3 Ways to Enhance Your Health & Wellness Brand + Grow Your Business

You probably already know how important branding is to growing your business, but building a brand can be harder for some industries—and health and wellness is one of them.

Wellness companies need branding that people can trust. They should connect with your company and brand on a deep level, and the words and images on your website need to put their minds at ease.

How’s that different from other industries? Let’s be real, you don’t have to worry about calming the mind and building deep connections if, say, you’re selling plumbing supplies. 

On top of that, many of the world’s most successful wellness brands have succeeded by growing online and in-person communities, getting their customers to connect with each other and building buzz around their offerings.

That’s a strategy accounting firms never have to think about.

As a designer who partners exclusively with health and wellness companies, I’m going to talk about three ways you can connect with your audience, enhance your brand, and grow your business.

Tip #1: Use visuals that create calmness, connection, and inspiration

The visual side of branding may seem a bit vague and hard to grasp at first, but nothing could be further from the truth. Here’s a simple, clear analogy using well-known brick-and-mortar brands.

Think about a low-cost leader in the grocery business, like Asda in the UK or Walmart in the U.S. You’ve got bland white walls and stacks of food under harsh fluorescent lights. 

Compare that to a speciality store like Waitrose in the UK or Whole Foods in the U.S., where you’ll find organic fruits and vegetables on polished wooden shelves, under soft yellow lights.

That’s the power of visual design. Whether you’re talking about the interior design of a yoga studio or the colours and composition of your website, it’s all tied to branding. 

There’s a ton that goes into visual design, but you can go a long way toward putting your prospects and customers into the right mental state by focusing on these three areas:

• Soothing colour palettes: Research shows that different colours affect our buying decisions and our perception of different brands. Earth tones, for instance, can create a sense of calm, which is why they’re popular among wellness companies. Whatever you do, aim for colour consistency across your brand to support brand recognition. 

• Gentle fonts: You may not consciously notice fonts and text sizes, but rounded sans-serif fonts can put a reader’s mind at ease, making it easier for them to scan your website and focus on what matters.

• Clean, balanced layout: The human mind has a fascinating relationship with visual composition. When a webpage’s layout has uneven spacing or oddly placed graphics, something feels off. We don’t consciously give up on a brand due to sloppy composition, but it influences our buying decisions, whether we know it or not.

A study from Frontiers in Nutrition found that health-conscious shoppers respond to certain key features of visual design, including the ones I’ve covered here.

These design best practices make people more likely to connect with your brand and become paying customers.

Tip #2: Choose your words carefully

Copywriting refers to any language used in marketing or advertising, and the goal is never to wow people with your creativity or the elegance of your words. 

You’re not writing a novel here, you’re trying to get visitors to connect with your brand and take action.

What action do you want them to take? It depends. 

On one page, you might want them to book a consultation. On another page, you may want them to join a webinar or sign up for a paid retreat. 

Whatever you’re trying to accomplish, your words matter.

What we know about trying to reach the health and wellness market is that consumers want brands they can trust. 

Sure, we all want to work with honest brands, but creating trust matters a lot more when you’re selling life-changing experiences. That’s not so important if you’re selling refrigerators.

Copywriting for wellness brands should calm the mind and inspire readers to picture themselves living their healthiest, most fulfilling lives. 

You may talk about holistic health and personal growth if that’s what your audience is into. Or you may just tell your brand story in plain, direct, language. 

It all depends on what you’re selling and the audience you’re trying to reach.

Whatever brand voice you create, make sure it conveys trust and credibility. Make honest claims that you can back up with evidence or testimonials, and bring integrity into every touchpoint. 

It’s not just the right thing to do—it’s a solid business choice.  

Many people looking for health solutions are allergic to hype, and if anything you’re saying doesn’t add up, they’ll leave your website without thinking twice.

Tip #3: Build an engaged community (a Mindvalley case study)

Community marketing is all about helping customers connect, both in-person and online, to grow your brand. 

It’s a perfect strategy for health and wellness brands that target people who crave human connection—or those who want to learn from others dealing with similar challenges.

Mindvalley is an excellent case study in community branding. A leader in the wellness space, the platform offers hundreds of online classes—everything from Tantric Yoga to career success for spiritual people. 

The company’s founder and CEO, Vishen Lakhiani, has built a passionate audience around the world.

Members connect not only on Facebook groups and the platform itself, but through live in-person events, from Miami to Dubai.

Here are some of the ways Mindvalley has built the strong community marketing strategy that turned them into a $100 million company.

Mindvalley’s community-building strategy includes:

• In-app forums where Mindvalley students can connect with one another

• Brand ambassadors (who are members themselves) serving as leaders within the online community, helping users connect and get the most out of the platform

• Facebook groups where customers and prospective members can chat and share their personal growth experiences

• Community-driven content where customers can post their personal growth journeys (great for building credibility and displaying social proof)

• Free educational content, including short master classes and webinars, that drive potential members to the website

• Live events like the Manifesting Summit, a 2-day conference that was held in Miami in 2024

So, how can you attract people to your community if you’re a smaller brand? It starts with providing free educational content—even if your main business isn’t online workshops.

That could mean blog posts (like the one you’re reading now), videos, podcasts, and other free content. 

Free, valuable content engages your audience and keeps them interacting with your brand. You build trust and open the door to creating a strong community. 

One thing to keep in mind with content marketing, however, is that you should never make the whole thing a big, long advertisement. People see straight through that! 

It's perfectly fine to pitch your products or services at the end of a blog post—no one minds if you've provided real value first.

Experiment with your brand and evolve

Be aware that these three tips are just the beginning—a jumping-off point for experimenting with different strategies for developing your brand and growing your business.

Think about surveying visitors and A/B testing different design elements to see what gets results, and do the same with your messaging. You can use software like Hotjar and CrazyEgg to conduct surveys and run A/B tests.

When it comes to community building, get feedback from users and see what they’re saying in your online forums. Also, pay attention to which content they prefer so you can make more of it.

You’ll never know whether your strategy is optimal until you start experimenting, so keep an open mind, drop what doesn’t work, and double down on what does. 

Over time you’ll develop a stronger brand, an effective voice, and a community that drives growth and attracts business.

Thanks for reading,
Marc.