The wellness market is growing at a soaring speed globally.
As a holistic wellness brand, which includes yoga, acupuncture, massage therapy, chiropractic physicians, mindfulness apps, nutritional supplements, and other products and services this is your time to build your wellness business and reach your audience.
The global wellness market is at more than $1.5 trillion, with annual growth of 5 to 10 percent, as reported by McKinsey & Company. The U.S. wellness industry alone is valued at $1.2 trillion and makes up 28% of the worldwide wellness market as of 2021.
Now that we have the statistic in front of us! Let’s get to the most important question.
Are you looking to build a holistic wellness brand that stands out from the rest?
If your answer is YES, read on.
As people become more invested in their well-being, there is a growing trend of spending on products and services promoting health and self-care. This favorable environment offers businesses like yours a chance to tap into the fast-expanding market and cater to the rising demand for wellness-related offerings.
The big challenge!
A rapidly growing industry is opening avenues for existing companies to expand and new brands to emerge. However, amidst this expansion, business owners face a challenge: distinguishing their wellness brands in a fiercely competitive market.
Having worked with various wellness brands, I’ve observed that each possesses unique attributes, yet many struggle with effectively communicating their values, establishing meaningful connections with customers, and acing their market perception.
Given the personal nature of health-related purchases, building brand trust becomes an indispensable prerequisite for success.
So, how can you employ brand strategy to foster this trust? In this article, “How To Build A Strong Brand for your Holistic Wellness Business?” we’ll look at five powerful branding practices that can empower any wellness business to connect with customers and rise above the competition.
5 Powerful Strategies to Build Your Holistic Wellness Brand
@copywriter.simerdhume
Define Your Brands Core Values
The foundation of any holistic wellness brand starts with a clear understanding of its purpose and values. Customers today are drawn to brands that align with their own beliefs and values. Therefore, it is crucial to establish a strong sense of purpose that goes beyond profit-making.
Begin by asking yourself and your team these 3 fundamental questions about your brand’s mission, vision, and values.
- What inspired you to start this business in the first place?
- What problem are you trying to solve?
- What positive impact do you want to create in your customers’ lives?
Once you have a clear understanding of your brand’s purpose, ensure that it permeates every aspect of your business, from your products and services to your marketing and communication strategies.
Let’s understand with an example.
Patagonia, an American company that markets and sells outdoor clothing, is an excellent example of a brand that aligns its purpose and values. Their mission to “Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis” is evident in their commitment to sustainable and eco-friendly practices.
Here’s an exercise to help you create a brand voice for your holistic wellness business.
@copywriter.simerdhume
Establish Brand Story
Once you have defined your brand’s core values, it’s time to connect deeply with your audience.
When it comes to establishing your brand, storytelling can be a game-changer.
Since time immemorial, storytelling has been integral to human communication and entertainment. Stories have the remarkable ability to captivate our imagination, evoke emotions, and leave a lasting impact on our minds. Beyond mere amusement, stories have also played a profound role in shaping cultures, beliefs, and values.
In the world of business, harnessing the power of storytelling has proven to be a potent tool for establishing and strengthening brand identity.
- A well-crafted brand story goes beyond simply promoting products or services. It helps to forge a deep emotional connection with your audience, fostering trust, loyalty, and advocacy. By sharing your brand’s journey, purpose, and values, you invite your customers to become part of your story, forging a deeper and more meaningful relationship.
- The key to compelling storytelling in brand establishment lies in authenticity. People resonate with genuine narratives that reflect the true essence of your brand. Whether it’s the tale of your brand’s humble beginnings, the challenges you’ve overcome, or the profound impact you’ve had on people’s lives, your story should reflect your brand’s core values and mission.
Moreover, storytelling provides an opportunity to infuse personality and human elements into your brand. By sharing anecdotes about the people behind your brand, their passion, and their dedication, you humanize your business, making it more relatable and endearing to your audience.
One notable example of storytelling in brand establishment comes from the global giant Nike.
Beyond being a sports apparel company, Nike has built its brand identity around the idea of empowering individuals to strive for greatness. Their famous “Just Do It” campaign, launched in 1988, encompassed powerful stories of athletes overcoming obstacles and pushing their boundaries to achieve success.
💡Through these stories, Nike not only sold products but also conveyed a compelling message of motivation, determination, and the pursuit of excellence.
Picture credit: Zain Khan
Craft a Meaningful Commitment: Your Brand’s Promise
Make a promise’ is a crucial strategy in establishing your brand and building a strong relationship with your customers.
Making a promise goes beyond mere marketing slogans or catchy taglines; it involves committing to a specific value proposition that your brand consistently delivers on. Your promise becomes the foundation of trust, setting clear customer expectations and differentiating your brand from competitors.
To effectively make a promise, you must deeply understand your:
- Target audience and identify their pain points, desires, and needs.
Your promise should address these concerns, offering a unique solution or experience that resonates with your customers on an emotional level. It should convey the essence of what your brand stands for and what customers can expect when they choose your products or services.
Let’s understand using an example.
FitLuxe Wellness Retreat is a brand in the wellness industry that effectively makes a promise.
“Their Promise: “Elevating Your Wellness Journey to New Heights””
Read on to find out how they effectively make a promise to their customers.
FitLuxe Wellness Retreats is a renowned brand in the wellness industry that offers luxurious and immersive retreat experiences focused on fitness, mindfulness, and rejuvenation. Their promise, “Elevating Your Wellness Journey to New Heights,” embodies their commitment to providing their clients with a transformative and personalized wellness experience.
- FitLuxe understands that its target audience seeks more than just a typical vacation; they crave an opportunity to escape from the stresses of everyday life and embrace a holistic approach to well-being.
- The brand’s promise assures customers that they will embark on a transformative journey that transcends the conventional definition of relaxation.
- From the moment a client joins a FitLuxe retreat, they are immersed in a world of personalized care and attention.
- FitLuxe’s experienced wellness experts curate programs tailored to each individual’s unique needs, preferences, and fitness levels. Whether it’s:
✅ Daily yoga sessions
✅ Invigorating hikes in scenic landscapes
✅ Nourishing meals prepared with locally-sourced ingredients
✅ Or serene meditation sessions
Every aspect of the retreat is designed to support the client’s well-being and growth.
Furthermore, FitLuxe ensures clients leave the retreat with lasting benefits by providing them with valuable tools and resources to continue their wellness journey beyond the retreat.
- They offer post-retreat guidance, online workshops, and access to a supportive community, enabling clients to sustain the positive changes they experienced during their time at the retreat.
Take note of how FitLuxe offers a consistent commitment to delivering exceptional and transformative wellness experiences to its customers. Convert them into loyal clients.
💡FitLuxe’s promise reflects their dedication to providing luxury and relaxation and their genuine desire to empower individuals to prioritize their well-being and embrace a holistic and fulfilling lifestyle.
Create an Engaging and Customer-Centric Content
@copywriter.simerdhume
Creating an engaging and customer-centric content strategy is a powerful approach for wellness brands to connect with their audience and build lasting relationships. In today’s digital age, where consumers are constantly bombarded with information, creating content that resonates and adds value to their lives is key to capturing their attention and loyalty.
- Understanding the Customer:
The first step in crafting a customer-centric content strategy is gaining a deep understanding of your target audience.
Follow the following steps to understand your customer:
✅ Conduct thorough market research
✅Analyze customer data and engage in conversations with your customers to identify their preferences, pain points, and interests.
✅Understanding their needs allows you to tailor your content to address their specific concerns and aspirations.
- Educate and Inspire:
Wellness brands have a unique opportunity to educate and inspire their audience through valuable content.
Provide informative articles, blog posts, and videos that offer insights, tips, and expert advice on topics relevant to their well-being.
Whether it’s sharing healthy recipes, fitness routines, mindfulness techniques, or self-care practices, valuable content positions your brand as a trusted source of information and expertise.
- Visual Storytelling:
Incorporating visual storytelling is a compelling way to engage customers.
Use high-quality images, videos, and infographics to tell your brand’s story, showcase your products or services, and evoke emotions.
Visual content has the power to make a lasting impression, increase brand recall, and enhance the overall customer experience.
- Interactive Content:
Engaging customers through interactive content is an effective method to foster a two-way conversation.
Conduct polls, quizzes, and surveys related to health and wellness topics to involve your audience actively. By encouraging participation, you gain valuable insights and create a sense of community around your brand.
- Personalization:
Personalizing content based on customer preferences and behavior strengthens the customer-brand relationship.
Utilize data analytics to understand individual interests and tailor content recommendations accordingly. Personalized content creates a sense of being understood, leading to increased engagement and customer loyalty.
- User-Generated Content (UGC):
Embracing user-generated content is an impactful way to make your content customer-centric.
Encourage your customers to share their wellness journey, testimonials, and success stories. UGC builds trust and authenticity as potential customers relate to the experiences of their peers.
Pro tip: Consistency and regularity in content delivery are vital for keeping your audience engaged. Develop a content calendar to maintain a steady flow of valuable content across various platforms. Consistency builds trust, as customers know they can rely on your brand for relevant and timely information.
“Inspire Action: Empower Your Audience to Take Charge of Their Well-Being”
As a wellness brand, your ultimate goal goes beyond merely creating engaging content or offering quality products and services. It involves inspiring action in your audience, motivating them to take proactive steps towards improving their well-being and embracing a healthier lifestyle.
Offer Clear Calls to Action:
In every interaction, provide clear calls to action that guide your audience towards beneficial actions. Whether it’s encouraging them to sign up for a wellness program, try a new fitness routine, or practice mindfulness techniques, your calls to action should be specific, actionable, and aligned with your brand’s purpose.
Let’s take the FitTech example:
FitTech is a fitness app that aims to revolutionize how people approach their health and wellness goals. The app provides personalized workout plans, nutrition guides, and mindfulness exercises, catering to users’ specific needs and preferences.
- Call to Action: Get Started with Your 7-Day Free Trial!
Upon downloading the FitTech app, users are immediately presented with a clear and compelling call to action: “Get Started with Your 7-Day Free Trial!”
This call to action appears prominently on the app’s homepage and various landing pages, encouraging users to take the first step towards their fitness journey without any financial commitment.
- Personalized Onboarding: Set Your Goals Today!
After signing up for the free trial, users are prompted to set their fitness goals. The app’s onboarding process is designed to guide users through goal-setting, ensuring that their experience with FitTech is tailored to their aspirations.
This clear call to action – “Set Your Goals Today!” – motivates users to define their objectives and commit to their fitness journey.
- Track Your Progress: Check-In Daily!
FitTech encourages users to stay engaged and accountable throughout the free trial period by checking in daily to track their progress. The app provides reminders and notifications with the call to action: “Check-In Daily!”
This feature fosters a habit of using the app consistently and helps users build a routine towards achieving their goals.
- Upgrade to Premium: Unlock Exclusive Features!
As the 7-day free trial ends, users are presented with another clear call to action: “Upgrade to Premium and Unlock Exclusive Features!”
FitTech entices users to continue their fitness journey by subscribing to the premium version, which offers additional benefits like advanced workout plans, personalized meal suggestions, and expert guidance.
- Refer a Friend: Earn Bonus Rewards!
FitTech incentivizes users to spread the word about the app by offering a referral program. Users are encouraged to invite friends to join FitTech with the call to action: “Refer a Friend and Earn Bonus Rewards!”
This strategy increases user engagement and expands FitTech’s user base through word-of-mouth marketing.
- Stay Motivated: Join Our Community Challenges!
To keep users motivated and engaged, FitTech hosts community challenges with a clear call to action: “Join Our Community Challenges!”
These challenges encourage users to participate in fitness competitions, share their progress, and support each other in achieving their goals. The sense of community fosters accountability and encourages ongoing participation.
- Renew Your Subscription: Keep Progressing!
For users who have subscribed to the premium version, FitTech ensures retention by sending reminders to renew their subscription with the call to action: “Renew Your Subscription and Keep Progressing!”
This timely reminder prompts users to continue their fitness journey and benefit from the app’s premium features.
FitTech, as an industry example, effectively employs clear calls to action throughout its user journey. By guiding users towards their fitness goals with personalized onboarding, progress tracking, and community engagement, FitTech motivates and empowers users to take charge of their well-being.
The strategic use of calls to action encourages users to upgrade to premium, refer friends, and renew their subscriptions, contributing to user retention and the overall success of the fitness app.
Conclusion
By embracing these five powerful branding strategies – establishing a compelling brand story, making a promise, creating engaging content, and inspiring action – wellness businesses can forge lasting connections with their audience and rise above the competition.
In a world where health and wellness are increasingly valued, these strategies act as guiding beacons, guiding brands towards success while positively impacting the well-being of their customers.
Are you a holistic wellness business that is working to establish its online presence? We would love to hear from you about your progress in implementing these strategies in the comments below.
