I just spent a transformational week at Canyon Ranch®, a health & wellness resort in Arizona. I went at the suggestion of a client who had just been… I learned a lot about health and wellness, as expected. I also got some powerful lessons on brand building:
- Power of purpose, which emerged from the founder’s personal wake-up call and transformation — at age 52. Canyon Ranch® exists “To create an inspirational environment where people could come to pursue optimal health and wellness, and appreciate “The Power of Possibility”.
- Power of word of mouth. My decision to go was entirely due to ONE person’s personal testimony.
- Power of target choice and understanding. Focus is women 40+ with whom the ranch mission resonates, and the understanding of and empathy for this group was palpable throughout the experience.
- Power of “Point-of-Market-Entry”. Recent grads (aged 14-24) are FREE with a paying adult during off season. This undoubtedly makes an imprint, and increases odds that a “grad” will be a paying guest in future.
- Power of building Trial AND Loyalty. A 20% discount is used to attract new guests; AND membership options reward guests who commit to a week a year for 10 years.
- Power of flawless execution of the desired consumer experience. Everything about the experience fits the purpose. For example, cell phone use in public areas is strictly forbidden. Once I recovered from withdrawal, this was a delightful rule! 😉
- Power of Employees as Brand Advocates. Employees are encouraged to use the facility at no cost, and naturally become Brand ambassadors. They interact with guests, but aren’t given a message track that would undermine authenticity. Each had a personal story to tell.
- Power of Storytelling starting with the California “fat farm” story about the founder, now 85 who still lives on and largely owns the ranch.
- Power of exceptional customer service. Attention to detail, going extra mile, and terrific staff-guest ratio, support this. Example: during your last meal, you order a “to go” meal, which is waiting for you, nicely packaged, in your car at departure.
- Power of putting guests best interest at heart. There were things to buy, but no hard sales. Rather, they offered web-links as resources for myriad wellness products/services.
- Power of community. I participated in a group program focused on healthy weight. There were 20 of us in all shapes, sizes, colors, genders, and walks of life. We fast became a community… now we’re on cyberspace. This enriched our experience and our affinity with Brand.
- Power of the familiar (vs. radical habit change). The philosophy is all about modifying existing habits. Examples: Reduce portion size vs. changing foods consumed; adding interval training to a favorite workout.
- Power of Personalization. Everyone is encouraged to customize a health and wellness program to meet his or her personal needs. What is the best kind of exercise to do? The kind YOU enjoy the most!
For me, Canyon Ranch®, was exactly as billed: “an inspirational environment where I could pursue better health and wellness, and appreciate “The Power of Possibility”. And as a bonus, I got a great dose of inspiration on “The Power of Brilliant Brand Building”. Here I share that with you. And if you want a ‘dose’ of tips for Healthy Living, a wonderful quick read is: “Mel’s Tips for Healthy Living” by Mel Zuckerman, Founder of Canyon Ranch®.
Images are from Canyon Ranch website and are used to illustrate learning points.