Will Your Customers Give You Their Bodies?

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How many of your customers have tattooed your logo on their bodies?

If your company happens be called Anytime Fitness, a chain of more than 2,400 gyms in 19 countries, your answer, according to a BBC News story this week, is 3,000.

anytime fitness logo

Especially interesting is that the Anytime logo is not a well done piece of artwork:  it looks surprisingly amateurish for such a large organization.  Intended to look like a person while running or exercising, it looks more like a sketch of Gumby stumbling to the bathroom.  See how professional and refined the Under Armour and Nike logos, also from the fitness category, look in comparison.

under armour logo


200px-Nike swoosh
So it’s not a kickass logo that is compelling Anytime’s customers to make what is a truly remark-able demonstration of bonding with the company.  Instead, it is the way the company helped them feel.

Says Chuck Runyon, the Anytime founder:  “Instead the answers are always very, very personal.  Many say they got the tattoo to mark the fact they have achieved something they never thought was possible, such as losing a considerable amount of weight, or feeling healthy.”

For Runyon, making customers feel good is a deliberate strategy:  “The company works hard to make them feel good about themselves, and that they belong to a caring community.”

There is still no excuse for having an unprofessional logo that portrays your brand in a less-than-positive light.  But the real question is:  how do you make your customers feel – good enough to give you their minds, if not their bodies?

Thanks to Robert Gillelan, my Coin colleague in Quebec, for this story idea.

New Andris Pone comment in the National Post:  “Birks and Tiffany & Co: Battle of the Blue Jewelry Boxes.”

Book:  Buy the #1 Globe and Mail bestselling Brand: It Ain’t the Logo or download a free chapter.

brand: it ain't the logo - The #1 Globe and Mail business bestseller - Ted Matthews with Andris Pone -

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