Branding Inspiration – 10 Health and Wellness Brands Leaving Their Mark
Since 1999, New Jersey marketing agency Trajectory has been working alongside clients across the United States to unlock the potential for health and wellness brands to leave their mark on the world. Increasingly, the brands that are most successful in leaving their mark are not only impacting the lives of customers, but of community and planet.
Given the multiple converging events of 2020 that have upended our lives, consumers have formed new expectations around brand purpose. They want wellness brands to rise up and be part of a new collective consciousness. And this is influencing consumer behavior and impacting purchase decisions.
Setting The Foundation With A Powerful Branding Strategy
Customers don’t just choose you to get something. They choose you to help them achieve something more. Which means your brand’s potential begins by being galvanized behind a powerful and motivating idea that extends beyond the function of your products or services.
It’s a big idea that represents the totality of an organization. An idea that helps make people’s lives better and taps into what really matters to them. At Trajectory, we refer to this brand idea as the Big Energizing Idea. Big in that it is an idea that transcends a category. And Energizing in that it threads everything and everyone inside your organization together.
Helping Customers Achieve Something More
Great brands aren’t defined and don’t succeed by what they make, but by what they make happen. They’re not judged by their business, but by the business of their brand, i.e. by what they make happen. Here are ten examples of health and wellness brands that achieve something more – for customers, community and planet.
Allbirds isn’t an athleisure and fashion company selling shoes and clothing.
Allbirds is a shoes and clothing brand that achieves something more, the promise of sustainability and placing purpose over profit for an increasingly values-driven world.
Kinship isn’t a beauty and body company selling skincare.
Kinship is a skincare brand that achieves something more, tapping into a younger audience’s cultural values, including sustainability, wellness and inclusivity.
SoulCycle isn’t a fitness company selling exercise bikes.
SoulCycle is a fitness brand that achieves something more, offering clients an experience that builds connection and community through experiences that are tribal, primal and fun.
Progyny isn’t a benefits management company selling fertility and family-building benefits solutions.
Progyny is a fertility-benefits brand that helps couples and individuals achieve something more, the promise of starting a family easier.
KIND isn’t a food and beverage company selling healthier and better tasting foods.
KIND is a food brand that achieves something more, by making products that are good for your body, your taste buds and your world.
Daily Harvest isn’t a meal delivery company selling frozen prepared recipes that take less than five minutes to prepare.
Daily Harvest achieves something more, addressing the conflict between the way people aspire to eat and the way they have time to eat – through farm-frozen organic fruit and vegetable ingredients.
Nue Co. isn’t a vitamin and supplements brand selling healthy supplements.
Nue Co. achieves something more – bridging the gap between health and beauty and an aspirational lifestyle.
Parsley Health isn’t a healthcare provider selling healthcare.
Parsley Health achieves something more – reimagining the future of healthcare by offering cutting-edge testing, nutrition and wellness with the convenience of conventional medicine.
Roman isn’t a digital health clinic selling men’s health solutions.
Roman achieves something more – empowering men to take control of personal health issues in a (destigmatizing) straightforward and simple manner.
Ginger isn’t a digital therapy solutions company selling on-demand mental healthcare.
Ginger achieves something more – democratizing mental health by giving millions of people direct-to-consumer access to refreshing, convenient and affordable virtual therapy.
Regardless of whether you’re a B2C or B2B health or wellness brand – the business of your brand is about achieving something more. Increasingly, this means simultaneously contributing to achieving something more for customers, communities and the planet.
Wellness brands that understand this and can genuinely act on this are poised to win with increasingly discerning consumers. These brands will create an emotional connection that drives brand love and loyalty – which equates to higher brand value.
Since 1999, New Jersey marketing agency Trajectory has focused on helping health and wellness brands unlock their potential to leave their mark on the world. Reach out for a no-obligation consultation.