A Template For Wellness Brand Strategy [Infographic]
Behind every great business is a great brand. And behind every great brand is a strategic branding foundation. Below is an infographic – a template for brand strategy – that every wellness brand owner can use to craft or sharpen their wellness branding strategy.
Why A Template For Brand Strategy Matters
Building a brand that meaningfully connects with consumers, delivers on its promises and stands out and apart from competitors requires clarity. Clarity about your consumers, competitors, and your place in culture. Clarity about the state of your brand and business – who you are, why you exist and what you do. Clarity in terms of ensuring that all internal brand identity elements and the people who execute against them work together to communicate and deliver on brand promises.
A template for brand strategy helps deliver this clarity. It ensures that your whole brand is greater than the sum of its parts by providing 360-degree thinking and a starting point for a collective, systematic approach to brand building.
The Battle For Wellness Brand Attention and Attraction
Even pre-COVID, we lived in a world of challenged and fleeting attention. Scrolling through social media feeds, watching Instagram stories, checking out the latest scores, streaming the latest Netflix series.
Throughout the pandemic, brand marketers then faced serious questions about the future of the brands they managed, as economic uncertainty forced many businesses to shutter, pivot, or adapt. Wellness brand marketers were also forced to tackle how to deal with (or not) mass protests for racial and social justice.
The pandemic has fundamentally reshaped how consumers live, work, shop and play. COVID-driven behaviors skyrocketed in 2020, rapidly accelerating underlying trends in the span of weeks. While some of these habit shifts will endure into the new year and beyond, others may fizzle once the health crisis subsides.
Throughout this period, wellness took on an entirely new meaning and it became evident how seriously people take their wellness and the role that brands can play to help achieve it. Brands that can show how they support this will thrive in the new wellness economy.
Wellness Branding Strategy As Job #1
Before investing in any wellness brand marketing efforts, there are brand identity elements that need to be solidified first. They’re the same strategic branding ideas that every health and wellness brand has at their disposal. Some brand marketing teams act on these brand building elements in earnest, others choose to forego the rigor and leave their fate up to the whims of consumers.
But all of these strategic brand assets should be non-negotiable. Having a clear understanding of your wellness brand’s strategic framework and brand priorities helps reduce risk and, at the same time, allows you to act with confidence in respect to your wellness marketing.
In The Absence Of Brand Building Strategy
What would life be like without branding strategies and without branded customer experiences? How would you navigate purchase decisions to get what you need?
If you went to the vitamin and supplement aisle and all bottles were white with the same font labeling, how would you make a decision based on the benefits you were looking to fulfill? Brand conveys information in a shorthand way to consumers. And building a brand, starting with branding strategy, is the way that information is communicated.
Every wellness brand can access the same brand strategy pillars. Those who succeed or don’t do so for the same reasons, prioritizing and applying the pillars. If you figure out your brand building levers, you can make a brand come alive. But it takes a concerted commitment.
Building A Wellness Brand That Matters
This template for brand strategy can be the starting point for building a brand that matters and rises above the competition. It consists of the following branding strategy components:
- Brand Purpose: defining your “why”
- Brand Story: creating your narrative
- Brand Elevator Pitch: your quick power pitch
- Brand Values: beliefs you stand for
- Brand Value Proposition: what makes you the best
- Brand Personality: your unique brand voice
- Brand Messaging Matrix: backbone for corporate communications
Wellness Branding Strategy
Your wellness branding strategy is the starting point for building perception, creating brand preference and driving business performance. As the wellness industry grows and mutates at a rapid pace, wellness branding strategy sets the table and brings much needed clarity and structure for brand owners and consumers alike. As consumers increasingly prioritize health and wellness as new “mandatories” – every business needs to get clear (starting with brand strategy) on how they can become a part of this new health-focused ecosystem.
Since 1999, Trajectory has worked across the health and wellness industry, partnering with clients to craft and sharpen their wellness branding strategies and to build stronger brand-led businesses. Reach out for a no-obligation consultation.