Build Your Yoga Brand
Give Your Brand a Voice
The perception your students have in their minds concerning the qualities and attributes of your offerings is what conforms “your brand”. In other words, what do you want your customers to think of when they hear your brand name? The first step in order to give your brand a voice is for you to be clear about who you are as a yoga professional, understand what you do and why you do it. Your goal is to decipher how to translate your unique gifts and styles into something students can connect with. This will solidify a meaningful relationship in their mind and will differentiate you from your competition. If you give consumers a reason to care and feel something about your brand, they have a reason to buy.
How to Make Your Brand a Strong Brand
Many factors could influence the strength of a brand. There are four aspects you should take into account to build and manage a brand that your customers and followers will support. The concept behind these steps comes from the Brand Equity Model, which says that in order to create a strong brand, you must shape how customers think and feel about your product. You need to create the right type of experiences around your brand, so that your customers have specific, positive thoughts, emotions, beliefs, opinions, and perceptions about it.
Brand Identity – Who Are You?
First step is to create brand awareness. As a Yoga brand, you need to understand who your customers are and how do they see your brand. Do you like how your students see your offerings?
Brand Meaning – What Are You?
Next, you need to define what does your brand mean, and what it stands for. Does your brand meet and exceeds the expectation of your students?
Brand Response – How Do I Feel About You?
Customers respond to your brand according to how it makes them feel. How do they perceive the quality of your offerings? How do they compare your brand to your competitors?
Brand Resonance – How Do We Connect?
Do your students feel a deep, psychological bond with your brand.Are they loyal to your brand? Is there a sense of community?
What’s Your Yogi Brand Archetype?
Giving aconsistent and unique personality to your brand is crucial for people to be able to quickly identify and recognize it. One great tool to give your brand a personality is to identify your Brand Archetype. These are 12 characters that all great brands embody. Each archetype has its own characteristics, strengths, challenges, and unique value it brings to customers.Having a personality will help you reflect the aspirations and hopes of your target audience and will help you connect with them at a deeper level. So, what is your Brand Archetype?
Do you identify with any of them? Which archetype is your brand most like? Consider your brand’s image and how your students interact with, think of and feel about your brand to determine the most suitable and compelling archetype.
Content Marketing For Your Yoga Brand
One of the best ways to successfully market your yoga business and to communicate your true value and unique offerings, is through content marketing. Content marketing is a strategic marketing approach that involves the creation and dissemination of specific content that educates or entertains an audience.
When deciding what type of content to feature on your yoga website, take into consideration what you are most comfortable creating. Are you a strong writer? Do you prefer to explain things verbally? Would you like to educate, entertain, or both? Content marketing for your website could take the following form:
Blog post: You can talk about many different topics in a blog and it’s a great opportunity. For you to share your knowledge.
Video: You can make video classes, show your practice, or talk about theory and philosophy of yoga.
FAQs: You can dedicate a section to answer common questions and more, as well as link back to other sections of your website or social media for more in-depth information.
Content marketing can take virtually any form, including podcasts, downloadable instruction guides of specific yoga poses or workouts, lists of resources for new yogis, etc. Play and have fun creating great content for your yoga business.
Web Design Neuromarketing
Neuromarketing helps marketers understand consumer behavior and ultimately to influence purchase decisions. Through advanced techniques, such as EEG and fMRI scans, eye tracking, and facial coding, among others, marketers are able to scientifically proof what works and what doesn’t, in order to optimize a company’s marketing strategy.
It is proved that people are more stimulated to action by visuals. Knowing this you should take advantage of neuromarketing in your web design.
Use elements of social proof
When people are unsure how to act, they are likely to imitate others. Feature reviews, comments, testimonials, social media stats, etc. throughout your website will give a sense of security to potential customers.
Visual impact images
People are more likely to choose the product with the most visual impact when they’re in a hurry.
A simple hue change can significantly impact the emotional response of consumers.
Test and analyze emotional responses by showing different versions of your business website to consumers
Tell Your Story: Connect With Your Audience
In the world of marketing and communications the word “storytelling” is trending now. But what is it exactly? Storytelling is an effective form of communication that allows you to connect with your audience in a deeper and more meaningful way. For this reason, you should consider storytelling as one of the most powerful forms of communication for your yoga business. Why? The answer is simple, stories speak to the heart, they touch people on an emotional level. When you are telling a story, you are actually engaging with your listener’s brain in a deeper way than if you were saying facts alone.
We All Have a Story
As yoga teachers we can share so much more than alignment and breathing techniques. We can tell our stories. We can share how and when yoga came to our lives and when why we chose yoga as our career path.
Remember that many of your students will come to you for more than just the physical practice. They come to you because of your personality and because of the connection that you have with them beyond the mat. We can do this by infusing storytelling into our classes and sharing of ourselves in the way we teach.
Why Look Beyond Profit?
Most businesses evaluate their success based on how much money they are making. However, there’s much more to it when it comes to measuring success. As business owners, we tend to focus all of our attention on the end goal (most time this being profit), which leads us to ignore the little steps we take that are moving us closer and closer to that ultimate goal. These little steps are called micro wins. We tend to forget to count these micro-wins, and we forget they are helping us to reach the big business goal we set for ourselves.
What are some examples of micro wins?
-Your website traffic increased this month
-Someone subscribed to your email list
-Your article was shared and recommended by someone via social
-Potential client contacted you
Remember: one micro win at a time!
Your Brand’s Style
Your brand style is like your voice, it is authentic, unique, and it’s only yours. If you use your brand’s unique voice in your social media posts and marketing content will help your audience get a sense of your brand and yourself. Being consistent with the tone or style of your voice will help you to connect with your audience. But beyond the messaging, being consistent with your content and how it looks will also build brand recognition.
Using a consistent look and feel to use for all of your brand’s messages is key. Think about the colors, patterns, images, and fonts that you want to use and repeat them everywhere to build visual recognition of your brand.