Home of Wellbeing Brand
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Download the booklet “Branding Wellbeing Tourism” to learn more about the brand Home of Wellbeing, and how to develop you own brand.
The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region. An increasing number of tourism businesses in the region are considering their impact on the environment and society and make sustainability a priority. Wellbeing companies design their tourism offers to support a healthy lifestyle, joyful encounters, peace of mind, and slow living. This forms the uniqueness of the South Baltic destination as a Home of Wellbeing.
A brand for the South Baltic
Through collaboration in the South Baltic area, Wellbeing International brand destinations, companies and products that are in line will wellbeing, ‘Home of Wellbeing’. It makes us distinctive and memorable and stand out as a responsible and preferred destination in the eyes of the growing number of travellers who care about sustainability, health, and wellbeing.
You can become a Home of Wellbeing
If you share the values of wellbeing, you may become a Home of Wellbeing. If you for example are a tourism agency, a restaurant, a hotel, a spa, a yoga-studio, or a seasonal small business; if you care about the environment; if you work towards a prosperous local community and think about how to contribute to the wellbeing of others – then you may become a component of the brand and a Home of Wellbeing. Together we can make a difference in the tourism industry.
Your brand – Finding the Core
A brand builds the reputation of a product, service, place, person, or organization. It creates awareness and identity and distinguishes your company and offers from others.
A brand is a summary of the feelings and thoughts you want your potential and actual customer to connect your company with. You can express it using a logo, symbol, slogan, and through your choice of colours, images, and words.
Make sure that your brand is an honest reflection of your business and its values so that you can keep your brand promise to the customers. In this way, customers will trust your brand which is key to its success.
Values, Visuals, and Narration
If your brand is well-defined and well communicated, customers will have a clear and positive understanding of your business and what they can expect to experience when buying your products and services.
In developing your brand, you can work with your brand values, visual brand identity, and brand narration. Together, these three components create the comprehensive feel, look, and tone of your company to your customers.
Brand values
Through your brand values, you can connect to your customers on a deeper level. To define your values, you can ask yourself: What matters to me? What do I stand for? Customers who share your values are more likely to have a positive relationship with your brand.
Visual brand
Your visual brand consists of your logotype, the colours you use in any kind of communication, and photos you use to illustrate your services and products. It can also include the appearance of your facilities, products, and people in the organisation. Consider how the various visual elements can express your values and the core of your business. Make sure that your visual identification system is uniform, consistent, and authentic.
Brand narration
The use of storytelling can help customers connect emotionally to your brand. Storytelling is a narrative that weaves together facts and the emotions that your brand evokes. Use it to communicate the authenticity and values of your business. Use positive wording to create positive emotions in the customer.
Branding Natural and Cultural Wellbeing
The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Together this forms the uniqueness of the South Baltic destination as a Home of Wellbeing. Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region, and thus a central element in the branding. By including this in your branding, you bring in the characteristics of your destination, and you can express regional values and assets such as freedom, care for nature, joy of physical movement, creativity, and local produce.
You can further express wellbeing by integrating the uniqueness of your local area in your branding: local nature, cultural heritage, and traditions. Show your guests what they can experience only in your region. This could be special kinds of handicraft or events. Let your brand support the local heritage and it will support your brand as well.
