A Quick Lesson on Branding Part 1 – Who are you? What makes you different?

By Sharon Braso Lewis

Many of you started your fitness journey knowing you are about to overcome some insurmountable task or perhaps you’re already closer to your goal reaping some forms of success. The journey is long, difficult, uncomfortable, but elation sets in as the results slowly manifest themselves. Miracle of miracles this stuff really works! And now you feel like you want to shout it out to the world and share your experiences to give others hope, motivation, information and inspiration. But how?

Scouring the internet can be overwhelming with the barrage of fitness models, trainers and competitors all telling you ways of getting the best six pack abs. Yes, you are just one more fitness voice. But the truth is, there is enough room for everyone. You just have to find your niche and figure out how you want to stand out from the rest. Only you can answer that and this series of quick lessons on branding will hopefully guide you on how to figure it all out.

Where do I Begin?

When Ky Lima first started Lady Lifters she had April Beach from the SweetLife Company come out to help us understand branding. All this information I present to you will be from April so if you want to have a more hands on guided experience, I encourage you to contact her directly.

Your Brand Brief will serve as your compass to guide the marketing, advertising and PR activities. Her advice before you start your branding is to establish your goals and objectives.


  • Sponsorship
  • Fan base
  • Professional recognition
  • Documenting the experience
  • Establishing yourself as the expert
  • Desire to start a company some day and need to create a solid foundation
  • Self gratification and fun


  • Determine emotional appeal
    • List words that describe you
  • Question Clients and Friends
    • How do I make people feel?
    • How do people benefit by working with me?
    • What words do others use to describe me?
  • Determine Your Description
    • What field or industry am I in (or do I want to be in)?
    • What are the words I would use to describe my work?
  • Determine Your Function
    • What service do I have to offer people?
    • What do I do that makes me stand out from everyone else?

Brand Statement

April recommends to write out the personal objective.

You are doing this to position (yourself) as _________________...


  • Sponsors?
    • Businesses which offer a product or service that appeal to you and your field
    • New brands looking for exposure in your field
    • Huge brands with little athlete representation in your field
    • Brands you love and support already
  • Fans?
    • Women or men who appreciate your dedication and value your hard work
    • Women or men who appreciate your physique and are willing to follow your progress with respectful ongoing support (early adopters)
    • Fellow competitors
    • Those who want to look like you and are open to motivation and desire guidance


Write a quick, succinct description of yourself:

  • What you do
  • Your reason for being in business

* April Beach educates, empowers and supports entrepreneurs, independent professionals and business owners to achieve their strategic objectives. *

* The Lady Lifters Inc. promotes services, encourages comradery, and educates female bodybuilders for the betterment of health and wellness throughout the lifetime of the individual. *

Congrats! If you did this exercise and answered some of the thought provocations you should be able to put together your brand statement. You are now one step closer to developing your brand and creating an impact on the world.

April Beach
Sweetlife Business Consulting, Strategies, Solutions