At present, the US supplement industry is worth $33.7 billion. You know what that means, right?
Your company is competing with thousands of brands; some are well-established with an unwaveringly loyal customer base, while others are still starting out.
The only thing you can do to set your nutritional supplement brand apart is master your branding and marketing strategies – which our wellness branding experts at Aventive Studio can help you with.
So, let’s get started!
Get your target audience right! Because every supplement consumer segment is different from the other.
For example, a person who is looking for a simple pre-workout drink will be more interested in energy and performance than someone looking to bulk up. So, you will need to get your messaging right, for which you will have to zero in on your perfect target consumer.
If you have a clear understanding of who your target audience is, you can easily create products, content, packaging, and offers that resonate with them. And when your ideal customer resonates with what you are offering, they will be eager to buy from you.
Moreover, knowing your audience will also help you determine the right product and price point. For instance, people who work out casually may not be willing to spend much on supplements as opposed to people who are, say “workout freaks.”
Similarly, those who train for marathons all year round are more likely to splurge on their supplements than those who are first-timers.
As part of our signature brand strategy process, Aventive Studio will develop the target profiles, competitor research, customer journey, brand voice, and more for your supplement brand. Learn about our brand strategy & design services here.
Although the supplement industry is huge, most customers can be categorized under a few segments, such as the following. However, to stand out in this increasingly crowded field, you will need to develop a comprehensive brand strategy to determine the right colors, shapes, fonts, packaging, and visual branding for your supplement business.
- Health-conscious people: Those who are looking for ways to improve their health and wellness. They tend to be cautious about what they consume and typically have a higher disposable income than average. They may also be interested in organic products or products that are free from artificial ingredients. This segment is likely to be attracted to green visuals.
- People who are looking for energy boosters, protein supplements, or meal replacements: These consumers are typically active individuals who want something that will give them an edge during their workouts or other activities. When creating visuals for this segment, you should focus on using more red and orange tones to grab their attention.
- People who want to either lose or gain weight: Consumers in this segment are usually looking for supplements that help them achieve their weight goals without compromising on the taste or quality of ingredients used in the products. Using shades of yellow and orange can help catch this segment’s fancy as these colors symbolize optimism, energy, and cheerfulness – which are essential in weight management.
- Consumers looking for specific supplements: These people know exactly what kind of vitamins and minerals they want because they have a specific goal in mind. For instance, they might be looking for herbal supplements, which will help boost immunity against diseases and infections. A turquoise color palette is likely to resonate well with this segment.
As you can tell, each of these segments speaks a different language, which is why it is crucial to understand their needs before talking to them. Remember that marketing only works when you get your core branding decisions correct, like the ones mentioned above.
If you are struggling to determine the details, consider working with a wellness branding agency right from the start so you can sell more products and grow your supplement brand faster.
Your product is only as good as the message you are sending out to potential customers. In order to be successful at marketing and branding, you need to learn how to speak to your audience in a way that they understand. Here are some tips that will help you build your foundation.
Make Sure Your Brand Goals Align With Your Target Audience’s Goals
It is important to keep in mind that you are not just selling a product—you are selling an experience. You want to create a relationship with your target audience that goes beyond the product itself, so it is essential that your brand and marketing strategy aligns with the goals and values of your target audience.
Each segment has different goals. As a result, you need to know who you are targeting and what their goals are before you can create a marketing strategy that resonates with them.
To do this, you need to understand what matters most to your ideal buyer. What are their pain points? What are their desires? How does the product fit into their lifestyle? Once you have answered these questions, it is easier to tailor your messaging around those needs and wants.
For instance, if you are targeting people who are environmentally conscious, talk about how your supplements help reduce waste because you use recycled materials in your packaging.
Likewise, if you are targeting people who love animals and want to support companies that care about animal welfare, talk about how your supplements are made without animal testing or byproducts from slaughterhouses.
If you want people to buy something, then it is important that they understand why they should buy it — what value it brings them. For example, if you are selling a weight loss supplement, don’t just tell people that it helps lose weight; tell them what benefits they will get from taking it (ex. increased energy levels).
That means, instead of saying “our protein shake is high in protein,” consider saying “our protein shake helps you build muscle the right way.” The first statement tells them what the product does whereas the second statement tells them what it does for the user – which is what your customers actually care about.
Being honest about your products is the best way to create trust with your customers.
If you are selling a supplement that’s supposed to help children increase their height, saying that it will help everyone add a few inches is making an inaccurate claim. Instead, be honest about the fact that there are some children who may not get taller but will still see other benefits from taking the supplement.
This is especially important for brands that are new and not yet established, as you might not get as much attention or sales volume if you try to make false or blanket claims.
As a general rule, always make sure people know what they are getting into before they buy from you—and then try to make sure your products live up to those expectations!
A visual identity is the first step in creating a relevant brand. You want to make sure that people at least remember what your brand looks like—and that they associate it with something they want or need or need more of in their lives (ex. good health).
Again, it is important to consider the audience you are trying to reach when creating your visual identity. So, think about how your target buyer will respond to your visuals.
Your supplement logo ideas need to make sense for both the product itself, as well as your target audience – while standing out from all your competitors. This is a tough tightrope to walk, which is why we recommend working with a health & wellness branding agency to help you get it right, create an unforgettable brand, and sell more products.
For example, if you are marketing supplements to seniors, you might want to consider using visuals that make your brand feel safe and trustworthy. This could include things like:
- A simple supplement logo design that doesn’t try too hard
- Sophisticated colors (preferably pastel and muted)
- A font that reflects trustworthiness (possibly sans serif, but it will depend)
Remember that your brand’s visual identity is the first thing your customers see, and it is something that will make them remember you. Choose wisely!
As a supplement brand, your target audience is never everyone, but rather a specific subset of the population. You need to figure out who that is and speak directly to them.
Perhaps you are selling an energy supplement and your buyer persona might be someone who hates coffee because it makes them jittery and anxious but also needs something to wake them up in the morning. In this case, if you don’t speak about their pain points, they probably won’t care about your existence.
Think about what kind of person would buy your product and write down everything they like, dislike, want to change about themselves, or dream about doing one day. Even the most minute details are useful here! Then, use this information to create content that speaks directly to these people—not anyone else—and use it to market your product.
A very simple example of niching down is this blog post. Since it is talking to supplement brands in general, the advice and examples used in the article are designed to resonate with all businesses selling any kind of supplement.
But if we were to talk to supplement brands working in a specific category, say women’s health or anti-aging in women (to be more precise), then readers would only resonate with our post if our content features women-centric advice. That’s what niching down is; being extremely specific with your message. And every supplement brand needs it!
We know that it is hard to keep up with the changing landscape of the supplement industry and all the new regulations that come along with it. But the basics of making sure your brand stays relevant and ahead of the curve never change.
The team at Aventive Studio is committed to helping you put your wellness brand on the map. With years of marketing and branding experience in our arsenal, we can empower you to achieve your goals with the most suitable strategy. Get in touch with our creative director to discuss your brand.