Wellness Branding Growth Trajectory
Branding is trending, following a period where performance marketing has been a top priority for marketing teams. As reported by intent data reporting company Bombora, the importance of branding (wellness branding for our Trajectory health and wellness clients) is now top of mind. This past week, the top three most searched terms among marketers all centered around branding: “brand building strategy,” “brand equity,” and “brand protection.”
For wellness brand marketers who put performance-driven strategies and tactics front and center in recent years, these statistics demonstrate that the role of wellness branding in developing a loyal and profitable customer base and providing strong competitive differentiation, is important given the damage caused by the COVID-19 crisis.
The Importance of Building Brand Resilience
As business leaders take stock of a year unlike any other they’ve likely experienced, it should become evident that building brand resilience is paramount to long-term business success. Brands, the biggest and most important asset a company possesses, have experienced unparalleled stress this past year. This is not only because COVID-19 has changed consumer attitudes and behavior, but because people are watching everything a company does.
Consumers expect your health and wellness brands to be more transparent, authentic, present and help make the world a better place. Accenture Strategy’s Global Consumer Pulse Survey 2019 revealed that 65 percent of consumers want businesses to take a stand on issues that are close to their heart. That number rises to 74 percent for 18- to 39-year-olds. Similarly, 60 percent of consumers find it critical that a brand demonstrates its values with authenticity in everything it does.
Understanding where your brand stands and equipping it with the right brand building strategy elements – as a prelude to brand marketing strategy – creates a sense of security when unknown forces like COVID-19 and the new “not soon to be normal again” are at play.
Getting Clear On Wellness Branding
Branding is the promise that you keep as an organization, expressed through every employee action (whether employees are customer-facing or not). And for wellness marketing teams, it’s the foundation upon which your brand building strategies are based. COVID-19 has elevated even more the importance of this foundation, as it’s shone a spotlight on companies, its character and brands. Here, from another blog post, are five wellness brands who are outstanding brand-building role models.
Wellness Branding Strategy Foundation
A thorough brand-building strategy includes these foundational elements:
The Power of Wellness Branding
The stronger your brand, the stronger your business. Strong brands make more money, are more profitable, increase company value and customer potential. Strong brands are also more resilient during hard and unforgiving times (like during a pandemic) and bounce back more quickly when the market begins to turn around. In contrast, weaker players are forced to rebuild their brands, values and reputation from the ground up. Or, at worst, they just disappear.
Brand strength starts with wellness branding. Creating this foothold is the only way to emerge stronger from this crisis unlike any other in living memory. Maybe the statistics cited above reflect this.
Since 1999, our New Jersey marketing agency Trajectory has helped health and wellness brands across the United States to rise above the noise to move businesses and customers forward. Reach out for a no-obligation consultation.