Ascend Wellness is a B2C brand that helps high-performing women eliminate brain fog and digestive issues so that they can show up fully for their careers, relationships, and families. Despite having a highly effective process and success rate, the brand’s founder & CEO, Sarah Bouse, had a problem. She was experiencing a high client turnover rate and was stuck at a price point that was inhibiting her business growth. Sarah tapped Wild Womn Haus to help increase the business’s revenue through brand positioning for high-ticket sales. This case study is a high-level snapshot of the steps we took to increase the lifespan of Sarah’s clients, decrease her turnover rate, and double her monthly revenue.
During this phase of our process, we perform a “checkup” that measures your brand’s position in the marketplace as well as other strengths and weaknesses.
A typical brand audit will focus on the internal communication that contributes to a brand’s values, mission, and company culture. But at Wild Womn Haus, we take things a step further.
Our signature brand audits include a full profile of your brand’s
After completing our audit of the Ascend Wellness brand, we kicked things off by doing a deep dive into the global women’s healthcare landscape, looking for potential opportunities in functional nutrition.
Our analysis revealed a unique brand lover: The High-Performer – a woman who strives for perfection in all areas of her life, but especially in matters of work and family.
We uncovered that The High-Performer is driven by impact and recognition. But where most functional nutritionists provide complex and time-intensive protocols, Ascend Wellness would take a disruptive approach. Due to the demands of her lifestyle, this brand lover requires wellness support that is efficient and easy to implement.
Equipped with this insight, we then went on to the brand strategy development phase. Here, we create ICA segmentation, core brand messaging, and brand architecture for market placement and differentiation.
We identified 3 key segments of brand evangelists that would allow for laser-focused marketing and communication:
We then used these audience segments to position Ascend Wellness as the go-to resource for efficient, individualized, and research-based functional nutrition care.
In order for the brand to deliver upon its promise of “efficient, individualized, and research-based functional nutrition care”, the brand needed to reconfigure its offerings. Additionally, we needed to address the brand problem of high client turnover.
Based on the unique needs of the 3 key segments of brand evangelists, we collaborated with Sarah to create a high-ticket package as her core offer that could be customized to each client. From this, we supported Sarah to create a suite of extension services that would increase the lifespan of each client by offering discounted rates for follow-up services and on-going support.
Drawing on the brand strategy, we designed an aligned brand identity that spoke to the key emotions the brand’s target audience likes to feel. The result was an aesthetic that informed an immersive digital brand experience—evoking resilience, impact, and vibrancy every step of the way.
Here’s what we delivered:
If like Sarah from Ascend Wellness, you are having trouble positioning your brand and effectively reaching your target audience, we are here to help!
We invite you to book a 30-minute Complimentary Call with our founder and lead brand strategist, Tristan Thibodeau.
Tristan Thibodeau is the founder of Wild Womn Haus and is a brand strategist for entrepreneurs in the wellness, beauty, and lifestyle brand industries.
She specializes in helping companies create and maintain their image. She works with market research, industry analysis, and consumer trends to offer strategic insights for brands so that they can enhance their marketing efforts and grow their bottom line.
Tristan also hosts The Wild Womn Hotline, which is a podcast that features expert-level conversations for growing your brand in bold and strategic ways.
Mio Frye is a visual designer who creates memorable brands, websites, and unique user experiences.
She is the founder of The Indigo District, where she specializes in social media marketing, branding and identity design, web design, and custom illustration work.