The health and wellness industry continues to experience substantial growth. According to recent industry reports, the industry was valued at approximately $3.31 billion in 2020. By 2030, the health and wellness industry market is projected to be around $7.6 billion.
This is a strong indication that there’s a lucrative market for health and wellness products. But at the same time, competition is also quite high in this industry. And as a health and wellness brand, you need to come up with ways of making the best first impression on your target customer and standing out from the competition and making more sales.
One of the most effective ways of achieving that is by investing in powerful health and wellness branding. In this article, we will take a closer look at the importance of investing in powerful wellness branding for your health and wellness brand. We will also walk you through some effective health and wellness branding ideas and tips so that you can stand out from the crowd.
1. Importance of Health and Wellness Branding
While creating a service or product that will enhance your customer’s lifestyle may be your main priority, quality branding is equally important. Without high-quality branding, your product or service will be unnoticeable in this highly competitive industry. And if no one is noticing your product or service, then you will not make any sales. Effective health and wellness branding also comes with the following benefits:
1.1 Make Your Wellness Brand More Recognizable
One of the main reasons why you should invest in robust branding for your health and wellness business is that it will make it easier for your target audience to recognize your brand.
With powerful branding, people will naturally recognize your brand, whenever they come across it. And even if they may not be ready to purchase your products or services then, they will remember it when they are. Eventually, they will proceed with the next steps and order your products or sign up for your services, thanks to your powerful branding.
On the other hand, if your wellness brand lacks cohesive and distinct branding, it’s highly likely it will not remain in someone’s mind for long. Hence, you will end up losing a potential client to your competitors whose companies have powerful health and wellness branding.
1.2 Help to Build Trust
Most customers buy from brands that they trust, not necessarily the quality of the products or services offered. The problem is, trust is not easy to gain. Furthermore, if a wellness company lacks distinctive branding, it will have an extremely hard time trying to earn the trust of potential clients.
After all, branding is something that customers expect to have, especially in the health and wellness industry, which is quite sensitive. So, if branding is missing, this can come across as a red flag to a potential customer.
If a potential customer had to choose between a wellness company with professional-looking wellness branding with another one that has invested in quality branding, there’s a high chance the client will trust the business that has invested in professional branding.
1.3 Can Earn You New Customers
Robust health and wellness branding can also earn you new customers, through word-of-mouth marketing. For example, someone may have purchased bodybuilding supplements from you. And, their friend may also be looking for such products. Chances are, they will approach the client who purchased bodybuilding products from you.
If you have invested in high-quality branding, it’s highly likely they will remember your brand and refer you to their friend. On the other hand, if your branding is not distinctive, it’s highly likely they will not remember. Again, you will have lost a potential client due to a lack of proper branding.
2. Health and Wellness Branding Tips and Strategies
Without a doubt, branding is key for any health and wellness brand that wants to stand out from the crowd. And as noted above, branding will also help to build trust, earn you new customers and make your company more recognizable. Here are some health and wellness branding ideas and tips that you can utilize to come up with powerful branding, which will give your company a competitive edge.
2.1 Work With Your Target Audience
Before coming up with any health and wellness branding strategy, it’s first important to know your audience. After all, different health and wellness brands serve different target clients. To know more about your target client, you will need to define the demographic you will be targeting, their age, as well as where they live.
For instance, if your products or services are aimed at young people, then the branding approach that you use will be different from a company that targets senior citizens. Also, if you sell premium, health and wellness products aimed at the super-rich, your branding will be different from someone living on a tight budget.
Once you define your target audience, you can then sit down and come up with health and wellness branding ideas that align best with your target client.
2.2 Be Authentic
Every health and wellness brand out there has competitors, regardless of how unique or special their products or services may be. Hence, you need to identify ways of separating your brand from everyone else.
If you conduct a simple Google search of health and wellness brands, you will notice that the majority of them are using the same imagery, ideas, and messaging. For instance, you will notice that all companies that sell health supplements use the same photos, slogans and messages.
While this approach may have worked for some wellness brands in the past, it’s no longer effective or reliable. If you use the same approach, there will be nothing to separate your brand from anyone else, regardless of how great your products or services are. So, if you want your brand to stand out, doing the same thing as every other health and wellness brand out there will not do you any favors.
The question is, how do you build brand authenticity? Well, you can do so using a few simple strategies. Well, you can easily build brand authenticity by being real and honest, posting accurate results, telling stories as well as connecting with real people.
2.3 Humanize Your Brand
Humans are naturally social beings. They crave interaction and connection with other humans. According to a recent survey, 86% of the consumers in the U.S prefer interacting with human customer service, as opposed to chatbots. At the same time, 71% replied they are less likely to do business with a brand that lacks human customer service representatives.
Hence, brand humanization is vital to any branding campaign. Your customers want to feel they are dealing with other humans and not a bunch of algorithms or chatbots. So, how do you humanize your brand?
First, engage in a back and forth with your audience. Ensure you are constantly asking your clients questions, sharing ideas, providing tips, listening and answering questions. And you can do so on social media, message boards, blog comment sections, or forums.
Second, go behind the scenes. Your target audience would love to see who goes behind the scenes. Consumers are increasingly becoming skeptical when it comes to health and wellness products. To eliminate such doubts, you can simply give them a behind-the-scenes tour of how your products are manufactured. Getting behind the scenes will not only help to humanize your brand but will also build trust.
Another effective way of humanizing your brand is by showing off your team. Showing your team will not only help to boost trust in your brand but will also give your wellness brand a certain aspect of authenticity. So, when uploading photos on your website, make sure you use real photos of people working at your company, instead of stock photos.
2.4 Use Visually Appealing Colors
The colors, images and other visual elements that you use on your logo, website, product packaging, or social media platforms are what people will remember most about your fitness brand.
Hence, you will need to choose your colors and design elements carefully. So, which is the best health and wellness color palette? Well, there are no hard rules to go by here. But, Green and Blue are the most popular colors. Brands that sell various types of health products mainly go with green, which is the color of nature, renewal, life, growth and energy. On the other hand, black is the dominant color for fitness equipment sellers.
3. Wrapping It Up
With the strong competition in the health and wellness industry combined with the short attention spans that consumers have these days, it’s vital to invest in powerful branding for your company. And now that you know the methods and strategies that you can use, you should go ahead, implement them, and build your own health and wellness brand. When properly implemented, your wellness branding efforts will soon start captivating your target clients. And from there, you can nudge them to take the next step, be it starting a free trial, making a purchase, engaging on social media, or signing up for your email list.