Alright. So you’ve launched your first health and wellness business (high five btw). Or, perhaps you’ve run your business for years but you haven’t been able to wrap your head around the whole branding thing. We get it. Cultivating a brand and executing a strategy demands a lot of time, creativity, organization and brain power. But don’t fret. Cause we’re here to walk you through how to name your company, develop your brand muse, brand filter, social media community, build authority in your market and more. Here’s 10 key questions to ask yourself when branding your health and wellness business.

What is a company brand? Why is it important?

So here’s the quick and dirty. A brand is the look, tone and touch of your company. What do you want your customers to experience when they engage with your brand? What will their journey with you feel like? When the experience is consistent, humanized and unique, that’s what makes your brand memorable and turns clients into your advocates.

How do you decide on a company name?

We chose to combine personal and professional values (insert horse-crazy Kendall). But seriously, there’s method behind the (equine) madness. We leveraged imagery by giving people something to envision so that we’re memorable — a Pixelated horse. From a symbolic perspective, horses represent strength, grace and heart. These are core values that we reflect in our work.

We’re also big fans of taking words in the common vernacular and owning them to create your own value and connotations. A great example of this is Apple.

What to consider when creating a logo:

Think of your logo as a tattoo — pick something that will resonate with you in the long term. Avoid trends. By the way, our friends at Trout and Taylor are experts at this. And they’re fun as heck to work with.

What’s the deal with social media handles and domain names?

Try your best to keep your domain and social media handles uniform so that you’re consist and easy to locate. The internet is noisy place and people only have so much patience (and attention span).

What info should I include on my landing page?

First off, keep it simple sweetheart. Think of your landing page as a slightly fleshed out version of your elevator pitch. What value can you provide to clients? Consider what questions THEY will have and address them in a clear, concise way. And be sure to have a direct CTA (call-to-action).

How can I develop a solid brand that rises above the social media noise?

Consistency is key. Keep your profile pics, header images consist, bios and colour palette
cohesive across all channels. And publish educational, valuable, humanized content. Make sure it’s worth sharing and proactively engage in conversations. Would you be inclined to engage with your own posts?

Identify exactly who you’re addressing. By going through our brand muse exercise, we help you identify your target patient’s persona. That way you’ve clearly identified who you’re talking to and can consult your checklist when posting.

And our brand filter ensures your messaging, brand behaviour and strategic goals are aligned on the daily.

What to consider when working with a branding and marketing firm:

First off, it helps to be values aligned. When you are, chances are, you’ll speak the same language and experience a relationship that just jives.

And try to be as clear and concise as possible when working with a firm to maximize your time with them. Make sure you’ve clearly identified a mutual idea of success and KPIs so there’s no surprises. Develop a relationship roadmap and identify key milestones. Make communication and clearly-outlined expectations a habit, and get ready to make some magic.

What are the benefits of having a reputable brand?

Client loyalty. At the end of the day, it’s easier to engage returning customers than attract new ones. So build a solid reputation, treat your patients well and they’ll reward you with their advocacy

How should you react if you receive a bad online review or your brand becomes tarnished?

Address PR issues ASAP. It’s important to acknowledge unhappy patients, take the conversation off of public platforms and offer to discuss the situation offline.

If there’s more than one person involved and you experience a flood of comments or attacks, you need to be the voice of authority and address the issue immediately and transparently. This will help keep the rumour mill at bay and give you the opportunity to explain your perspective.

Should you make swag representing your brand?

Ask yourself: what is my “why” for creating swag? What business objective is this achieving? Is the impact measurable? It’s really as simple as that.

Like this article? Then you’ll love our blog about How to determine which social media channels are a good fit for your brand. Thanks for hangin’ with us!

Questions? Comments? Wanna contribute to the blog?

Kendall Titchener is the Principal and Founder of Pixelated Pinto. A Vancouver native, Kendall runs Pixelated Pinto in both YVR and YYC. When she’s not talking social media, PR, health and wellness, she’s filming an Instagram story while riding her horse — seriously.