It’s no secret that the health and wellness industry has sky-rocketed in popularity over the past few years. It’s not only become cool to walk around in your activewear, but to prioritise your health and truly design the kind of lifestyle you want for yourself long term.
And with that popularity, the industry has been inundated with brands trying to establish themselves as the go-to in their area of expertise. So how can you make sure your message is being heard amongst a sea of ‘others’, in a way that will make people stand up and take notice?
I go deeper into how your wellness brand can establish itself as a stand-out talent in the saturated industry that is health and wellbeing.
A brand can be anything it wants to be, but it can’t be everything. Every business has its own speciality – it’s own passion – and every touchpoint you have with consumers should shout that passion, unequivocally and with purpose, to position yourself as a leader in your field.
When it comes to your audience, you’re not trying to please everybody. Too many business’s get caught up in the client grab, to the point where they feel they need to offer every kind of service to make an impact. But what really creates the impact you’re after? Owning what you do.
Do one thing, do it well, and let everyone that comes across your brand immediately understand that you are an expert in your field, and are committed to excellence in that field. Like we said, no one can be an expert at everything, and pretending to be will only make your brand confusing and, sooner rather than later, irrelevant.
What makes your brand the most unique is you. Being bland and generic about who you are and what you stand for is about as useful as not marketing yourself at all. For people to connect with a brand, they want to know who and what is behind it.
Don’t be afraid to showcase your personality. Share with people what makes you tick, where you came from, how you go here, and what your vision is for the future. Your audience will become more invested in your brand if they feel like there’s something unique about you that they can identify with.
It’s so easy to get caught up in the curse of comparison – constantly scouting and copying what your competitors are doing so that you ‘fit in’ and can be considered equal. But you didn’t start your brand to be ‘equal’, you started your brand to stand out and shine. So share your beliefs, showcase why you’re different, and you’ll reap the rewards from people being able to identify with your journey enough to want you to be the one to support them on their own.
Know your why
To add conviction to the purpose of your brand, you need to show people that your motivation is pure. “I thought it would be fun”, “There’s a lot of money in it”, “I just thought I’d give it a go” are all hot tickets to a dead end for your business.
When it comes to an industry as deeply personal as wellness, everyone is in it for a reason. The question is, why are you? Why wellness? What fostered your passion? Why are you committed to making an impact on the lives of others?
Trust is the most important thing a brand can emulate, and without the backstory – without your ‘why’ – all your efforts can come across as hollow or superficial. Share your story, embolden people with your passion, and help your customers understand why you are the one that’s going to be able to take them where they want to go. Because, at the end of the day, people want to know that you are working towards one common goal – their health and wellbeing.
While many brands grow to the point where they have a life of their own, they all have one thing in common – an unwavering belief in what they do, and a relentless passion to help others achieve the solution they offer. Be human, be vulnerable, and allow people to see just how deep-seeded and profound your desire is to do what you do.
Question of The Week: What thoughts are coming up for you? Do you have any questions?
I’d love to know. Drop it in the comments below!