’s on a journey to success.

Creating first & last impressions

We have finally reached what we call brand identity. Like I mentioned above, choosing what colours to paint the walls comes at the end. Without a brand strategy, a brand identity is an empty (yet pretty) shell and this is where the fine line between design and art come into play. Good design holds a function which is driven by an end goal.

One of the questions I ask my clients is “If your business was to host a party, what would it look like? What food would it serve? Who would it invite? What music would it play? How would it dress?”. Remember when I said it’s not all about you it’s about them…? This still applies. You and your business are different. Granted, you may be the face of your business (this is called ‘Personal Branding’) but how you act in front of clients and customers is different in from how you act at home. Making sure there is a clear distinction in your brand is key. Your image needs to attract your ideal audience. Remember we want to build a tribe/community/club, and no, not quite like Hells Angels but if driving around on Harleys is your thing, then go for it!

Finding value in Branding

Most people look at branding in the wrong way. If I was to say to you a new brand would cost you £5000+ you may be in shock. That’s because you’re just looking at the end product Logo, website, colour palette. But, what if I was also able to say that a £5000 investment could profit you x5 that per year from your brand, that £5000 looks pretty reasonable. Branding is so much more than the vanity aspect of your business. Look at it as the investment into the success and longevity of your business, claiming a higher position in the market, eliminating the need to compete on price and enabling you to charge what you are worth.

Key Takeaways

  • A brand should clearly communicate core values/culture
  • A strong brand requires a blueprint
  • A brand is more than what it looks like
  • It’s not all about you it’s about them
  • Branding is what people expect, experience and remember

Want to dive a little deeper?

Download my FREE Brand Clarity Guidebook👇

Brand Clarity Guidebook

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What Does It Mean To Be A Health & Fitness Brand Right Now? https://www.katemale.com/branding/what-does-it-mean-to-be-a-health-fitness-brand-right-now/ https://www.katemale.com/branding/what-does-it-mean-to-be-a-health-fitness-brand-right-now/#respond Tue, 02 Jun 2020 11:49:30 +0000 https://www.katemale.com/?p=4653 The post What Does It Mean To Be A Health & Fitness Brand Right Now? appeared first on Kate Male.

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In my last article Health Is The New Wealth | The Future Of Health, Fitness & Wellness I noted that the health, fitness and wellness industry is worth around 4.2 trillion (US dollars) globally and has no indication of slowing down. However, before the pandemic, it was forecast that by 2022 the average consumer could spend approximately £487 per head annually on wellness alone. Phew! That’s quite a bit. But has all that changed since the pandemic and what does that mean for lifestyle and fitness brands? 

Now more than ever people are making wiser choices when it comes to parting with their cash. Rather than opting for national/global brands, avid health and fitness enthusiasts are opting to support small local businesses. From PTs pivoting their business to online, greengrocers/market vendors offering fruit and veg subscription boxes and sustainable lifestyle brands shipping their goods from online stores. The need to stay happy and healthy is still thriving. I’m going to shed some light on what it means to be a health & fitness brand right now and how to inspire and motivate to build a tribe.

Building a Community

Working out from home is doable but not always desirable for most. Major brands such as Peloton, Les Mills and The Body Coach have all made it easy for people to maintain their fitness by using Instagram or Zoom. This has even offered people the opportunity to try classes they wouldn’t necessarily have tried in the past, so what does this mean for gym owners and PTs? The truth is fitness is all about community as well as health. I work with many yoga instructors, PTs, nutritionists and rehabilitation practitioners, who just before lockdown had the same question “Should I continue to offer X and how should I do it?”. My answer was YES you should and this is a great opportunity to increase brand awareness.

Let’s face it a squat is a squat, the cobra pose is still the cobra pose and nutritional information is no new science, in other words, you’re not a revolutionary nor are you reinventing the wheel here (or a squat in this case)! People are looking to be part of a tribe and aspire to a lifestyle they dream of. Just like consumers choose between Nike or Reebok, people choose you because you stand for something more than what you promise as the end result (a tight body or have more energy).

Kelsey Wells Lifting Weights
Kesley Wells Lifting Weights

For example, I know how to lift weights and have done so for years; growing up both parents were professional bodybuilders who owned their own gym in London, so there’s not much I don’t know. But I hate planning workouts. I could scroll the internet and find a ton of workouts that work for me, but I don’t instead, I use the Sweat App, a) Partly for convince, but mostly b) for Kelsey Wells. Why? Because (to me) she rocks! She looks great, her story resonated with me, she’s empowering, a realist and let’s face I aspire to live her life! I too am a realist and know that’s never likely to happen but I feel like I’m part of her tribe of badass #womenwholiftheavy! That ladies and gentlemen is a good brand. She knows her audience and she genuinely shows compassion and guidance.

How do you inspire & motivate?

Be honest, share your values, be open and have fun! No matter how small (or big) your following is, celebrate it! Chat to the people you that follow you and always aim to inspire them. I wrote an article The Ultimate Core Brand Values for Lifestyle Brands to get you started.

Branding is not about the colour palette of your website or your logo. Your brand should clearly communicate what you stand for and a strong brand knows what’s important to the right people. We all want to feel like we are part of something bigger and you have a chance to inspire and motive people to live happier healthier lives. Sell a lifestyle, not a program or package.

So whether you’re a PT, yoga instructor, nutritionist or [insert any title here], build your tribe, be brave and make it your aim to inspire motive and empower people to live happier healthier lives by building a brand that captures what you stand for!

When to offer FREE?

I want to make this clear, do FREE the right way. I see so many of my clients offer free classes either on Zoom or Instagram without asking for something in return and it pains me! Free doesn’t pay the bills. Your brand is valuable and offering services away for free just devalues your brand if not done correctly. It’s fine to offer a free taster class but follow that up with the intent/call to action, asking people to subscribe or sign-up to your full programme. Make sure you get something in return, trust me it’s not sneaky or dishonest it’s business and the truth is people will respect you for it. I’m often dubious of 100% free things as it’s often a watered-down version of the real thing so just be honest up-front and don’t be afraid to ask.

To summarise…

  • The health & fitness industry is still thriving
  • Make sure you know what’s important your audience
  • Sell a healthy, happy lifestyle people can aspire to
  • Know your values
  • Offer free strategically

What’s your opinion? Leave a comment below

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The Ultimate List of Core Brand Values for Lifestyle Brands https://www.katemale.com/branding/the-ultimate-list-of-core-brand-values-for-lifestyle-brands/ https://www.katemale.com/branding/the-ultimate-list-of-core-brand-values-for-lifestyle-brands/#respond Tue, 02 Jun 2020 11:28:09 +0000 https://www.katemale.com/?p=4658 The post The Ultimate List of Core Brand Values for Lifestyle Brands appeared first on Kate Male.

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No matter where you’re from, where you’re headed or where you are right now your values are what drive your actions, thoughts and words. Values guide us to where we want to be and create a world we desire to live in. The decisions we make are a reflection of our values and beliefs. So why are values so important for lifestyle brands? Like I’ve mentioned before branding so much more than a logo and colour palette, it has the power to inspire and influence change by stand by its values. Lifestyle brands have the ability to inspire and motive people to live happier healthier lives through clearly communicating what matters to them. This not only gives people a sense of feeling understood but also helps businesses go from selling to building a brand that loved. Understanding your core brand values will bring clarity, focus and alignment to your business and will same you so much time planning content. Below is a list of core values to help you gain clarity, focus and guidance in where your brand should be.

Accountability
Attentive
Awareness
Balance
Beauty
Boldness
Bravery
Brilliance
Calm
Charity
Clean
Clear
Clever
Comfort
Commitment
Common sense
Communication
Community
Compassion
Connection
Consciousness
Consistency
Contribution
Cooperation
Courage
Courtesy
Creation
Creativity
Credibility
Curiosity
Dedication
Dependability
Determination
Discovery
Drive
Eco-friendly
Effectiveness
Efficiency
Empathy
Empowerment
Energy
Equality
Ethical
Excellence
Experience
Exploration
Expressive
Fair/Fair-trade
Family
Fearless
Feelings

Focus
Foresight
Freedom
Friendship
Fun
Generosity
Giving
Goodness
Grace
Gratitude
Growth
Happiness
Hard work
Harmony
Health
Honesty
Hope
Imagination
Improvement
Individuality
Innovation
Inspiring
Integrity
Intuitive
Joy
Kindness
Knowledge
Love
Loyalty
Mastery
Maturity
Meaning
Moderation
Motivation
Openness
Optimism
Originality
Passion
People
Peace
Playfulness
Potential
Present
Protect

Purpose
Quality
Realistic
Reflective
Respect
Responsibility
Results-oriented
Safe
Selfless
Sensitivity
Service
Sharing
Significance
Simplicity
Sincerity
Skill
Solitude
Spirituality
Spontaneous
Stability
Strength
Success
Support
Sustainability
Thankful
Thorough
Thoughtful
Traditional
Tranquillity
Transparency
Trust
Understanding
Uniqueness
Unity
Vitality
Wellbeing
Wellness
Wisdom

Lifestyle Brands That have Amazing Core Values

Rituals – Wellbeing – Clean & Safe – Cruelty-Free – Sustainability – Giving Back

Method – Biodegradable – Carbon Conscious – Cruelty-Free – Eco-Friendly – Sustainable – Transparency – Equality

OddBox UK – Local Sourced – Sustainability – Low Waste – Responsible – Innovative Solutions – Giving Back – Eco-concious

The Tea Lab – Organic – Sustainable – Mindfulness – Charitable – Slow Living

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Pick n Mix Font Favorites Vol.1 https://www.katemale.com/freebies/pick-n-mix-font-favorites-vol-1/ https://www.katemale.com/freebies/pick-n-mix-font-favorites-vol-1/#respond Fri, 15 May 2020 10:22:50 +0000 https://www.katemale.com/?p=4505   When most people are online shopping for loungewear from Asos, I’m scrolling the web and spending most of my earnings on organic coffee and fonts, (yep it’s all about the little wins in life). But I was thinking the other day, I come across a lot of amazing free fonts that I need to […]

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Free Fonts Vol.1

When most people are online shopping for loungewear from Asos, I’m scrolling the web and spending most of my earnings on organic coffee and fonts, (yep it’s all about the little wins in life). But I was thinking the other day, I come across a lot of amazing free fonts that I need to share with you. So in this post I’m going to share my obsession with the fonts I love this month and hopefully, by the end of it, you will be like a kid in a candy shop just like me!

modern free fonts

Font Name: Canvas

Why I love it!: This is a really feminine font with high contrast and minimal vibes.

Who it would work great for: This style of font would work great for beauty/fashion brands

Pair with: A modern and minimal font (sans Serif)

modern free fonts

Font Name: Berton 

Why I love it!: I’m a big fan of semi-serif fonts. They are on the cusp of attending in the design world have a minimalist-chic look.

Who it would work great for: A brand that understands that simple can often speak louder than words.

Pair with: A classic serif font.

 

modern free fonts

Font Name: Nevoclara

Why I love it!: I’m lover of typography that plays with the relationship of letters in its family and this one tick’s all the boxes.

Who it would work great for: When a brand stands for modern elegance and luxury.

Pair with: A condensed san serif font.

modern free fonts

Font Name: Butler Stencil

Why I love it!: I don’t why but I think if G.I Jane were to embody a typeface this would be it.

Who it would work great for: Personal trainers who inspire through strength & femininity.

Pair with: A simple sans serif font

So there you have it my favourite fonts Vol.1!

Don’t want to miss Vol.2? Join the list and I’ll send it straight to your inbox 👇

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How To Change Your Zoom Background Image https://www.katemale.com/branding/how-to-change-your-zoom-background-image/ https://www.katemale.com/branding/how-to-change-your-zoom-background-image/#respond Wed, 08 Apr 2020 12:11:17 +0000 https://www.katemale.com/?p=4103 So you’ve had to pivot your business by locking the studio doors (temporarily) on your fitness studio and quickly set up and start offering your classes remotely via Zoom. For many of my clients out there it has been quite a steep learning curve but they are slowly getting into the groove of life again […]

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So you’ve had to pivot your business by locking the studio doors (temporarily) on your fitness studio and quickly set up and start offering your classes remotely via Zoom. For many of my clients out there it has been quite a steep learning curve but they are slowly getting into the groove of life again and clients seem pretty happy. To jazz up your classes and avoid having to hide the laundry basket or the spare bedroom wallpaper here’s how to change your Zoom background image.

How to Change My Zoom Background Image

  1. Click on the little arrow next to your video icon

How to change your Zoom Background

2. Select the option > Virtual Video Background

How to change your Zoom Background

3. You are now in the settings menu. Make sure the two boxes at the bottom are unchecked and click on the + icon above the background box > Add Image (files will be in your download folder)

How to change your Zoom Background

Now your ready to do your thing!

Want some new backgrounds to play with?

For some, there have been some embarrassing moments of other halves “accidentally”walking across the laptop screen in nothing but a towel or forgetting that the laundry pile is still in plain sight… Eek! We’re only human right? So to help you guys out and bring a little tranquillity to your new-found set-up I’ve designed 2 FREE beautifully modern and calming Zoom backgrounds to get you started for either your yoga class, fitness studio or coaching sessions. I’m also offering a Zoom Background Bundle your logo applied to promote your brand for just £10!

Just click the link below to download them and then follow the above steps

Zoom Backgrounds for fitness and yoga classes

 

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4 Quick Ways to Successfully Future-Proof Your Fitness & Wellness Business and Offer Sessions Remotely https://www.katemale.com/business/7-quick-ways-to-successfully-future-proof-your-health-fitness-business-and-offer-sessions-remotely/ https://www.katemale.com/business/7-quick-ways-to-successfully-future-proof-your-health-fitness-business-and-offer-sessions-remotely/#comments Sat, 14 Mar 2020 07:29:59 +0000 https://www.katemale.com/?p=3872 Today you have a client session, you’ve just made your morning coffee and you switch on the News. It’s bleak, the coronavirus has spread and people are being told to stay at home and only go out if necessary. Regardless you have to make a living and your first client session is at 10am. As […]

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Today you have a client session, you’ve just made your morning coffee and you switch on the News. It’s bleak, the coronavirus has spread and people are being told to stay at home and only go out if necessary. Regardless you have to make a living and your first client session is at 10am. As you go to put your coffee mug in the sink you get a text from your client “Hey I need to cancel today, sorry not leaving the house because of the coronavirus “. As the day goes on you get another cancellation… and another (we’re beginning to see a pattern here). But the truth is your client still needs to stay healthy and you still need to pay the bills. Luckily, you’re one of the smart ones and you can hold your health and wellness sessions online and remotely, woohoo!

Due to the recent coronavirus outbreak, many of my clients are struggling to keep their heads afloat and are experiencing high volumes of cancellations and dropouts.  But now is the time to corona-proof your business and also future-proof it if you haven’t done so already.

1. Ask the Audience

This is where understanding your clients and having a niche will really come in handy. Understanding that your clients may be older and not very tech-savvy is something to consider or that your client’s space is limited if you’re offering yoga or fitness sessions. Hopefully, you have a good relationship with your clients and that just asking them if they would like to take their session online is an option. If you have a big email subscriber list now’s the best time to send out an email offering your services online until the coronavirus has calmed a little. Another approach could be to put out a poll on Facebook and Instagram asking for a vote for who would like to move their sessions online?

2. What you need to get started

  • Good internet connection
  • A laptop with a camera & microphone (or a smartphone)
  • A clear quiet space to video from (preferably no pets or children running around)
  • Natural light coming from the front, not the back (otherwise no one will be able to see you)

3. Top 6 Online Video Platforms for Health, Fitness & Wellness Pros

In my last post Health is the new Wealth I explore the future of the health, fitness & wellness industry and how we’re seeing technology re-shape the sector and the consumer’s mindset. Now’s the time get on board or be left stranded at the station. Future-proofing your health, fitness and wellness business is crucial and if you do it right this is what you can benefit from:

  • Booking is easy for you and your clients no messy multiple apps
  • Booking more clients
  • Seamlessly schedule sessions & classes
  • Get paid on time
  • It will also open you up to people outside of your local radius and reach more people
  • If you need to travel you can still offer to work with your clients
  • Record your sessions and use them for promotion later

The truth is there are so many options out there to take your business online. So here are the options:

Zoom

Zoom Logo

A great choice if you’re looking to turn this into an ongoing opportunity for your business. Although it’s mostly used for meetings and conferences its also widely used by fitness & wellness professionals. It also has a free tier that offers unlimited 1-to-1 meetings, up to 100 participants and an unlimited number of meetings and online support.

Skype

Skype Logo

A oldie but a goodie if you already have an account! Skype offers great connectivity to the world of video communication and more and more fitness and wellness business are opting for Skype as a go-to remote access to their services.

Google Hangouts

Google hangouts for personal trainers

Google Hangouts an easy and logical choice and widely accessible. With the free option you can have up to 150 users but it requires users to connect via their personal Google accounts which your clients may not have. You also can’t record calls.

Virtuagym

Virtuagym Logo

If you’re a nutritionist or personal trainer and are looking to take your business into the future this is the platform for you. Every aspect has been specifically designed with the fitness & wellness entrepreneurs in mind. It has so many features which will allow you to manage, coach and engage with your clients. It also is a great platform for you to build your community and deliver a complete 360 approach to health & fitness.

Video Messaging Phone Apps

Facetime, WhatsApp and Facebook Messenger all support video calls but in the most basic sense and I wouldn’t recommend them for business purposes. If you are just holding a quick call with a client then it works just fine for that.

Acuity Scheduling

Acuity Scheduling Logo

OK so this one is not for live video but I felt like it needed a mention as it’s so popular with fitness & wellness professionals. It can seamlessly integrate into Zoom too which keeps everything in one place and hassle-free. They have a very basic free package which helps get you up and running but the package I recommend the most to my clients in the ’emerging entrepreneur’ for $15 per month.

4. Virtual Vitality

Staying relevant and having a clear strategy when it comes to growing your business online will not only make it easier for you to get people on board but it will help you with promoting the fact that you’re offering your services online. Make sure your Brand Identity is all set up for online, your website is optimised and your social presence is rock solid. Also, the best form of marketing is word-of-mouth so tell everyone you’re going online to meet the demands of clients needs and that your taking action against staying safe inside.

A Quick Note on Personal Branding

In all honesty, your clients want to work with you for you. They love your upbeat yet professionalism and believe you can get them to where they want to be! For many health, fitness & wellness pros, you are the brand. You advocate the lifestyle you lead and your personal brand is the key to sustaining a long healthy career in business. A quick way to self promote online is to get posting online. Find out where your audience hang-out and post what works for you, but be careful not to sound like a sales pitch. Position yourself as a guide and make recommendations and tell your story and share success stories rather than forcing methods/services upon them. You probably already know how to promote yourself but if you want a little extra help to kick it up a notch help get in touch.

Time to start the trend #virtualvitality

Hire Me…

Need help creating a captivating website that takes bookings, payments and video? Get in touch! Alternatively, you may just fancy a sneak peek at my website design service to see what I have on offer.

 

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Health Is The New Wealth | The Future of Health, Fitness & Wellness https://www.katemale.com/business/health-is-the-new-wealth-the-future-of-health-fitness-wellness/ https://www.katemale.com/business/health-is-the-new-wealth-the-future-of-health-fitness-wellness/#comments Sun, 08 Mar 2020 08:36:52 +0000 https://www.katemale.com/?p=3840 The post Health Is The New Wealth | The Future of Health, Fitness & Wellness appeared first on Kate Male.

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The Health, fitness & wellness industry (HFW), which includes the likes of nutrition, fitness, beauty and rehabilitation, has always been big business. Globally it’s worth around 4.2 trillion dollars and has no indication of slowing down. It’s forecast that by 2022 the average consumer will spend approximately £487 per head annually on wellness alone.

With HFW continuing to soar in 2020 we’ll see major shifts, with the influence of the fashion industry making an impact on fitness with athleisure and lifestyle brands, wearable technology and the food industry’s heavy focus on clean eating and subscription boxes.

When did it all start to shift?

In 2007 Fitbit launched the first health wearable and 8 years later in 2015 Apple jumped on board and introduced the Apple Watch making it a premium product that has since redefined fitness as a lifestyle status, whilst also holding the consumer accountable for their own personal health and fitness goals.

Also in 2010 Instagram launched and propelled the HFW industry with a heavy emphasis on trends in fitness and beauty. From here the influencer was born and personal brands such as Ella Woodard (Deliciously Ella), Joe Wicks (The Body Coach) and Sam & Nic Chapman over at Pixiwoo showed that the average person can lead a healthy lifestyle while looking and feeling great in the modern world. It also goes to show that if you put your own spin on something bound to make your mark!

All generations have jumped on board and now even my mum (who’s 60) wears a Fitbit and follows her favourite middle-aged influencers to keep her motivated and inspired.

Health Is The New Wealth

In this day and age, the average consumer can pretty much buy whatever they want, when they want it with the help of credit, overdrafts and loans. What was once an aspiration to own an Audi or purchase the latest iPhone, is no longer the financial strain it once was nor is it the indication of status alone. Keeping up with the Jones’ has a new meaning.

As humans, it’s our nature to be understood and heard. Brands continue to play a major role in the drive of people’s desires and aspirations even though the HFW space is a noisy and crowded one there’s a brand for every individual’s needs and wants.

Innovation is the driving force

With the rise in Athleisure wear such as Fabletics, Lululemon, & Under Armor people will happily pay £100+ on a pair of gym leggings and £60 on an elegantly designed water bottle. Consumers are shopping organic and shifting to ethically responsible diets such as vegetarianism or veganism. People can still enjoy a gin and tonic without the alcohol, be part of a gym class in the comfort of their own home, see doctors online, meditate while commuting and are able to get their hands on the latest beauty treatments personalised to their needs, straight to their letterbox. And now more than ever men are spending £100 million a year globally on skincare (Mintel).

Technology is determining how we live our lives both mentally and physically. Health apps, wearable technologies, fitness equipment that personalises your workouts for you are the growing trends. 

Every industry is making a conscious effort to cater to the health and fitness demands of the consumer and the consumer desires status and importance by the means of their health.

Where does this leave the Health, fitness & wellness-prenures?

As a creative strategist & designer to the HFW space, many of my clients both big and small have come to me with concerns. Personal trainers and nutritionists have expressed that some of their clients have left them for an app due to convenience, salon owners have asked how they can offer value and position themselves in an overly saturated market and holistic therapists are struggling to speak to the wider audience.

The truth is you can throw as much money at marketing as you like but if what you’re putting out to your audience isn’t of value to them, lacks consistency and doesn’t show ‘your’ unique spin on a product or service someone else will. The consumer is looking for a tribe to join, they want to feel unique within a thriving community who understands them. This ladies and gentlemen is the magic of branding

No matter how small your business is, getting your brand right from the get-go is what will position you in your market space, make you stand out and helps you speak to the right people. It also helps you when you do come to marketing your services to stay focused, consistent and on track with getting your message out there. Making sure you’re consistent across all touchpoints of your business is what’s key to authenticity and building trust among your audience.

So what’s the byproduct of a strong brand? Longevity, sustainability, growth, your very own tribe and a slice of the pie in a booming industry.


References

https://www.telegraph.co.uk/business/tips-for-the-future/future-of-health-wellbeing-beauty/

https://luxe.digital/business/digital-luxury-reports/luxury-wellness-fitness/#cite_note-2

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How & Why You Should Be Offering Nutritional Advice as a Personal Trainer in the UK https://www.katemale.com/business/how-to-build-your-brand-offering-nutritional-advice-as-a-personal-trainer/ https://www.katemale.com/business/how-to-build-your-brand-offering-nutritional-advice-as-a-personal-trainer/#respond Sat, 08 Feb 2020 07:56:50 +0000 https://www.katemale.com/?p=3638 It’s never too late to get stuck into setting goals for your business and planning the year ahead and the good news is this year is set for people to be their healthiest and happiest ever! If you haven’t done so already, I highly recommend working through my 12 reflective questions to help you determine […]

The post How & Why You Should Be Offering Nutritional Advice as a Personal Trainer in the UK appeared first on Kate Male.

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It’s never too late to get stuck into setting goals for your business and planning the year ahead and the good news is this year is set for people to be their healthiest and happiest ever!

If you haven’t done so already, I highly recommend working through my 12 reflective questions to help you determine what worked and what didn’t for your business in the year just gone. Once you know what worked and what didn’t, it’s time to get to grips with what trends are going to hit the fitness and wellness industry this year and how you can get ahead of the curve!

Trends for Fitness in 2020

Last month Forbes published an article with the top trends set to hit the wellness industry in 2020. People, more than ever, are opting for all in one, home-based fitness routines where they have 24/7 support and can do it anytime at anywhere. They want programs and apps that tailor to their lives offering minimal effort (on their part) and will save them time. The truth is, to achieve optimal health and fitness we all know it takes dedication, commitment, time and money. As a personal trainer, you’re considered a luxury service which many believe they can’t afford. So how do you position yourself against the apps that offer at-home fitness, bespoke meal plans and around the clock community support in 2020? The keyword is ‘value’ and to give value, you need to tap into your niché audience by knowing what makes them tick and raising the bar in terms of the services you offer. This is where nutrition is one to add to the books!

Bridging the Gap Between Nutrition & Fitness

If you’re looking to up your game this year and want more charge more for your services, you need to be positioning yourself not just as a fitness expert but a health lifestyle expert. That means offering more than what someone can get from an at home app or YouTube video. Your services can still focus heavily on fitness but the trick is to balance that out with advanced nutritional advice too.

In the UK, the title of ‘nutritionist’ is free for anyone to call themselves and not a protected term according to the UK government website ( this is why it can be a real struggle finding credible nutrition). However, titles like ‘registered nutritionist’, ‘dietician’ and ‘registered dietician’ are safeguarded and have restrictions as to who can use them. So, if you are a PT and you have adequate knowledge of nutrition, you can call yourself a nutritionist. But be aware that the information you handout falls within the boundaries of what’s considered safe. You have to be aware of any underlying health issues such as diabetes or heart disease etc. and what is safe to promote. Here are a few sites to help:

 

Forge strong relationships with other health professionals

If you’re not comfortable offering nutritional advice (or it just doesn’t interest you enough) then now’s the time to forge partnerships with other health professionals. Now more than ever health practitioners are working under the same roof offering a complete one-stop-shop health experience to their clients.

One of my branding clients who was a personal trainer rebranded herself as an all-in-one. She built close working relationships with other top freelance health professionals in her local area and offered their services under her business’s name (obviously there was an agreement in place but it worked for both parties). She started by building her business online where her clients could book PT sessions and then she offered them exclusive offers to book a one-to-one later that week with a registered nutritionist. Before the initial consultation, she would inform the nutritionist of the client’s goals and training program ahead of the consultation and collaborate on the best way forward and offer a hyper-personalised programme. She later went on to open her own Lifestyle centre with a fully equipped gym and the centre offers nutrition-based services, physiotherapy and meditation workshops all under one roof.

Online Nutrition Courses in the UK to up your game in 2020

Gateway Workshops (Diploma)

As far online courses go these guys are great if you are looking to level-up! They won’t cost you an arm and a leg (for just £365). You can learn to your schedule and you’ll be provided with manuals, videos and tutor guidance. Definitely, a first choice if you want to learn how to offer nutritional advice!

Future Fit Training (Diploma)

If you’re looking for a career in fitness this place is a great starting point. But they also offer nutritional courses that are designed by renowned nutritionists and offer flexible payment options to suit your needs and allows you to learn at your own pace.

British Nutrition Foundation

Well recognised as a registered charity, BNF is focused on providing impartial evidence-based nutritional information and training. The course is recognised by major accreditors in the UK too.

Most community colleges offer some online diploma course so check them out too.

Final Word

The forecast is set to look like the health & fitness industry is continuing to skyrocket! However, we may see a slight shift in the focus and mindset of the consumer with regards to the health, fitness & wellness industry rebranding by moving away from buzzwords like ‘holistic’ and ‘alternative therapy’ to reinvent itself as a lifestyle that represents wealth in health. Why? It’s all thanks the the athleisure brands such as Lululemon, Fabletics and Fendi.

Making sure you have a strong well-positioned brand both online and offline will do most of the leg work when it comes to positioning yourself ahead of the tech apps. The truth is people still need that special someone to shout ‘2 more reps!’ right! 😉

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12 Reflective Questions That’ll Take Your Lifestyle Business to The Next Level https://www.katemale.com/business/12-reflective-questions-that-will-take-your-lifestyle-business-to-the-next-level/ https://www.katemale.com/business/12-reflective-questions-that-will-take-your-lifestyle-business-to-the-next-level/#comments Tue, 28 Jan 2020 16:56:29 +0000 https://www.katemale.com/?p=3670 The post 12 Reflective Questions That’ll Take Your Lifestyle Business to The Next Level appeared first on Kate Male.

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It’s not too late to get planning for 2020!

If you’re in the game of running a health & wellness business you know how to guide your clients on setting goals and encouraging them to nourish and nurture their bodies, but how do you nourish and nurture your business into a healthy and wealthy one? I’m going to show you my top 12 questions that I use every week to help me grow my business.

I apply the same principles of maintaining my business as I maintain my health. I dedicate time to nurturing it with what it needs it by listening and refelcting. I make sure to stay focused and consistent on what matters yet always ensure it’s in balance with other aspects of my life. At the end of every year, I try and reflect back on the previous one to figure out what worked and what didn’t. This always helps me to see the path ahead by knowing what I need to do more of and what I should avoid with a barge pole! So here are my top 12 questions to help you get focused for the year ahead and take your business to another level.

12 Growth Worthy Questions

  1. Was my business memorable? Did people recognise my brand?
  2. What positive feedback did I receive about?
  3. More importantly, what negative feedback did I receive? (How can I learn from this?)
  4. Where is my brand positioned among all my competitors?
  5. Which areas of my business do I need to improve on to become irresistible to my ideal audience?
  6. Was my identity consistent across all touchpoints of my business? 
  7. Did I gain a clear understanding of my target audience and what they want?
  8. Which social platforms did I see the most engagement/action on?
  9. Which posts worked super well? What should I post more of?
  10. When did I feel most exhausted and drained last year? (How can I avoid that again?)
  11. Did I stay true to my business plan?
  12. What did I say ‘yes’ to that I wish I said ‘no’ to?

To keep your business and brand on point throughout the year you could ask yourself these questions at the end of every month to see what worked and what didn’t. The last Friday of every month works form as this is my ‘admin’ day where I catch up on invoices and paperwork.

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Christmas Tea https://www.katemale.com/lifestyle/christmas-tea/ https://www.katemale.com/lifestyle/christmas-tea/#respond Sat, 21 Dec 2019 07:26:12 +0000 https://www.katemale.com/?p=3438 The post Christmas Tea appeared first on Kate Male.

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Christmas Tea

It’s almost Christmas and I’m sat here on my sofa with little Biscuit curled up next to me sipping on this warm sweet and spicy cup of tea while writing this post.

For those of you who don’t know besides designing things I love coming up with recipes that are tasty and healthy, that’s why I created Balanced Grub. What started out as a place for me to document my journey to recovery from a life long digestive illness I began to make recipes that people loved and it quickly turned into a health & wellness website.

Recipe 

2 Cups of Dairy Free Milk of your choice

2 British Tea Bags

6 Cracked Cardamon pods

1/2 Cinnamon Stick

A Grating of freash nutmeg

2 cloves

1 drop of stevia (if not 1 tsp of sugar will do)

Method

  1. Heat your chosen milk in a saucepan over a very low heat. Empty the contents of the tea bags into the pan, then add the cracked cardamom pods, cinnamon stick, nutmeg and cloves.
  2. Sweeten with stevia or brown sugar to taste, then leave to infuse, but not boil, for 10 mins. Strain into your favourite mugs and enjoy.

This quick little recipe comes from Balanced Grub, It’s sweet, spicy and perfect for those warm cosy nights cuddles up with loved ones watching your favourite Christmas movie. I usually love to watch the oldies my favourites being A Nun’s Story, Brekfats at Tiffany’s and of course It’s A Wonderful Life.

So whoever you decide to snuggle up with and whatever you decide to put on the box have a wonderful Christmas and a Very Happy New Year!

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