Building An Awesome Brand (with Seran Glanfield)

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This week we’re welcoming Seran Glanfield of Spring Three to the blog! Seran is a fellow MINDBODY Business Consultant with a focus on business development and brand strategy. She’s a pilates pro, business coach and mom and has been consulting with fitness and wellness businesses for over 10 years. If you follow my work, you know conveying a brands authentic vibe online—from website to ads, is important to me. That core business promise goes beyond the visuals, and I’m happy to have Seran here to share her experience with how to build and grow an enduring wellness brand. Enjoy!

—Connie


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A brand is so much more than a logo, some fonts, a color choice or a theme song! Your brand is what people think of and feel when they hear your name, see your logo or walk into your studio.

It may sound simple, yet nearly every business struggles with pinpointing it’s brand personality and vision. But, when it comes to helping clients choose your studio - brand matters. Brand is such a huge part of how clients decide who they want to work with.  But what is your brand and how do you shape it?

 The big reason I love to talk branding is because it really is the heart and soul of what you do. Your brand is what makes you unique, memorable and distinguishable. 

What we know is that strong brands that have a mega following have an incredible awareness for what they do.

Back in the wellness world, all too often, I see studios use generic labels to describe what they do. Strength training, yoga, pilates, spin, cardio are some of these labels that hurt my heart when it comes to studio marketing materials!

Now, don’t get me wrong, labels are great to narrow your audience. After all, if you are looking for a restorative Yoga class - you’ll be annoyed you showed up at a CrossFit Box.

I’ll let you in on what I’ve discovered from diving into the heart and soul of studios and their brands:

  • Studio owners often forget or overlook the incredible value they bring to the world. Perhaps it’s too easy to lose sight of the truly amazing changes your clients achieve with the help and support of your studio.

  • Finding the right words to convey what you do is crucial to making the association between what your client is looking for and what you are able to offer them.

  • And fundamentally, you can’t tell people what you do if you don’t know how to say it yourself.

Businesses that do this well are able to combine their vision and purpose and are crystal clear on their core values. Often, these core values can be boiled down to something very simple, straightforward and powerful.

When it comes to branding you start with understanding your business inside and out. Often, there’s a lot to explore and uncover before you can pinpoint exactly what it is you want the world to know about you.

Look for what you do really well, look for what you are proud of, what you really care about and what you promise to deliver to your clients.

That’s where you’ll find your brand.

Once you understand what your brand is and what you want to communicate to your clients, you can explore all the ways to share and express that in a way that will bring your brand to life. 

That’s when magic happens…

  • You talk about your business with confidence and passion.

  • You stand out and become memorable for the exact things you want to be known for.

  • People start to take notice of you. 

  • And, YOU take control of your business growth.

I’ve put together a FREE download with some simple ideas that you can use to showcase your brand. Click here to access


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About the author

Seran Glanfield is a business strategist and Certified MINDBODY Business Consultant who works exclusively with fitness and wellness entrepreneurs to build more profitable businesses. Seran has mentored and guided wellness businesses around the globe on branding, marketing, sales, strategic planning and management systems. She holds a BSc from the London School of Economics, is a Certified Pilates Teacher and serves on the board of the Pilates Method Alliance. Find out more about how Seran can help you build your studio business and get access to FREE resources at www.springthree.com