Modern web design has set an expectation for customers ordering health products online. If your website’s branding is “off” in any way, your customers may grow suspicious about your legitimacy and decide to take their money elsewhere.
There comes a time when most health businesses will need to consider rebranding. This article outlines five of the signs that suggest your online health store needs a brand refresh.
Table of Contents
1. Your Design Feels Outdated Compared to Competitors
Start by checking everything that your customers are exposed to visually, including your website, logo design, and packaging. You want these to look modern and clean, since a clunky design can make your customers question the quality of your products or even the reputation of your brand.
It’s best to stick with a minimal, fresh design if you’re selling medications or anything in the health and wellness space. Hightown Pharmacy, with this website, is a great example of branding done right. If you’re struggling with how to achieve this, you might want to consider working with a brand designer who understands health retail.
2. Customers Confuse You With Other Brands
Customers confusing you with other brands is another clear sign that your health store needs a brand refresh, especially if those other brands are more popular and successful.
If your brand name or look is too generic or similar to a competitor, you’ll find it harder to build recognition. Rebranding might seem daunting, but it might be exactly what you need to stand out. You want to keep things simple but unique, so if you know you have a similar name, logo, or colour scheme to another better-known business in your niche, it might be time for a change.
3. Your Sales Have Plateaued Despite Offering New Products
When your website is experiencing stagnant sales, this could mean that your look no longer connects with your audience. Even things like your packaging can influence the likelihood of your customers making repeat purchases, so it’s worth assessing your branding across the board to see where there’s room for improvement.
Refreshing your branding might be exactly what you need to re-engage your customers and improve conversions.
4. Your Social Engagement is Low
Nowadays, it’s possible to have good social engagement regardless of the niche you’re in, so if you’re struggling to get likes, shares, or comments on your social posts, this can be a signal that your branding isn’t landing with your target audience.
Considering a rebrand in this case is especially important if you rely on Instagram or TikTok to attract new customers. You might want to combine a visual refresh with a new approach to social media marketing to give your content more personality.
5. You’ve Changed Direction But Your Branding Hasn’t
Finally, if you now focus on a specific health niche or different demographic but your branding hasn’t changed, this is an obvious sign that you need to do a refresh to match your updated identity and audience.
Your messaging, voice, and design need to align with your product offering and intended audience, so start here if you’re not currently achieving this.
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