The Identity of a Brand: A Guide for Wellness Entrepreneurs

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The Identity of a Brand: A Guide for Wellness Entrepreneurs


  • A strong brand identity is key for wellness entrepreneurs to distinguish themselves in a noisy market, build brand equity, and create an emotional connection with the audience through storytelling and personalized marketing.

  • Creating a brand personality involves defining key attributes to guide the design of consistent visual elements like your logo, color palette, and typography.

  • Measuring the success of a brand identity requires tracking metrics like brand awareness and loyalty, adapting to industry changes, and referencing case studies to optimize and maintain a resonant and unified brand image.

brand designer writing in front of the computer with mirror in front of her
brand designer writing in front of the computer with mirror in front of her
brand designer writing in front of the computer with mirror in front of her
brand designer writing in front of the computer with mirror in front of her

The importance of brand identity for wellness entrepreneurs

Developing a strong brand identity is so important for wellness entrepreneurs, because it contributes to building brand equity. It’s the lighthouse guiding your brand across the choppy waters of the wellness industry, making your brand stand out from the multitude of others. It’s the foundation of your brand, influencing all parts of your brand’s personality, visual appearance, and behavior.

Paul Rand, who is a legendary figure in graphic design, famously said, “Design is the silent ambassador of your brand.” Noting the significant impact design has on representing a brand.

Market noise and saturation

As you know, the wellness industry goes through many changes, new businesses face the following challenges:

  • Lots of competition

  • Changing consumer preferences

  • Limited access to funding

  • Lack of regulation

These challenges make it hard for new entrepreneurs to stand out and establish a strong customer base.

However, a bit of market research and brand strategy can help navigate these challenges by giving key insights into the industry landscape, consumer behavior, and new trends.

Emotional connection with customers

Building an emotional connection with your audience, little by little, can be a big deal for a lasting relationship with your brand. This connection can be fostered through:

  • A relatable brand story

  • Community-building efforts

  • Personalized marketing and experience

  • Clear communication of your differentiators - what sets your brand apart from others

Providing products that live up to the hype and resonate with your audience’s needs can reinforce this emotional bond and drive client loyalty.


Crafting a brand's personality

Crafting a brand’s personality entails more than just designing a beautiful logo. It’s about breathing life (or, how we say here, giving heart) into your brand, giving it a distinct voice and identity that resonate with your audience. 

In this Hubspot interview, Jared Rosen, Senior Brand Manager at Wayfair notes, "brand identity is more than just finding the right logo to place on coffee cup sleeves or mount above your front door. It's about crafting a personality that amplifies the core elements to your brand's DNA."

He also advises entrepreneurs to envision their brand as a person and give it specific characteristics.

This method helps you give a more defined and relatable brand personality, creating a strong emotional connection with your audience. I call these your Key Brand Attributes. Some to consider for your brand’s personality are:

  • Friendly

  • Professional

  • Innovative

  • Authentic

  • Playful

  • Trustworthy

By defining your brand’s personality, you can create a consistent and engaging experience for your audience.

Key components of a successful brand identity

A successful brand identity is a delicious cocktail of various key elements, or brand identity elements, blended together to create a cohesive and recognizable brand. These elements include:

  • Logo design

  • Color palette

  • Typography

  • Photography style

  • Consistent messaging

slow stories logo

Logo design

A well-designed logo is one of the elements of your brand identity design, playing a key role in brand recognition and recall when used consistently over a long period of time. It uses color and imagery to convey your brand message and typography to enhance its impact. This makes brand identity important and is just the tippy top of establishing a strong presence in the market and shaping your brand image.

An effective logo design involves a structured process that starts from research and conceptualization, leading to sketching, refinement, and the final design.

illustration of 3 cards with fonts, colors and image

Color palette and typography

The choice of typography and color palette is not just an aesthetic decision; it’s a strategic move that conveys emotions and expresses the brand’s personality, vibe, and values. Distinctive typography and colors can differentiate your brand, and a clearly defined and standardized color palette ensures consistency across all your branding materials.


Consistent messaging

Consistent messaging across any place you're online (and off) enhances audience engagement, fosters trust, and makes your positioning stronger. A consistent brand voice, defined by specific personality traits and tone, complements the brand’s DNA, or blueprint, in all communications.

Your brand messaging with your brand’s visual identity can deliver a cohesive brand experience, and that's so important for audience perception and recognition.

brand designer swiping through journal

Developing a strong brand identity: actionable steps

Developing a strong brand identity for your wellness business can feel overwhelming, but breaking it down into actionable steps can simplify the process. I got you! 

It involves conducting a bit of research, defining your brand values and story, and creating visual assets that align with your brand’s personality and values. Implementing a well-thought-out brand strategy can make your brand identity stronger.


Internal and external research makes the foundation of the brand identity development process. It provides insights into:

  • Your unique audience

  • Current customers

  • Your differentiators

  • Market trends

Analyzing who you're serving and even your unique personality can provide insights into the effectiveness of consistent messaging and help in differentiating your brand’s marketing strategy from others.

brand designer smiling and writing on journal

Defining brand values and story

After going through some excavation and discovery, the next step is to define your brand values and story. This involves getting clear on your audience's feels, challenges and needs as well as how your brand uniquely addresses all these aspects.

A compelling brand story, conveyed through a consistent tone of voice, can be a powerful tool to connect with your audience and enhance your brand’s impact.

brand designer gathering inspiration

Creating visual assets

Finally, this is where I step in! Creating visual assets involves designing a logo, selecting a color palette, and choosing typography that aligns with your brand’s personality and values. These visual assets, along with consistent messaging, form the visual language of your brand, creating a cohesive and recognizable brand identity.

brand design system with colors, fonts and graphics

Measuring the success of your brand identity

Once your brand identity is in place, it’s crucial to measure its success. This involves tracking metrics, adapting to changes, and continuously monitoring your specific KPIs for optimization.

Tracking metrics

This involves measuring any brand awareness, loyalty, and customer feedback. Regular brand tracking can provide key insights into brand awareness, perception, and recall, ensuring your brand’s message remains clear and consistent across all channels. 

How to do this mindfully? Keep track of your metrics monthly, make any adjustments seasonally.

Adapting to changes

In the ever-evolving wellness industry, it’s important to adapt when necessary. You could perform a brand audit and gather customer feedback that can provide valuable insights, allowing you to make necessary adjustments to your unique brand identity.

Case studies: successful wellness brand identities

Let’s look at some successful wellness brand identities so you can peek at the effectiveness of having a cohesive brand identity that resonates with and unifies their targeted audience.

rihanna fenty beauty brand

Fenty Beauty

Fenty Beauty’s brand identity is characterized by:

  • High-quality formulations

  • Unique packaging

  • An inclusive shade range (!!!)

  • Bold colors

  • Mid-range prices

It’s a great example of a brand that has successfully established a memorable brand identity, following the credibility of the one and only - Rihanna, which is a strong brand identity that resonates with its target audience.

tata harper brand

Tata Harper

Tata Harper’s brand identity is centered around the concept of radical representation. They’ve built their brand identity by focusing on the empowerment of women and girls, minimalist yet edgy designs, and the creation of a cohesive overall brand identity.

Anytime I see that green bottle, I can already feel my skin hydrating. 

the well brand space

The Well NYC

New York City's The Well brand identity is centered around the feeling of discovery and appreciation for nature. It also emphasizes the value of seeking knowledge in all aspects of life. These principles resonate deeply with its audience and form the foundation of their brand identity.

product design and web design for massage therapist

Luminous Lumi (my client!)

Lumi, a client of mine, has successfully built a strong brand identity that stands out in the wellness industry. She has achieved this by focusing on core values and mission, creating a unique visual identity, and maintaining consistent messaging across all platforms.

"I haven't even launched my new brand yet and my business has already expanded immensely. I believe that this entire process with Verô has created a distinct shift in the way that I operate as a business owner and the way that I perceive my business. This has been transformative to say the least and I'm truly excited to see where my brand goes from here!"

Your turn!

Now that you have a deep understanding of how to create a strong brand identity, it’s your turn to put this knowledge into action. 

Start by envisioning your brand as a person, define its values and mission, and create a unique visual identity that resonates with your target audience. Remember, your brand identity is the heart of your business, and it’s worth investing time and effort in getting it right.

If you need support, check out my free training Get Your Brand Together or reach out and let's work together.


What are the 4 elements of brand identity?

The elements of brand identity you'll need are logo design, typeface and fonts, imagery, and color palette. These elements are key for creating a strong and cohesive brand image.

What is an example of brand identity?

You can think of the Coca-Cola brand as an example, it is associated with happiness and has a strong visual image with its iconic logo and branding. This has helped Coca-Cola become one of the most recognizable and successful brands globally. (I will say though, it took them YEARS to get where they are today. So, build intentionally - use it consistently!)

What are the 7 steps to brand identity?

To create a strong brand identity, you can follow these 7 steps: define your brand's persona, understand your target audience, develop a distinctive visual identity, craft a compelling brand story, develop an aligned tone of voice, be authentic and transparent, and maintain consistency throughout. 

How would you describe your brand identity?

Your brand identity is what your brand conveys, its values, communication style, and the emotions it aims to evoke in people interacting with it. It embodies the personality of your business and serves as a promise to your customers.

How to create a strong brand personality?

To create a strong brand personality, envision your brand as a person and attribute specific characteristics to it. You can also think of other emotions you want to convey through your brand - I find this exercise easier for those who have a hard time detaching their personal preferences to focus more on their audience.