You don’t need to be a “Purpose Driven Brand” like Tom’s to make people feel passionate about supporting you. There are many ways a brand or organization can tie their message to one about wellness. More and more consumers want to buy from a brand that is doing something positive for them as buyers or the world. So how can you do this as a small business when you don’t feel like your feel-good message is completely clear? Let’s take a look at the aspects of wellness.
The 7 aspects of wellness have been identified as social, emotional, spiritual, occupational, intellectual, physical, and lastly environmental. You can choose any one of these to hone in on for your business. What is the importance of tying your brand to one of these? Well, 47 percent of global consumers buy from a brand that supports a good cause. 72% of consumers would recommend a brand that supports a good cause over one that doesn’t and 73% of consumers would switch to a brand if that brand of similar quality supports a good cause.
This is more than enough evidence to somehow incorporate this into your brand’s message. Let’s talk about how. Say you’re a gift shop and you’re looking to drive more foot traffic to your store during the holiday season. You start thinking that you can’t do it alone and you need more exposure before Christmas. The best way to center your brand around wellness and a good cause would be to team up with a local non-profit for an event and on that day 10% of your store’s proceeds will go to that specific non-profit. You can offer hor devours and make a special event around giving and you’ll gain double the exposure by having the nonprofit promote your event to their following as well. Maybe you don’t want to partner with a nonprofit but you have some amazing products in your gift store that are Fair Trade, it is important to highlight the fact that you carry ethical products and who you’re supporting with buying specific products. Or maybe you’re carrying another product that can bring wellness to the consumer, remember wellness isn’t just about physical, maybe you have self-help books that are great for getting over a bad relationship, these can all be turned into a message about wellness.
Now let’s say you’re a metaphysical store that sells herbs and crystals, and books on moon phases and everything in between. You already have a really cool concept on your hands but your goal is to shape this around the wellness of your buyers. The first thing you can do is come up with an email campaign about the benefits of the herbs that you offer. Each day you can highlight a specific herb, what it does, and how to use it. The crystals that you carry certainly carry healing properties, this is again a way to shape your brand’s message around wellness.
Even if you think your brand is totally out of the loop on wellness just take a look at the AXE campaign. AXE has been long known for their comedic commercials and message on sex appeal, but they redirected to spiritual wellness with their “Make Love Not War” campaign. It was through that campaign AXE raised awareness around their brand and raised proceeds for peace, turning September 21st into a universal day of non-violence and ceasefires practiced by the military. So even if you think you’re brand can’t make an impact, you most certainly can.
For more one on one information on how to center a message of wellness around your brand, you can contact me here.