Last Updated on June 20, 2025 by Niki

EMD UK’s Senior Graphic Designer Jo Ramachandran explains why creating a brand could be the step up you need for a long and active career. 

If you’re a group exercise instructor, chances are you spend a lot of your energy focusing on your classes, your clients, and your choreography. But how much time have you spent thinking about you – the brand behind the sessions?

Whether you’re teaching locally or reaching people online, personal branding really matters. In fact, it might just be the key to helping you grow, attract the right people, and future-proof your career.

What is personal branding?

Personal branding is all about how you present yourself to the world. It’s your tone of voice, the colours you use, the images you share, the language on your flyers, and the feeling people get when they interact with you.

At its core, it’s your USP – your unique selling point. It’s what makes You, You. Of course, there are thousands of instructors out there offering similar classes, but your personal brand helps you stand out, connect with your ideal clients, and build something that’s truly your own.

Why does personal branding matter (even if you work locally)?

I often hear people say, “But I just teach in a local hall” or “I don’t really need to be online.” But the truth is, we all have an online presence now. Even if you don’t have a website or social media page, people will search for you. They’ll want to check out what your classes look like, what others are saying about you, or whether your vibe matches theirs.

Having a personal brand gives you the chance to shape what people find – and to present yourself in the best possible way.

Even if you’re part of a small community, your brand helps spread the word. Yes, traditional marketing like flyers still work, and word of mouth is huge. But lots of people will still look you up online. Being visible and consistent makes a big difference.

The benefits of building a brand

There are so many great reasons to invest time in your personal brand. Here are a few of the biggest benefits I’ve seen:

  • You attract the right people

    Your brand helps the right clients find you. People have different tastes and preferences. Some want high-energy and big playlists. Others want calm, connection, and low impact. By showing up as yourself, you give people a chance to see if you’re the right fit – and if they are too.

  • You build trust

    Consistency breeds trust. When someone sees your name, colours, and tone used in a consistent way, they start to feel familiar with you – and that builds confidence. Even if they’ve never been to your class before, they’ll feel like they already know you.

  • You encourage loyalty

    When people connect with you, not just the workout, they stick around. They become regulars, they bring friends, and they help you grow your community. That sense of loyalty comes from a strong personal brand.

  • You set yourself up for the future

    A clear brand gives you options. Maybe one day you want to run a retreat, start a YouTube channel, or offer branded merchandise. With a strong personal brand, those things become a natural next step.

How to start building your personal brand

If you’re feeling a bit overwhelmed at the idea of building a brand, don’t worry. You don’t need to hire a designer or go all-in straight away. Here are a few simple places to start:

  1. Understand what makes you different

Spend a bit of time thinking about what makes your classes and your approach unique. What do people compliment you on? What kind of energy do you bring to a session? What’s important to you when you teach? What values do you bring into your class? Understanding what you want to achieve and how you want to be seen, makes it much easier to make decisions about how you show up and the messages you can use to attract more participants. 

2. Keep your visuals consistent

You don’t need anything fancy, but it does help to be consistent. Choose a couple of colours you like, a couple of fonts that feel right, and stick with them. Use the same profile photo across your social channels if you can. All of this helps people recognise you and feel connected.

Think about your social media posts, your posters, your videos – anything that represents you should feel like it belongs together.

Brand Guidelines example

3. Find your tone of voice

How do you speak? Are you warm and friendly? Energetic and fun? Calm and reassuring? Your tone is a big part of your brand, and it helps to show up in your posts, captions, emails and even class announcements.

The more you write like you speak, the more real and relatable you’ll feel.

4. Choose platforms that suit you

You don’t need to be everywhere. Pick one or two platforms that feel manageable and that your clients actually use. Facebook and Instagram are great for building a community. TikTok or YouTube might work if you love video content. Even LinkedIn can be useful if you work with organisations or schools.

Just make sure whatever you post feels like you and stays true to your brand.

5. Get inspired, but stay authentic

There’s nothing wrong with taking a peek at what other instructors are doing. See what you like, what catches your eye, and what feels exciting. Then bring it back to your own style. Don’t copy – just let it spark ideas that feel right for you.

Personal branding isn’t just about logos or pretty colours. It’s about owning who you are, and sharing that with the people you want to reach.

When you build a strong brand, you create something people can connect with – and something that can grow with you over time.

You don’t need to have it all figured out. You just need to start being intentional. Define your values. Get clear on your vibe. Choose a few visuals that represent you. And be consistent.

Because you’re not ‘just an instructor’. You’re a brand. And the world deserves to see what makes you brilliant.

EMD UK is the only governing body dedicated solely to the group exercise community. Our members benefit from our guidance, CPD-accredited courses and over 250 resources. Pro membership starts from just £51 annually and includes insurance for instructors.

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