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Business Planning Lab

BRINGING YOUR BRAND TO LIFE

BUSINESS

IVA’ Pilates, Inner Circle

Zoom, 30.11.2025

www.ivapilates.com

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Business Lab is where knowledge becomes clarity and clarity becomes action.

Today we turn Scott Martin’s ideas into your own brand in action by bringing your brand to life.

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We will put words, structure, and intention around something that has always been there:

Your unique way of seeing, teaching, and supporting people.

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WHY BRANDING WORK MATTERS SO MUCH

Brand clarity brings:

– emotional alignment

– easier decisions

– consistent communication

– trust in your work

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Your brand begins in the emotional experience your create for them.

Clients remember how they felt with you; �safe, challenged, calmer, clearer, stronger, seen…

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Let’s share:

What idea stayed with you from Scott’s session?

SCOTT MARTIN

INSIGHTS FROM EXPERT TALK with SCOTT MARTIN

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Your Brand clarity:

– What is your unique � value proposition?

– What is the culture of � your service?

– What experiences do � you provide?

BRAND �COHERENCE

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BRAND �COHERENCE

Your Brand clarity:

– What value do I bring?

– What drives me?

– Who are you interested � in serving?

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BRAND

COHERENCE

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BRAND �COHERENCE

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BRAND �COHERENCE

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BRAND

COHERENCE

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SECTION 1 — What Is Your Brand?

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YOUR BRAND = YOUR Energy

Your brand is what clients feel when they interact with you.

It’s emotional — not rational.

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A BRAND DOESN’T START WITH A LOGO

Brand = behaviour, clarity, and consistency.

Colours and aesthetics follow.

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WHAT CLIENTS REMEMBER

People don’t buy Pilates.

They buy how they feel when they work with YOU doing Pilates.

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BRAND EXERCISE #1

What do I want people to feel when they work with me?
What 3 words describe the energy I bring?

p. 3 Workbook

My Brand:

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SECTION 2 — Your Signature Differentiation

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Your lived experience.

Your values.

Your perspective.

Your way of seeing human bodies.

� …this is your differentiation not your features.

WHAT MAKES YOU YOU ?

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Your niche is not a limitation!

�It’s the doorway to attract the ideal client into your studio.

YOUR NICHE MARKET

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BEGIN HERE: NICHE

What type of client thrives with you?

�Why?

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WHAT YOU NOTICE

“What I see that others often miss…”�

“What do I care about more than most teachers…”

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BRAND EXERCISE #2

What am I known for — or want to be known for?
What patterns do I naturally support well?

p. 4 Workbook

My Brand

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SECTION 3 — Brand Expression Map

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THE PILLARS OF BRAND EXPRESSION

ESSENCE – �YOUR �EMOTIONAL CORE

2. VOICE – �HOW YOU SOUND/COME ACROSS

3. BEHAVIOURS – HOW YOU �ACT/SHOW UP

4. TOUCHPOINTS – WHERE CLIENTS �MEET YOUR BRAND

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�The heart and soul of your brand: �a short, 2–3 word statement that captures your core identity and promise.

It’s what clients feel and trust the moment they meet your work.

Think: Grounded Strength, Calm Focus, Compassionate Flow, Intelligent Precision, Strong & Soft, Quiet Power…

1.YOUR BRAND ESSENCE

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YOUR BRAND VOICE

How do you sound?

Warm

Precise

Grounded

Direct

Encouraging

Playful

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BEHAVIOURS

How do you show up?

“I always…”

“I never…”

“I consistently…”

Your brand behaviours build trust in your promise and service.

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ToucHPOINTS

Where do they experience me?

Website

Class intro

Social Media Content

Messages

Onboarding

Booking flow

Follow-ups

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BRAND EXERCISE #3

Complete your Brand Expression Map.

Start now and take your time to finish — this is the heart of your clarity.

p. 6 Workbook

My Brand

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SECTION 4 — December–January Micro-Plan

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SUM OF SMALL, CONSISTENT ACTIONS

Examples of what you can implement right now

�

ONLINE PRESENCE

Rewrite your IG bio so it says what makes you you
Refresh your “About” or class description to reflect your essence
Pinned post: “This is how I teach” (photo or short video)
Share 1 story/week showing behind-the-scenes of how you prepare sessions
Create a simple Canva template for quotes, cues, or tips
Save 3–5 educational slides in a highlight called “My Approach”

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SUM OF SMALL, CONSISTENT ACTIONS

Examples of what you can implement right now

IN THE STUDIO

Opening ritual you do every single time
Closing note/ritual so clients leave with meaning
Signature cues repeated across sessions
A short “orientation script” for new clients
Bring your essence into the room: pace, tone, rhythm, energy

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SUM OF SMALL, CONSISTENT ACTIONS

Examples of what you can implement right now

IN YOUR BUSINESS

Create a simple offer sheet (clear, aligned, warm)
Clarify your cancellation policy and send it kindly
Write a 3-line brand promise: “This is what you get with me”
Set a weekly routine for content or admin
Create a “client journey” — from first contact to regular student

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DECEMBER REALITY

Clients lose consistency.

Energy dips.

Schedules shift.

Your brand needs flexibility + softness.

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JANUARY REALITY

New year, new goals.

Clients arrive motivated and hungry for results.

Your brand needs strong systems, messaging, and offers that guide people forward.

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BRAND EXERCISE #4

Create Your Seasonal Micro-Plan using RPM Method

Choose:

1 client-facing action

1 brand expression action

1 behind-the-scenes refinement

p. 8 Workbook

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What clarity did you gain today?

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ONE COMMITMENT

What brand behaviour will you commit to in December?

ONE

ACTION

What is one small thing you can do this week?

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Your brand is already alive.

Today you started to refine its language.