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Three Tips For Building A Brand Focused On Wellness

By News Creatives Authors , in Small Business , at August 26, 2021

President and CEO, MassageLuXe

For the past 18 months, consumers have been answering a wake-up call to focus on wellness. Our society has never been more concerned with health and wellness. In fact, in a recent survey of nearly 20,000 Americans, 78% of respondents said wellness is now more important than ever. Wellness is multidimensional and is not focused on one singular idea. It is a combination of physical health, mental and emotional well-being, social connections, environmental surroundings and, for some, spiritual connection. It is the integration of these things that make up a person’s wellness. As a leader of a brand, it’s important to recognize this and to position accordingly.

The global wellness economy is estimated to be at around $4.5 trillion, and as the CEO of a franchise-based spa company, I’m finding the consumer mindset is shifting. It’s essential to stay relevant in the long run, and paying attention to consumer trends is the first step in doing so. Your brand cannot afford to miss the opportunity to articulate how you are improving the lives of your consumers. That’s unfortunately easier said than done at times, so below are three of my tips on how to build a brand focused on wellness today.

Find your purpose.

Why do you exist? What is the end result for your consumers? You might be boosting self-confidence through enhancing someone’s physical appearance, for instance. Or, perhaps you help improve clients’ physical health through fitness or recovery services. Maybe you are spreading joy through the products you are selling. Whatever you are doing, find your “why,” and direct that “why” toward wellness.

This isn’t always an easy task. It’s important to not only find your “why” but also articulate your “how.” Many people can copy what you do. It’s how you do it that differentiates you. Make sure to complete a full analysis of your competitors. Know their price points, their selling points and, most importantly, their weaknesses. Emerging brands often have an advantage in that they can analyze major players in a market and learn what to do — and what not to do. It’s not always a good thing to be the biggest fish.

Go all in.

Once you have found your purpose, it should be your north star. It should be the guiding force behind every decision that you make as an organization. It is your rallying cry. When evaluating a new product or service, you need to ask yourself, “Does this meet my purpose?” If the answer is no, then move on to something new that does align with your “why.” This isn’t limited to product or service offerings, either. If your policies, strategies, partners, vendors and supply chains aren’t representative of your purpose as well, they need to be altered.

A completely aligned experience for employees and customers alike will create brand recognition and loyalty. A brand purpose that resonates with consumers is equally likely to resonate with employees.

Tell your story.

It’s one thing to define your brand story. It’s another thing to tell it. As an authority in health and wellness, use your expertise to educate current and prospective customers. Radiate your “why” in everything you do. Consider lessening the focus on your actual product or service and instead focus on the things your product or service enable. I believe Caribou Coffee is an example of a brand that does this well. Instead of focusing on the product it sells, which is replicable, it focuses on the life the coffee enables in its marketing strategy.

This approach can be paired with sharing user-generated content and testimonials. A 2014 survey by BrightLocal found that 72% of consumers say positive testimonials and reviews increase their trust in a business.

The wellness market is here to stay, and it offers massive opportunities for growth, but it also is going to get more competitive, so it’s important to know how to build your brand. Think about how to engage your customers to better their lives. Be purposeful about what you are doing, how you are doing it and what you and your customers say about it.


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