Brilliant Brand Messaging for your Wellness Business: Turn your purpose into words
Pink Journal and natural wood pencils with red and pink colours
Ever feel like trying to write about your business is as hard as trying to pull on a pair of Spanx with freshly painted nails?
(Of course, I’m going back to the old-fashioned days when you waved a hairdryer around for a speedy drying experience.)
Well, let me assure you, you’re not alone.
You’ve poured your soul in to brilliant business and I know you’re ‘knock em dead’ at holding space for healing and transformation, helping your wonderful clients to a better life but when it comes to getting the powerful words you need to share your value (no holds barred, please - the world needs you), it’s definitely the ‘Spanx’ scenario.
Is your message as powerful as your healing, reflecting your expertise, unique voice and brilliance?
Or are you wondering if it could be why you lose out on dream clients and spend a lot of time and energy explaining what you do, hoping clients, ‘get it’ only to get a brush off?
Here’s the truth: At the heart of brilliant brand messaging lies clear communication to help visitors understand what your business does and how you can help them.
It’s about creating a great user experience, removing any confusion and friction to build trust and make it easy for them to take action e.g downloading a lead magnet, booking a call or making a purchase.
What Is Brand Messaging?
In simple terms, brand messaging is the different words, phrases and tone that communicates who you are, what you do, and how you help.
It’s as simple as that
Think of it as your business, expressed in words reflecting your values, your approach, and the specific coaching, healing or transformation you guide your clients through.
If you’re a life coach, reiki master, or holistic therapist, brand messaging is what turns your work into words your ideal clients understand, engage and connect with.
Think of your Message like a Mantra
Both hold the core essence and deep beliefs of your brand - with a mantra being more internally focused and your messaging guiding everything you write, say, or share.
When your message is clear, your whole business feels more grounded, bringing your business into flow, helping others pick up on that straight away.
Why Brand Messaging Is Vital for Your Wellness Business
Attracting Your Best Clients
Look, you’re not for everyone and trust me, that’s a good thing.
Which is why you need a clear and concise message speaking directly to the people who need you most. You don’t need to speak to everyone, only those people who need your help and who will appreciate your value.
So, ‘I help anxious professionals find calm through breathwork.’ is going to call in enquiries that need to you have an explanation on a repeat loop - because it’s vague and doesn’t speak to anyone in particular, other than a vast range of anxious professionals.
You have for more chance of your words hitting the mark when you’re specific, using language your reader feels and evokes emotion.
Standing Out in a Vastly Crowded Wellness Market
The wellness world is growing fast.
Since the pandemic it has exploded and according to the Global Wellness Institute, a non profit research organisation, it’s projected to reach $7tn by 2025.
The encouraging news, in my opinion, not just for financial reasons - is that consumers are moving towards preventative health and holistic wellbeing. Personally, I would far rather get to grips with the root cause of ailments with something as personalised and gentle as Ayurveda - tuning in to my body rather than over the counter medicine with unwanted side effects.
So, to stand out, you need to be you, and sound like you.
I’m sure you know this but coming full circle - we know how difficult it can be to get ‘you’ into the right words for your business.
Which comes back to the importance of your specific message reflecting your unique method or mission to help you soar above your competitors and rise above the noise.
Clear messaging isn’t something that’s an add on, it’s essential.
Have a look at this example.
Vague: “I help people feel better with energy healing.”
Clear: “I help sensitive women overcome burnout through intuitive energy work.”
See the difference?
One get’s skipped over with glazed eyes. The other jumps out because it’s personal, there is emotion in those words and any woman on the edge of burnout would be sighing with relief that someone understands how sensitive they feel and can help them through this horrible time.
Building Trust Through Authentic Communication
Every business is built on trust.
A clear and consistent message builds familiarity and reliability.
I have been loyal to Estee Lauder for skincare, Chanel for perfume, Aveda for haircare and New Balance for trainers - since my time began. Because of the way each one of them impacts on my life and how they make me feel.
Take a moment and think about purchases you make and why you make them from a particular brand.
50% of consumers are more likely to buy from brands they recognise (GetWPFunnels).
How Clear Messaging Supports Your Content and Marketing
Is there anyone who doesn’t stare at a blank screen wondering what to post that is valuable and useful in their social media feed?
With a clear message, you have brilliant, easy to follow guidelines.
Hallelujha! I’m all for that because the one thing I don’t do is post on social media for the sake of it.
When you define your core message, your words across your business flow from your key points more easily meaning less stress and more time spent doing things that you enjoy - whatever that may be.
In an online world, our online words are our emissaries; they tell the world who we are.
“In an online world, our online words are our emissaries; they tell the world who we are.”
From DIY Copy to Strategic Messaging
Common Pitfalls of DIY Copywriting
I understand when you start out, DIY copy is often a necessity. But over time, as your business grows and changes, it can create challenges. Your copy needs to be up to date and a true reflection of your business. You definitely need to get rid of old stuff that is no longer relevant.
Do you feel any of these instances apply to your business?
Trying to appeal to ‘everyone,’ so your message feels vague and inconsistent
A jumbled voice from piecing content together over months or years
Talking about what you do instead of why it matters
Feeling overwhelmed every time you sit down to write
When to Know It’s Time for a Messaging Upgrade
As your business grows, your messaging needs to keep up the pace and grow too.
Maybe your website bio no longer sounds like you. Or your offers have shifted, but your words are lagging behind. A reason why they may not be selling as well as you expected - even though you know how brilliant they are.
Take that as a sign: your brand is ready for a messaging refresh.
And that’s got to be something to celebrate.
A Before-and-After Messaging Refresh
Meet Jane, a holistic nutritionist. Her original message?
‘I’m a nutrition coach for healthy eating’
Nothing there to tell potential clients…
Who she serves/works with?
What specific problems are they coping with as a result of not eating healthily?
Below the surface - what are their wants, needs and desires?
What may their motivational triggers or goals be?
How does Janes business solve their problems?
What will a successful outcome mean for them - what wil they do in their life now they couldn’t do before working with Jane?
A clarified message would look like this
I help women with chronic fatigue reclaim their energy through personalised nutrition and mindfulness so that…they reduce the risk of flare ups of illness and maintain a better quality of life.
Conclusion: Your Voice Turns Interest Into Connection and Your Message is the Link Between Your Work and the People Who Feel Seen, Safe and Ready to Work With You
Your voice deserves to stand out and be heard and your message will make an impact.
And if you’re worried about it feeling salesy - you can absolutely craft one that is in line with your values - and not using all the jargon, buzzwords and sales phrases that are like boring and bland echoes across the internet.
Same, same and more of the same - you’re so much better than that and it’s the quickest way to blend in, brilliantly!
Brand messaging isn’t about being flashy or salesy. It’s about being clear and true. Being you. And when your message shows understanding and empathy, the right clients come naturally.
So if your current copy feels ‘off’ - stale, and appealing as scones that are a week old - that’s ok. It’s a sign that your business is evolving. You’re growing. And your brand voice and messaging is ready to grow with you - taking you to your next level of success.
FAQs About Brand Messaging for Wellness Businesses
1. How do I know if my brand message is working?
If you’re attracting aligned clients, getting consistent inquiries, and people get what you do—you’re on the right track.
2. What are the elements of strong brand messaging?
Clarity, specificity, emotional resonance, and alignment with your core values.
3. Can I still write my own copy with a messaging guide?
Absolutely. A solid message makes DIY copy easier and more effective because you have a clear blueprint.
4. How often should I revisit my brand message?
Check in every 6–12 months or whenever your services, audience, or goals shift.
5. What’s the difference between messaging and marketing?
Messaging is what you say and how you say it. Marketing is where and how you share that message.
6. How can I find my “unique voice” as a wellness coach or healer?
Start by digging deep into your story, your values, and the transformation you offer. Then, write the way you talk to clients - warm, human, and with empathy.
Coming Up Next…
Now that you know the importance of brilliant brand messaging for your health and wellness business, it’s time to create one. In the next post, we’ll walk step-by-step through crafting a soul-aligned brand message that reflects your unique gifts and speaks straight to your dream client’s heart.
And…
Watch out for a FREE Masterclass on getting clear on your brand messaging.
