If you’re in the health and wellness space then you have probably heard the phrase ‘holistic branding’ being thrown around, but what does it actually mean? In this article, I’m going to break it down for you in the simplest way possible. So if you’re a business owner in the wellness space go and grab a notepad and cuppa and get ready to learn everything you need to know about holistic branding.
More than just a logo
Holistic branding is about the feeling your brand creates in people. When holistic branding is done well it will attract the ideal customer through the vision and values that you, the brand owner, share with them. In the health and wellness spaces particularly, a holistic approach to branding involves showcasing a deeper sense of meaning and purpose to your brand. Instead of thinking ‘I want to buy this because it looks/tastes/smells nice’, holistic branding makes a customer think ‘I want to buy this because it will allow me to live a certain way/aligns with my morals & values/contributes to a greater good’. To make this kind of connection with customers you need to think about so much more than just having a good logo. However, to build a house you need strong foundations.
Establish strong foundations first
If you want to take a holistic approach to your wellness business branding then I encourage you to start with strong foundations. It’s worth spending a lot of time and effort getting your logo and brand identity right from the beginning. It doesn’t need to be absolutely perfect, but it’s important to really think about the feeling people will get when they see your branding or buy your products. Your logo needs to capture that feeling so choose your colours wisely, because a huge part of someone’s first impression of your brand is based on colour. If you’re interested in learning more about colour psychology when it comes to wellness branding, I go over this topic in detail in this blog post: The importance of colour psychology in the wellness space.
Or if you’d like some guidance with your wellness business branding, book a free 30 minute discovery call with me today and we can talk about building the business of your dreams.
A holistic approach to attracting your ideal clients
You might be surprised to know that it actually pays to look slightly familiar when it comes to your wellness business branding. I know you tend to think about standing out from the crowd when you first start working on your branding. And whilst it is important to stand out, if your branding is too obscure you risk scaring off your ideal client or attracting people who are looking for something else. Remember you are trying to capture a certain feeling with your wellness brand. So it can be a good idea to look at how other brands in the same space have been doing this. You could try using similar colour palettes to some of your personal favourite wellness brands and then get creative with the layout/shape/tone of the design. The trick is to be slightly similar to brands your ideal client already likes (your competitors), but in a way that is different enough that it’s intriguing to them.
The importance of brand consistency for wellbeing businesses
When it comes to attracting your ideal clients you have to accept that you won’t be able to captivate everyone at first glance. The wellness space is a busy one and people who take care of their health tend to lead busy lives, so people might simply not have the time to engage with your brand the first time they encounter it. This is why brand consistency is so important. You want every single visual, piece of content and even social media captions to convey that feeling you want to evoke in your customers.
So whatever colour palette you go with for your logo, stick with it religiously across all platforms and branded content including your website. You might get lucky and create a loyal customer upon their first interaction with your brand. But if you don’t, brand consistency helps your ideal clients to become familiar with your brand over time. We are aiming for your ideal client to get to know you, then they will get to like what they see and eventually they will trust you – trust means they are much more likely to buy from you. The all important ‘know, like and trust’ factor.
Brand design for wellbeing business success
When it comes to the wellness space in business or really any business, you need to be able to evoke the right emotions in people when they come into contact with your brand. Hopefully, this blog post has given you some useful ideas that you can incorporate into your own business strategy.
To summarise, think about the feelings you want your ideal customers to have when they engage with your business, choose appropriate colours to capture that feeling, and then convey this feeling consistently across all branded content.
This is not easy so if you’re struggling to get started remember that there is holistic branding guidance available if you need it. A bespoke brand design package might be just what you need to get your wellness business journey off to a flying start – get in touch to start your holistic branding journey today.
