Yoga For Business: Developing Your Brand Identity

Whether you’re in the early stages of turning your passion for yoga into a business, or you’re ready to bring your yoga business to the next level, a defined brand identity is essential. Often, as yogis, we can find it difficult to translate our love of yoga into a strategically curated brand. That’s why we’ve laid out the 5 most important steps below and provided some useful tips:

Step 1: Market Research

While you (and we) obviously know the benefits that yoga can have for many of us, it’s also important to do some research on what the needs of your potential students or clients are. Market research is all about understanding the pain points of your audience and then making a clear link with how your yoga retreats, classes or courses can help to address those pain points. It’s important that you continually try to look at your offering from the perspective of an outsider, particularly if you’re targeting more inexperienced yogis.

Yoga For Business tip:

Create a basic survey asking your students why they felt motivated to take your class and what benefits they hoped to get from signing up. This will help you to reach more people who feel the same way.

Step 2: Competitor Research

In most cases, we would agree with Brené Brown when she said that “Comparison kills creativity and joy”. However, when it comes to successfully running your yoga business, competitor research is crucial. It’s important to note that competitor research isn’t about trying to replicate what your peers are doing though.

In fact, competitor research is one of the best ways to discover how you can distinguish your business and stand out from the crowd. You first need to explore how others in your industry are presenting themselves to understand how you can then do it differently. It’s fine to take inspiration from others but putting your own spin on things is what will elevate your business to the next level.

Yoga For Business tip:

Follow 10 yoga brands on social media that inspire you and sign up for their newsletter. You’ll even find that this helps you stay motivated on days when you need an extra push.

Step 3: Value proposition

A value proposition is a statement that gives a concise summary of why someone should choose to attend your yoga class or sign up for your course. It should speak to the main challenge that your services solve and the core benefit that anyone will receive by opting for your services specifically. Again, it’s important to take a customer-first approach here- it’s not just an opportunity for you to talk about how great you think yoga is.

Below are some good examples of a value proposition:

  1. “Access a range of courses at a time and place that suits you.” -This type of value proposition suits a yoga business that has pivoted to providing online membership, and that provides the ultimate flexibility to their students.
  2. “Develop the tools you need to achieve mindfulness” – This value proposition immediately tells your audience that your yoga classes are designed to help your students become more present.
  3. “Yoga for everyone”– Straightaway, this lets people know that your classes are designed for people of all abilities, experience levels and that you encourage inclusivity and diversity.

Step 4: Key Messaging & Language

Once you’ve completed the steps above, you’ll be able to refine the key messages that you want to include in your brand. Here’s how you can do this:

Once you’ve completed your market research, come up with language that directly addresses the pain points of your audience.
Competitor research allows you to decide how to distinguish your brand. How will you portray this difference using clear and concise messaging?
Your value proposition is one or two short sentences. However, it should also influence the copy and written content in your branding/website/social media.

Yoga For Business tip:

Create a list of words and phrases that you would like to build your brand voice and tone around. These will make frequent appearances throughout your marketing and communications. And, as an added bonus, they can act as a prompt when you’re stuck for content ideas.

Step 5: Brand colours

When it comes to choosing brand colours, it’s largely down to personal preference. Don’t be afraid to get creative or think outside the box, as long as you’re choosing colours that compliment one another. The key here, is consistency. Once you’ve selected a palette, stick to it and apply it to all areas of your branding.

Yoga For Business tip:

If you’re not sure where to start, the 60-30-10 rule can act as a general guide when it comes to using brand colours. Select a primary colour that you use for 60% of your branding, a secondary colour that you use for 30% and an accent colour that you use for 10%.

If you’re a yoga teacher or run your own yoga business and would like to reach a new audience, sign up to become one of our community yoga teachers today (you can ‘Register to Teach’ at the bottom of our homepage). Keep an eye out for our next blog in the ‘Yoga For Business’ series!

Community yoga classes

We are passionate about sharing the joy of practising yoga and offering you an opportunity to connect with your true self on a regular basis.
View previous classes or book now for our next class.

22nd March 2024 12:30pm (AEDT)

Hatha Community Class with Ahimsa Helen Cushing

Ahimsadhara is an expert teacher and author in yoga for trauma survivors. After teaching War Veterans for many years, she is now focusing on international programs and further writing. In this class, she uses asanas to help with healthy breathing and as a preparation for pranayama and yoga nidra.

22nd April 2024 12:30PM (AEST)

Dru Yoga Community Class with Angela Baker

Angela is an experienced Yogi and Dru Teacher Trainer, environmental campaigner, peace educator, and avid traveller, always seeking the best methods to promote health through Dru Yoga’s practices. Join Angela on the mat for a simple journey through energy block release, alignment with sequence, asana and mudra to leave you feeling refreshed, inspired and welcoming change.


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