Your brand is what carries your wellness business through hard times. It’s what makes or breaks your business and what separates you from your competitors. It takes a lot of hard work to build your brand and even more to maintain your stature within the wellness community.
Here are some simple tips for building your wellness brand:
1. What’s in a name?
3. Your Brand is More Than a Name
While the name and the lettering are very important, your brand is much more than your name. Your brand conveys your business’s key values. The best brands, according to marketing experts, highlight what customers already know about the company.
“You don’t really own your brand. Your customers own your brand,” said Brenda Alling, director of the marketing and communications department at Washington State University-Vancouver.
What does this mean for your business? Find out what people like the most about your business and allow that to be your brand. If you don’t know yet because you’re just getting started, brainstorm what you would like to be known for. If you’re an athletic trainer, do you always produce results? Is your spa a respite within a busy day? Are you a massage therapist that focuses more on pain management rather than relaxation? Is your yoga studio a place where students come to sweat and detox or is it more of a moving meditation practice? Think long and hard about what you want to be known for and then spread the message far and wide. As with your name, your brand must be consistent. Put it in your bio or mission statement on your website. Tell your customers your mission. Post it in the bathrooms and at the entrance. Put it on your Facebook, Twitter, and MySpace pages.
4. Keep on Doing What You’re Doing
Once you have your brand the best way to build it is to keep on doing what you’re doing. Live up to customer expectations time and time again. Make sure all your employees know that Serenity Now Yoga is all about serenity. No cell phones, no gossip, and no anger. It’s a quiet place where your customers can depend on finding serenity. At Gentle Touch Massage customers can be sure that you won’t be beating them up on the massage table and leaving them sore afterward. Whatever you do best, do it time and time again.