How to Create a Wellness Brand Strategy: Step-by-Step Guide
Brand Strategy
Creating a wellness brand strategy doesn't have to be complicated. Here's a quick breakdown of how to succeed:
Define Your Purpose Craft a clear mission statement that reflects your values and goals. Set measurable objectives to guide your actions. Example: Patagonia’s commitment to environmental causes.
Understand Your Audience Research your target customers' needs, behaviors, and goals. Use data to identify trends, like the rise of ingestible beauty among Millennials.
Highlight Your Benefits Showcase what makes your brand unique - whether it's health benefits, ethical sourcing, or sustainability. Transparency builds trust and loyalty.
Design a Strong Visual Identity Use clean designs, natural colors, and consistent messaging to connect emotionally with your audience.
Engage Through Marketing Create educational, engaging content and leverage social media, influencers, and partnerships to reach more people.
Build a Community Encourage user-generated content, host events, and foster connections to deepen customer relationships.
Measure and Improve Track key metrics like customer engagement, brand sentiment, and ROI. Use data to refine your approach.
Key Takeaway: A successful wellness brand strategy combines purpose, customer connection, and consistent improvement. Focus on authenticity, transparency, and measurable growth to thrive in the competitive wellness market.
5 Best Practices for Wellness Brands | Webinar
5 best practices for wellness brands
Step 1: Set Your Brand Purpose
Your brand purpose is the core of your wellness strategy, shaping everything from how you develop products to how you connect with customers. A clear purpose helps you build strong relationships with health-focused consumers.
Write Your Mission Statement
Your mission statement should capture your brand's values and goals. Start by revisiting your brand story - what inspired you to start, and what problems are you solving?
An effective mission statement should:
Highlight your current focus and approach
Reflect your brand's values
Guide your team's actions
Connect with your audience
As Simon Sinek famously said:
"People don't buy what you do, they buy why you do it"
Take Patagonia as an example. In March 2023, the company formed the Patagonia Purpose Trust, using profits to support environmental causes while continuing to grow its business.
Once your mission is clear, outline specific objectives to turn it into actionable steps.
Set Clear Goals
Data shows that 83% of US consumers are more likely to stay loyal to brands with a clear purpose.
Goal Type Key Metrics Timeframe Customer Impact Satisfaction scores, wellness outcomes Quarterly Brand Growth Market share, retention rates Annual Social Impact Community engagement, sustainability data Bi-annual
When defining your goals, make sure they:
Align with your mission
Focus on measurable results that drive growth and deliver value to customers and society
Support long-term progress
Marketing expert Donnelly emphasizes:
"My advice to brands would be to revisit their purpose. Purpose isn't about having one tactical plan with a charity or an agency – it has to be big, inspiring, simple and memorable. It has to inspire every single person in your company, as well as shareholders, stakeholders and agencies."
A strong purpose does more than attract customers. Research shows employees perform 20% better when they're motivated by a brand's mission.
Step 2: Know Your Target Customer
Once your brand purpose is clear, the next step is understanding your target audience. The wellness market is broad, with consumers looking for products and services that support their overall well-being.
Research Your Market
A 2024 survey by L.E.K. Consulting, which included 1,800 consumers, highlights key demographic shifts in the wellness industry:
Consumer Segment Key Insights Purchasing Behavior Millennials Leading the ingestible beauty trend 31% made a purchase in the last year Women Major buyers in wellness products Twice as likely to buy ingestible beauty items Men Increasingly active in wellness 49% of online wellness discussions involve men
"We've surveyed the health and wellness consumer in the past, but so much has changed in the landscape over the past few years that we wanted a fresh look at the consumer of 2024 and beyond."
Map Customer Wellness Goals
Use these insights to map out your customers' wellness goals and identify what drives their decisions. Traditional buyer journey models often don't align with the wellness sector. Instead, focus on these areas:
Identify Pain PointsPinpoint customer challenges early. Research shows:"Discomfort is typically the quickest way someone will leap from 'Unaware' to 'Actionable' with very little convincing."
Track Behavioral PatternsWomen influence 85% of purchasing decisions, while men are active in wellness discussions online. Use this data to create messaging that resonates with all audiences.
Understand Decision DriversStudies reveal that consumers are 85% more likely to buy after watching product videos. This underscores the power of visual content in building engagement.
A great example is Peloton's shift in 2023. By moving from hardware-focused products to app-based connected fitness, they gained over 3 million global subscribers. This change shows how aligning with customer preferences can drive success.
To connect with your audience and strengthen your brand strategy:
Communicate with empathy and clarity
Showcase customer reviews on social media
Provide practical, easy-to-use wellness solutions
Highlight testimonials from physicians and users to build trust
Step 3: Define Your Brand Benefits
Once you've identified your target audience, it's time to clearly communicate what makes your brand stand out. Research shows that 73% of consumers are willing to pay more for products that prioritize transparency. This means explaining your brand's benefits in a way that resonates with your audience is crucial.
Highlight Your Key Advantages
Your brand's benefits should meet your customers' needs while setting you apart from competitors. Here's a breakdown of areas to focus on:
Benefit Category Consumer Priority Impact on Purchase Decision Health Benefits Backed by science 85% more likely to buy after viewing a product video Ethical Sourcing Transparent practices 56% of consumers report increased trust in brands Sustainability Lower environmental impact 79% of millennials prefer brands that are open about their practices Value Proposition Clear pricing 39% would switch brands for better transparency
A great example is Beyond Meat®, whose tagline, "Eat What You Love™", ties emotional satisfaction to health-conscious eating.
To effectively communicate your brand's benefits:
Use evidence-based claims: Back your statements with research or clinical studies.
Emphasize what makes you different: Highlight unique features of your products.
Appeal to emotions: Connect your benefits to customer goals, like wellness or peace of mind.
Provide clear results: Share measurable outcomes to build credibility.
Build Trust Through Transparency
Transparency is key for modern wellness brands. Nearly 94% of consumers say they're more loyal to brands that are open and honest. One Degree Organics sets a strong example by showcasing detailed ingredient sourcing and farmer profiles, giving customers a full view of their supply chain.
"Any performative transparency that tries to implement a 'quick fix' should be avoided. It's not enough to touch on an issue once, say you've fixed it, and think you've achieved brand transparency. Transparency is something that has to be woven into the entirety of a brand's messaging - it's not about quick fixes, it's about a pervasive mission to be honest."Stephen Light, co-owner and chief marketing officer at Nolah Mattress
Here’s how you can incorporate transparency into your brand:
Share your process: Offer detailed insights into how your products are made and sourced.
Educate your audience: Provide resources that help customers understand your offerings.
Be upfront about pricing: Break down costs when possible, like Christy Dawn does by sharing garment cost details.
Show your values: Highlight your commitment to causes like diversity or sustainability, as seen with Milk Makeup’s public diversity goals and progress updates.
Transparency goes beyond product details - it’s about creating an open and honest relationship with your customers. Kroma Wellness exemplifies this with their mission statement: "We believe in the power of food as medicine", which clearly communicates their philosophy and approach.
Next, learn how to craft a brand look that aligns with and reinforces these benefits.
Step 4: Design Your Brand Look
Now that you've outlined your core benefits, it's time to craft a visual identity that connects with your audience. Your brand's visual identity is essentially the "face" of your wellness business, helping customers feel an emotional connection through thoughtful design choices.
Create Visual Elements
Your visual identity should embody your brand's values while appealing to your audience's wellness goals. Here's how leading wellness brands approach their visual design:
Visual Element Purpose Best Practices Color Palette Evokes emotions Use clean, nature-inspired tones Typography Sets tone and ensures readability Opt for simple, modern fonts Imagery Tells your brand story Use high-quality, natural visuals Layout Enhances user experience Favor clean, uncluttered designs
When designing these elements:
Base your visual identity on your brand strategy and ensure consistency across all platforms.
Keep it simple. Clean backgrounds and focused hero images are especially effective in the wellness industry.
Incorporate natural elements and fresh ingredient visuals to emphasize a wholesome, healthy vibe.
While visuals create an immediate impression, your brand voice ensures that this identity is felt in every interaction.
Set Your Brand Voice
Your brand voice is the personality behind your communications. Ryan Shattuck, Digital Media Strategist, puts it well:
"Would a real person say this? Is there something in here that is relatable, and that someone can connect to?"
To shape a strong brand voice:
Define Core Characteristics Develop a brand voice chart with 3-5 key traits. For example:Characteristic Do Don't Empowering Offer actionable wellness tipsUse intimidating jargon Authentic Share real customer stories Make unrealistic claims Educational Explain benefits clearly Overload with technical details These traits will guide your messaging and ensure consistency.
Create Guidelines Write a detailed communications guide to help your team stay on-brand. Emily Kearns, Senior Manager of Social Media at HubSpot, advises:"Bring your customers into the conversation so they feel connected to your brand. If a potential customer feels like you're talking directly to them, then you're doing brand voice right".
When applying your brand voice:
Use language your audience understands.
Maintain a consistent tone across all channels.
Be transparent and straightforward in your messaging.
Let your brand's personality shine while staying professional.
Step 5: Plan Your Marketing
Nearly 60% of wellness consumers turn to social media and the internet for health-related information. Use the visual identity you created in Step 4 to design consistent and engaging marketing campaigns that connect with your audience.
Create Wellness Content
Educate and engage your audience to build trust. Many successful wellness brands focus on these types of content:
Content Type Purpose Example Educational Posts Build authority Beekeeper's Naturals shares insights on bee health and sustainability Success Stories Show real results Eight Sleep highlights testimonials from high-performing individuals Expert Content Establish credibility Dr. Andrew Huberman provides neuroscience-backed wellness tips Interactive Content Boost engagement ClassPass combines informative posts with light, fun wellness tips
When creating your content, focus on:
Developing resources that explain the science behind your products or services.
Sharing your brand's mission through relatable and compelling stories.
Balancing informative posts with engaging, shareable content.
Use Digital Marketing Tools
Customers who interact with three or more channels are 90% more likely to become repeat buyers. Here are some strategies to improve your digital presence:
Social Media Strategy Social proof can drive wellness purchases. For example, Gymshark encourages customers to tag their accounts and use branded hashtags.
Influencer Partnerships The wellness influencer market has grown by 864% since 2016. Terra Origin achieved a 13.2% engagement rate by collaborating with "mummy" influencers for their Target launch.
Community Building SoulCycle fosters a sense of belonging with its "Give Back Rides" program, which connects instructors and members through charitable initiatives.
Strategic Partnerships Blue Apron partnered with companies like Blue Cross Blue Shield, Planet Fitness, and Calm to offer exclusive discounts and joint promotions, broadening their audience reach.
Measure Your Marketing Success
Keep track of your marketing efforts using these key metrics:
Metric What to Measure Why It Matters Website Traffic Visitor growth Shows how well your content performs Email Engagement Click-through rates Indicates how your messages resonate Social Media ROI Engagement rates Tracks community interaction Lead Generation Cost per lead Evaluates campaign efficiency
Step 6: Build Your Community
Building a community strengthens relationships and encourages word-of-mouth, amplifying your brand's reach and impact. A dedicated community can take your marketing efforts to the next level.
Encourage Customer Content
Motivate your customers to share their experiences by leveraging user-generated content (UGC). Here's how different types of content can help:
Content Type Purpose Example Benefits Branded Hashtags Organize and track UGC Makes content easier to find Success Stories Highlight real results Adds credibility Customer Reviews Share firsthand experiences Boosts trustworthiness Before/After Content Show impact visually Validates product effectiveness
"The comments and discussions within the ads have almost proven to be additional advertising, if you will." - Brianna Bitton, Co-founder of O Positiv
O Positiv has excelled in this area. Their Facebook and Instagram ads sparked organic conversations where women shared their experiences with supplements and asked questions. This created a vibrant space for exchanging information.
To encourage more UGC:
Share customer stories across all channels.
Respond quickly and thoughtfully to shared content.
Celebrate community achievements and milestones.
Offer spaces where members can discuss and connect.
Once you've fostered engagement through content, take it further by hosting events that bring your community together.
Organize Community Events
Hosting events that align with your brand values can deepen connections and showcase your mission beyond your products. These events provide real-time opportunities to engage with your audience.
Event Type Format Community Benefits Fitness Workshops In-person/Virtual Learn new skills and network Wellness Challenges Online/Hybrid Stay motivated and achieve goals Member Appreciation In-person Build stronger relationships Charity Initiatives Hybrid Foster social connections and impact
When planning events, keep these steps in mind:
Define Clear Goals
Design events that add value and help build connections. For instance, a fitness workshop could teach proper techniques, or a wellness challenge could encourage healthier habits.
Invite Experts
Bring in guest speakers or industry professionals to share insights. This not only adds value but also positions your brand as a leader in your field.
Promote Interaction
"Every community will go through an 'awkward phase' where conversations feel a little forced and people aren't initiating conversations on their own. Build your community gradually until interactions flow naturally." - Megan Berry, Mashable
To keep your community engaged:
Offer safe, welcoming spaces for members to connect.
Set clear and respectful guidelines.
Recognize and reward members who actively participate.
Encourage thoughtful discussions that bring value to the group.
Step 7: Track and Improve Results
Once your community is thriving, tracking the right metrics is key to ensuring every action aligns with your growth goals. Focus on data that provides clear insights and helps you make informed decisions.
Choose Key Metrics
Monitor metrics that reflect both your brand's performance and how engaged your audience is:
Metric Type What to Track Why It Matters Brand Health Brand sentiment, NPS score, web visibility Evaluates overall brand performance Customer Engagement Website traffic, social interactions, email open rates Measures audience interaction Business Impact Sales growth, customer retention, ROI Tracks financial and operational results
When selecting metrics, ensure they:
Align with your main objectives
Address performance in the market
Offer actionable insights
Establish consistent benchmarks
Reflect all customer touchpoints
For example, a multinational technology company used this approach in its preventive care initiatives. By focusing on healthcare costs, ROI, and employee burnout rates, they achieved measurable improvements in all areas.
Use Data to Adjust
Data should drive your decisions. Translate insights into specific actions across critical performance areas:
Performance Area Key Indicators Action Steps Brand Awareness Organic traffic, direct visits Refine marketing channels Customer Familiarity Time on site, bounce rates Enhance content relevance Brand Advocacy Social mentions, referrals Strengthen community engagement
Key steps to maximize results:
Review metrics monthly
Compare performance against your goals
Use surveys and social listening tools to gather feedback
Adjust your strategy based on the data
"The right metrics will give you a deeper understanding of how your brand is faring compared to your competitors and meeting customer needs." - SurveyMonkey
It's worth noting that 70% of consumers visit a business based on information they find online. A well-known retail company revitalized its wellness programs by tracking participation rates and employee satisfaction. The result? Reduced absenteeism and a more effective program overall.
Conclusion
Building a successful wellness brand strategy takes thoughtful planning and consistent effort. The fast-moving wellness industry requires a strategy that resonates with your audience and stays relevant.
The foundation of a strong wellness brand lies in having a clear purpose and truly understanding your audience. Your approach should address the needs of various demographics while staying true to your brand’s core identity.
Your success depends on three key areas:
Strategic Alignment
A clear mission and values that guide every decision
Well-defined audience personas to tailor your approach
Consistent messaging across all platforms
Customer Connection
A user-friendly digital presence that’s easy to navigate
Content that informs and engages your audience
Community-building efforts that foster loyalty
Measurable Growth
Regularly track performance to understand what’s working
Use data to make informed improvements
Flexible marketing strategies that evolve with the market
"The whole point of Brand Clarity is to show you how to position your business, find your audience, get in front of them, and motivate them to buy from you. That's how you scale!" – Kady Sandel, CEO & Brand Strategist of Aventive Studio
Emotional connection plays a huge role in buying decisions. As Harvard Business Review notes, "Consumers who are emotionally connected to and engaged with your brand tend to make more purchases". Build trust by fostering genuine relationships, delivering consistent value, and communicating openly.
Bring your strategy to life across your website, social media, and community efforts. Emphasize natural, organic, and ethically sourced ingredients to strengthen consumer trust and loyalty.