Reclaiming Brand Relevance
Founded in 1986, Wellring started the business with the noble mission of helping people achieve maximum health with traditional Chinese Medicine (TCM). Over the years the company’s product portfolio has grown in size to meet the growing health needs of consumers, and with its quality products, the company has garnered an active, loyal group of customers. With second-generation business leaders coming in, a new business growth strategy was set in place to take the brand to greater heights.
Over time, the brand lost its relevance and limited its growth due to a few factors:
Focusing on ingredient-based positioning
Wellring has long touted the benefits of using Gingko, Wolfberry, Ginseng, etc. in its product formulations. However, the brand’s benefits regarding its depth knowledge, professional practices, health benefits, etc., have not been articulated.
Distributing primarily through traditional Chinese medical halls
Wellring’s products have always received an excellent response from its existing customers, but Chinese medical halls are vanishing trade, and aggressive business strategy by personal care stores further aggravated this. Personal care stores are now ubiquitous; they have a strong presence in all major shopping malls. A change was inevitable for Wellring to review its marketing strategy.
An out-dated brand identity
To attract the younger consumers and modern trade buyers, Wellring needs to overhaul its brand identity to reflect the new business strategy and remain competitive against the western brands.
We started investigating the matters to pinpoint the exact issues. We dove into data, performed various analyses and studied global trends to discover that traditional Chinese medicine (TCM) was still as relevant in today’s world as it was before—so, there was no problem with the product itself. In fact, the young generation had nostalgic thoughts associated with TCM because their parents gave them these medicines to become “strong kids.”
Another thing we found out about Wellring was that its customers had a lot of trust in the brand. Many customers were fascinated with how Wellring came up with such perfect formulations by combining eastern and western components. The focus group study helped us identify the weak points and areas of improvements.
Broc worked with the management at Wellring to formulate the brand strategy. Following changes were made.
- Came up with a new vision statement that was inspirational and a true brand representative, “Nourish people to live a radiant, confident and healthier life successfully.”
- Put together a tagline that had a punch, “Rebuild. Rebalance. Rediscover.”
- Revised, revitalized and clarified the core business values, mission statement and brand personality.
Wellring broke out of the dull and washed out shell and positions itself in the market with a new identity that’s fresh, revitalizing and more relevant. It creates and distributes new products with this complete new image. The B2B customers of mainstream distribution channels have already shown significant interest in the new brand.
It was not just the customers that we targeted, but the Wellring employees were also right in the middle of our focus. With our efforts, we were able to create a strong bond between Wellring and its employees, and explain to the employees the importance of the new brand identity and their role in elevating it further.