Our target audience is very diverse. First and foremost, because I speak to thousands of fitness professionals each year, it is critical that this speak to them and resonates with energy, passion, professionalism, and “World Class”. I am recognized as a leader in the fitness and sports performance field and want to make this logo and brand synonymous with being the BEST!!!!
Next, my book The IMPACT! Body Plan is for all fitness enthusiasts, weekend warriors, house-moms, executives, and young athletes. While geared more to the 25-55 year old crowd, there will certainly be more folks than that that read it. This brand campaign must have universal appeal and one that folks of all ages can relate to.
And lastly, I do a fair amount of motivational speaking to conferences and companies worldwide on team-building, leadership, personal development & excellence, and health & fitness. Therefore, the logo/brand redesign needs to have much professional appeal to the corporate HR crowd that will be making decisions of whether they should hire “Todd Durkin Enterprises” to come in a do a key-note speech. Once again, the logo must wreak of passion, energy, and action.
Our followers want and need motivation, inspiration, energy, passion, vitality, health, performance, and connection. People often are attracted to the extremely high energy our programs offer.