ONLY THE COMMITTED

newsletter Aug 31, 2023

Only the Committed

By Eric Bugera

A branding model for client-based service.

Branding is the first entry point for potential clients.

Aligning your core values with your brand establishes trust.

Living your brand streamlines your life, business, and connects you with those who would be most successful working with you.

What’s in a Name?

Choosing a brand or company name should not be taken lightly. Branding serves as a potential client’s first impression. This surface level assessment immediately acts as a front line filtering criteria for their decision to work with you. Although it's easy to get caught up in flashiness or attention grabbing clickbait – being as authentic as possible is your best strategy. It’s easier to maintain a consistent front when your branding is a literal representation of self – and “Only the Committed” embodies this flawlessly. Pre-Script® coach James Macintosh does not need to think about how he works, speaks, acts, or presents his product – he lives and breathes “Only the Committed”.

Commitment to and From Clients

A name like “Only the Committed” can easily be misconstrued as a self-selection title. Only clients that are fully committed to doing all that is necessary for success need apply. However, if you know Pre-Script® coach James Macintosh and his level of commitment – it’s clear that the branding name is almost more about him than it is his clients.

Each client receives a level of detail and care that borders on obsession, but is delivered on a need-to-know or need-to-use basis. This is the type of commitment that breeds champions, corrects chronic health issues, and outright leaves nothing to chance. All you need to do is be willing to listen, learn, and work – for anything else, James likely has a spreadsheet with your name on it.

This framework is what separates the good from the great. Crafting a service worthy of the name “Only the Committed'' takes a willingness to go above and beyond. The right to speak in such terms requires a level of service that is equally as hyperbolic. To do anything different would be quickly exposed and snuffed out. That is to say, the man clearly lives his brand.

This acts like a lightning rod for sustainable clientele. The congruency between brand, personal values, and service not only increases the likelihood of repeat business, but expedites any efforts to secure new leads due to immediate brand recognition.

Live Your Brand

All flash and no substance will not sustain your business. An example like Pre-Script® coach James Macintosh may seem like an extreme, but it perfectly exemplifies the power of aligning a brand with your personal values. Living and breathing the messaging and service you put out will establish trust in the eyes of your clientele, recognition from your peers, and the simplicity of success that every trainer seeks.

Determine your own core values.
Establish a framework for business, training, and life that holds you accountable to your core values.
Maintain consistency of service and branding such that no one questions your product – but instead, observes your character.