The success of any business relies on prior planning and effective brand building.
In a previous post, we have discussed in detail the importance of a business plan. And a big part of the success you will see down the line is your branding today.
In this post, we will share some of the top health and wellness branding tips. But before we begin let us understand how good wellness brand identity strategies can make an impact.
Why is branding important for health and wellness brands?
These are some of the major reasons why effective health and wellness branding should be a priority if you are aiming for success with your health and wellness company:
Builds trust and credibility
A strong branding identity where the strengths and selling points of your company are clearly highlighted helps build credibility for your brand and fosters trust among customers. For example, YUZA’s on-point branding, along with clear information on their unique products and claims, make them highly credible and trustworthy from the customer's point of view.
Differentiates your brand from competitors
In a crowded and saturated market, strong branding can set your health and wellness brand apart from competitors. Good branding makes you highly recognizable and unique from other brands, and by showing how your company is different, you offer a unique alternative to customers. Transparent Labs’ branding does an exceptional job at this:
Helps better connect with customers
Your health and wellness brand will be able to connect with customers beyond mere transactional levels by setting a unique brand voice that the audience can emotionally connect with. Customers will find it easier to trust your brand when they connect with you on a personal level.
Encourages customer loyalty and brand advocacy
Customers are more prone to be loyal if your health and wellness company has a brand personality that is impactful and creates a positive impression. With clever brand building combined with customer engagement and on-brand loyalty initiatives, customers are also more likely to turn into brand advocates.
Supports premium pricing
Quality branding and a product that equally delivers on its claims can justify premium price tags. Customers are convinced to pay more if your brand upholds all its claims and retains a premium brand identity that loudly conveys quality, trustability and positive results. Cosmix’s plant-based superfoods are a good example of how premium price tags don’t hold back customers from buying from a brand that guarantees quality.
Creates consistent messaging across channels
Good branding conveys your message consistently across all channels. This means that by building a good brand identity, your customers will be able to identify and resonate with you in the same way, across all your channels such as Instagram, Facebook, brand website etc. and will ensure uniformity in customers’ perception and understanding of your brand message.
Expert tips for health and wellness brands
Building a wellness brand from scratch can be difficult, but if you are aware of the best way to go about it, and the best strategies to take, you can create a highly recognizable and impactful brand identity that sells. Here are the top 25 tips for wellness businesses:
1. Define your brand purpose
All good brand-building strategy starts with a well-defined brand purpose. This entails answering fundamental questions such as why your brand exists and what problem are you solving for your customers. For health and wellness brands, this purpose often revolves around improving people’s lives, promoting well-being, or fostering healthier habits. Take a look at Lab31b’s brand objectives:
2. Understand the values of your audience
Another important quality of a good brand is that it caters to the values and demands of its audience. What is it that your target customers are looking for from health and wellness brands? What do they appreciate? Try to ensure that your brand addresses these customer concerns. Here is an example from Hairsanity:
3. Establish a unique brand voice
Your brand voice, simply put, is how your brand sounds to customers. Have a unique brand voice and tone, that is consistent across all platforms. This means that your brand voice should be recognizable, setting a tone that sets your brand apart. Your brand can sound funny, witty, casual etc. depending on the target audience, your product and overall brand personality.
4. Invest in quality visual branding
Once you have a solid brand voice defined for your health and wellness company, you should start focusing on visual branding. Invest in quality visuals that visually translate your goals, purposes, etc. and the overall vibe you are aiming for with your brand. Strong visuals make your wellness brand not only memorable but also enticing to customers. Look at how Goldy’s does this not only with their website design but also the striking product packaging:
5. Leverage effective storytelling
A lot of effective branding is effective storytelling. Your brand should focus on the narratives it sets with its content, visuals and presentation. What is the story about your brand? What makes your brand unique? Leveraging effective storytelling that honestly yet engagingly conveys answers to these questions can strengthen your brand identity. Here is an example from Trace Minerals:
6. Focus on transparency
Health and wellness shoppers value transparency and safety over everything and hence it needs to be a crucial part of your brand’s identity. Your brand should uphold transparent and safe solutions above anything, making it integral to how your brand presents itself to its customers.
7. Create a community-driven brand
Another important health and wellness brand branding tip is to focus on building a sense of community among your shoppers. Building a community around your brand can help foster loyalty and encourage brand advocacy. You can encourage engagement through social media groups, events, or wellness challenges.
8. Highlight health benefits clearly
Your health and wellness brand should adequately and clearly highlight the health benefits of your product. Customers need a clearer picture of how your product can help them before they commit to purchasing from you. Here is an example from Vital Proteins:
9. Use consistent brand messaging
Your brand message should be consistently conveyed across all communication channels and platforms. This also includes webpages, newsletters, social media posts, product packages etc. Your brand's core values are recognized by customers through your brand messaging hence staying consistent with it is important.
10. Develop trustworthy content
Your content should be reliable and trustworthy. Start creating educational and compelling content employing mediums like blogs, videos, and social media posts while ensuring that they are consistent with your brand’s specialty.
11. Focus on minimalist and clean design
Avoid clunky and overly complicated designs and employ clean and minimalist designs. Your brand can look, feel and sound more appealing if you make aesthetic choices that do not put off the customer. Using clean and complimentary colors and the use of not more than 3 fonts can be a great start. Here is an example from Oura Ring:
12. Incorporate science-backed claims
Health and wellness customers often require proof of how and why your products work. Only have evidence-based claims, that are backed by research, scientific proof and certifications. You can enhance your brand credibility by clearly providing this information on your packaging, product pages, etc. Here is how AG1 does it:
13. Offer a personal touch
Personalization makes your brand feel approachable and closer to the customers. Add a personal touch to your customer communication efforts by tailoring recommendations and promotions to the individual needs of customers, wherever possible.
14. Emphasize eco-friendly and ethical practices
Sustainability is all-important for many health-conscious consumers, so highlight your eco-friendly initiatives, ethical sourcing etc. and back these up with your certifications. Look at how Bare Necessities does this:
15. Use customer testimonials and success stories
Nothing builds trust in customers regarding your brand like real-life success stories from other customers. Feature testimonials from satisfied customers or before-and-after stories to showcase your product’s effectiveness. Incorporating such authentic reviews in your branding humanizes your brand and adds social proof. Here is an example from Ritual:
16. Create branded experience beyond your products
Provide value to your customers beyond your products by creating unique experiences for them. You can set up host workshops, webinars, or virtual challenges that are in line with your brand’s mission. For example, a yoga brand can schedule live online classes or mindfulness sessions to spark lasting engagement.
17. Ensure cohesive branding across social media
Your social media platforms and all its posts should reflect your brand identity and message cohesively. Consistent color palettes, tone of voice and content strategy across all channels is necessary to reinforce your brand in the minds of your audience. Take a look at Electric Yoga’s social media posts:
18. Develop a clear tagline
A clear and memorable tagline can succinctly communicate your brand purpose and values while making your brand recognizable and distinct. You can keep your tagline short, meaningful and reflective of your brand’s mission. Here is a good example from Trace Minerals:
19. Leverage influencer marketing
Partnering with influencers in the health and wellness space can amplify your reach and reflect well with customers. Choose influencers whose values align with that of your brand’s for authentic promotion. Through their endorsement, you can build trust and drive engagement with your target audience.
20. Create a brand loyalty/reward program
Your brand identity can also be strengthened by rewarding your loyal customers through a loyalty program. Offer points, discounts, exclusive offers etc. to show them you appreciate their commitment to your brand and this way strengthen customer relationships. Brands like Organic Olivia, for example, have had great success by creating a clever loyalty program.
21. Stay engaged with customer feedback
Customer feedback can be the backbone for the growth of your health and wellness brand. Hence you should actively seek and respond to customer feedback and show that you value their opinions. This two-way communication can also help you improve your offerings and foster trust among your shoppers.
22. Maintain clear ethical advertising
Transparency should go beyond mentioning ingredients and should reflect in your marketing efforts as well. Your advertisements should be honest and align with industry regulations. Do not exaggerate claims and provide accurate information to build long-term credibility. Take a look at how Bloom Nutrition does this:
23. Incorporate wellness-focused partnerships
Form partnerships with other wellness brands and professionals, to expand your reach and provide more value for your customers. You can increase your credibility level by partnering with fitness trainers, doctors, or even complementary brands to feature each other’s products and thus create cross-promotion opportunities.
24. Establish a compelling brand purpose
The core reason your company exists beyond making a profit is your brand purpose. For your wellness brand, this should align with the values that deeply resonate with your audience, such as promoting holistic wellbeing, encouraging healthier lifestyles and advocating sustainable solutions.
25. Highlight your awards and certifications
Wellness shoppers are apprehensive about purchasing from brands that are newer. But you can alleviate a lot of this anxiety and keep their minds at ease by highlighting your certifications and awards to prove your credibility and back your claims. Here is an example from Cosmix:
Conclusion
Branding can be tricky, but striking all the right chords and creating a strong, consistent and impactful brand identity can be very rewarding, making it easier for your customers to identify and resonate with your company.
We at Xgentech have enabled many brands to achieve this by helping them create distinctive brand identities.
And we can help you do the same!
