When it comes to one’s health and wellness, every decision is personal. From how we choose to nourish our bodies, to the brands we align with to support us on our journey, every choice is based on what feels best for ourselves.
So how can brands build the kind of relationship with their audience that fosters this sense of community and support?
I’m going to deep dive into how your wellness business can put themselves front and centre in the decision-making process of those looking to better their lives.
In order for a brand to position themselves as one that can be trusted with the health and wellbeing of their consumers, they need to convey that their heart is in the right place – supporting a happier, healthier lifestyle.
This comes from telling your story – what’s your journey been with wellness?
Why is it important to you to help others in their own search for a better quality of life? When the opposite path is taken, the “lose 10kgs in 2 weeks for just $99.99” approach, people instantly feel like they are being used to make a quick profit rather than that their health is in capable, trustworthy hands with the sole ambition of giving them the lifestyle they’re striving for.
Keep it honest. Keep it open. Communicate with people as people, not as a money making machine that’s in it to make a quick buck. Share your goals, your capabilities, and address the only question consumers really want answered – how are you going to help me become the best version of myself?
While building that sense of trust and belief in your commitment to better the lives of those around you is absolutely key, you need to be able to back it up. Every health and wellbeing brand has their specialty, whether you’re working towards amplifying mindfulness, enhancing physical excellence, or elevating the nourishment game.
But it’s not enough to just say it. People want to know why you’re qualified to be giving them advice on their own wellness journey. Share your experience, your credentials. Share your social proof – highlighting the benefits that others have gained from their experience with your brand.
It’s vital for any brand trying to make a name for themselves in an industry as competitive and scientifically driven as wellness to qualify their case. It’s up to you to unequivocally prove that you are the brand that not only touts the benefits of your speciality, but has the knowledge, qualifications, and drive to back it up with the results your customers need.
As with any personal journey, it’s hard to feel supported and encouraged by those around you if they treat you with communication that’s hot and cold at best. By establishing yourself as a wellness brand, you are committing yourself to the lifestyle of others, and that lifestyle doesn’t happen conveniently between business hours or while you chop and change the direction of your branding preaching your message clearly and consistently.
People want to know that you are a constant champion of their health; never swaying in your messaging, never disappearing without a word. Like a reliable friend you can call on any time, day or night, to re-centre yourself on the path to a happier, healthier you, your brand needs to be there.
Consider your messaging and how that messaging is communicated. Stay true to who you are, your values, and your beliefs across every touchpoint with your audience. If your priorities are swaying with the tides of fad trends or popularity contests, your consistency will break with every post, email or call you make, and all the good will and trust in the world can’t make up for inconsistency – which inevitably breeds feelings of doubt
Personal journeys are the same whether they are with a loved one or a brand you choose to help support you in your lifestyle goals. Communication is everything, and building the solid foundations of trust and credibility through consistent messaging is how you become a go-to, must-have resource, rather than the latest ‘it’ wellness craze that can’t justify the time, money and energy you expect customers to invest in you.
Question of The Week: What thoughts are coming up for you when it comes to branding?
I’d love to hear from you. Drop it in the comments below!