Branding a Wellness Product
The idea of ‘Branding’ & ‘Marketing’ might sound off-putting for many entrepreneurs & business owners in the Health & Wellness industry. It might feel ‘salesy’ and dishonest to pursue these tactics. The truth is, using the right Branding and Marketing strategies can help you better serve your audience. If you want to share your brand and all the good you’re doing with the world, you need to leverage these tools and incorporate them into your business model.
Here are some things to keep in mind when branding a wellness product or service:
Keep it Simple
First I’d recommend keeping it simple. A minimal logo, clean color palette and easy to digest content is going to help your audience feel clear-headed and ready to absorb the information you’ll be sharing with them. Developing a solid strategy will help you stay aligned with your brand goals & stay focused on your big WHY (why this brand exists). Too many distractions, complex imagery and lengthy text blocks will make your audience feel overwhelmed and uninspired.
Create Branded Experiences
Even if your brand is a product or service, you shouldn’t limit yourself to only ‘selling’ that item. Consider creating pop-up event, workshop or retreat that resonates with your audience and compliments your product or service.
Promote Educational Content
There’s so much more information out there now than in the past (YAY!) but wellness brands should still take the responsibility of continuing to share their knowledge. Similar to the point above… you’re MORE than just the product/service you offer. Your brand should create and share valuable content that speaks to your audience. That can be via a blog, emails, podcasts, speaking events, social media. Whatever it is, try to involve your audience in the conversation and you’ll learn so much about your audience (including how to best serve them!).
Partner with Other Brands (or Influencers)
If you’re low on budget, a GREAT & affordable way to create these branded experiences and educational content is to partner with other similar brands, influencers, or micro-influencers. Co-promotion is a great way to expand your audience reach, and it’s often a win-win for everyone. You can also partner with charities or causes so your marketing efforts and your sales can help make a positive impact.
Focus on Customer Service & User Experience
Earlier in the post we mentioned keeping things simple. This applies to all things from messaging to your website’s UX. Creating a flow that feels intuitive & seamless will align way better with your brand’s identity than having a clunky, buggy interface. Good customer service is also a way to help the customer experience feel like a breeze. Your customers are your guests and therefore, they should always feel welcome and supported.
Offer Only the BEST
Speaking about your customer. Those interested in wellness products & services are always looking for high-quality products, made with the best stuff out there (think: organic, hand-crafted, non-GMO, etc.) They don’t settle for less so neither should you! Think twice before choosing a cheaper route. You don’t want to disappoint your customer!
Develop Your Niche
The best brands focus on a few things they can do REALLY well. This is important for any industry nowadays.
Segment Your Audience
Even when you’ve niched-down, you might still have a few audience groups. The narrower you go, the better when it comes to messaging. Personalization is everything because if you try to speak to everyone (a really broad audience) you end up speaking to no one. You want to connect with your individual audience members in a personal, meaningful way.
Tell Compelling Stories
Remember to involve your audience in the behind-the-scenes experiences your brand is going through. Be authentic, transparent, and focus on storytelling that highlights your brand values & aspirations.
Need help branding your wellness product?