Why Motivation Matters: From Gyms to Branding
I did something 12 months ago that I hadn’t done in years: I joined a gym. Let me be real, I wasn’t exactly a fan of gyms before. My previous attempts felt like I was making donations rather than progress. I hated running on a treadmill, and most of the machines bored me. The weight room? Forget it. All those guys who clearly knew what they were doing while I was there fumbling around—it was intimidating. And to top it all off, I was worried about injuring myself. So, what’s different this time?
After getting injured playing sports, let’s call it that instead of embarrassingly falling on my ass, I started working with a physio. Part of that process involved one-on-one training sessions, where I learned about muscle groups, proper form, and what exercises actually benefit me. He wrote me a customised plan, and the results have been amazing. He taught me how to “lift” — a phrase I never thought I’d use. I’m stronger, healthier, and, most importantly, I know why I’m doing what I’m doing.
Armed with this knowledge and confidence, I decided to give the gym another go… by myself… Which leads me to that night, 12 months ago. It was the first time I had stepped into a gym by myself for ages. And you know what? I still hate gyms. I was reminded of all the things I didn’t like about gyms. That gross musty smell (even in the nice ones), the need to bring headphones (because otherwise it’s like an awkward silent disco), and an overall vibe of “I’d rather be anywhere else right now.” It was unmotivating, to say the least.
And then it hit me. Motivation – that’s the key. It’s the reason I’ve quit gyms in the past, and it’s why so many people struggle with sticking to them. It’s hard to stay motivated in an environment where you feel out of place, self conscious and icky, even if you now know why you should be there and have a plan.
So what’s the answer?
For me it’s pretty clear. I’m NOT the target market for gyms. They may get me over the line once or twice but they will never create a loyal customer out of me unless they understand my needs and motivators and change. And let’s face it, unless it’s a personal gym at home i’m not sold
The Power of Motivation in Branding
Just like I needed a reason to go back to the gym, your customers need a reason to keep coming back to your brand.
People don’t just buy products for the sake of it. They buy because they’re motivated. Motivated by the value your brand offers, by the experience it delivers, by the way your product makes them feel, or the problems it solves. It’s your job to clearly communicate those benefits. And to make sure you have your target market right. Why should someone buy from you? More importantly, why should they continue to buy from you?
Consistency Builds Confidence
Although my gym experience wasn’t what I had hoped it would be, my time with the physio did instill a confidence in my ability and knowledge about exercise that I didn’t have before. I now understand why I’m training and how I can benefit from it. I’ve been given the tools, the knowledge, and a plan that works for me. This applies to branding too. When a customer understands why your brand exists and the value they’re getting from it, they’re much more likely to stick around.
Do your customers know why they should choose you? Do they feel confident in your brand? Are you consistently delivering the value you promise? Motivation, like in the gym, doesn’t just happen. You have to create an environment where your audience feels empowered, informed, and understood.
Repeat Purchase and Motivation
There’s a clear link between motivation and repeat purchase. Dale Carnegie knew this all the way back in 1936 when he wrote ‘How To Make Friends And Influence People’. Albeit from a social perspective, the same basic principals apply — be interested in who your customers are, get to know them and show them how your brand makes their lives better.
Just like I needed the right support and motivation to commit to the gym, your customers need motivation to keep buying from you. You can’t rely on the product alone. Just like a gym can’t rely on fancy machines to keep members coming back. You have to show customers why your brand matters, why it improves their life, and why they should keep choosing you over the competition.
Stay sharp, stay smart. — The Hello Mellow Team
This blog was written by Ness Kelly design director and official gym hater of the Hello Mellow team.