By: Janil Jean, Branding Expert at LogoDesign.net
Your wellness brand is no longer just the shop around the corner. Believe it or not, you’re sitting on a goldmine right now. Don’t believe it? Check out these statistics. According to the Global Wellness Institute the global wellness market is currently estimated at $4.2 trillion with a growth rate of 12.8 percent from 2015-17. If only you knew how to mine the gold. Well, I can’t promise to give out the goldmine secret but I can tell you how to supercharge your wellness brand and capture untapped audiences.
Wellness and Branding
First, you need to know that wellness is the new luxury lifestyle. Of course you know that! But did you know that wellness luxury is all about branding? Think over this for a second. All major luxury brands of the world sell style and experience. From Audi to Body Shop, Nike and Hilton etc. all sell to their customers by designing the style and experience of their products and services. That’s the reason why you need to consider designing your wellness brand as well.
Secondly, if you haven’t figured out yet, the service industry is pretty homogenous-how will you distinguish your brand from the rest of the crowd? Through brand experience of course! We’ll talk about this in a bit.
Starting with the visual identity, you can actually enhance your wellness brand image, with a little investment, a whole lot more than you can imagine.
Getting a wellness logo design that tells your brand story is the first step towards a distinctive brand identity. It doesn’t have to be an expensive one either. You can get one through a custom logo designer or any type of DIY logo maker like LogoDesign.net to start branding.
Once you have the logo design, use it to amplify your brand by using it in all marketing materials: stationery, website, email signature, flyers, apparel, towels, equipment and signboards, to name a few. The idea is to create a visual appeal to your audience and catch their attention whenever they come into contact with your brand, after all you’ve only 8 seconds to capture their attention.
Once you have the visual identity in place, the next step is to get to brand the experience. For this though you’ll have to consider a holistic picture.
Branding is not like a one-night stand that you’ll get over quickly. Branding is designed to make a lasting impression and motivate the user to experience it again and again. That’s why brands like Calia, 22 Days Nutrition, Urban Remedy, and Love Wellness spend big bucks to be endorsed by celebrities. Of course, as a small business you can’t afford to do that. You’ve got the next best thing – the experience which is totally in your control. Create a wellness brand that your audience will want to experience again and again.
Start off by creating a standard for your staff and wellness center. Things to consider include greetings, see-offs, processing time, accessibility, location, space, and interactions design that are uniquely your brand. All these must be curated and designed to deliver first class brand experience such as excellence in customer service, cleanliness, health consciousness, and researched products or services.
Moreover, your brand experience needs to appeal to the emotional void that your audience wants to fulfill – for a younger crowd it’s more about hanging out than being fit; for Millennials it’s more about family and wellness than the money; and for Gen Z it’s about accessibility and control of their health. Manage these aspects than your brand is sure to win customers over. You’ll be surprised that even Disney designed their brand experience to the “T” based on these factors.
The best designed wellness brand today is one that gets customers and visitors speaking about them long after it’s over. That’s what you are aiming for.