Twenty-five years later I can still hear her voice saying, "Thank you for bringing this to our family".

It was 1993 and we had moved to the island of Guam from San Diego. I had been in the fitness industry for a few years but I was not sure what I was going to do on the island. The move was a reset decision for us after losing a business in San Diego and my wife had family there which was a big help. It was a time to start over, plus we were young and had nothing much to lose.

After being inspired by the high price of sports supplements found on the island, I knew what I was going to do. I started a company and named it 'Island Muscle'. I was able to take it from selling products out of the trunk of my car to a retail location in a short amount of time. It was from that store another idea was born called "Paradise Fitness".

Island Muscle customers would share with me what they liked and didn't like about other gyms on the island. It became very clear that there was an opportunity for something new and different. Guam needed a fitness center that catered to all who wanted to make a difference in their lives. I had the know-how, the connections, the experience, but I didn't have the financial resources to make such a venture a reality. However, there was someone who did... he was my 'Island Muscle Fitness Store' landlord and he loved working out and spending time in my store. He not only had solid relationships with financial institutions on the island for funding, his family owned the building and property in the right area for it! He was able to offer what started as a simpler vision to one that was much larger and a partnership was formed. His pitch for my idea? "You can stay in your little canoe or hop on the big ship with me".

In 1996 Paradise Fitness became a reality and a place for everyone. The slogan was "Experience the Difference". It was created from the very differences people were seeking and it flourished! I was a Founding Partner, Vice-President & General Manager, and I also opened my second 'Island Muscle' retail location inside our new fitness center. I was so proud of my achievements feeling on top of the world with my incredible ideas and business building abilities. I was young, cocky, and making money but I was no match for my business partner. He was off the chart when it came to those attributes, plus he had ten years on me.

It didn't take long to realize the partnership was not a good fit when being made to feel nothing was good enough. No matter how much success I was achieving I no longer enjoyed what I was doing. I was not without fault though. What was once a confident bulletproof builder of empires was belittled into something much less of his former self. I found comfort in partying to all hours and it just added to the problems of the entire situation.

In 1998 I sold my interest to Paradise Fitness. I'll probably never understand my business partner's methods and motives but I do thank him for the opportunity he gave me. He knew how to think bigger and better. He provided a first hand experience of what I did and didn't want to become.

I helped him with the creation of a second location even though there was nothing in it for me. To his credit the fitness centers remain open twenty-five years later and while there are many stories within this story as to why this was even possible for him, it is quite an accomplishment. Unfortunately I'd been written out of the Paradise Fitness story (​as you can read here) but those that were there know the real story.

It's the reason I write this story. It's a tribute to his mother who I will forever be grateful. Without her blessing and approval of the Paradise Fitness Center venture, it may not have ever happened. Because of her we both benefited greatly. She would often call to talk and would take the time to say, "Thank you for bringing this to our family". Her name was Agnes Ada Sgro and she understood the meaning of gratitude.

Branding is very similar to advertising but at a deeper level. Branding is about encouraging a potential customer to seriously consider your brand by the fact that it is uniquely different and better than your competitor.

So... Just What Is Branding?
Getting the message across to the customer clearly and quickly is the first point to ensure, if the brand is to succeed in the competitive market arena. Good branding styles will attract the customer base needed to help ensure your targets are achieved.

Good branding styles also helps to confirm your credibility. If your brand has competitors, as most brands do, there is a need to ensure the customer is very aware of the benefits in making a particular choice. This is where the branding element comes in.

Being able to connect with a potential customer on a more personal or emotional level is definitely an advantage. Good branding styles need to focus on making the sales pitch based on these if possible. 

When the branding message is firmly imprinted in the mind of the potential customer, this element will help to ensure the customer stays motivated to pick your brand.

Ensuring the loyalty of customers is another reason to ensure branding is part of your promotional style. With constant changes and new brands being available, keeping the customer focused and loyal is an uphill battle. Your branding style must be competitive and effective.

Because there is much more to branding than just a logo, I encourage you to read my post 'Copywriting and Branding Essentials' to help with your style and strategy.