Unpack It With Me –– Samah

Hello hey, how are you guys? How was your 2025 and what plans for 2026?

I’ll write a personal edition for the first Saturday of 2026 discussing plans for 2026. Super excited about that.

For today’s edition we are Unpacking positioning of a wellness brand, Samah.

Let’s get started with website breakdown.

Header:
At first glance, the header doesn’t immediately signal a premium or sharply positioned brand. The sections feel visually crowded, which subtly affects perception.

When information is stacked instead of structured, it creates cognitive load and premium brands usually reduce friction.

Logo:

The SAMAH logo works well. It carries a balance of modern and traditional, which aligns nicely with a wellness brand rooted in both science and heritage. This is one place where the brand already hints that there’s something distinct underneath.

Banner Image:
Using products as banner images works fine functionally. But banners are prime real estate to signal why you exist. Right now, they show products clearly, but they don’t yet anchor the brand’s deeper reason-for-being.

Moving stripe:
This is where positioning starts to wobble.

The four words used are broad, category-level descriptors. They could apply to almost any wellness brand. And when language is interchangeable, brands become interchangeable.

Today’s consumers aren’t looking for reassurance that a brand is “good” or “healthy.”
They’re looking for specific relevance.

Product catalog and bundles:
The product catalogue flows well, and the “bundle and save” option is a strong commercial decision. It nudges commitment and increases perceived value. This part is doing its job effectively.

Mission Statement:

This is the weakest link on the page.

The mission statement sounds right but it doesn’t sound distinct. It doesn’t yet feel inseparable from Samah’s origin story or lived pain. My first thought is that if I remove your brand name and put anyone else’s and if it still works then we haven’t done the right job with it.

A mission statement should narrow the market, not widen it.

Recipe section:
I understand the intent here: associating the brand with health and daily habits. From a value perspective, it makes sense.

From a discovery perspective, it’s less effective.

Recipes are supportive content.
Problem-led searches drive discovery.

Right now, the site could capture far more intent by leaning into queries like:

• hormonal balance foods

• benefits of saffron

• seed cycling benefits

So that there is a better entry point for customers.

Blog section:
The blog is a good foundation but it’s underutilised as a positioning tool. With clearer problem ownership, this section could do much more heavy lifting for both SEO and brand authority.

Wellness blueprint:

This section stands out in a good way.

It respects the intelligence of the customer. It doesn’t spoon-feed, yet it still guides. This is exactly what modern wellness consumers respond to: structured clarity without oversimplification.

This is where Samah’s positioning feels closest to sharp.

Review, verification and Value
The reviews and verification section adds real credibility and trust.
The sustainability and “love for the planet” cues are aligned.

Unpacking Positioning

I absolutely loved how they have created this brand that comes from their personal pain. The relatability factor is huge there but unfortunately, as much as I love their brand story. It isn’t getting translated into content and it isn’t showing in the positioning.

What they need is a strong positioning throughout their communication and I think the first step is by having a differentiator message.

Why is it important to have a differentiator message?

Every time any brand comes into the market, it either gets put in an already existing category or a new category is created in terms of communication.

Pros of putting it in an already existing category like healthy, natural, holistic etc is that you don’t need to explain what is holistic, what is healthy, people already know that, care about it and want it. 

Cons of putting it in an already existing category is that it is highly competitive and your product doesn't stand out in the market.

Pros of creating a new category is that your product gets instant recognition. Take the whole truth brand for an example.

Cons of creating a new category is that it is expensive and time consuming. One has to spend a great deal in educating about it.

Then what is the solution for samah?

Creating a sub category in already existing category.
> Cost effective
> Less time consuming
> Will make your product stand in the crowded market

What it will do for Samah?

> Instantly signal who this is for
> Make comparison harder
> Reduce the need for explanation

TDRL for Samah

If Samah fixed just three things tomorrow:

1. Turn the mission statement from a broad belief into a clearly owned wellness sub-category.

2. Make the homepage do one job: repeatedly signal why Samah exists and who it is for.

3. Shift content from generic wellness narratives to problem-led entry points that drive discovery.

The brand would immediately stand out and their positioning will get stronger and sharper.

That’s it for today. I’ll be back with another brand next month.
Do let me your thoughts on this, I’d love to hear them.

Until then, let’s keep moving forward with Charaiveti!

— Diksha
You can find me on LinkedIn and X.