Creating a product or service that enhances your customers’ lifestyles is undoubtedly your top priority, but quality branding is also an important part of making a positive impact on their lives. In fact, branding often shapes the first impression potential customers have of your brand and products. By considering the visual and storytelling elements of your marketing plan, you can help your customers understand the value you can provide in their daily lives.
Currently valued at a whopping $4.5 trillion, the global health economy is a truly massive one. This means there’s a healthy market for wellness products, and it also means that effective health and wellness branding is an absolute necessity if you want to stand out among your peers.
Taking the time to carefully curate your brand to align with the important needs of your audience will enhance trust and long-term brand loyalty. When consumers are familiar with a brand, they are more likely to continue to interact with it and become lifelong customers.
In this article, we’ll cover 5 strategies for building a health and wellness brand:
- Know your audience
Before you start building your health and wellness brand, it is important that you understand your audience. Consider:
Who do you hope to serve with your brand? Think about the ideal demographic of your target audience. Where do they live? How old are they? These elements can help shape your branding from the start.
What value can you contribute to their life? As a health and wellness brand, it is important to consider what type of lifestyle your audience is currently living — and what lifestyle your audience aspires to. Branding for a company marketing to the wealthy is vastly different than a company marketing to those who live a luxe lifestyle on a frugal budget.
What are your long term goals as a brand? As with any brand, it is important to consider the longevity of your brand. Health and wellness brands must endure constantly shifting trends and research. Consider ways you can continue to adapt to be of-the-moment.
Once you’ve nailed down your audience, tailor your brand with their needs in mind.
2. Guidelines for creating a brand
Creating a cohesive brand is important. Develop a sound and visual brand that echoes the brand as a whole. For consistency, follow these steps:
Create a Logo
The health and wellness industry is often visually oriented. Therefore, it is important to create a visual package. Start by creating a logo to build a visual scaffold for the rest of the brand. It can be overwhelming to boil down your entire brand identity to a logo, but it can also be fun! Unleash your creativity by simplifying the process with a logo creation tool.
Develop visual guidelines for branding
After making your favorite logo, create a branding toolkit by separating out the elements of your logo. Think of this collection of visual rules for branding as a handy little guide that will help you make the most of your brand across all platforms. A branding toolkit typically includes
Brand fonts
Brand colors
Key visual elements – such as a well-designed logo
Rules for how and when to use visual branding
Building a website
As a health and wellness brand, building a polished, mobile-responsive website is an important part of branding. Your website should include
Home Page: The home page should appeal to your audience. Make it attractive!
About Us: This is where you can tell your unique brand story.
Products and Services: This should be the main attraction of your page. Be sure to use professional photography and double check that your buying portal is easy to use.
- Tell your story
Now, more than ever, people are eager to make human connections online – and that’s where brand storytelling comes in! Brand storytelling is an important part of any modern brand strategy because it creates an authentic connection with consumers. In health and wellness brand marketing, storytelling often means telling real stories about how your brand has changed the lives of your customers. Modern consumers want to see real people enjoying real results. Gone are the days of over-processed images and advertisements.
When brainstorming ways to tell your story, consider the emotions you want to evoke in your audience. This is important when deciding how to position your brand in the health and wellness industry. Do you want to empower your customers? Bring them peace? Energize them for a long day? Here are more tips on how to tell your story:
Be transparent about how your products are made – modern consumers are savvy and keen on sustainable and ethical production processes.
Use data to support your success wherever possible – data may be boring, but it helps build consumer trust.
Be honest in your storytelling techniques – never glorify results!
Ultimately, anchoring your brand’s storytelling in authentic, human stories is perhaps the most effective way to engage your audience – an audience made up of real people!
- Authenticity
Research shows that modern consumers value authenticity, but it’s not enough to simply claim that your health and wellness brand is authentic – consumers must believe it. Authenticity may seem like a vague term, but it’s incredibly simple to achieve. When building your brand, remember to be authentic! Publish real results, connect with real people, and tell real stories.
- Making the most of social media
The average social media user spends more than two hours a day online, making social media marketing a more powerful tool than ever. One of the most impactful ways for health and wellness brands to market themselves is by telling authentic customer stories through social media.
Next Steps.
Now that you’re up-to-date on the latest health and wellness branding strategies and resources, are you ready to build your own authentic brand?
