Prioritising the Authentic Backstory of Your Wellness Brand
Is there an authenticity gap in your wellness brand?
We admit, it’s a hard question that may involve an uncomfortable degree of reflection and soul-searching. “But haven’t I done enough of that?”, you may be asking. After all, you’ve created a business, and products or services or both, borne of your own journey to wellbeing.
Being vulnerable and open to evolution are fundamental to being authentic; both as a founder of a wellness brand, and your business as a whole.
It’s true that in our new post-pandemic world, wellness is no longer the preserve of wellness brands. Consumers expect much more built-in wellbeing from the offerings of everyday brands they engage with. With saturation levels at their peak in the wellbeing industry, there has been a dilution and un-niching of wellness as previously belonging to yoga, spas, and detox products as a few examples. The spectrum is wide and therefore prone to being vague and confusing.
Wellness has become a huge media target so how can you be sure you have the credentials to support your efforts?
Are you a certified professional, or do you work in tandem with them to promote and support your brand’s position?
You can, of course, begin without this foundation, however, it becomes even more imperative that you and your brand stand out in other ways.
How can you as a founder truly connect with your audience, the authentic backstory of your brand amid a sea of a no-longer-niche industry brands, and growing consumer cynicism? Let’s take a look.
Address Greenwashing
To help ensure your brand is free from greenwashing speak; define it, identify it, and assess how you can make changes to eliminate any vague and unverifiable terminology.
Your intentions about the impact of your products and services may be honourable, but if you are making unfounded claims, being dogmatic, presenting a non-nuanced view, and simply peddling incorrect information, your audience will eventually find out. Having helped to kick-start and keep the conversation alive around problematic greenwashing from lesser-known independent brands, wellness consumers are known to be savvy researchers, who are now kicking mainstream players into touch over their misleading marketing practices too.
A nugget that we love to share as an example is about essential oils being “100% natural and therefore chemical-free” - it’s easy to see the attraction in a “chemical-free” claim, we admit, but it is erroneous; because natural does not mean chemical free. Natural does not necessarily mean safer. Do your best not to jump on the bandwagon. This means research upon research upon research.
The dark underbelly of misinformation, and an all-or-nothing approach to wellness is real - and to that we say, exercise caution and maintain regard for the subtleties and weave these into your own messaging.
Turn it on its head and use your platform to tackle greenwashing via your socials, website, and blog.
Do Your Research and Ask Questions
Blogs are useful, as is looking to other brands who may have seemingly already paved the way, but a pinch of salt also goes a long way. Challenge your own beliefs, and conduct three-dimensional research that highlights and challenges greenwashing and false advertising in the food, beauty, and wellness industries to give you a proper and true picture of what’s really going on.
You may have already formed your brand’s ‘voice’ so be aware of your internal and sub-conscious bias that wants to seek out information that aligns with what you may already think you believe.
There are some radical, overly convenient linear journey’s to people’s wellness, and although in business there is an appetite for short cuts to sales and success, it rarely works out that all the groundwork can be bypassed. Consumers are humans and humans are curious beings that want to connect; they don’t want a picture-perfect backstory; they literally crave your imperfections and struggles.
True authenticity also requires your curiosity and openness to continually learn and grow. Therefore, make it a habit to share your learnings readily with your audience, and engage their viewpoints.
Remain Vulnerable On Your Path
Show yourself. Be yourself.
Whilst relationship-building is at the core of any successful brand that enjoys longevity and good-standing, we know this can be hard to stay true to when our inboxes are flooded daily with influencers trying to convince us to buy their loyalty.
You can play the game and be part of the herd. However, people’s BS radars are more switched on than ever when it comes to social media influencers, and even the slightest inkling that a brand is choosing a quick win, can be a major turn off. Practice being discerning about whose lap your products and services fall into; your reputation could depend on it.
It takes time to nurture relationships and find your tribe; stick with it. As well as making you and your brand relatable, your vulnerability is required to stay true to your values and the long game.
This also means placing priority on being visible as a brand founder; on your social channels, your website, your blog, and at industry events. Build community and nurture loyalty by showing yourself.
Ensure Consistency and Uniformity
How often do you check if your internal values match up with how you portray yourself and your brand outwardly across your chosen platforms?
Speak your truth, but also live your truth.
Carrying out a regular reconnaissance and audit of your online presence and your marketing collateral helps you to make relevant updates and correct any incongruities. Think of this as an inventory of your brands position as you grow and evolve.
Here are some questions to consider applying to your content during this exercise:
Is there alignment across your different platforms?
Is your content recent and relevant?
Where are the opportunities for greater transparency?
It can often be a long, winding road to finding your voice and building the confidence to share it. You may be new to the wellness space, and ‘green’ in your attempts to establish your business but it’s important to remember that that’s how everyone starts out. Feel your way through, fumble, make mistakes, and learn from them; they will ultimately help you to solidify your brands’ position from a place of integrity.
As more and more individuals explore how to make lifestyle changes, they look to trusted brands, and are enticed by new, innovative brands to support their efforts. A wellness brand has to do prove they understand their audience by creating an honest profile of who they are, and connect their messaging with their potential customer.