GREAT BRANDING MAKES PEOPLE REMEMBER your business and helps potential customers understand if your product or service is right for them.
Know Your Customers
The single most important factor when defining your wellness brand is to know your customers and their questions and concerns.
There are endless specialties in the health & wellness industry, from chiropractics to nutrition; physical therapy to Ayurvedic medicine. Whatever your specialty, take some time to make a list of common questions and concerns you get from your customers. If you’re just getting started, type some questions into Google and see the suggestions that pop up.
Again and again we have seen that the biggest stumbling block for new entrepreneurs is not being clear who their target market is.
Exceptional branding provides an experience to people. There are several forms of the word “Brand” that have subtle differences.
Your Brand is the impression your business has on the world.
Branding is basically the marketing strategy you have in place to promote your business.
A Brand Identity is the collection of assets that your company utilizes to convey your brand to the world.
The Health & Wellness Crowd is not Mainstream
When your target audience is interested in health & wellness, the things they care about are different from the mainstream. They are interested in alternatives and seek answers to more complicated questions concerning particular health issues.
Your Unique Approach
Take a look at your products/services. While there will be many things your organization has in common with others in your field, consider the things that are unique to you that you might not even think about. This is commonly called your “Unique Selling Point” and while it may take some time to formulate or communicate it clearly, remember that this is going to be something that is already baked in to what you do—it’s not something clever that you create superficially.
Think about the “Why.” Beyond profitability for you, what is the ultiate purpose of your products or services for your customers? Your might have specific focus areas, like all organic, serving a segment of the overall audience, like 50+, or 1:1 relationships. Once you get clarity on your unique approach, then follow it down to the need that it addresses. The more specific you are, the more likley the people with like interests are going to pay attention to your message.
Your Voice to Their Ears
Getting past the “what,” think about “how.” How do you relay your messages to your audience? This is called your “Brand Voice.” If they’re a Gen Z crowd, they might relate to words like “rizz” and emojis. But if they’re Gen Xers, definitely not! Use full sentences and perhaps words like “bodacious” if you have a bit of humor in your brand.
Where do You Go from Here?
After giving careful, specific thought to your audience, your Unique Selling Point (also called your “Value Proposition’) and your Brand Voice (or messaging,) it’s time to investigate where you’re going to find your tribe. What social media platforms are they on? What do they read? Where do they shop?
This means that while color, shape and other design elements will influence that experience, they should reflect the messaging and unique selling points that are the foundation of it (and if they are not, then they may be doing more harm than good.) It is important to understand who your ideal customers are, what is important to them and what kinds of stories will touch them.
