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Building a brand that matters doesn't happen overnight. But it's critical to building a business that matters. Read one of our client success stories. 

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Rebranding is a huge step. But it can start out right with one little conversation.

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Stuck or stalled? Brand lagging business? Consider this brand building strategy. https://bit.ly/3vBnCip
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Creating A Wellness Brand Template For Brand Strategy [Infographic] https://t.co/tPlz51VaDu behind every great brand is a solid brand strategy #branding #wellness #brandbuilding

Kathy Smith, 69: Fitness Icon Living Life to The Fullest https://t.co/wwCzxm4d62 via @WeAreAgeist Inspiring article about living each day to the fullest.

Head of N.J.’s largest infectious disease physicians group says pandemic has brought new recognition to his specialty — which could use the attention https://t.co/Jng5N8Oj0X via @ROINJNews well-deserved attention given their impact!

Building A Brand – Why Distinctiveness Rises Above https://t.co/8oRullE2Ir In the increasingly competitive and crowded wellness market, job number one is stand out!

Why wiping surfaces, installing air filters and using thermal scans are not providing businesses protection they think they are https://t.co/mvG0LkKO3G via @ROINJNews good insight from an expert!

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The Wellness Way

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New Brand Launch Strategy (mission, values, personality, positioning, messaging) and Design (logo, design system, website, brand guidelines)

Dejia Harmony

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Behind every great business is a great brand. And behind every great brand is a strategic branding foundation. Below is an infographic – a template for brand strategy – that every wellness brand owner can use to craft or sharpen their wellness branding strategy. Why A Template For Brand Strategy Matters Building a brand that meaningfully connects with consumers, delivers on its promises and stands out and apart from competitors requires clarity. Clarity about your consumers, competitors, and your place in culture. Clarity about the state of your brand and business – who you are, why you exist and what you do. Clarity in terms of ensuring that all internal brand identity elements and the people who execute against them work together to communicate and deliver on brand promises. A template for brand strategy helps deliver this clarity. It ensures that your whole brand is greater than the sum of its parts by providing 360-degree thinking and a starting point for a collective, systematic approach to brand building. The Battle For Wellness Brand Attention and Attraction Even pre-COVID, we lived in a world of challenged and fleeting attention. Scrolling through social media feeds, watching Instagram stories, checking out the latest scores, streaming the latest Netflix series. Throughout the pandemic, brand marketers then faced serious questions about the future of the brands they managed, as economic uncertainty forced many businesses to shutter, pivot, or adapt. Wellness brand marketers were also forced to tackle how to deal with (or not) mass protests for racial and social justice. The pandemic has fundamentally reshaped how consumers live, work, shop and play. COVID-driven behaviors skyrocketed in 2020, rapidly accelerating underlying trends in the span of weeks. While some of these habit shifts will endure into the new year and beyond, others may fizzle once the health crisis subsides. Throughout this period, wellness took on an entirely new meaning and it became evident how seriously people take their wellness and the role that brands can play to help achieve it. Brands that can show how they support this will thrive in the new wellness economy. Wellness Branding Strategy As Job #1 Before investing in any wellness brand marketing efforts, there are brand identity elements that need to be solidified first. They&#8217;re the same strategic branding ideas that every health and wellness brand has at their disposal. Some brand marketing teams act on these brand building elements in earnest, others choose to forego the rigor and leave their fate up to the whims of consumers. But all of these strategic brand assets should be non-negotiable. Having a clear understanding of your wellness brand&#8217;s strategic framework and brand priorities helps reduce risk and, at the same time, allows you to act with confidence in respect to your wellness marketing. In The Absence Of Brand Building Strategy What would life be like without branding strategies and without branded customer experiences? How would you navigate purchase decisions to get what you need? If you went to the vitamin and supplement aisle and all bottles were white with the same font labeling, how would you make a decision based on the benefits you were looking to fulfill? Brand conveys information in a shorthand way to consumers. And building a brand, starting with branding strategy, is the way that information is communicated. Every wellness brand can access the same brand strategy pillars. Those who succeed or don’t do so for the same reasons, prioritizing and applying the pillars. If you figure out your brand building levers, you can make a brand come alive. But it takes a concerted commitment. Building A Wellness Brand That Matters This template for brand strategy can be the starting point for building a brand that matters and rises above the competition. It consists of the following branding strategy components: Brand Purpose: defining your &#8220;why&#8221; Brand Story: creating your narrative Brand Elevator Pitch: your quick power pitch Brand Values: beliefs you stand for Brand Value Proposition: what makes you the best Brand Personality: your unique brand voice Brand Messaging Matrix: backbone for corporate communications Wellness Branding Strategy Your wellness branding strategy is the starting point for building perception, creating brand preference and driving business performance. As the wellness industry grows and mutates at a rapid pace, wellness branding strategy sets the table and brings much needed clarity and structure for brand owners and consumers alike. As consumers increasingly prioritize health and wellness as new &#8220;mandatories&#8221; – every business needs to get clear (starting with brand strategy) on how they can become a part of this new health-focused ecosystem. &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212; Since 1999, Trajectory has worked across the health and wellness industry, partnering with clients to craft and sharpen their wellness branding strategies and to build stronger brand-led businesses. Reach out for a no-obligation consultation.

Creating A Wellness Brand Template For Brand Strategy [Infographic]

This is an update of a previous post, with new knowledge, branding inspiration and research links. What is not updated, however, is the thesis of this blog post. Building a brand by being different isn&#8217;t sufficient. To rise above the noise and create a brand identity that cuts through in an increasingly crowded and morphing wellness industry, wellness branding calls for being distinctive first. Brand differentiation and brand distinctiveness are not two sides of the same coin. Wellness Branding And Wellness Marketing Truths When it comes to building a brand, there are three things that all marketers can likely all agree are true: First, brand marketing spend levels are never as robust as you&#8217;d want them to be. Second, tied to the above and the increasingly competitive wellness industry, it&#8217;s really tough for brands (even in high-involvement wellness segments) to stand out in our mind and memory. Third, the spectrum of brand touchpoints through which people search for, learn about and possibly engage with a brand, continues to expand. Which means consistent use of distinctive brand assets (not the strict adherence to consistency of their presentation) provides brands with the opportunity to cut through the marketplace clutter. The Difference Between Brand Distinctiveness and Brand Differentiation Tiffany&#8217;s blue box, Amazon&#8217;s smile logo which arrives with every home delivery, and KIND Snacks color bars symbol are examples of distinctive brand assets. They are the recognizable, ownable and reassuring triggers that immediately build brand connection and separation. Brand distinctiveness is achieved by consistently using these brand assets – strategic branding tools that help customers identify the brand and build trust in different environments – like logo, color palette, font, tagline, images and words. Brand differentiation, on the other hand, occurs after brand strategy (brand positioning) is developed based on identification of a true, relevant and unique selling proposition. Some brands build differentiation based on a significant advantage of their offering, e.g., Walmart and its lowest prices, Lego and its ability to inspire and develop children to think creatively. Some achieve differentiation by using specific language to describe their brand, e.g., Red Bull&#8217;s promise of &#8220;giving you wings&#8221; and making your heart race in everything the brand does. But not many brands have succeeded in achieving this differentiation, as it&#8217;s unlikely customers can decipher the subtle differences in positioning, product offering and messaging. While brand differentiation happens primarily on a strategy level, brand distinctiveness is more tactical. It is about obtaining a unique look and feel and not being mistaken with competitors. The Evidence In Support of Brand Distinctiveness According to How Brands Grow author Byron Sharp, director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia… Differentiation (a benefit or “reason to buy” for the consumer) and Distinctiveness (a brand looking like itself) are different things. This isn’t just semantics, as any lawyer or judge will tell you. Distinctiveness (branding) is legally defensible, while differentiation is not (other than time limited patent protection). Rather than aiming for meaningful differentiation, seek instead for distinctiveness (that may be free from meaning). We need to quickly establish a brand within consumers mind – and being distinctive helps make a brand salient. Sharp goes on to say that… There is little empirical evidence that a differentiation strategy actually leads to brand growth (yet there is evidence that most brands in a category have similar rivals). Most people buy within a category for the generic benefits of that category – which everyone offers. Thus for many brands the areas of differentiation are marginal (and temporary) and thus have limited influence on purchase patterns. Often any differences are quite functional (e.g. American brands are perceived as American, and expensive brands perceived as expensive). Global market research and a consulting firm Ipsos states… Brands exist in people&#8217;s minds as an associate network acting as a mental shortcut. Distinctiveness is the shortest route to your brand. Differentiation (which may be temporary) is good. Distinctiveness (which is ownable forever) is great. Brand distinctiveness (delivered through strong and consistent branding), is what really matters. Not because it makes people appreciate the brand more but because it makes the brand easily identifiable and memorable. As Byron Sharp in How Brands Grow explained, “Rather than striving for meaningful, perceived differentiation, marketers should seek meaningful distinctiveness. Branding lasts, differentiation doesn’t.” In a blog post written on BrandStruck, they ask readers to think about brand pairs – Nike and Adidas, Coca-Cola and Pepsi, or UPS and FedEx –  and how easy or not it is for consumers to decode their brand positioning. Would consumers be aware that Nike is about overcoming one’s weaknesses and that Adidas is about creativity in sport? Or that Coca-Cola promotes happiness and that Pepsi promotes fun? Would they be aware that UPS is “in the problem-solving business” while FedEx “connects people and possibilities”? It&#8217;s likely that not many consumers would. However, most of them without any doubt would easily identify the Nike swoosh, the Adidas three-stripe logo, Coke’s red, Pepsi’s blue, UPC’s brown and FedEx’s purple. A picture is worth a thousand words. Informing Brand Distinctiveness Distinctiveness should still be grounded and guided by strategy (e.g., differentiation, regardless of its power to actually inform consumer behavior). The colors a brand uses, the fonts, tagline, tone of voice and many other branding assets are generally based on a sound brand strategy. One stellar example of creating a beautiful, relevant and unique visual identity is seedhealth, the microbial sciences company pioneering applications of bacteria to impact human and environmental health. While organizations do sometimes create branding assets not rooted in strategy, in most cases, creative teams will want to work to a brief that defines what the brand stands for and the personality the brand wants to project. Even if customers do not identify the specific brand message in the selection of colors, symbol and typeface, subconsciously they will recognize the branding cues the brand wants to project. The Power of Brand Assets To Drive Decisions Consider all of [&#8230;]

Building A Brand – Why Distinctiveness Rises Above

Effectively marketing a medical practice requires more than being able to execute a combination of paid and unpaid (organic), and digital and offline tactics. Marketing tactics, and the results they generate, will only ever be as effective as the foundation they&#8217;re built on. Before you allocate any expenditures for brand marketing, your medical practice marketing strategy needs to be solid. In our view, this begins with a stronger branding strategy. The Power of A Strong Medical Practice Brand A strong medical practice brand insulates your organization from competition, attracts more patients, at a lower cost per acquisition, who are happy to proactively spread the word about you. In the long run, brand-building is a better driver of sales growth than repeated short-term “performance-based” medical practice marketing activation initiatives. While it’s not always easy to see a direct relationship between your brand investment and your bottom line, this doesn’t mean branding isn’t one of the smartest investments you can make in your medical practice business. In an increasingly saturated market, healthcare branding is essential to any organization looking to increase patient acquisition and grow their business. A strong brand will also help attract, engage and align the employees responsible for steering your medical practice experience. Medical Practice Brand Building Pillars Like most industries, there’s little actual difference between the medical services offered by similar healthcare providers. And there are only so many ways to talk about and distinguish your medical staff, outcomes, technology and awards. How, then, can your medical practice brand stand out versus the competition and build a personal connection with patients? These five pillars are a critical foundation. 1. Sharpen Your Target Audience Given the competitive and changing nature of the healthcare category, along with prospective patients who are much more engaged in their own healthcare, it’s advantageous for you to be as specific as possible about who your most lucrative prospective patient targets are. Success begins with customers and the problem you are solving for them. Depending upon the nature of your medical practice, this is less about identifying an exact demographic and more about identifying the mindset of your target audience (their attitudes and behaviors) and the key problems you uniquely solve for this patient audience. 2. Fuse A Functional And Emotional Story When building a brand, you can’t stick to the rational, or be purely emotional. You need to find a way to bring the two together, thinking not just about what your brand does or what it says, but how it makes people feel and connects to them. This is the balance medical practice brands tend to be missing, and it impacts your ability to realize your full growth and revenue opportunity. Every strong brand – even a medical practice – has a great story to tell. A story that touches the heart and is easily remembered. The basis of effective storytelling is a framework that underpins virtually every story to ever gain widespread adoption: The Hero’s Journey. The Hero’s Journey structure was first outlined by comparative mythologist Joseph Campbell in his work The Hero with a Thousand Faces.  3. Align Around Shared Values Today, it’s incumbent for brands to put their values, not their visual identities, front and center. Consumers have begun to hold businesses accountable for their behavior, and they&#8217;re seeking out organizations that align with their core beliefs and to which they can relate on a human level. And these expectations know no boundaries. According to 5WPR’s 2020 Consumer Culture Report: 83% of millennials want companies to align with their values, and 76% want CEOs to speak out on issues they care about. Great brands today find new and positive ways to tap into and connect with people’s sense of self. They meet consumers where they are, instead of trying to force them into the story a brand wants to tell. 4. Brand Positioning That Matters Positioning your medical practice brand is a crucial foundational exercise of staking out the territory you want to own in the minds of your target audience relative to competitors. Proper positioning serves to institute an internal, unified understanding of your brand, provides direction for service development, establishes direction for brand identity and marketing communications and distinguishes your medical practice from similar competitors. Key objectives of brand positioning include relevance, differentiation and credibility/attainability.  Relevance is priority one, as patients must find your medical practice brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is. Differentiation is critical and the key driver of positioning success. Your medical practice brand must be unique vs. competitive offerings. Credible and attainable is the final measure. If you cannot credibly deliver the offering, your patient is left with an empty promise. 5. Compelling Visual Brand Identity One of the most natural and interesting ways to make your medical practice brand stand out is by keeping your visual identity fresh and modern. If you take a look around the healthcare industry, most brands tend to have lackluster visual identities. Some of these brand assets are holdovers from many years past. Others were designed as a matter of necessity with little inspiration or backing from physician leadership. But your medical practice brand visual identity is an excellent tool for brand building. It can signal to your patients why you are different from your competition, and works alongside and supports your brand story. Think of your visual identity as right-brain creative storytelling coming together with left-brain strategic storytelling. Together, they&#8217;re a unified force signaling brand and telling a story, building on each other in a positive and powerful way. Medical Practice Marketing Takeaway In today&#8217;s fiercely competitive and changing healthcare landscape, the ability of branding to plant your flag with prospective patients is more important than ever. Healthcare branding is essential if healthcare companies hope to stand out from the crowd, align themselves with the attitudes and behaviors of patients and develop meaningful, lasting relationships that build sustainable growth and volume. With this [&#8230;]

How To Build A Stronger Medical Practice Marketing Strategy

The wellness category is growing and transforming at a rapid pace. Beyond becoming increasingly crowded, segments are converging and new ones are being created. Start-ups are changing the game and altering customer expectations. Brands are expected to not only impact the wellness of people, but of society and the planet. With so many products and services competing for the wellness consumer&#8217;s attention and share of wallet, it can be a struggle to rise above the noise. But there are proven strategies that can help you win the minds and hearts of consumers. When it comes to building a brand, a solid wellness branding strategy is the starting point. Five Brand-Building Characteristics of Great Wellness Brands We believe great wellness companies deliver on five foundational brand characteristics particularly well. And they don&#8217;t just check the boxes one time and move on. They see these strategic branding characteristics as an ongoing process requiring oversight and commitment. Here are five key elements that all wellness brands can learn from. 1. Define and live your purpose Purpose matters more than ever, propelled forward given the health, social and economic events of the past year. Consumers are demanding that brands add value beyond the products and services they sell, and they expect brands to actively take a stand around the important issues of our time. But while purpose is essential for any brand today, just having one is not enough.  Stakeholders are calling out brands who say one thing and do another. Great companies live their purpose fully. They&#8217;re clear about the value they create in the world—and this value transcends what they sell. They integrate their purpose into every part of the organization, and use it to guide their decision-making and actions. 2. Align around shared identity Great brands today find new and positive ways to tap into and connect with people&#8217;s sense of self. They meet consumers where they are, instead of trying to force them into the story a brand wants to tell. Creating a relatable yet aspirational brand identity cultivates consumer trust in an era of skepticism. Today, it&#8217;s incumbent for brands to put their values, not their visual identities, front and center. This plays into the larger movement of conscious consumption – where brands are making clear not only their purpose, but how they live up to it. The clean beauty movement is a good example – with brands like Beautycounter and Tata Harper demonstrating that consumers shouldn&#8217;t have to sacrifice their own safety for beauty. 3. Create a compelling brand story Stories draw us in and help us to connect to brands on an emotional level. And a good story sticks with us when making decisions. But a compelling story is not just a driver of marketing campaigns, but rather the engine underneath all successful companies. A core story motivates employees, defines company culture, and provides a vision to attract investors and define future product development. Every strong brand has a great story to tell. A story that touches the heart and is easily remembered. The basis of effective storytelling is a framework that underpins virtually every story to ever gain widespread adoption: The Hero’s Journey. The Hero’s Journey structure was first outlined by comparative mythologist Joseph Campbell in his work The Hero with a Thousand Faces.  But telling your story is only half the battle. Because words are far less important than actions, given that consumer relationships are built from every one of a brand&#8217;s individual actions. 4. Cultivate community Effective branding is all about creating connections. And this is an extremely important concept in wellness given the importance of &#8220;we&#8221; in achieving goals. By tapping into consumers&#8217;s sense of their own identity, brands build a connection with their audiences. Brands that achieve fanatic-like status create a sense of connection not just with their consumers, but among them too. Think of forerunner WW, and more recent examples like fitbit, Goop, Lululemon, Peloton, Soul Cycle and sweetgreen, to name just a few. A camaraderie forms among people who love the brand, which creates its own energy and propels the brand forward even more. This sense of community further fuels people&#8217;s affinity for the brand, creating a virtuous cycle that strengthens loyalty among the group. 5. Proof through science Wellness consumers are looking for quantifiable proof, not puffery. They want support and solutions in credible and convenient ways. And they&#8217;re becoming bolder in questioning and researching claims. Across media, experts and the masses, people are demanding that a brand&#8217;s buzzwords and unsubstantiated claims are replaced by trustworthy, transparent and conclusive communications and that products actually &#8220;do what they say.&#8221; Case in point is Seed Health. The new microbial sciences company is championing “consumer life science” and positioning consumer knowledge as something to be worn as a badge of honor. A recent report by Vice magazine revealed that more than half of young people will seek science-backed information more than they did before COVID-19. And a third will rely more on mainstream medicine in contrast to alternative medicine, seeking out facts and figures and making data-backed decisions. Final Brand Building Thoughts As the wellness category continues to grow and transform, and as competition gets fiercer, it only becomes tougher to cut through and gain attention. At the same time, customers are demanding more from wellness brands. Success begins with a solid wellness branding foundation. As ideas hit the market faster and faster given that technology has lowered the barriers to entry for everyone, the difference in success largely boils down to brand. Consumers are asking brands to become true partners on their wellness journey. And that&#8217;s a huge opportunity for brands to accelerate growth by becoming customer partners in navigating their wellness journey. If they get their wellness branding right. &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;- Since 1999, our hybrid brand consultancy / marketing agency has worked with clients across the health and wellness continuum &#8211; partnering with them to unlock the potential of their brands to leave their mark on the world. Reach out [&#8230;]

Wellness Branding: Building a Brand That Rises Above

All health and wellness brands should be inherently relevant. Regardless of segment – whether Beauty, Fitness, Mental Wellness, Nutrition &#38; Supplements, Personalized Health, Sleep or Yoga – they all contribute in some way to helping create healthier, happier, more fulfilling lives. But building a brand that cuts through in the health and wellness category gets tougher every day. The category is increasingly more crowded, segments are overlapping and converging and consumers are upping the ante on what they expect wellness brands to contribute – not only to their lives physically and mentally, but to society and to the planet. Brand building in health and wellness is no easy task. Given the pace of change in the health and wellness category, it&#8217;s possible to feel like you&#8217;re falling behind. It&#8217;s the belief, or reality, of being stuck or stalled. As a hybrid brand consultancy / marketing agency specializing in shaping, launching and guiding brands across the health and wellness continuum, we’re often engaged to help clients reenergize their brands. To create new brand energy for a health and wellness company – a rebranding, repositioning or brand refresh are all potential viable solutions. Honing In On The Right Brand Building Solution All three of the aforementioned solutions can help a company remain current, relevant and profitable. Individual circumstances dictate which strategic branding approach is the most appropriate. Each branding solution also requires a different level of organization-wide commitment. A Company Rebranding A company rebranding includes updating the brand identity, starting with name and logo. As all brand assets are on the table, it&#8217;s the most demanding of the three brand building directions. Examples of a company rebranding include Weight Watchers rebranding to WW (given today&#8217;s new definitions of health and wellness), Dunkin Donuts rebranding to Dunkin (to transform into a beverage-led, on-the-go brand) and CVS Caremark rebranding to CVS Health (to reflect its broader health commitment). A Company Repositioning A company repositioning includes changing what customers associate with the brand. This typically entails a change in the brand’s promise and its personality to strengthen marketplace distinctiveness, image and reputation, along with updating marketing strategy. It does not include changing the company name. Examples include Old Spice (from old and stodgy to contemporary, category leader),  Spotify (from free music to original content and curated playlists) and Taco Bell (from cheap Mexican food to youth lifestyle brand). A Brand Refresh A brand refresh is a reimagining of a brand’s look and feel for a business that is fundamentally strong but feels stale or outdated. And it can have a powerful, wide-ranging impact on business performance and employee connection. Depending on the company and the issues it’s facing, a brand refresh can include adjustments to culture, slogans, services, and visual and verbal language across a multitude of brand touchpoints. Two recent examples include Trajectory&#8217;s work for leading fertility benefits company Progyny, and our refresh of health services company The Wellness Way. Common Across All Three Strategic Initiatives In any brand building initiative – whether company rebranding, repositioning or brand refresh – the starting point is your customer and the key problem your health or wellness brand can uniquely solve. To build relevance, you must define your primary audience, not so much based on their exact demographic, but their pain points, attitudes and behaviors. The ultimate goal for any branding initiative is to establish a strong, passionate bond with a target audience, which will basically shape your brand idea and its promises.  The consumer need and the brand idea then become two sides of the same coin. Is It Time For A Brand Refresh Here are a few indications that the time might be right for your company to consider a brand refresh (versus a complete company rebranding or repositioning). Of course, all of these factors below need to be taken into consideration, diagnosed and weighed before determining the right path forward. Growth Has Stalled It&#8217;s inevitable that all businesses experience stalled growth at some point. If you&#8217;ve stalled out and want to grow faster, a brand refresh can be the jolt of new brand energy you require. Of course, it&#8217;s necessary to go deep to find the root of the problem. External forces impacting this slowdown could include aggressive competition, changing industry dynamics and evolving customer priorities. Regardless, your differentiation has faded and you need to bring customers back into the fold, rejuvenate sales and create renewed internal engagement companywide. Competition Has Changed Across multiple health and wellness segments, competitors are changing the way the game has been played. Segments are overlapping, converging and being reimagined. Diversity and innovation are driving the industry forward and defining a new era of wellness for the modern consumer. Allbirds is changing behavior within Athleisure and Fashion. Mirror (purchased by Lululemon) is disrupting Fitness. Parsley Health is reimagining the future of healthcare. Seed Health is stewarding the future of how people use bacteria to restore human and planetary health. Ginger is changing the mindset about  mental healthcare. The list goes on. If your brand is starting to blend in, then you&#8217;re going to need new and unique ways to recapture your audience&#8217;s interest. Brand Attention Has Fallen Off A great brand gives your customers a reason to sit up and take notice. If you know that customers are just as happy with your products as they&#8217;ve always been, but you&#8217;re not gaining ground in the market, this could be a sign that your brand has lost its appeal. There are plenty of ways to tell whether your audience has pulled back from your branding, and the first indicator is that you&#8217;re witnessing a slowdown in sales.  Creating new brand energy could be something as simple as refreshing brand design and brand messaging. Your Company Has Evolved A brand is typically born around a particular product or service. As the business evolves, new products, services and experiences are introduced. These changes mean that the company has to reimagine the brand&#8217;s identity to align with the business and the promises [&#8230;]

Wellness brand building through a brand refresh

The Power of Strategic Branding Your wellness brand is not just the face of your business. It&#8217;s the DNA of your business. Just like the molecule that encodes the genetic instructions in living organisms, brand DNA transforms a business into one that makes you unique and distinguishable from your competitors. And this exclusivity, starting with strategic branding, can create a magnetic-like attraction to your wellness brand that&#8217;s hard for others to replicate. As competition within the wellness category continues to become fiercer, and as technology has lowered the barriers to entry – success boils down to building a brand that is baked into the business. The power of your wellness brand, starting with strategic branding, helps you stand out, create customer connection and leave competitors behind. Baking Brand Into Your Business Baking a brand into your business means that every single interaction, based on what we at Trajectory refer to as a Big Energizing Idea, is felt by customers to be unique to your organization, product or service. The brand experience is seamless, consistent, empowering and mutually rewarding – creating a two-way value exchange for both customers and the brand. Wellness Branding Strategies Building a wellness brand that people love begins with two types of wellness branding strategies. Strategic branding elements like brand story, brand architecture, brand positioning and brand personality, are below the surface and form the brand foundation. Brand design and experience elements are those brand assets that make-up the voice and symbolism of the brand, e.g. brand colors, shapes, logos, images, fonts, tone of voice, advertising styles, packaging, product design and sensory cues such as sound, smell, and taste. And as these brand assets are consistently used across multiple touch points, they create a &#8216;mental shortcut&#8221; to identify and relate to that brand. Tips For Building Wellness Brand Value Since 1999, Trajectory has practiced a disciplined and comprehensive approach to developing wellness branding strategies that have consistently produced strong and lasting results for our clients. Here are some broad guidelines that will help pave the path to your wellness branding success. Align Strategic Branding With Business Strategy Your brand is not only the face of your business, but the engine that drives business growth. So your wellness branding needs to align with your business strategy. Which means that your brand is informed by your business model, and your business model is informed by your brand – and then engineered to uniquely create and deliver value through daily brand management across your entire experience. Brand Asset Alignment Aligning look, message and emotion across every different touchpoint is a tremendous challenge today for brand owners. Managing brands that are always on — across geographies, agency partners, channels and consumers weighing in to how your brand is expressed — is no small feat. But achieving and maintaining alignment delivers returns not only in enhanced relationship-building, but in maximized return on marketing budgets. This alignment is also key to being able to evolve your brand to create new opportunities to drive brand growth, while ensuring you do so in a consistent manner by leveraging your distinctive and relevant brand assets and the associations and emotions that built your brand in the first place. A Big Energizing Idea Every business needs a brand, and every brand needs an idea. At Trajectory, we refer to this idea as the Big Energizing Idea. Regardless of what you call it — whether your north star, essence, purpose, central organizing principle, etc. — this brand idea is an important internal and external beacon for your organization. For today’s more conscious consumers, your big idea is a crucial driver of success, and it must be big enough to sustain your organization for at least a handful of years. In the words of management consultant Simon Sinek — people don’t buy what you do, they buy why you do it. Today, no brand becomes great unless it is totally clear and consistent about who it is, why it is and how it approaches (solves problems for and makes lives better for) its chosen market. Emotional Bonds Through Every Interaction Branding is a verb. Which means every interaction is an opportunity for your strategic branding to guide, add value and strengthen your emotional connection with audiences. Put another way, your unique fingerprint should be stamped on every single interaction. Consider the distinctive and consistent voices (across all communications) of Innocent Drinks (informal and easy-going), Old Spice (unexpected humor), Dove (human, inspirational and friendly) and Memorial Sloan-Kettering (hope and advancement); as well as the distinctive experiences of Apple&#8217;s Genius Bar tech support station, Cabela&#8217;s in-store experience and Oscar&#8217;s online healthcare insurance experience. Brand Love From The Inside Out A strong brand brings employees together to work towards common goals and align around a larger idea that they all believe in. Together, these internal audiences should create a potent team of brand ambassadors who “live” the organization’s brand and build brand momentum from the inside out. For service businesses whose employees are the front-line of their brand, the right training and tools are critical to shaping a consistent and stellar brand experience. More Elements of Value Functional benefits can prompt a search or a conversation, but they tend not to be the elements of value that represent people&#8217;s deeper motivations, dreams and desires. And these surface level benefits are not the ones that enable brands to make their way into people&#8217;s lives and become indispensable. There&#8217;s always going to be another brand that comes along that will save time, simplify, help organize, deliver &#8220;quality,&#8221; etc. So you can&#8217;t plant your brand flag based on these product attributes and functional benefits. Identifying the deeper problem you&#8217;re solving for people sets your brand up to be more relevant to the people you want to reach. It lets you add value to your products and services and gain an edge with consumers – the true arbiters of value – by tapping into something they need and telling a more compelling, meaningful and emotive [&#8230;]

Strategic branding – how to unlock you wellness brand opportunity

I was going through my old blog posts and came upon this one from 2014. Since it&#8217;s likely that not too many people were reading my blog in 2014, and I liked this post, I thought I&#8217;d re-post it.  What can healthcare marketing teams – whether a health system marketing team, hospital marketing team or medical practice marketing team – learn from Umpqua Bank? The answer to this question is – a lot. Because this stand out bank has carved out its own space. In the case of Umpqua, their brand is embedded within the business idea itself. It&#8217;s shaped on a different kind of banking vision about how to make lives better, aligned with the values of its customers, and executed meticulously. For healthcare marketing teams, Umpqua Bank is a very relevant role model. Why Look To Umpqua Bank Umpqua Bank doesn&#8217;t take its cues from other banks. Certainly there are &#8220;table stakes functional benefits&#8221; that they need to deliver, as they are in the banking business. So elements like safety, simplifying, organizing and avoiding hassles, are important. Similar to your healthcare organization and the &#8220;clinical care&#8221; elements of value you deliver. But what makes this community bank brand stand out among its peers is that it thinks differently and bigger. Umpqua Bank doesn&#8217;t compete based on being slightly friendlier, slightly easier to do business with or offering slightly higher rates. In fact, they&#8217;ve got so many unique and progressive ideas, it’s hard to document them all here. At the end of the day, they&#8217;re significantly different from other banks across the entirety of their brand experience. According to EVP of Creative Strategies Lani Hayward, &#8220;if you as a marketer focus all of your attention on products and pricing, you&#8217;re never going to get ahead. You’re not going to differentiate yourself from the competition, because the guy next door or down the street is going to do the same thing tomorrow. You’re never going to win that battle.&#8221; I think this is a really important statement that healthcare marketers should pay attention to. Inspiration For Building A Brand If your healthcare marketing team is looking for ways to distinguish your organization and deliver new and greater value for customers, here&#8217;s why you should look to Umpqua Bank for branding inspiration – whether you work for a health system, hospital or medical practice. From its branding strategies to customer experience, Umpqua is great inspiration for building a stand out brand. Brand Story. Umpqua&#8217;s got a great back story which it actively builds upon. From one branch in 1953, to proclaiming a new banking revolution in 1996, to opening next generation &#8220;community center&#8221; stores with regular events from movie night to yoga to new intimate and cozy neighborhood stores (notice stores versus branches) – they&#8217;re a stylish, sophisticated and yes, even hip bank. Other banks have longer histories. Citi, for instance, was founded in 1812. But I don&#8217;t think any build upon their past any better than Umpqua. Brand Purpose. Umpqua customers know exactly what this bank stands for (the real business they&#8217;re in beyond what they do). The banks greater sense of purpose is conveyed through their public manifesto and brought to life through its distinguishing community-based retail experience and socially-driven activities. Brand Behavior. Everything Umpqua does, every experience they create — with employees, customers, and the public in general — supports and enhances their story and is executed with brilliance. In fact, the key question driving strategy discussions at Umpqua has always been, “How can we get people to drive by three other banks to get to ours?” Retail Experience. The bank has always looked outside the financial sector for inspiration (as today&#8217;s healthcare marketers should always look outside healthcare for branding inspiration). Umpqua&#8217;s brand has been heavily influenced by the retail industry. &#8220;Retailers know all about impulse buys,” Hayward explains. “But how can we bring that kind of thing (or something similar to it) into the banking world? How can we get people to browse our branches, or at least get them to think beyond errands and transactions?” Umpqua’s answer has been to make its branches look and feel more like &#8220;neighborhood stores.&#8221; They include elements like &#8220;catalyst walls&#8221; (interactive touchscreen displays that highlight products and services) and &#8220;refresh bars&#8221; that allow customers to grab a cup of the bank’s proprietary coffee blend. Local products — such as bonsai trees, bikes, pottery and even skateboards — are also on display and available for purchase. Benevolence. Many of the bank’s brick-and-mortar locations host community and civic events ranging from speed-dating mixers for singles to wine tastings and yoga classes. It’s also found success in certain cities with its “Catalyst Series” of speakers, presentations and workshops — an exclusive series of seminars the bank hosts in its branches. Bonding. Beyond customers interacting with Umpqua during business hours, the brand is a platform for its fans to share with one another – through Facebook, Twitter and Pinterest. But it&#8217;s also extremely active in its communities, where &#8220;community&#8221; really counts most.  Umpqua creates a community, not just between its brand and its customer, but among everyone who loves the brand. Bold. By changing the rules of the banking game, the brand continues to surprise and delight at the same time that it provides a feeling of deep, intimate connection. This begins with never thinking of themselves as simply a bank, but more like &#8220;knowledgeable neighbors&#8221; to quote EVP of Creative Strategies Lani Hayward. Brand Building Inspiration Summary As the healthcare category continues to be disrupted, your brand asset is the one intangible that can provide lasting value and become the engine that drives business growth. So if your healthcare marketing team is looking for ways to genuinely stand out from the crowd, create new value for your communities and patients and build a brand that people truly fall in love with, learn from Umpqua Bank. &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211; Since 1999, our hybrid brand consultancy / marketing agency in New Jersey has worked with clients across the country [&#8230;]

What healthcare marketing teams can learn from Umpqua Bank

This is a post I initially wrote a few years back. But it’s still relevant today and worthy of revisiting. It’s about reigniting brand energy through brand heritage. Building Brand Energy To continue to build brand energy and sustain your business, you’ve got to surprise, delight and create ways to engage your customers in new experiences. In this case, it’s about a brand going back to its roots to tell its authentic story. Campbell Soup introduced into Target stores special-edition cans of its condensed tomato soup bearing labels reminiscent of Andy Warhol&#8217;s paintings. The promotion was in honor of the 50 year anniversary of his iconic painting &#8220;32 Campbell&#8217;s Soup Cans&#8221; and came as Campbell looked to turn around its struggling soup business. The timing is good (at least Campbell&#8217;s hopes so). Many of us in the midst of dizzying change also find ourselves desiring to learn more about our past in the hope that this will somehow provide greater understanding and meaning of our own identities. Also, with so many things in our lives nowadays seemingly so fleeting, there is something very reassuring and relatable about a brand with a rich history and substance. Brand Heritage For brands, heritage can play an important role, as it can strengthen emotional connection to your audience by re-establishing a connection to the past. A strategy built on brand heritage offers these advantages: It creates nostalgia for those who recall those special moments in their lives in which the brand was likely intertwined. In turn this provides a connection to something that has meaning and a comfort in the familiar. It creates a strong storytelling approach about the brand’s past (e.g. Chrysler’s campaign with Eminem) that can create a deeper sense of connection. It can grow a new generation of fans into the future (e.g. Converse), creating a reason to believe and a reason to buy, grounded in quality and authenticity Conveying a sense of longevity and authenticity can provoke the highly sought after attribute of trust, as the brand has shown it has stood the test of time (e.g. Ivory). Brand Heritage Across Health, Wellness and Beauty In the related fields of health, wellness and beauty, a nod to the past needs to be handled with care. Consumers want to associate these industries with the most up-to-date practices, research, functional properties and ingredients, so any reliance on heritage integrated into a campaign must also communicate the modernity of the brand. A Differentiating Strategy For Established Brands It’s a tough time for established brands whose customer bases are being loured away by new indie brands with propositions that are borne of innovation, social-consciousness, transparency and a clear purpose beyond profit. For an established brand that is struggling to maintain relevance, going back to its roots and identifying what made it special and successful in the first place makes for an authentic and viable strategy. And in a crowded market, a dip into the past can help provide much-needed differentiation from newer competitors. Telling And Demonstrating Your Brand Heritage Story There are three potential pillars that you can lean on to authentically deliver a brand heritage story. Leaning on persona. Whether your founder is a visionary (Steve Jobs), champion of a cause (Paul Newman) or character (Dave Thomas from Wendy’s), there’s credibility and authenticity that comes from staying true to who these characters were historically. Key is staying true and not straying from reality. Leaning on purpose. This can be done through the timeliness of products (L.L. Bean), brands whose products changed the world (Nike), or brands built on missions of goodwill (like Patagonia). Key is to build this purpose into every touchpoint and every experience and to be true to it. Leaning on place (and date) of origin. This can be a location (like Old El Paso), setting (like Hidden Valley Ranch) or product origin story (like Gap 1969). Once again, don’t overstate the truth. Brand Energy/Brand Heritage Takeaway Authentic heritage stories make brands more distinct. Brands that know who they are and where they came from. Especially for established brands trying to retain their relevancy, heritage can be powerful when it’s done right. When it connects us to the past and makes us believe in the brand and the value that have endured over the years. &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211; Since 1999, our hybrid brand consultancy / marketing agency has worked with clients across the health and wellness continuum &#8211; helping brands rise above the noise to grow better business. Reach out for a no-obligation consultation.

Creating new brand energy by going back to your roots

I&#8217;m sharing this article from Elizabeth Gulino – These Are The Biggest Health and Wellness Trends For 2021 &#8211; which appeared here on refinery29.com. Elizabeth interviews Beth McGroarty, Vice President of Research at the Global Wellness Institute. Six Health and Wellness Trends The six health and wellness trends cited in the article include: Virtual Wellness Not surprising, any brand experiences delivered digitally took off when we were suddenly tethered to our homes. The wellness brands who were able to pivot and shift their offerings were rewarded handsomely as our homes became makeshift gyms, yoga studios, tele-health examination rooms, etc. On the other hand, those businesses taken by surprise, very quickly becoming irrelevant. Preventive Treatments Pre-pandemic, we were already taking our health into our own hands. Pushing back against reactive traditional Western medicine, we were demanding a more &#8220;prevention rather than cure&#8221; approach. The pandemic accelerated this shift. Staying well became an important emphasis. Exercise, healthy food, sleep, stress reduction became part of our daily lives at home – with the goal of preventing underlying conditions. Radical Self Care After a year filled with trauma, our mental health has been threatened.  Tethered to our homes, and not being able to go anywhere or see other people &#8211; there was a lot of sadness. Which we know has turned into depression for too many people. On top of this, there were the two additional forces of family dynamics that many faced (which created difficulty and added stress as parents juggled family and jobs) as well as economic stress. Drug-Based Therapies Experts expect the increasing legitimizing of the burgeoning field of drug-based therapies.  Legalizing ingredients like psilocybin (hallucinogenic principles contained in certain mushrooms) helps open the door for more research into the compound, which will help us figure out all the potential uses. We would also include here the significant interest in the development of therapies and other consumer products derived from cannabis and its components, including cannabidiol (CBD). Dying Well In 2019, the Global Wellness Institute launched what they called a &#8220;Dying Well&#8221; Initiative, which was intended to open up more conversations about death, and the pandemic has brought the topic back to the surface, due to the overwhelming amount of loss we&#8217;ve experienced this year. Talking openly about death with loved ones may feel uncomfortable at first, but it can ultimately reduce stress. More of us will be having conversations about death in the coming year (many due to the pandemic), and we may start to see tools that are designed to help us do so. Respiratory Wellness The revelation that COVID-19 is airborne turned our attention to air purification measures.  As Global Wellness Institute&#8217;s McGroarty says – &#8220;this is the most pressing health and wellness issue, period.&#8221; Air cleanliness will likely become more important as people start to make their way back to work. Another reason respiratory wellness may be a hot topic this year is due to the fact that COVID-19 can cause lung complications. Cough and shortness of breath are among the most common symptoms for the virus, and may stick around for weeks or even months after recovery. Two Additional Trends That Health and Wellness Brands Need To Consider Collective Consciousness This is another trend that health and wellness brands need to consider, as consumers prioritize its importance. It&#8217;s a shift towards collective consciousness, as consumers form new expectations around brand purpose – which has moved center stage into everyday culture. In demanding that the brands they buy from not only tackle global issues directly but enable them to become agents of social change too, these ‘action-ists’ are forcing wellness brands to make them part of the process. The eventual pay-off being not just positive social change but collective loyalty. Micro-Communities And Groups While Covid-19 forced people to distance from one another, our desire for safety, connection and community reached an all-time high. With limited physical contact, we looked to connect through social media and digital forums. As a result, social media usage has grown, and smaller, more niche online groups, known as micro-communities, began to form at an increased rate. These communities have always existed, but their importance has been heightened for both users and brands during the pandemic. The Thriving Health and Wellness Sector The Wellness category was already exploding pre-pandemic, growing at a faster clip than the economy overall. But the COVID-19 pandemic accelerated even more so the growth of some of these trends. As consumers increasingly prioritize health and wellness as the new ‘non-negotiables’ underpinning the customer journey and experience, moving forward, every business should consider how they can become a part of this new health-focused ecosystem. &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212; Since 1999, our hybrid brand consultancy / marketing agency has worked with clients across the health and wellness continuum to accelerate the growth of their brands and businesses. Reach out for a no-obligation consultation. &#160;

Biggest Health and Wellness Trends To Watch In 2021

As part of our series on health and wellness brands that are leaving their mark on the world – glad to be sharing this branding inspiration about game changing healthcare brand Parsley Health. The organization is a strong example of wellness branding that checks a lot of boxes in terms of what matters to today&#8217;s active health and wellness consumers. Wellness Culture Backdrop The formerly separate industries of healthcare and wellness are joining together to form a more holistic approach to health. This shift in thinking has led to an increase in &#8220;wellcare&#8221; concepts catering to individuals who want to take charge of their health and make proactive changes that start with their everyday wellness.  At Trajectory, we refer to these individuals as Active Health &#38; Wellness Explorers. A majority of these health and wellness explorers are Millennials, who recently eclipsed Boomers as the largest U.S. population group. As a result, they&#8217;re a huge and lucrative target for the healthcare industry. You can read more about them here. Their emphasis on self-care and health preservation is much greater than previous generations. These younger consumers also expect their healthcare experience to feel like the other services in their lives —streamlined, individualized and well-designed. Putting Consumers In The Drivers Seat The next generation of integrated &#8220;wellcare&#8221; brands are connecting with consumers through personalized propositions that put them in charge of their general health.  They give them direct access to alternative healthcare solutions in an affordable, inviting and convenient format. By simplifying the process and breaking down barriers to entry, these game changing brands are revealing what the future of healthcare can (and should) look like. The Traditional Healthcare Playbook In contrast to the above, traditional healthcare providers are still following the old playbook. But the playbook is outdated and based on tired, provider-first practices. Consumers blame providers for surprise medical bills, the sticker shock of said bills, lack of price transparency and wastefulness. The result is a continued disconnect between consumers and providers. Parsley Health Brand Design Parsley Health is one of the change makers operating from a new playbook. The membership-based coast to coast wellness practice offers a unique approach to medicine that blends cutting-edge testing, nutrition, and wellness with conventional medicine. They&#8217;re an example of what the future of holistic healthcare could look like. Parsley Health was founded in 2016 by Dr. Robin Berzin MD, a Columbia-trained physician, digital health expert, and leader in functional medicine. As Robin states on Parsley&#8217;s website – medicine should put nutrition, wellness and prevention on the front lines of health care, while simultaneously making care smart and data-driven to meet our needs in today’s world. Everything about Parsley Health, from its brand culture, business model, services, brand design, customer experience and content marketing challenges what we’ve come to expect from health care organizations. Blending traditional medicine with the latest wellness trends, Parsley is targeting a new generation of consumers (leading with Millennials) with concierge-style access to holistic health care. Here are some of the branding strategies that are propelling Parsley Health (and others like it) forward. Brand Name As Signal The power of a brand name – in this case an evocative name – begins with the fact that it sets customer expectations. Think Apple, Casper, Daily Harvest, Headspace, KIND, Lush, Peloton, Salesforce, 23andMe and Virgin. Evocative names use suggestion and metaphor to bring to mind the experience or positioning of a brand. These brand names are often creative and unique, and can pave the way for powerful brand differentiation. Parsley Health. The name paints a bigger, different picture from many of the institutional sounding healthcare brand names.  Parsley Health taps into imagery, association and works on multiple levels. Because these brand names leave some room for interpretation, they enable marketers to tell a powerful brand story and create a brand that’s bigger than its products or services. In this way, an evocative name can be the cornerstone of a brand’s positioning. Brand Positioning Statement Parsley Health brand positioning seems to be that of a wellness concierge putting nutrition, wellness and prevention at its core. Because unlike traditional healthcare providers, Parsley Health is redefining primary care (and what it means to visit the doctor) with a root cause, whole person approach and a focus on data, technology, and real doctor-patient relationships. Relatable And Welcomed Brand Voice Many traditional health care brands know they need to sound less corporate and more human. But it&#8217;s tough breaking out. Particularly when the organization is made up of so many loosely connected parts, and so many traditionally-rooted providers. It&#8217;s nearly impossible to communicate in a singular, distinctive and modern voice. The Parsley Health&#8217;s of the world have no legacy (no jargon) that they need to preserve. They can craft a unique personality relevant to today&#8217;s modern health and wellness consumer. For Parsley Health, it’s all about the voice of founder Dr. Robin Berzin. Her modern, approachable personality can be seen, heard and felt across the entire brand experience. The goal, whether in services, product, spaces or communication, was to humanize the delivery of healthcare. And everything about Parsley Health comes together as a unified whole. They understand that every action they take, inside and out, is their brand. From Bland Experience To Brand Experience We&#8217;ve all been through it. Our experience of going to the doctor begins with checking in with a nurse or assistant who might or might not look up at us while asking our name and birthdate. We then proceed to take a seat in a nondescript &#8220;waiting room. Before being escorted into a nondescript patient room. It goes without saying that the healthcare industry has never been particularly interested in brand design or our customer experience. Parsley Health has an entirely different feel. A more modern, comfortable and even aspirational one. It&#8217;s a brand experience that puts patients at ease, as if you&#8217;re in a friend&#8217;s living room, or your favorite corner coffee shop. Over the last couple of years, other healthcare startups like [&#8230;]

Branding Inspiration – How Parsley Health Is Leaving Its Mark

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