Grow Your Brand · For Wellness Brands · Since 2017
Growing a wellness brand
Growing a wellness brand
is harder than most. Here’s why.
Wellness products are not easy to promote. This market plays by different rules, the platforms restrict you, the regulations limit what you can say, and more budget rarely fixes what’s actually wrong.
And the longer you wait, the harder it becomes to fix.
Why wellness is different
Most marketing strategies were created for brands that can say whatever they want about their products.
Yours isn’t one of them…
In this industry you’re operating under rules that most companies have never had to think about. You can’t make medical claims. Mentioning research could put you in trouble. Platforms treat your products as a liability. And the FDA is checking every statement you make.
The result is that most wellness brands end up saying nothing about their products. When they try to fix it, they find themselves solving the wrong problems. More content that doesn’t convert. More ad spend that gets restricted. More generic statements that sound like every other brand in the category. Still saying nothing about what makes them different.
If any of this feels familiar, something isn’t working and it’s probably not what you think.
You can’t say what your product does
FDA and FTC rules restrict health claims across almost every wellness category. Most brands either say too little and disappear, or say too much and get in trouble. Some are so scared, they never use compliance for their advantage.
The main ad platforms restrict your category
Facebook, Google and TikTok all have policies that make it difficult or impossible to run standard campaigns in regulated wellness. The channels that work for other businesses simply don’t apply here.
Your buyers don’t trust product claims
In a market full of empty promises and regulatory grey areas, buyers have learned to be skeptical. Trust is earned differently here, through education, consistency and smart positioning.
Most marketing strategies don’t apply
The rules, the how-to’s, the case studies and best practices, were built for a different market. Applying them here produces mixed results at best, and warning letters at worst.
Where growth breaks
Four things that determine
Four things that determine
whether a wellness brand grows.
Most wellness brands are too focused on their products to realise their clients don’t think about products the way they do. Many don’t realise that without clear positioning and smart messaging, nothing makes them different other than the packaging. When nothing makes you unique, why should anyone come back?
This is what you should look at:
01
Positioning
While people search for a solution to a problem, most wellness brands only describe what the product is made from. That gap, between what buyers are looking for and what you’re mot saying, is where growth breaks first. Positioning is about closing that gap before a buyer ever arrives at your site. It is about being able to offer a solution to their pain.
Warning signsBounce rates are high. Buyers don’t understand what makes you different. You sound like everyone else in your category.
02
Messaging
Good positioning tells you what to say. Messaging is how you say it, clearly, within compliance rules, in a way that actually reaches your buyer. Most wellness brands are either too cautious to say anything meaningful, or too bold and get flagged. There is almost always more you can say within the rules than you think. Finding that space, and using it well, is one of the highest-leverage things a wellness brand can do.
Warning signsCopy reads flat or generic. Your ads get flagged. You’ve watered down your messaging to the point where it says nothing about what makes you different.
03
Market education
When you can’t advertise the way other industries do, education becomes your primary growth channel. Wellness buyers don’t trust product claims, they trust brands that teach them something. Content, newsletters, guides and community build the kind of authority that advertising can’t buy in this market. And it compounds over time.
Warning signsYou’re entirely dependent on paid channels. You don’t invest in content. No one shares or recommends your brand. You have no audience of your own.
04
Retention
In a market where acquisition is expensive and difficult, first-time buyers who don’t come back are a growth killer. Most wellness brands spend everything attracting new customers and almost nothing keeping them. Retention — through education, community and trust-building, is where sustainable growth actually comes from.
Warning signsMost buyers never purchase again. Your repeat purchase rate is low. You’re spending more and more just to maintain revenue.
Who this is for
For founders who want results
For founders who want results
but don’t know what to do next.
You have a great product but it isn’t converting
Sales are slower than expected. You’ve tried everything but nothing is really happening. You believe in the products, but you just can’t reach your target audience and make them buy.
You’re spending on marketing but nothing is moving
Budget is going out. Results aren’t coming in. More spend on the same channels produces the same disappointing results. Something is wrong with your marketing strategy, but you don’t know where to start.
Compliance is killing you
You’re in a regulated category and you can’t show the world how good your product is. Your competitors are using claims and reviews, but you don’t want to take that risk. You don’t know what to do.
You’re entering a new market and need a real strategy
New audience, new category, new business model. You’re not sure what you can or should do. You need someone to validate your strategy, or build you a new one.
This is not for everyone
We don’t offer quick-fix tactics, generic SEO packages, advertising solutions or social media management. We work with founders and operators wwho are serious about growing their brand and want long-term results.
How we can help
Is there something wrong with your strategy?
Is there something wrong with your strategy?
Let’s identify the problem and fix it.
Get growth & strategy consulting if you need someone to think through the hard problems with you. Get a detailed review of your branding if you want a list of your top to-do items, ready for you to act on.
Fix your growth
Branding Review
Find what’s not working, you’ve been guessing what’s wrong for long enough. A detailed analysis of your positioning, messaging and website with a list of your top to-do items, ready for you to act on.
Let’s work it out together
Growth & Strategy Consulting
You understand your market and have a great product, but nothing really happens. What you need is experienced people to think through the hard problems with you, guide you, and help you make the right calls.
What this looks like in practice
Growth problems
Growth problems
and how we’ve fixed them.
Every brand below was stuck in a different way. Some only needed a few sessions with us, for others it was a long-term relationship.
First-Time Buyers Never Came Back
A full retention strategy was created
Company was losing money because the LTV (LifeTime Value) of the client was too small. After realizing that most of the first-time buyers never returned, we created a full retention strategy, including messaging, realistic expectations, website content, newsletters, product bundles and coupons.
Repeat purchases increased. The company became profitable.
Repeat purchases increased. The company became profitable.
Wellness · Retail
Company Was Losing Money
Wrong business plan identified and rebuilt
Found a fundamental misalignment between the brand’s model and how their market actually buys. Shifted the entire business strategy, positioning, offer structure, and target audience, before significant capital was wasted on the wrong direction.
The company became profitable.
The company became profitable.
CBD / Cannabis brand
rong Use of Health Claims
A new claim marketing strategy was designed
A wellness brand was using health claims in a way was not allowed. A new claim marketing strategy was introduced, that eliminated the risk, used relevant research and market education to make them an authority.
The risk was eliminated. The company gained authority, trust and their clients respect and loyalty.
The risk was eliminated. The company gained authority, trust and their clients respect and loyalty.
Wellness · Mental Health
Products Were Promoted to the Wrong Market
Old strategy was cancelled. A new one was built.
A pet health brand was trying to sell to a more difficult market. We identified the error and built a new strategy better suited to local regulations.
The company saved most of its marketing money before it was wasted on the wrong direction, and was able to focus on its true market.
The company saved most of its marketing money before it was wasted on the wrong direction, and was able to focus on its true market.
Pet Health · US
More Clients Were Needed
Free samples were offered to ‘testers’
Hundreds of samples were delivered to ‘product testers’ in exchange of a short survey, followed by conversion sequence that turned them into buyers. This was done simultaneously on both sides of the ocean
The company used the survey to improve the product, gained new clients and at the same time, conducted a smart social-proof campaign.
The company used the survey to improve the product, gained new clients and at the same time, conducted a smart social-proof campaign.
CBD · UK / US
New Markets Were Needed
Legal opening found. New market entered.
The product was suffering from hard competition. We identified a regulatory window that allowed the product to be marketed in a different regulated category. Restructured the positioning and compliance framework to take advantage of it.
The company opened a distribution channel that was previously off-limits and got access to a larger audience.
The company opened a distribution channel that was previously off-limits and got access to a larger audience.
Regulated substances · Cross-market
Ready to fix your growth?
Let’s find out what’s wrong.
A written review or live sessions. Both start with the same question, what isn’t working?