Visualizing Your Company: The Branding of Yoga

An overview from the Yoga Journal Conference presentation: Visualizing Your Company: The Branding of Your Business

A hot button for some, the business of yoga is a much discussed topic in magazines, journals and blogs today. While some are bothered with the commercialism and recent popularity, others argue over whose yoga is better. But I'm going to step away from all that. Because that's not my business. My business is branding, with a special emphasis on health and wellness companies. And what I see is competition.

Along with the huge boom and popularity comes a marketplace flooded with options. Which is fantastic for the students. More styles, teachers, times, and studios to choose from then ever before.

But what about if you own the studio? How do you "compete" for clients? A word often shunned in the practice of yoga, but necessary when talking about your business. Any business.

The reality is, with all the social media out there, websites, and daily deals, how do you not only survive but thrive?

Ask yourself the following questions. And then move on. After all, it's yoga.

Websites are often the first introduction someone has to your studio. Does it accurately reflect your space and what you have to often? When you enter the site, is it a place of calm or chaos? How are you using color? Are you using photography? And if so, does it reflect that kind of classes you offer. Nothing can scare off a new student like seeing someone on the home page in an advanced pose. But if that's what you offer, than go ahead and show that.

Are you using social media? Building a community in the studio is one place. But getting online is a great opportunity to keep your students (and new potential students) up to date on classes, promotions, etc. And all it costs is time. Take photos of events, share, and promote. Get people excited, even when they can't make it to a class. It's a great way to stay connected. Start a dialogue. Ask for feedback. Create a space that people can come to as a resource.

Email marketing is another fantastic way to keep your students up to date. But be careful. Don't send them out to often. To much, and you might just risk going right into the trash box.

Daily Deals. What can I say but be careful. While for some companies it's a great opportunity to create awareness in a market that can target a huge population that otherwise wouldn't know about your studio, you also risk the possibility of getting those students that will not return. And watch how much you discount. Keep in mind that many of the daily deal sites are negotiable with the terms.

Podcasts & youtube are great ways to keep your students practicing, even when they can't make it in. All you need is a video camera and the ability to upload file from your computer. While it will never replace going to a physical space, like all the above suggestions, it's meant to keep your students connected. Even if it's virtual.


For something to think about, check out this video.
http://winterandconstruction.com/journalvideo.html
winter and construction design: design grounded in strategy

What does your card say about your company?

Whenever I present to a client concepts the first thing I say is that I believe that design doesn't need to be explained. Now of course, I always have rationales for everything I have done. And I always talk about them, because that's part of the job. But the truth is that good design should communicate your message without the designer needing to speak a word. If an idea isn't understood, than it's not working. As designers we're problem solvers. And we use words and pictures to solve those problems. What's important is not what we tell you a concept means, but what your reaction is. Because if you don't have a reaction, then how can one of your clients? Your materials need to be understood so that when you're not around, they're conveying your message, your brand. Case in point: I received these cards yesterday from a client that I have just branded. A professional organizer. And what I really love is not only did she pull out her card, but a card of a competitor. With so much information crammed into a tiny space, with images all over the place, it was clear that we succeeded in conveying her goals. To create a space that works. a space you love.

Printing business cards

Today there are so many options in printing. From online to conventional, the choices are endless. So are the options and prices. While I've had my own cards printed through vistaprint.com and have been very happy with them, sometimes going the more traditional way has it's benefits. These cards were printed with two Pantone inks, metallic silver and an embossing. The benefits for printing with Pantone inks is that it's a perfect color match. While that may cost a little more, these cards were designed for a specific audience. Like all good marketing, you need to take into account who you are trying to appeal to.

Looking for a little inspiration? Check out these amazing designs.
http://cardobserver.com/