- Only black & white is used to give an old time look
- Bold, capital letters for beneath the name to state what the logo is for, by this we can tell that they aren’t known enough to just have the name (David Lloyd)… yet. However when I look at the newer logos, it does have just the name which proves they’ve been here long enough for people to start knowing them just by name: this proves that they have a great brand identity to be known just by their name.
- In the background we can see a range of stick men activities which David Lloyd sports & health clubs can provide, to give us an insight of what we can do there
- A fancy font is used for the name to give the logo a higher class look, this suggests that only people who are in the higher class or the rest of us who want to be would be intrigued to find out more.
The slogan starts off bold in capital letters, using green to give a sense of life, a way of saying your life hasn’t begun until you start being fit with David Lloyd. Their slogan uses two sentences which suggests you can’t give off what David Lloyd is with just one. In the second sentence the font is fancy to stand out and make the audience think, they should be fit for it.
They claim to work together as a team to work to their best to achieve the best for us, on our benefit, they want to be known for high quality, innovative and family friendly products. Safe for all of us to use whenever we want to get fit and healthy but we need some help to be shown how: David Lloyd can provide that by finding a lifestyle that will work for us and help us achieve better than we dreamed, or effectively make the dream become real. This does stay true to their logo because with this they’re set to achieve more than customers bargained for which gives excellent public relations. No lobbying here.
- Viral marketing
YouTube advert: https://www.youtube.com/watch?v=bp4QNLZQkYc
In their advert it shows a family whose lives have changed after they’ve found David Lloyd and how it’s benefited them. It demonstrates that the whole family can get involved, it doesn’t just have to be adults, and it can be anyone. By using a customer’s experience it gives us the benefit of the doubt that they’ve tried this out, and they would only be recommending it to us if it was as good as they say, forgetting any money they may have been paid to say it- they still wouldn’t of done it if they didn’t believe the company would be worthy to have more customers. The voiceover talks to us as if we’re his friend and he’s recommending us this great company and we trust his opinion: mainly because he just seems like a normal guy with a normal family, just like us which only makes it right to trust him.
- Only capital letters and a bold font is used this works to incorporate the text used so that it’s easy to read, even if the advert has shrunk to fit on a page
- An outline of a tennis player is used as well as a yoga class being on top, by using this they’re able to display two sport activities you can do at the David Lloyd sports and health clubs which appeals to a larger range of audience, if you’re not interested in yoga hey there’s tennis too or if you like both, great you can do both.
- A hyperlink to find out more comes in handy for those who are too lazy to note down to check out the site for themselves later on, or if it’s hard to find it’s likely they won’t check it out but with a hyperlink, you’re directed to making an account with their latest offer straight away.
- The text works with both the sport activities shown which gives a nice sign of equality for whichever activity you may prefer
Scandal, bad review: http://www.tripadvisor.co.uk/ShowUserReviews-g1646117-d2622920-r251595207-David_Lloyd_Hampton-Hampton_Greater_London_England.html
This customer clearly wasn’t pleased with the public relations he received, the people he spoke to on the phone gave this sense that they didn’t know what they were doing which is unprofessional, it also gives this motive that the company might just be hiring anyone without even checking the person beforehand. Which gives the impression that the company doesn’t care about the public relations which doesn’t give a good brand identity. However this is only one review which can’t tell everyone’s opinions of the company, it can only pass it along and possibly make others think differently about the company if they find it, which could change opinions, making us think differently of the company and reflect on their brand identity. So for them to fix this, they would have to apologise publicly and/or make sure they do know who they hire, they can put trust in them.
The main colour used here is green which can mean: life; health; envy: this demonstrates that the company want to get across that once you book an appointment, that’s when your new life of a healthy lifestyle begins.
Serif is used on the name and description which symbolises body text and makes it easier to read. So it doesn’t matter what distance you see the logo from, you can still read it and the B stands out most because the company wants to be known more for just the B, but considering loads of other brands start with B, it would be best to keep the short description there. As well as for new customers.
I couldn’t find a slogan for this company which leads me to believe that they’re doing well enough without one, all they needed was the simple logo and short body text to get across to their audience, short and sweet. No more was needed and sometimes a slogan can explain what’s behind the company, a way to say they have nothing to hide, they just want to simply provide their services. Known by just their logo and name.
The advert goes to show different customers’ experiences with the company and how it’s helped them to reach their fitness goals, using testimonial to give the viewers responses they can trust. As well showing what the health clubs can do for you, the consumer; what’s included in the clubs; how the coaches will help you; see a glimpse of the clubs with what exercise machines and classes they can provide. This all helps to give the viewers an insight of what the clubs will be life before they sign up. The camera gives a tour of the place to show us around and make it feel like we’re following them around like we’re a part of the team already. As the customers tell us their experience with the clubs we as viewers feel like we’re talking to a friend recommending us a company we can trust. They want to work with what’s best for you, so you’ll be able to work to the best of your abilities and make you feel just at home. So it doesn’t feel forced to workout but it feels natural.
Mission Statement – http://www.bannatyne.co.uk/healthandfitness/
Bannatyne talk about putting our views as the consumer first, putting the customer first which makes us feel like we can trust the company. They look forward to treating us, they value our experience and only want to see how they can make it better. How they can help us reach our fitness goals. If they can put pride in themselves for having a clean environment and have that written it must be kept clean under all circumstances. They promise to provide what you paid for which makes the money well spent. In this mission statement we can trust them to work to their best to make our experience with booking there worthy to book more; recommend to friends and give a good brand identity.
Bad press scandal: http://www.dailymail.co.uk/news/article-3133346/Dragon-s-Den-star-Duncan-Bannatyne-hits-ex-girlfriend-bunny-boiler-tweet.html
Duncan being a cause of the health clubs happening in the first place, customers would know at least know who he is and hearing bad press about him would change their opinion on him as well as stop them wanting to go to any of the health clubs any more. They would feel like they couldn’t trust it any more because the way he acted to his ex-girlfriend on twitter when he should know better. Especially publicly on social media where anyone can see it, there would be those who would think it was very immature and stop any membership they had and then there’s those who might even bombard his ex girlfriend’s twitter. Either way it’s not the brand identity that Bannatyne would want. Not a great role model.
Main colour used is red which can symbolise: anger; hot; fire; blood; love, a sense of royalty and it seems they’ve used red to mean their company is so hot and it will have those kind of workouts which really work as you’ll be doing them so much with that mix of love and hate for doing so much exercise. There’s no dot on the I’s which I guess is their way to bring back “there’s no I in team” where you will be working with them as they work with you to reach higher fitness levels. Giving workouts that actually work so no hard work is wasted for nothing. They’ve done the same with the F as Bannatyne did with their B in their logo, to be known for the F but also have “fitness first” below it for any new consumers.
“This is your world, get more from it”
This means that the world is your oyster so it would only be right to get the most from it, and they want to help out with that by showing how you can with putting fitness first. It’s your world, why wouldn’t you want to get more from it and make the best of life, instead of just living to expectations they’re saying to get more from it, live the way you want to. You still control the way it will work but they’ll show you how to get more from it, as teachers.
They use the quick 30 second slot which means they must be known for their advert since they can sum up all they can do for you in no more than thirty seconds when most others would take a minute or sometimes more. There’s music in the background which supposes they either paid for the copyright and permission to use it or produced it themselves, it gives them this sense of a professional. Using a song in the background and playing the advert a lot can make the song be known for the advert, viewers would start to know what advert it is just from hearing the song. Instead of a voiceover covering the music, there’s text (all bold and capitals to be easy to read) on the screen to read which states what the club includes, show how advanced they are to have the innovative technology. Technology is the thing everyone knows about and has a bit of sense how to work, especially with the younger generation which shows you don’t have to be a certain age, and if this is what works for you, go for it, they’ll help out. Imaginative motivating workouts to help you work to your best ability as well as not get bored, always a new workout to try as they encourage you to do more of them instead of getting tired. You can do it from anywhere; at home; at work; at play, there’s no restriction of one place you have to be.
Not using too much text so you don’t get bored reading it. Including how much time the boot camp will be as well as how much it’ll cost which makes it more trustworthy. You know how much you’re paying and for how much to get out of it. The little time they can help you out so you don’t have to spend forever with them just to get rid of a few stones. They use a bit of photoshop on the next pic to give an insight of what they can do for you. They can give you those abs you’ve always dreamed of having so you’ll no longer have to wear a shirt to cover a droopy stomach but instead you’ll have abs you’ll be proud to show off. You no longer have to feel embarrassed inside as they’ll help you rebuild. Kick that extra fat away as they help you get the body you want and feel confident from the inside to out. They give details of where to find more information so you don’t have to look up a certain word and hope it’s the right company.
Even though they’ve been here for a while they bow to stay the same, as loyal as they’ve always been which would help out long-term customers. No changing to try and be something they’re not but staying as they are. They’ve seen a lot in their days but it won’t make them copy/change. Hope to provide the best, better than what any other spot clubs could provide, you won’t get the same from treatment any other company. They want to help you go further and will take your suggestions of how you think they could improve, they work to your standards, for you. Anything they do will be for your benefit. They keep it short which gives a good sense of responsibility but they won’t be making these false promises they can’t stick to. They’ll use what they have and work the way that has been working for them, stay as they are. They don’t have to change for the better, they are working at their best.
Sexual assault scandal – http://www.thestar.com.my/News/Nation/2015/01/09/sexual-assault-gym/
There are many other articles claiming that members were sexually assaulted at Fitness First clubs which doesn’t give anyone the benefit of the doubt that it won’t happen to them. This sort of publicly will only drive people far away from the place, lose any trust they had and cancel any subscriptions made as well as pass the news that they’re not a good company to put your faith in. They let this happen in one of their own clubs where it should be under their supervision what goes on there. Although, they did respond with “In response to a query regarding the police report on an alleged sexual assault at Fitness First Malaysia Menara Summit on Tuesday, a club spokesperson said that they are taking the matter very seriously and are working closely with the authorities in the investigation,” this gives a sense of reliability that they know it was wrong and will try their best to make sure it never happens again. Everyone makes mistakes, no one’s perfect so they’re not claiming to be perfect, they will admit to their mistake which shows they are responsible and honest to trust. They will work from their mistakes.
Quality and the brand identity
You need to keep the quality of your equipment; communication; environment; technology; website; advertising; etc up to date to fit with the customers, if you keep equipment from years ago you won’t have a good brand identity when customers talk about your brand to other people. As long as the company is kept updated then the old and new customers will be happy which will give off a better brand identity, the brand who keeps up to date and excellent quality. This way more customers can be satisfied with a vast variety of things to do; equipment to test out; other activities to try; the list goes on. However, brand identity depends on quality, if there’s a poor quality of communication between the coach and their student then the word will be passed to friends of the student when they’re talking about their days (which equals to an awful brand identity) but this can be avoided by having a strong quality of communication instead. Then brilliant words about your company will be passed which would make the friends want to go test out the place themselves. So as long as quality is excellent, so is the brand identity.
If the quality is broken, then a marketing solution would be needed to bring customers back, something like 20% off deal. Something that will benefit the consumers, as a present from the company. It could be a treat for being a customer with them for so long as a thank you or discounts for new customers to seem make it seem cheap. Marketing solutions make the company more trustworthy, almost like a friend to the customers because it’s like they always have their back, they do care and it’s not just about the money.