• Natural Florida


he health and wellness industry is having a serious moment—particularly when it comes to vitamins and supplements. According to the 2019 CRN Consumer Survey on Dietary Supplements, 76 percent of Americans have taken vitamins in the past 12 months. No wonder good vitamin branding is becoming more and more important for supplement brands.

Because of the high demand, more new vitamins and supplements are hitting the shelves than ever. But launching a successful vitamin or supplement company is a complicated business. Once you’ve actually developed your product, you need to figure out how to break through the clutter, grab your ideal customer’s attention, and show them why they should trust your vitamin brand above the thousands of other options on the market.

Vitamin branding is the key to establishing yourself as a must-try brand in the health and wellness space—instead of just another nameless supplement hiding in the back of the vitamin aisle at the local health food store.

In this guide we walk you through the branding process from start to finish.

  • Branding basics

  • Questions to answer before branding

  • The ethics of vitamin branding

  • Establish your point of difference

  • Define your brand identity

  • Design your key elements

  • Branding yourself across platforms

  • Vitamin branding trends to consider

Questions to answer before you brand

Who are you? Who are you as a company—and how do you want to communicate that identity to your audience

If you could describe your brand in three words, what would they be?

What are your competitors doing—and how are you different? The last thing you want is to build a vitamin brand that blends in.

What are your mission and values? Taking the time to define your brand’s mission and values—and how you’re going to communicate that in your branding—can help you better align with your target audience.

Who is your ideal customer? You can’t build a supplement brand that’s going to connect with your ideal customers if you don’t know who your ideal customers actually are.

Where am I selling my vitamins/supplements? . Defining your strategy from the get-go can help you develop a branding strategy that makes the most sense for your distribution channels and end customers.

Define your brand identity

The next step of the vitamin branding process is defining the core design elements of your brand identity.

Those elements include:

  • Typography. The brand fonts and typography you use in your brand designs can send a strong message to your customers about who you are and what you’re about as a brand.

  • Color palette. People tend to have strong associations with color—and when you understand color psychology, you can strategically use color to inspire specific reactions, behaviors, and emotions in your audience.

  • Form/shape. The forms and shapes you use (like sharp corners vs. rounded corners) can create a very different look and feel for your vitamin brand.

  • Brand voice. Every strong brand needs a strong brand voice—and defining that voice from the get-go can help to create a consistent brand experience for your customers.

Branding yourself across platforms

When you’re building your brand strategy, it’s important to think about how you’re going to brand your vitamins or supplements across a variety of different platforms and brand touchpoints, including:

  • Your website

  • Social media

  • Advertising

  • Email communications/marketing

  • Press opportunities

  • Influencer partnerships

  • Retail partnerships

Branding yourself across platforms

  • Minimalism. When it comes to vitamin and supplement branding, sometimes less is more. In recent years, many vitamin brands have been forgoing over-the-top design for a more sleek, minimalist approach to branding.

  • Customization. One of the biggest trends in the vitamin and supplement world right now? Customization. Instead of taking a one-size-fits-all approach, many vitamin brands are coming up with customized products for their customers.

  • Using ingredients as design inspiration. If you want it to be immediately clear what ingredients are in your vitamins or supplements, why not use your ingredients as design inspiration?

Source: 99 design

Branding yourself across platforms

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