Identity crisis

In a recent casual conversation I had I learned of a new yoga studio opening up. With lots of research into building the studio, they were doing the research. Sort of. The first flag was that they did not practice yoga. The second flag was that they purchased a logo online. A moment of cringing on my part I admit. As someone who takes the work of design seriously, a member of AIGA, and someone who does not believe in spec work, or contests where designers compete, I inquired how this happened. Apparently not understanding the value of marketing and design, it was purchased online. The problem was, what did they purchase? Perhaps a logo that will also be used at a studio in another state. A logo that could be sold to various individuals, with rights belonging to the company that sold it to them. No worries for them? What about if they want to expand? I'm going to take a leap that people who open a yoga studio that don't practice yoga are doing it to create a successful business. And with that, the opportunity for growth. And as you grow your business, your brand can/should evolve. It's really about finding the right words and pictures that will connect your potential new customers and clients. But you want to tell an accurate story. Like yoga, you should build from the ground up. Have a solid foundation on which to grow. And it starts with your name. And from there, an identity. Your own identity. Not the possibility of having someone elses. Which can be a problem as you grow and think about trademarking or copyrighting your logo and tagline. This is serious business. To learn more about building your brand see me at the Midwest Yoga Journal Conference

Pictured is my daughter Elli in her favorite pose, tree.