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How to grow a wellness brand

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Although the concept of wellness has been around for a long time, in 2022, health and wellness is bigger business than ever. Indeed, it’s thought that the global wellness market is now worth more than $1.5 trillion, with annual growth between five and 10%[1]. After two years of life being constantly interrupted by the COVID-19 pandemic, staying both mentally and physically healthy has been challenging. Now, as a certain level of normality has started to return to our day-to-day lives, healthy living has become a priority for many. This can go some way to explaining the boom in so-called ‘wellness’ brands.

From companies focused on physical wellness, such as yoga studios, healthy food outlets and fitness retreats, to brands that concentrate on providing a product or service that can enhance emotional wellness, such as stress-relief products and getaway experiences, this industry is bigger than ever. However, in order to build and grow a successful wellness brand, it is first important to fully understand what wellness is and the marketing tactics that work well in this industry. This guide will explore the meaning of wellness, as well as providing marketing tips as 1HQexplains how to start growing a wellness brand.

What is wellness?

Put simply, wellness and wellbeing refers to the act of practising habits that enhance both your physical and mental health, with the ultimate goal of ‘thriving’ or ‘living’, rather than simply ‘surviving’. When it comes to wellness, both emotional wellbeing and physical wellbeing need to be taken into consideration.

What is emotional wellbeing?

According to medical giants Pfizer, emotional wellbeing refers to an individual’s ability to deal with how they are feeling at a specific moment in time and their mental ability to cope with daily life[2]. Emotional wellness can change from day-to-day and even moment-to-moment, and can be shaped by your ability to understand and manage everything that impacts your life, including relationships, work/school, general mental/physical health and more.

What is physical wellbeing?

As the name suggests, physical wellbeing refers to an individual’s ability to achieve and maintain a good and healthy quality of life which permits for daily activities to be completed easily without the presence of undue fatigue, pain or physical stress/discomfort[3]. This includes being able to actively take care of your body and the capability to recognise that certain habits and behaviours – such as smoking, alcohol intake and even the types of foods we eat – may have a significant impact on our physical health and wellbeing.

What is health and wellness marketing?

As touched upon above, after a stagnation of the wellness market during the COVID-19 crisis, the health and wellness industry is now booming as personal and corporate spending on personal/employee wellness starts to rebound in a post-lockdown world. Naturally, this has created various opportunities for marketers to scale and grow the industry through targeted marketing strategies that look to take advantage of this current trend. From optimised brand creation and launch tactics and content optimisation strategies to long-term brand consolidation (for both established and new brands), health and wellness marketing techniques have the ability to make or break the success of a business in this industry.

Marketing ideas for health and wellness

Whether you’re a new massage therapist looking to launch your brand or an existing healthy food and drinks brand that wants to utilise the current boom in the wellness industry, wellness marketing can make all the difference when it comes to generating good publicity and moving profit margins in the right direction. With this in mind, we’ve outlined a few of our top tips when it comes to basic health and wellness marketing.

1. Position your brand

With the health and wellness market becoming increasingly competitive, simply having a unique product or service is not enough to guarantee success. You also need to position your brand correctly. This is to say, your brand must now be marketed and advertised in a way which allows it to own part of the market, where it can occupy the minds of potential customers ahead of the competition. This can be done by assessing and improving five keys areas:

  • The product/service itself: Is it a quality product/service that is also unique or offers something different from the competition?
  • Brand name: Does it stand out in a crowded market?
  • Visual identity: Does packaging and product design allow you to stand out while also aligning with brand values?
  • Communication/advertising: Do advertising materials and social media profiles project the brand message/values you are aiming for?
  • Price: Is the price of your product/service competitive, while also allowing you to position your brand where you want it (i.e. as a budget, mid-range or luxury brand)?

2. Create and publish engaging content

When it comes to digital marketing, good quality content can be your brand’s biggest attribute. However, this should not just take the form of optimised blogs – also think about creating engaging social media posts, videos, interactive case studies and even podcasts. By understanding your market and creating attractive content that is not only informative but also supportive for their wellness journey, you can attract new customers while continuing to encourage the ones you already have.

3. Build a following

In order to build a successful wellness brand, customer contact is key. This means creating a brand that builds a dedicated community of customers/clients and nurturing this group of loyal customers by utilising a strong social media presence, innovative email marketing campaigns and even exclusive members/VIP areas/reward programmes. For a good example of a wellness brand putting its community at the forefront of its marketing strategy, check out Peloton[4].

[1] https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market

[2] https://www.pfizer.com/health-wellness/wellness/what-is-wellnes

[3] https://www.anu.edu.au/covid-19-advice/health-wellbeing/strategies-for-wellbeing-at-home-or-on-campus/physical-wellbeing

[4] https://www.commonground.digital/paid-social/wellness-marketing-ideas-for-health-and-wellness-business/

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