What are the similarities between the gym and branding?

I’ve been going to the gym for years — and building brands for nearly as long.

And believe it or not, there are more similarities between creating a long-lasting, recognisable brand and building a strong, healthy physique than you might imagine.

In both worlds, results don’t happen overnight (unfortunately). You can’t expect to post a few things on LinkedIn and suddenly have a premium brand, just like you can’t hit the gym three times and walk out with a six-pack.

Consistency beats intensity. Always.

That’s rule number one. Whether it’s in the gym or your marketing, showing up week after week and doing the right things builds real, lasting results. The ones people notice.

So be consistent.

The branding fitness triangle

In the gym, there are three essentials:

1. Training regularly

2. Eating a proper diet

3. Getting enough rest

If one of these is missing, your progress suffers.

Branding is no different. You need:

1. A solid brand identity (your logo, fonts, colours)

2. Regular, consistent marketing (social media, brochures, website, etc.)

3. Space to evolve and reflect (brand audits, feedback, re-alignments)

Miss one, and things slow down. Get all three right, and your brand gets stronger, leaner, and more recognisable – just like a well-trained body.

Gym mistakes = Branding mistakes

There are a few things I see in the gym that make me wince and strangely, I see the exact same mistakes in branding.

These include::

• Training biceps first.

A teenage classic. Small muscle, wrong focus.

Brand equivalent: Obsessing over your footer while your homepage is a mess.

• One-rep ego lifts.

Looks cool, but does nothing for long-term progress.

Like a flashy rebrand that turns heads but lacks substance.

• No plan. Bad technique.

Winging it without the basics.

DIY branding without guidance = wasted time and missed opportunities.

• Too much time scrolling.

People spend more time on their phones than training.

In branding? It’s endless ‘research’ and competitor-stalking. Just get on with it.

• TikTok trend workouts.

They look ridiculous and don’t work.

Same with trendy marketing fads. Stick to what works: clarity, consistency, trust.

• No Brand Guidelines.

If you skip the core lifts – squats, deadlifts, bench, you’ll struggle.

In branding, no logo rules, no colour palette, no tone of voice? Expect chaos.

DIY = Slower. Harder. Messier.

Sure, you can build a brand yourself. Just like you can make a home gym out of milk crates and broom handles. But it’ll take longer, look rough, and might let you down when you need it most. If you want to get stronger in the gym, you hire a coach.

If you want your business to look stronger, feel stronger, and attract better clients – you hire someone who lives and breathes branding.