How to Position Your Health and Wellness Brand for Success this 2025
- Emilia Lujan
- Apr 16
- 7 min read
What’s the difference between a wellness brand that’s quietly transforming lives… and one that’s constantly booked out, spotlighted, and wildly respected online?
It’s not just the quality of the service.
We’ve seen campaigns fall flat not because the product was weak, but because brand positioning was nonexistent. On the flip side, we watched uprising brands explode in visibility, engagement, and sales, all because their positioning hit the heart of the right audience.
In fact, brands with strong positioning outperform those without it by over 300% in campaign conversions.)
And yet, most health and wellness entrepreneurs skip this step. Not because they don’t care, but because they don’t know how to articulate what makes them unforgettable.
In this post, we’re going deep. You’ll learn the three essential pillars of brand positioning, how to apply them to your health and wellness business, and why this strategy is the key to long-term impact and recognition—without burning out or selling out.
If you’re feeling unseen in a crowded market, misunderstood by your audience, or just flat-out stuck, keep reading. This might be the shift you’ve been searching for.
Why Brand Positioning is a Necessity Today’s Marketing Landscape
Let’s zoom out for a moment.
Digital ad spending has jumped from $15.84 billion in 2023 to nearly $20 billion in 2024. (Source: eMarketer) People search Google for health-related questions hundreds of millions of times per day. (Source: Google Health) 94% of prospective clients say reputation is the #1 factor in choosing a provider. (Source: Google)
Now more than ever, your product or service is NOT enough.
You need to communicate your value clearly, quickly, and compellingly.
If your brand doesn’t clearly communicate who it’s for, what makes it unique, and how it solves a specific problem… it disappears in the sea of the saturated market.
Ad Campaigns Fail Without Clear Positioning
Here’s a stat that might surprise you:
📉 68% of consumers say they stop engaging with a brand when they feel it’s “indistinct” or doesn’t feel relevant to them.(Source: Edelman Trust Barometer, 2022)
In other words? If your ad doesn't speak to the right person in the right way, you’re burning money.
We’ve seen this firsthand—at MBP, ad campaigns that skip the brand positioning step consistently underperform. When the audience doesn’t immediately “get it,” the ad flops. Clicks drop. Costs rise. Leads don’t convert.
But when positioning is crystal clear? 💥 ROI increases. Engagement skyrockets. Because the message hits.
Think of brand positioning like the GPS for your marketing. If you don’t know who you’re speaking to, what you stand for, or how you’re different—how will anyone else?
Your Social Media Presence Depends On It
Let’s talk about Instagram, YouTube, TikTok—where your clients are spending hours every day.
Success on social media isn’t about how often you post. It’s about how well your message resonates.
👉 Studies show that branded content with a consistent identity sees 3.5x more engagement than brands with scattered messaging. ( Source: Lucidpress Brand Consistency Report).
When your brand is positioned well:
Your captions connect.
Your visuals feel aligned.
Your followers grow not just in numbers—but in loyalty.
But without positioning? Your content feels random. You chase trends. You post and pray.
And worse—you attract the wrong audience, or none at all.
This isn’t just about marketing—it’s about magnetism. The right positioning creates a magnetic pull that attracts your dream clients, keeps them engaged, and turns them into loyal advocates.
Positioning Is the First Step, Not an Afterthought
Think of it like building a house.
Would you start with paint colors before pouring the foundation?Of course not.
Yet many wellness entrepreneurs rush into ads, social media, or funnels without knowing what their brand actually stands for.
Here’s what happens when you skip positioning:
Your message lacks clarity.
Your audience feels confused.
You work twice as hard trying to make marketing “stick.”
On the other hand, when you start with positioning:
You know exactly who you’re speaking to.
Your visuals, messaging, and content all align.
You stop guessing—and start growing.
Whether it’s your website, your Instagram feed, or a high-ticket ad campaign—everything works better when your brand positioning is strong.
Why Brand Positioning is a Necessity Today’s Marketing Landscape
Let’s zoom out for a moment.
📈 Digital ad spending has jumped from $15.84 billion in 2023 to nearly $20 billion in 2024. (Source: eMarketer)
👀 People search Google for health-related questions hundreds of millions of times per day. (Source: Google Health)
🤝 94% of prospective clients say reputation is the #1 factor in choosing a provider. (Source: Google)
Now more than ever,your product or service is NOT enough.
You need to communicate your value clearly, quickly, and compellingly—or someone else will take your place in the feed, the inbox, and the client’s mind.
The 3 Brand Positioning Shifts That Separate Leaders from the Lost
Positioning Shift #1: Know Exactly Who You’re Talking To
“If you try to speak to everyone, you speak to no one.”
Yes, you’ve heard the term “ideal client” before. But most entrepreneurs stop at the surface:
“Women 35–55. Lives in a city. Shops organic. Maybe likes yoga.”
That’s demographics. Real positioning starts with psychographics—the emotional drivers, values, fears, and daily pains your client is navigating.
Let’s play this out:
If you’re a chiropractor, and one of your client verticals is retired grandparents with herniated discs, what do they actually want?
✔️ To hold their grandkids without wincing
✔️ To walk the beach with energy
✔️ To feel youthful, not fragile
Now compare that to:
A middle-aged desk worker with back pain, who wants:
✔️ Relief after 8 hours at the laptop
✔️ To be present with their partner
✔️ To not dread sleep because of tension
Same symptom. Totally different story, language, and emotional landscape.
Big mistake: lumping everyone into one generic message.
Smart shift: Choose 1–3 clear verticals, and speak with tailored messaging to each one.
Because when your message mirrors someone’s inner world, they feel seen. And people who feel seen? They buy.
Positioning Shift #2: Claim What Makes You Uncopyable
Let’s get real for a second.
There are hundreds of acupuncturists, naturopaths, dietitians, chiropractors, and coaches in your area. And guess what?
That’s not the problem.
The real problem is thinking your work alone sets you apart.
The truth? People buy stories, not services.
So what makes you the one?
Is it the methodology you created through trial and error after your own burnout?
Is it your deeply spiritual-meets-clinical approach to healing?
Is it your obsession with data and real-time progress tracking?
Is it the radical empathy your clients feel the moment they meet you?
Don’t be afraid to brag about your brilliance.
But brag with clarity.
🧭 Start here:
What do your clients say about you that others don’t get?
What’s your process—and how is it different?
What do you refuse to do that others do?
Once you clarify this, you’ll stop playing the comparison game. Because your brand won’t feel like one of many—it’ll feel like one of one.
🗣️ Positioning Shift #3: Develop a Voice That’s Unmistakably You
Let’s imagine your brand was a person walking into a room.
Would it sound like a clinical textbook?
Or would it sound like you?
Your brand voice is your energetic fingerprint online. It’s how people feel when they read your posts, watch your videos, or scroll your site.
Is your voice warm and nurturing?
Bold and direct?
Educational and thought-provoking?
Here’s the trick: your brand voice should mirror both your personality and your audience’s resonance.
Big mistake: copying someone else’s tone because it “sounds professional.”
Smart shift: lean into your natural way of speaking—and refine it to land powerfully.
💬 “But what if I don’t know what my brand voice is?”
Start by asking:
What do clients say they appreciate about you?
What’s your energy like in a consultation?
What lights you up when you talk?
And here’s a quick hack: record yourself talking about your work. Transcribe it. That’s your real voice. Polish it—but don’t replace it.
Because authenticity scales. And in a saturated market, being real is the most disruptive strategy of all.
Real-World Example: Liquid I.V.
Let’s bring this home with a brand you’ve probably seen on shelves: Liquid I.V.
In a saturated wellness and hydration market, you’d think standing out would be nearly impossible. But Liquid I.V.—now backed by Unilever—cut through the noise with one crystal-clear positioning move: they stopped trying to compete with athletes and gym rats, and instead championed “everyday hydration.”
No complicated fitness formulas. No extreme energy claims. Just a simple, accessible solution for people who need better hydration—busy moms, travelers, 9-to-5ers, wellness seekers.
That single positioning shift paid off.
📈 They saw a 20% increase in sales within just one year of their exclusive launch at Chemist Warehouse.
Why? Because their message was focused. Their brand voice was relatable. And their differentiator wasn’t just a claim—it was a felt experience for the customer.
The takeaway?
When you get your positioning right, you don’t have to shout. Your brand naturally resonates.
Let’s Recap: The 3 Positioning Shifts That Make Your Brand Unforgettable
✔️ Deeply define your audience (go beyond demographics)
✔️Clarify your unique method + mission (what sets you apart)
✔️Craft a brand voice that’s unmistakably YOU (ditch the copy-paste tone)
Brand positioning isn’t a luxury—it’s your foundation. It’s what makes your message matter, your audience engage, and your legacy grow.
Let’s Get Real for a Minute
Hey, it’s Emilia here.
I’ve worked with hundreds of wellness brands, and here’s the truth no one tells you:
Being great at what you do isn’t enough.
Not anymore.
You need to be seen. Not by everyone—but by the right ones. The ones who resonate with your mission. The ones whose lives you’re meant to change.
That’s what brand positioning does. It helps you rise above the noise without selling out or burning out.
So if this hit home—let’s talk.
👉 Click here to apply for your free Holistic Marketing Diagnostic
Let’s map out a strategy that finally reflects your brilliance.
Let Your Mission Speak Loud and Clear
You didn’t get into this work to worry about algorithms or sales funnels.
You started because you care about people. Because you believe in healing, in leading with purpose, and making a real impact.
That mission deserves to be seen and understood.
Brand positioning isn’t just about visibility—it’s about clarity. It’s how your audience connects the dots between what you do and why it matters.
So let’s make sure your message is clear. Your presence aligned. And your brand positioned to grow—authentically, sustainably, and with heart.
The right people are out there. Let’s help them find you.
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Emilia Lujan,
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