Brand personality is how your clients feel about your business. As a Personal Trainer, you really want your clients to feel good about choosing you and your business.

So, it’s important to determine and create your business’ brand personality, in order for your clients – and potential clients – to relate to your business.

What is Brand Personality?

Brand personality can be defined as the human characteristics that are applied to a brand or business.

These characteristics are what make your clients like our business, choose your business over another and develop loyalty toward your business. This would include your core values, vision and mission, as well as the language you’d like people to use when describing you and your brand.

It’s kind of a big deal!

Brand Personality

Brand Personality is NOT your Personality

It can be a difficult thing to separate your own personality from your business personality. They may not be the same thing!

You’re a fan of ballet, classical music and renaissance art. You also love being a Personal Trainer, who helps moms feel more confident about their bodies after childbirth through amazing workout plans and careful nutrition.

The first example is your personality, while the second example is your business focus and mission. They’re both great, but your ballet/artistic personality isn’t the thing that will get you the personal training clients you want.

Brand Personality

Brand Personality Helps you find the right client

An important thing to remember is that your business is about your client – not about you. Your business helps your client achieve the results they want, using your services.

They want to lose weight and you help them achieve that. Or perhaps, your client is training for a triathlon and your supervision and coaching guides them towards their goal.

Because of this, your brand personality can help your customer connect with your brand – on a personal and an emotional level.

It helps the right client resonate with your brand – and with you.

Because the client’s own core values align with your business mission and vision, they are more likely to choose you as the trainer they want to work with, instead of the next trainer down the street.

So how do you determine your Brand personality?

Go Back to Your Business Plan

A good place to start is back at the beginning. Review your business plan and read your mission, vision and core values again.

What is your mission? How does this serve the community (read: target market) that you hope to work with?

How about your vision for your business and your clients?

Your core values are significant too. This is where your client really relates to your business by finding resonance with your values. If you support an ethically responsible clothing range, this might be a value that your client enjoys.

Consider how your mission, vision and core values makes your client feel about your business: this is the first part of your brand personality.

Define Your Target Market

You can’t work with every kind of target market out there!

It’s difficult to cater for everyone, so choose the target market you are most interested in working with.

Think of some of the world’s largest brands and how they have defined their target markets. Zara offers high-end clothing to a young target market at an affordable price. They don’t cater for infants and toddlers. So their brand personality is young, fun and cutting edge.

By defining your target market, you narrow your design choices to suit your clients. Your choice of images, colours and shapes for a men’s only CrossFit gym will be different to a fitness bootcamp for brides.

Personal Trainer Target Market

Choose Your Language

Is your business fun and high-energy? Or hard-working and determined?

It’s time to choose the kind of language you want associated with your brand. This informs your web copy, blog posts, competition copy and Instagram captions, among other elements.

It’ll also teach your clients to use the same language when they talk about or post about your business.

The language you choose here will also be related to your brand’s colour palette, imagery and graphics… i.e. your brand identity.


Your brand personality is an important aspect of your business because it gets you in front of the right clients. It gives your clients – and potential clients – a good indication of what you stand for, how you operate and what your business values are.

Being able to relate to your business through your brand personality makes a client’s choice much easier.

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