This is a guest post for the Aventive Studio blog written by Aziz Nicleson.
If you own a wellness brand, you know how important it is to attract and maintain new customers. You also know that staying competitive in this industry requires diverse marketing strategies.
Wellness branding is one of the most effective ways to promote your wellness products and encourage users to try your brand over another’s. When you choose the right company to implement a successful wellness branding plan, you will:
- Attract new business
Healthy competition among brands often results in lower prices for consumers. The best way to keep profits high while still offering affordable prices is by implementing an aggressive wellness branding strategy.
- Turn loyal customers into product evangelists
Product evangelists are individuals who love your products so much they end up promoting them on their own accord without being asked.
These are the people who recommend your brand, start blogs about your brand, purchase your brand when they travel to other cities, and attend conferences that feature your wellness products. Making friends with these individuals will help open doors for you that would otherwise stay shut.
- Gain free press
Bringing a strong wellness branding strategy into play allows you to stand out among competitors because it’s such a rare commodity in today’s beauty industry. This attention is essential if you want to gain momentum early, create awareness around your brand, and attract new customers at a low cost.
- Reach new or diverse audiences
If done correctly, a strong wellness branding campaign should permeate every facet of social media and be visible on at least one major television network and/or podcast, as well as in at least one major print publication. This way, you can reach new audiences who are not yet familiar with your brand.
Here are six steps you can take to implement a successful wellness branding campaign.
Step 1: Know Your Audience
If you are not confident that your brand is well-known enough to attract new customers through wellness branding, take some time to improve your visibility. Look for ways to get free press by giving interviews on podcasts or other local publications.
Consider how you can boost product awareness through social media without being too pushy about it. If your company does not have a website, now is the perfect time to put one in place so potential customers can learn more about your products and services while staying up-to-date.
Step 2: Create a Strong Brand Image
Your branding campaign starts with creating a strong image for your product, service, or store that is easy to recognize and memorable to consumers.
For example, if you’re an accounting firm located in New York City named Smith & Jones LLP, it might be best to include the names of employees such as “Alison Smith” or “Sara Jones” on your business cards and documents because these individuals will more likely stick out in the minds of customers than the firm’s full name (Smith & Jones LLP).
If you choose a business name comprised of a single word, it’s important to understand that this word must stand out on its own. For example, “Apple” is a strong brand name because the apple is easily recognizable and associated with a plethora of positive connotations.
On the other hand, something like “Online Wellness” isn’t memorable because the words are too generic and don’t differentiate from competitors.
STEP 3: Define Your Brand’s Personality to Create a Relationship with Customers
Your wellness brand’s personality is essentially your mission statement. It’s how you want people to perceive your brand and what kind of image you hope they’ll associate with your brand’s name.
Don’t be afraid to get creative when choosing your brand image. Take TOMS Shoes, for example. Instead of simply describing their business as “a shoe company,” the founder described its mission in a way that would help people around the world.
The language used shows how he wanted customers to perceive his brand and what kind of image he wanted them to associate with it: “One for One” (referring to a pair of shoes given to a child in need every time a purchase was made).
In addition, you can add an element of humor or excitement by making witty puns within your wellness branding plan. For example, Pressed Juicery uses wellness branding techniques by giving each flavor (i.e., Beet, Spinach, and Kale) a bizarre name that makes you want to try them: The Iron Man (beet), Jurassic greens (kale), Thunder Punch (spinach).
These quirky names make customers interested in the juice, and they are drawn to the store because they’re curious about what these odd flavors will taste like.
Step 4: Create a Strong Social Media Presence
Creating an active social media presence through wellness branding is essential if you want your brand to appear fresh and up-to-date to potential customers who may be following dozens of other brands on major social media outlets such as Facebook and Instagram. Here are some tips that may help:
Post Newsworthy Updates
It’s important to post content that’s relevant to your business and customers. Save the generic posts about how great your employees are or what an amazing product you have for another time. Instead, post updates that are related to changes in the industry or current events.
For example, if a popular brand releases a new product or there’s news about GMOs in food, it would be appropriate to post something on these topics because they’re relevant to your company.
At Pressed Juicery, the wellness branding team uses social media to promote their “juice of the week” deals. These deals are posted on Instagram along with photos of each juice flavor, so customers know what they’ll be ordering before even entering the store
Use Visuals and Videos
Visuals such as photos, infographics, and videos can be extremely effective in promoting your wellness brand.
Share Customer Stories
It’s important to use testimonials from customers if you want to promote your brand. This is an excellent way for potential customers to connect with your brand emotionally by sharing the personal ways they feel about your products or services.
Use Contests and Giveaways
Contests are a great way to increase the exposure of your wellness brand because it encourages people to follow your company on social media or share the contest with others.
Another good example here is Pressed Juicery. Here employees often host giveaways involving free juice pouches. These events serve as effective promotion opportunities because they encourage other users within the same social media network to follow your brand and become exposed to your wellness branding.
Step 5: Actively Engage with Customers on Social Media
After you’ve made your presence felt on social media, it is time to engage with your customers. This is especially important considering that 54 percent of social media users rely on the platforms as tools for researching products. Besides, a whopping 71 percent of customers who have a positive experience with your brand on social media are more likely to recommend the brand to friends.
Here are some top tips that can help you actively engage with your client base on social media.
Responding quickly to customer questions is important when you’re using social media as a way to interact with customers. Customers expect an answer within 24 hours for most problems, and in some cases want an immediate response.
Post Fan Photos and Videos
It can be really encouraging for current customers if they see other fans who share their passion for the product. This makes potential customers more likely to become regular.
Using relevant hashtags is extremely important if you want your posts to be seen by as many people as possible. Use hashtags that are related to your business or ones that relate to the content within the post.
Don’t Be Generic
If you want to make the biggest impact with your social media posts, it’s important to avoid any type of generic marketing material. Generic posts are just that, generic. They don’t stand out among other brands’ social media updates, so your customers won’t be engaged.
Selling wellness-focused products can be extremely difficult if your company doesn’t have a clear overarching goal or message. By following the steps explained above, you’ll begin to see increased exposure to your company’s unique brand on social media platforms.
About the Author
Aziz Nicleson is an experienced journalist and a pro essay writer at A writer com. With more than four years of experience in London magazine “Shop&buy”, he has also helped at AustralianWritings and enjoys playing mini-tennis. Aziz has written his own novels with the favorite one being the classic entitled “His Heart”.