How can you create a brand identity that reflects the values of a wellness brand?

If you are talking about BRAND IDENTITY, here’s some practical advice, whether it’s wellness or anything. Think about your brand & try to capture it in a word or phrase that can evoke visual imagery for the designer. Some examples: “Ideas” = an Apple/“Foam while washing” - Surf/“Just do it” = a tick mark The way to do it is to talk to customers/associates/anyone and ask them a few simple provocations about the brand/category - what symbols come to mind when I talk about this brand/category - what colors/shapes/images - what stories/memories - what characters (real/imaginary), films, sounds, music Dig & you may get some really lateral descriptions;somewhere within that lies a piece of magic that can help become your brand identity.

In the wellness space, it's the authentic story behind your products that truly differentiates you. Embody your 'why': The founders who impress me the most are those who infuse their brand with their personal mission. They act and inspire by example. Be what your brand stands for. This authenticity attracts and inspires your community. Customers who resonate with this story help amplify it, turning their experiences into powerful testimonials. It's not the products alone but the real, relatable story behind them that sets you apart in the wellness world.

When I was building my own wellness brand, I learned that real stories from real customers were more insightful than any focus group. I engaged with them directly on various platforms, listened to their journeys, and that's what shaped a brand that they truly felt was their own. Only when you actively listen and respond to your audience can you craft an identity that they'll see themselves in.

As a service designer, I can truly support the fact that it is crucial to involve your customers, let it be any product or service. Stepping into their shoes gives you new perspective, understanding their motivations, insights, triggers make your life easier to focus on what is valuable for them and results a brand identity you would never imagine by yourself. Please don’t sit in your office and try to find out the solutions but go out and ask your customers.

Something that often gets overlooked is how your brand SOUNDS (i.e. tone of voice.). Tone of voice is more than a list of adjectives. You need to create a set of guidelines on the language, cadence, tone, etc. For example: Write like this vs Not like this.

Selecting brand elements is crucial. Ensure consistency, coherence, and distinctiveness in elements like your brand name, logo, color palette, typography, imagery, tone of voice, and tagline. Develop a brand style guide to establish standards for using these elements across diverse media and platforms.

Testing your brand identity means more than just looking at the numbers. It's about understanding: - Why customers choose your product - What they're saying to friends - How they interact with your brand across all platforms It's these insights that will guide you to tweak and improve your brand to truly connect with your audience.

Assessing a brand's identity is a perpetual exchange with the audience. It involves keen observation of their interactions, distilling wisdom from their behaviors, and sculpting your brand's essence accordingly. This rhythm of listen, adapt, and evolve is critical, guaranteeing that your brand doesn't merely broadcast a message but also embodies the very principles your audience holds dear in their pursuit of wellness and genuineness. It's through this dance of continuous refinement that a brand maintains its heartbeat and aligns with the pulse of its people.

This isn't just about shouting from the rooftops..it's about showing your audience why you care and how that translates into the wellness products they receive. Use every post, every campaign, and every story to reinforce the essence of your brand, ensuring that it rings true to the heart of your mission and connects on a human level.

Defining your brand is not just a step in the process; it's the cornerstone of your entire relationship with your audience. Without a clear brand identity, you're just another voice in the cacophony of the wellness market. But when you nail that identity, you're not just selling a product or a service; you're offering an experience, a lifestyle, and a community that your audience can belong to. Communicating your brand identity goes way beyond logos and taglines. It's about telling a story that resonates with your audience's deepest aspirations for wellness. It's the narrative that weaves through every blog post, every tweet, every podcast episode, and every event. It's what makes your brand relatable, memorable, and shareable.

In the dynamic landscape of wellness, your brand's identity must be agile. Regularly rejuvenating your brand's image and messaging ensures it stays in harmony with contemporary wellness narratives and consumer aspirations. This isn't about change for the sake of change, but a thoughtful evolution that keeps your brand at the forefront of the wellness conversation, always relevant and resonant.

A brand's strength lies in the stories untold, the experiences shared, and the silent endorsements of satisfied customers. It's these organic testimonials that often speak volumes more than any crafted campaign.