Three Essential Branding Tips For Your Holistic Wellness Business with Haille Norris, Founder of Haille Norris Design Co.

Building a brand that conveys the essence, message and value of your services and products is not always an easy process. In today's world, most people discover your business online so creating a brand allows you to stand out and speak right to the hearts and minds of your ideal customers, which is crucial to your success as a wellness entrepreneur. Haille Norris, Founder of Haille Norris Design Co, joins us on the blog to share a few tips that can support you in building a brand that aligns with your ideology and business vision. 

Tell us more about your business. What inspired you to launch it?

My journey into entrepreneurship began with the birth of my twin girls and a deep realization of my desire to create a business aligned with my values. Prior to motherhood, I worked as a brand designer in the corporate world, but I found it challenging to work for companies that prioritized profit over people. Over time, I felt an increasing desire to support businesses run by people who value mindfulness and making a positive impact, but I wasn’t sure yet what that would look like for me.

After leaving my corporate job to care for my daughters, I grappled with feelings of depression and loss of identity. While initially uncertain about starting my own business, the months of staying home with my babies started to take a toll on my mental health, leaving me feeling lost and unfulfilled. But with the unwavering support of my family and my own commitment to growth, I found the courage to pull myself out of my funk and started my journey of self-discovery and healing.

Driven by a desire to support conscious businesses and empower individuals to improve the lives of others, I founded my brand design studio. It's a tribute to the healing journey I've experienced as a twin mom, and it’s my intention to provide heart-led branding and soulfully strategic websites for wellness entrepreneurs, empowering them to share their gifts with the world.

When we think about branding, most people think of the visual aspects of a brand – its logo, images, and colour palette. How do you define “branding”?

A strong brand enhances your business's visibility, credibility, and engagement. When I say "brand," I'm referring to more than just its visual aspect. Your brand encompasses how people perceive your business holistically, both consciously and subconsciously. It's about the tone you use when communicating with your customers.

Example 1: An affectionate, empowering, and supportive tone might sound like, "Hello my love, I'm here to offer you a new service..."

Example 2: A casual, enthusiastic, and friendly tone could be, "What’s up bestie?! I have a super bomb new service that I’m bursting to share with you."

Your message and brand story are crucial. Customers want to connect with a clear narrative so they can rely on your business to solve their problems. A confusing or constantly changing message creates misalignment, making it challenging for customers to understand your business's purpose.

Brand values foster loyalty and engagement. When your values align with your target customer's values, it naturally attracts them to your brand. For instance, one massage therapist might value environmentalism, using organic products, while another might prioritize education, incorporating wisdom into their practice.

The customer journey shapes the overall experience. From the first impression to post-purchase follow-ups, every interaction influences how customers feel about your brand. A strong brand is about creating an experience, not just existing.

Finally, a designer translates your brand essence into its visual identity. Your logo, fonts, colour palette, and imagery style contribute to your brand's visual identity. Consistency across all touchpoints, from your website to social media profiles, is key to building a holistic brand identity that customers can recognize, trust, and engage with.

What are some of the essential elements that need to be considered when building a brand in the wellness space? 

My approach to creating a strong brand identity for holistic wellness entrepreneurs is deeply rooted in capturing the essence of the individual, considering their unique gifts, and shaping how they wish their customers to feel when engaging with their brand. Here are three crucial considerations to keep in mind when developing your wellness brand.

Consider this: Align your brand values with your personal values.

Your brand isn't just a logo or a colour palette; it's a reflection of your beliefs, your guiding principles, and what you stand for in the holistic wellness space. Much like choosing the perfect shade of purple, aligning your brand values with your business values requires introspection and strategic thinking. Consider what truly drives you as a holistic wellness practitioner. Is it a commitment to sustainability, a passion for inclusivity, or a dedication to holistic education? Your brand values should resonate with your target audience and reflect the unique essence of your business. By infusing your brand with authentic values that speak to the heart of your mission, you create a foundation built on integrity and connection, ensuring longevity and loyalty in the ever-evolving wellness industry.

Take some time to reflect on your personal values and how they align with your business goals. Write down your core values and priorities. Then, evaluate your business practices, policies, and decision-making processes in light of these values. Ask yourself if your business truly reflects and upholds your personal values. For instance, if creativity is a core value, you might consider refreshing your brand's visual elements with more vibrant colours or innovative design elements.

Consider this: Color psychology.

I would recommend not settling for the first colour that comes to mind when building your brand. When someone says, “Well, my favourite colour is purple, so I’d like my visual identity to be purple,” I suggest putting a pin in that thought and referring back to your brand strategy. There is a lot of colour psychology involved in a brand’s visual identity. Choosing your favourite colour isn’t a strategy. Yes, as I mentioned, when building a heart-aligned brand, it's important that your brand reflects you, but your business isn’t solely about you. You need to consider your target audience and what purple means to them (and what tone/shade). What does purple signal in their minds? And does it signal a feeling that you want them to associate with your business? It’s entirely possible that purple is still the answer because it is your business, and the reason you love purple is because it signifies something to your mind. But my point is, let’s take a moment to consider the strategy behind “why purple?”. Because that “why” is what grounds your business and builds a strong foundation. It’s why in 10 years, purple will still be your brand’s colour, not changing three times with different trends or personal preferences. Tip: You can research colour psychology online, for example, “what is the colour psychology behind purple?”.

In the same line of thought, I recommend not immediately resorting to typical colours like greens or earthy neutrals when you think of a holistic wellness business. While these colours might end up playing a role in your brand’s colour palette, I urge you to critically assess “why green” or “why earthy neutrals”. This decision impacts the longevity of your brand’s colour palette, but also consider whether this palette best represents your personality and the unique gifts you have to offer. Does it help you stand out and resonate with your target audience? Does it differentiate your brand from others in the holistic wellness space? Does it feel authentic and unique to you and the story you’re telling? Developing your brand strategy can simplify these decisions because it illuminates these aspects clearly.

Consider this: Your website is an extension of your business.

Just as your energy flows through your holistic wellness practice, your website channels that same essence into the digital realm—an extension of your vision and values. Even in the virtual world, your website serves as a sacred space where visitors can connect with your offerings, your philosophy, and your journey. Much like designing your brand's visual identity, crafting a compelling website requires intentionality and a deep understanding of your audience's needs and desires. Consider the user experience—does your website guide visitors on a seamless journey, inviting them to explore, learn, and engage? Is the design reflective of your brand's aesthetic and values, evoking a sense of trust and authenticity? Your website should be more than just functional; it should embody the essence of your holistic wellness practice, inspiring visitors to embark on their own journey to well-being.

Take a moment to reflect on the energy you wish to convey through your holistic wellness practice. Consider elements such as colour, imagery, and messaging—are they in harmony with your brand's values and the energy you aim to embody? Pay attention to the overall vibe and tone of your website. Does it feel welcoming, calming, and authentic? Are there any areas where the energy feels misaligned or inconsistent? Trust your intuition and make adjustments as needed to ensure that every aspect of your website reflects the essence of your holistic wellness practice and resonates with your audience's energy. If you’re feeling stuck, it’s always helpful to ask for a friend’s perspective—someone who could be an ideal client but doesn’t know the ins and outs of your business. Or, you can always reach out to me if you want a professional opinion!

What are the common mistakes that you see holistic wellness entrepreneurs make when creating a brand?

When you think "holistic wellness," it's likely that a particular vibe and aesthetic come to mind (and there's a reason for that). Yet, one of the most common challenges I encounter in holistic wellness businesses is their tendency to blend in with the crowd. Psychologically, the common colours, fonts, imagery, and creative elements serve a purpose. However, you are not just another stereotypical holistic wellness brand. You are a unique individual with your own perspectives on life and how you bring holistic wellness to the world. Your distinct personality and aesthetic deserve to be showcased. Investing time in establishing a strong brand foundation with a unique strategy and visual identity honours your individuality and the special gifts you bring. Failing to express your personality through your brand and highlight what sets you apart impedes your business's growth and visibility among your target audience.

Furthermore, many holistic wellness entrepreneurs may not realize that there are designers who specialize in working with them (hello! ♥︎). While it's not to say that hiring a designer without this specialization won't result in excellent work, there are designers (along with copywriters, bookkeepers, social media strategists, etc.) who share a similar mindset of self-growth, mindfulness, and a deep understanding of the holistic wellness world. This shared perspective enhances their ability to help you shine. Therefore, I encourage you to carefully consider each decision as a business owner, ensuring they align with your values, thus enabling you to cultivate a heart-aligned, conscious business that you genuinely adore!

What advice would you give to entrepreneurs who are launching a wellness brand or going through a re-branding process?

Taking the time to establish a strong foundation is crucial. If you're embarking on launching a wellness brand for the first time, you likely feel a deep sense of calling to enhance the lives of others. Rushing into it would do yourself and your potential customers a disservice. While investing in brand strategy initially may seem daunting, I assure you, it will ultimately save you time and accelerate your growth.

For those going through a re-branding process, you probably recognize that there's a gap between where you envision your business going and how your audience currently sees your brand. This presents an excellent opportunity to clarify your brand strategy thoroughly. Ensuring a pivot that truly aligns with your vision will propel your business forward in a direction that resonates with your energy and aspirations.

Where can our readers learn more about your work?

After emphasizing the importance of brand strategy, it wouldn't be right for me to hold back on sharing my brand strategy workbook with you. This resource is absolutely essential, so I'm offering it to you for free. Additionally, as you navigate your branding journey, you'll find my brand identity checklist to be incredibly helpful (I’m also offering this for free). It's a step-by-step guide that will lead you through the process of building a strong wellness brand.

If you're feeling like you could use more guidance in crafting your brand strategy, I'm here for you. Consider booking a brand clarity session with me. If you're fully committed to your business and ready to treat it with the dedication it deserves, my custom design packages include a brand strategy session where we'll collaborate on developing your brand strategy. You can learn more about them on my website.

In the meantime, let's connect on Instagram! I'm eager to meet you and continue supporting your journey. Since you're here, I know you're serious about your business. Exclusively for readers of this blog, send me a DM with "Co-Created," and I'll share a link with you to schedule a free brand discovery call. Have a beautiful day, my friend!☻ 

Haille Norris is the heart and soul behind Haille Norris Design Co. - a brand design studio supporting female entrepreneurs in the health and wellness space. Working with Haille means going beyond just aesthetics. It's really about capturing the essence of the business owner, creating a meaningful connection with her clients, and realizing a vision that resonates with their purpose. In Haille's hub workshop - "Building Your Brand Identity as a Wellness Entrepreneur", she is teaching you how to build a magnetic brand identity and attract your ideal clients through the power of branding. You can sign up for our 14-day free membership access link below and watch the workshop.