Developing a unique brand voice

“This year, do whatever the #@%! you want. No judgments.”

“Get your ass to class.”

I snapped this picture of Crunch Fitness in San Francisco because it’s a great example of a brand that stands out by having a distinctive voice.

All gyms want to encourage people to push harder and to go for it. But you won’t see this type of messaging at 24-Hour Fitness or Equinox.

Yes, they used the word “ass” in a public storefront window. That’s a little controversial, but it’s very on-brand and very Crunch-like, which is precisely the point.