Wellness Branding

Client: Tiny Ladder

Tiny Ladder is based in Melbourne, Australia, and the founder, Lauren, booked the complete brand and website design package.

I crafted their brand with a focus on humans first with the caregiver archetype guiding the way. Then I built her custom WordPress website. Below is just a peek at the project. 

 Tiny Ladder is an exercise program that helps women take safe and supported steps toward movement after a stillbirth or pregnancy loss. 

The Brand Promise:

+ Provide a research-based, science-backed approach to fitness and the movements women take following stillbirth.

+ Offer holistic support for women who have experienced pregnancy loss or stillbirth, including access to resources and education.

+ Facilitate a safe space for women to unite, commemorate, and reconnect with their bodies.

What Lauren Had To Say

The Wellness Branding Guide for healthy Business Growth

In the ever-increasing noise of the wellness space, your wellness brand needs a strong presence to stand out. Wellness branding is more than just a logo and a pretty color palette – it should have meaning and impact behind it.

In the health and wellness industry, where trust and credibility are extremely important, your wellness brand must express its mission and brand values in a way that fosters a deep connection with the modern consumer and resonates with them on an emotional level.

How do you do that? By building a psychology-backed brand strategy that is driven by purpose and intention. If you’re ready to create a wellness brand that completely transforms your bottom line, here’s how we do it!

A person doing yoga with a logo over them that reads "Tiny Ladder. Supported Steps for Exercise - following stillbirth".

Why is it important for wellness businesses to have a Brand?

How you position your wellness brand matters. Research shows that 62% of consumers say that their purchase decisions are heavily influenced by a brand’s values, and 76% of Gen Z consumers state that they like to buy from brands that stand for a greater mission or purpose.

A strong wellness brand reflects what you stand for in a space where people are increasingly conscious of what they put into and onto their bodies (+ what they do with their bodies).

When you build an authentic wellness brand, you can cultivate brand trust and build a loyal audience. Your wellness brand not only sets your wellness business apart from competitors but also cultivates a customer base that resonates with your ethos.

Whether you’re selling wellness products or building a lifestyle brand that helps people with healthy habits, your wellness brand is a powerful tool that attracts potential customers, retains clients, and helps you stand out from the competition.

The Wellness Branding Process

How the uplevel begins

All wellness brands should go through a structured branding process that’ll help them figure out how to differentiate themselves in the saturated wellness industry.

First, you should define your wellness brand identity. Next, you should express your wellness brand identity by creating your visual brand guidelines. And lastly, you need to start consistently marketing your wellness brand and sharing it with the world!

step 1

Defining Your Wellness Brand Identity

The first step to building an irresistible wellness brand is getting crystal clear on what your wellness business stands for and who your target audience is. Define the following wellness brand foundations:

  • Mission Statement: Clearly articulate the purpose and overarching goal of your wellness brand.
  • Brand Values: Think about the principles and beliefs that guide your wellness brand and matter to you the most.
  • Target Audience: Define the specific demographic and psychographic characteristics of your ideal customers. Who do you help with their well-being?
  • Brand Personality: Determine the human traits and characteristics that embody your brand’s identity, such as friendly, professional, or adventurous.
  • Unique Selling Proposition (USP): Identify what sets your wellness brand apart from competitors and why customers should choose you.
  • Brand Voice: Establish the communication style and language your brand will use to connect with your target audience, whether it’s formal, casual, authoritative, or empathetic.
  • Brand Story: Craft a compelling narrative that communicates the origin, values, and mission of your wellness brand to create an emotional connection with your consumers.
  • Brand Experience: Consider the overall experience customers have when interacting with your brand, from initial discovery to post-purchase support and ensure it reflects your brand identity and values.

If you don’t know where to start with unearthing these brand foundations, check out our branding and web design services.

step 2

Designing Your Visual Brand Guidelines

Once you are clear on your company’s brand identity, it’s time we express it through your wellness brand’s visual assets. Here are some important visual assets wellness brands need and we will address during our time together:

  • Logo: Creating a mark suite is essential. This includes both primary,secondary, and alternate versions as well as guidelines for usage, spacing, and sizing.
  • Color Palette: Specify the primary and secondary colors that represent your brand using color psychology.
  • Typography: Outline the brand fonts to be used across different mediums, such as headings, subheadings, body text, and any other typographic elements.
  • Imagery Style: Define the visual style for your brand imagery, including brand photography, illustrations, and graphics, and note their mood and tone.
  • Brand Elements: Create additional visual elements that contribute to your wellness brand’s identity, such as patterns, textures, or even social media template packs.

It’s essential that you document your visual brand guidelines and share them with your team. Having your visual brand identity documented in one place is going to make it easier to consistently market your wellness brand across all marketing channels.

step 3

Sending Your Brand Out Into the Wild

Now that you have created your visual wellness brand identity, it’s time to share it with the world (aka, the wellness industry!).

Make sure to implement your brand identity across your website and all marketing channels. Consistency matters. In fact, consistent branding can grow your revenue by 23%.

Need more inspiration?


CURA Integrative Health | Psychotherapy + Somatic Awareness
Force Art Therapy | Art Therapist
Kyla Erlandson Consulting | Breath Work Practitioner

Wellness Branding Services You Can Find at Bethany Works


Bethany Works® is a brand and web design agency for fierce visionaries and tenacious creatives on a mission to elevate their multi-figure wellness brand.

We help you unearth your brand expansion through strategic and psychology-backed brand and website design so you can position your brand in a way that truly means something to your target audience.

What Are the Benefits of a Wellness Branding Agency Like Bethany Works?

When you work with Bethany Works®, you don’t just get an aesthetic logo and wellness brand identity.

Through psychology-backed brand design, we help you reveal the depths of your brand story so you can start connecting with your audience on an emotional level and grow your impact.

Bethany Works® curates a brand identity that allows you to start speaking straight to your people’s hearts.

Our Framework for Brand Strategy and Design

At Bethany Works®, we don’t follow a cookie-cutter process for all our clients. Each brand design is unique and built to accommodate your business goals (and expand them).

We dive deep and help you develop a kickass brand strategy, design your visual identity, and launch it into the world. When you work with us, you can be sure that we’re creating something truly one-of-a-kind for your wellness brand.

Bethany Works Is a Website Design & Branding Agency Helping You Unearth Your psychology-backed brand

Ready to stop leaving money and impact on the table? It’s time to unearth your brand expansion and design a wellness brand that resonates and converts.


I’ve got you. Here are answers to a few common questions:

Every Bethany Works® package is custom. However, we believe in the importance of transparency when it comes to pricing. You can always find starting prices on our services page.

Typically, you can expect your investment to start at $6,497 for brand design. If you want to include website design in your package, you can expect a higher quote.

It depends on your goals and deliverables, but typically, you can expect your brand strategy to take a few weeks. We don’t do surface-level projects. When you work with us, we take a deep dive into everything that makes your wellness brand unique and noticeable!

Website design is not included in the branding packages, but you can upgrade to a branding and website design package if you would like. Wellness brands need compelling websites to stand out from the crowd.

If you want the branding and website design package, you can expect your investment to start at $10,998. Please note that generally speaking, e-commerce websites will have a higher starting point.

We also offer a 5 mo. payment plan of $1999.60 after the deposit. Get in touch to learn more about the process of working with Bethany Works™ and get your custom quote!