Marketing MotivationMac or PC? Frugalista or Princess? Starbucks or local cafe? Shopping lately seems to be as much about the branding as it is about the product. Marketing messages are connecting our purchases with our identity. As consumers, we seem to be on board with this – tying our definitions of ourselves to what we chose to patronize or protest, to what we like and dislike. What does this have to do with fitness? Stay with me.

Recently, I was delighted to hear a unique goal from a new client. She asked for help in connecting her identity to her fitness. She wants to have exercise and an active lifestyle as an ingrained part of her life, a characteristic that helps identify her as a person. When people think of her, they will think of her energetic, healthy behaviors. When she plans her week and thinks about vacations, a fit woman embraces what lies ahead and enjoys activities requiring stamina, balance and a well tuned body. Her “brand” includes vitality, fitness and strength. She is molding her behaviors to match her ideal image but not with a dress size or number on the scale.

Why not capitalize on this need to identify ourselves by our likes and dislikes, patronage and protest? Decide who you are and who you want to be – allow it to inspire you as well. Of course this client wants to look great in a bikini (don’t we all?) and that will come. The key here is her desire to embrace a new lifestyle to match her ideal self. This distinct mentality might be a more powerful motivator and ultimately the key to her success.

We of course are all complex individuals that do not fit into little branding boxes. But as a tool for motivation toward a better life – this might be an untapped well. Consider it for yourself and maybe the next time a compelling ad passes your screen, you’ll embrace the actions required to be healthier and fit.