Why Rewriting Your Wellness Brand’s Story Can Break Trust
- Lisa Dewberry
- Aug 27, 2025
- 4 min read
What starts as a dream PR opportunity can quickly become a defining moment, for better or worse. One wellness founder learned this the hard way when their effort to protect a carefully crafted brand story collided with the unfiltered truth of journalism.
This is a cautionary tale for wellness business owners and founders about the limits of narrative control, and why authenticity is more valuable than perfection.
The Interview That Wasn’t Supposed to Shake the Boat
Imagine a respected wellness founder, someone whose brand has grown through charisma, innovation and a strong social media following, agrees to an in-depth profile with a major industry magazine. The goal is to spotlight their journey ahead of a planned expansion or funding round. It's meant to inspire, attract attention and solidify their place as a leader in the wellness world.
The interview is detailed and honest. The founder speaks openly about their mission, past struggles and big-picture vision. But when the article arrives in draft form, it is not the glowing, hero-focused narrative the founder had hoped for. Instead, the journalist presents a balanced portrait. It includes not only the founder’s success, but also challenges behind the scenes, staff turnover, questionable decisions and strategic missteps.
Concerned about how this might impact their brand’s image, the founder tries to revise the article. They request edits to quotes, ask to soften certain observations and push to shift the story’s tone. But the journalist stands firm. Their job is to tell the truth, not protect reputations.
The article runs as written.
The Fallout: When Myth Meets Reality
The response from the wellness community is swift and complex. Industry peers and potential partners begin asking questions. Customers wonder how much of the brand’s story was marketing spin. Internally, team members feel seen. They recognise their own experiences in the article and begin sharing it among themselves.
The brand’s once-polished image begins to shift. It is no longer seen as untouchable or flawlessly led. Instead, people begin to view the business and the founder, through a more realistic lens. Trust erodes, not because of the article’s content, but because of the founder’s attempt to rewrite it.
Core Business Lesson: You Can Control the Product, But Not the Press
Wellness founders and entrepreneurs are often storytellers at heart. You build brands that reflect your values, your mission and your personal journey. But no matter how carefully you shape your message, once you engage the public or the media, your story is no longer entirely yours to control.
Customers, clients, journalists and even your own team will draw their own conclusions based on what they experience. Trying to silence or reshape those perceptions, especially after the fact, can damage your credibility.
In the wellness space, trust is everything. People are not just buying a product or service, they are buying into your philosophy, your values and your integrity.
Authenticity builds lasting relationships. It reassures clients and customers that your brand is more than just curated Instagram posts and glossy branding. It is real, and so are you.
Why Authenticity Matters More Than Ever in Wellness
Today’s audiences are highly sensitive to inauthenticity. In the wellness space, where personal wellbeing and emotional connection are core, false promises or overly polished stories can create a disconnect.
With social media, industry watchdogs and vocal communities online, any attempt to control or rewrite reality is likely to be challenged. Instead of trying to maintain a perfect image, wellness founders should focus on these four core practices:
Embrace transparency. Share both successes and the lessons behind your struggles. Customers appreciate honesty.
Encourage honest dialogue. Invite feedback from your team and your community. It builds trust.
Align your words with your actions. Consistency matters more than charm.
Approach the media with clarity and confidence. Don’t rely on spin. Trust that your real story is strong enough.
The Opportunity in Vulnerability
This story is not just a warning. It’s also a reminder of the power of vulnerability. Being open about challenges, mistakes or moments of doubt is not a weakness. It is a strength that can bring your audience closer to you.
Wellness clients often look for connection, not perfection. When you show your humanity as a founder, you give others permission to do the same. That creates loyalty that no amount of curated storytelling can match.
What Wellness Founders Can Do Now
If you are leading a growing wellness brand, planning a funding round, launching a new product or preparing for media coverage, keep this in mind:
Own your story, but let others see the full picture too.
Build your brand on truth, not tightly managed narratives.
Work with the press, not against them.
Train your team to support your authentic brand voice, not a rehearsed one.
Accept that imperfection is not a flaw, but a sign of growth.
In the long run, your brand will be stronger for it.
Build Your Wellness Brand on Truth, Not Spin
At La Playa Media and Marketing, we help wellness businesses tell stories that are grounded, powerful and real. Whether you are launching your first product, scaling your services or navigating media opportunities, we work with you to craft a message that builds trust, not just buzz.
Don’t let a crisis rewrite your story. Let’s create a brand narrative that reflects the heart of your mission and stands up to the spotlight.
Ready to tell your true story? Get in touch with La Playa Media and Marketing and let’s build something authentic together.
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