Brand Build Spotlight - Amber Dawn Holistic Wellness - Nova Scotia RMT, DOULA, Herbal Medicine and Infant Sleep Education
When I first met Amber. she already had a logo that she was working with. While the idea behind her logo was nice, it was not translated from idea to actual logo well and it definitely did reflect her, the work she was doing or the kind of clients she wanted to work with. The colours reminded me very much of John Deer with their signature green and yellow and while that may be terrific branding for an equipment company, it simply didn't work for a holistic wellness company.
All my branding clients need to complete a pretty in-depth branding questionnaire. The reason I make them do this is because not only do I need to have a clear idea of who they are and what they want their business to achieve, but they need to know this too! When describing her target market, Amber explains " They are community minded and have a holistic health approach. They are feminists. They recognize the value of an empowered birth experience and they want it."
With a name like Amber Dawn and her focus on holistic health, as well as keeping in mind who her target market is, it was clear I needed to build a brand that reflected the beauty of nature. I wanted to work with the colours in the sky at dawn, both feminine and strong. I also wanted to integrate some water as the beautiful photos of Nova Scotia always reflect the beauty of the waters.
Womb Wisdom is a Toronto based Doula Company, owned by doula Ena May. When learning about Ena's goals for her business, it was clear that the look needed to be something much more graphic and strong - to match the big things she has planned. The name alone says it all - WOMB WISDOM. Is there anything more powerful then that?
When designing the logo, I came across this lovely symbol, which is an ancient symbol for the womb, goddess, fertility and change. When choosing colours - again, it needed to be strong and the red and black was so clear. Red was chosen because of its connection to femininity and to the womb.
Let me start this out by saying, I actually have NO problems with Fiverr. They serve a good niche and provide people who can't afford to invest much in their businesses somewhere to start.
Those clients are not my clients.
MY CLIENTS ARE:
1. Ready to invest in their businesses and in themselves
2. Understand the importance of having a brand that not only reflects them but, just as importantly, connects to their clients
3. Appreciate the unique value hiring someone to help build your brand and your business who understand the Birth/Wellness business. It is unlike any other industry, and can't be approached the same as every other business.
Time and time again, I have had doulas especially book a discovery session with me and when we talk about their branding and I find out they used Fiverr or a similar service, I hear the same things.
1. It doesn't reflect me/my business properly
2. I don't know if it appeals to my target market
3. It looks generic and like every other doula logo.
And this is why I will never be your budget option because often, when you choose cheap, you just can't get the same level of support that someone like myself can provide. So often, when a designer hears "doula" they either don't know what that is, or they do and know it has something to do with pregnancy and "hippy/crunchy" people do it, so the logos tend to all look the same - pregnant belly, a baby or flowers. And the same can be said for other wellness professionals too.
BUT we know that as professionals, we are all unique and we target different demographics.
Just like BIRTH - ONE SIZE DOES NOT FIT ALL DOULAS.
Interested in learning more about the Psychology of Doula
Looking for More One on One Support?
I can't wait to learn more about you and the business you are building and
share with you ways that I can support you nurture a better business.
Then it hit me and became super clear. We will highlight the SUPERSTAR hormone of birth - OXYTOCIN! From that simple idea, came the total look of her Lauren's brand. As soon as I came up with the concept, Lauren's excitement was clear. I was so happy I was able to capture her and her ideal client so spot on.
When it came to working on Lauren's complete brand board, I wanted to go for colours that were a little more unexpected to go together. Green and Pink are not typically seen together. It is a more unique combination, just like Lauren - this wonderful neuroscientist yoga teacher doula.
The green connects us to growth, harmony, nature and is the colour of life, while the pink brings out the tenderness Lauren possesses and pink is also the universal colour of love of oneself and of others, which really is so much to do with what birth is.
The fonts chosen for her branding are both clean and simple. Choosing something that was too intricate would not work for this fresh brand. The Sacramento font, while a script, still has very simple lines. Lauren says it even looks like her handwriting. How perfect is that. And Josefin Sans is one of my all time favourite fonts for its clean but eye catching look.
The images chosen for the brand to capture the feel were definitely focused on the light and airy - easy breezy look.
On that same vein, when were were deciding what to do when it came to the website, BREATHEWITHLAUREN.COM was the perfect fit. Ideally, using LaurenEnright.com would have been perfect but the website was taken and active, but really, breathewithlauren.com captures what she does so much better.
We are now starting the work on her website. I am so looking forward to what we get to do together with it. For now, we have her COMING SOON page up until everything is ready to go. Check it out here.
Once her website is up and running, I will be sure to share it too!
When we started our work together, I was excited to learn more about Kamahria and the kind of business she was looking to build. Just like I do with every branding build, we made she that her foundation was very clear. Kamahria described her company's mission as "To empower folks as they seek to create, grow and birth life, while providing evidence-based and mystical solutions for the journey to and through parenthood and self-actualization. Unearthing the majestic inherent in birth and life." WOW! Her words are as magical as she is.
After learning more about her target market, her goals and her values, the look of her brand became so very clear.
With The Alchemical Mama, I wanted something that captured that feeling of magic that I felt when speaking to Kamahria. Her target market was very precise, making it so much easier to figure out the look. I wanted her brand to speak to her tagline "WHERE PRACTICAL MEETS MAGICAL"
When building the brand board, I chose colours that were both moody and sensual yet bright and vibrant. We ended up going with a mixture of purples and blues. Purple excludes wisdom, mystery and magic while the bright turquoise blue is associated with creativity, serenity, femininity and intuition.
I added the colour on the butterfly side to push more of the metamorphosis look and give a great pop of colour that was really needed to complete the look.
Does your brand need a refresh or a whole build? Schedule your complimentary discovery session so I can learn more about you and your needs, and you can learn all about the ways I nurture better business.
When I was in highschool, I had a teacher that always used to say "Prior Preparation and Planning Prevents Poor Performance." As annoying as I found the line, I was probably more annoyed at how correct he was. When chatting to other wellness business owners about their marketing plans, one of the biggest things I see is that most don't even have a plan at all.
"I built my website and I post on Facebook. Why am I not getting any enquiries?"
Unfortunately, just because you built it, doesn't mean it will just come. You need a clear plan to follow - and in this blog, I am sharing with you some essential steps to building your yearly Marketing Plan.
What are your goals for the year?
You can break down the goals for your marketing plan into larger year end goals as well as smaller monthly ones. The marketing goals are MARKETING focused. It is not about your earnings - but about what growth you want to see in your marketing efforts. The raise in marketing outcomes, will result in financial gains too of course, but thats not what we are looking for here.
An example of goals:
3 blog posts a month
10 newsletter sign ups per month
1 Freebie download per month
1 weekly Facebook/Instagram live
Daily Facebook/Instagram post a day
6 events (in person or online) per year with 90% sold
Boost my website traffic by 20%
Raise my Facebook likes from 400 to 800.
Raise by Instagram follows from 600 to 950.
Refine your target market.
If you are the type who says "but I want to work with EVERYONE!", then you definitely need to do this step. The truth is, if you are trying to sell to everyone, no one will be buying. Why? Because no one will feel connected to you and your message. If they don't feel like you are talking to them and can help solve their unique problems, then they will just look for someone else who will.
Once you define your target market, then you can use this as the guide for every marketing effort you are going to be doing this year. Your target market affects the language you will be using, the images you choose, and where you will be spending most of your marketing effort online. A 22 year old has a very different online presence compared to a 42 year old, and you need to be sure your matches who you want to work with.
Where will you be investing your time?
And while it may be tempting to take advantage of everything, it is near impossible to do them all well and even if you could, it would not be worth the time to even bother to if your target market isn't interested.
For most businesses, dedicating time online will be your most fruitful angle. Why is your online presence so important? They say it takes anywhere from 5-12 impressions before a sale. That means, your prospects need to see you that many times to build familiarity, trust and a good reputation before they are willing to reach out and buy. This is especially true in the Wellness industry where we are selling our expertise to help make their life/health better.
This does not mean there is no value in real life marketing too. Ideally, unless you have an online business, you are mixing online with in person for the most optimal results.
Let's talk money.
Well, this depends on what your plans are. If you are looking to mostly spend your time on social media channels, you may have to fork out some money to set up some ads and boosted post. Especially with Facebook and Instagram's new algorithms, getting good reach is going to be harder and harder to achieve. Paying to be seen may become a necessity, PLUS prioritizing time to really engage with your follows so you also get good organic reach.
How much you are going to spend again depends on your goals for the year. If the goals are big, you may need to go with the full 10-15% of your earnings that is recommended, but again, this is flexible depending on your needs.
Getting It Done.
Hopefully the goals that you have set are SMART ones - (specific, measurable, achievable, relevant and time-based), making them much easier to achieve. But even with goals that are totally doable, it can be hard to stay committed and focused to those goals. One of the easiest ways to make sure your work gets done, is by building a marketing calendar. This allows you to make sure you are checking off your list and you know what you need to do next. Making your schedule isn't as overwhelming as it sounds when you break it down by monthly, weekly and then daily tasks.
Samantha Gagnon is a marketing consultant specializing in health and wellness companies. She believes that in order to properly nurture a better business, we must shine the true heart behind that brand. Samantha lives in the Great Vancouver Area of BC, Canada.