How do teachers make a name for themselves in this very saturated yoga industry?
When I first began teaching I learned the “if you build it they will come” myth proved false fairly quickly. Luckily most teachers these days are working hard to figure out how to stand out from the crowd.
This is a big topic that I cover more extensively in my book The A-Z of Being a Successful Yoga Teacher but a teacher trainee from my last intensive asked a specific question about the process of “branding” their business for the purpose of standing out and had no idea where to start.
Before we dive into how to build a smart yoga brand, the first question to consider, is whether “branding” is important or a huge waste of time. In simple terms, branding is the special name or image that allows the public to know at a glance who is generating a product or service. A swoosh on someone’s shoes or a partially consumed apple lets the world know where those products come from without any further explanation.
Branding in more sophisticated terms can be the umbrella under which a person or company organizes its philosophy, ideals, culture and community. Needless to say, branding when done well, is a powerful tool but is it necessary for freelance yoga teachers?
When Branding Matters for Yoga Teachers
Creating brand recognition is of high importance for companies of all sizes which is why they spend big bucks on the right name, logo design and ensure that everything they put out into the world carries their mark.
In the yoga world, schools, studios and gear distributors attempt to create recognizable brands for themselves to ensure that students know who they are dealing with at first glance. That means branding is most important for teachers who:
- Own a yoga studio or space
- Are selling products
When Branding is a Waste of Time
It may seem like strange advice coming from someone who holds business workshops for teachers and has built a brand around Yin Yang Yoga and the Aquin Yoga platform, but my personal feeling is that setting up a brand strategy is the last thing you should worry about as a new or freelance teacher.
The reason I say this is because most teachers who try to brand their style of yoga think that all they need to do is come up with a clever name and start a Facebook fan page or website in order to have a brand. The main issue is that most teachers don't have a clear reason for setting up a brand.
For example: Jane Smith is a new, freelance Restorative Yoga teacher. She teaches at three different studios and has a handful of private clients. While she is busy expanding her teaching business she is told by a well-meaning friend in the business world that she must get a logo, website and create a brand for herself. Taking this advice she registers her new yoga band "Ahimsa Yoga".
She spends a few months and several thousand dollars having her a lotus flower logo and website designed. Once it is all complete, she posts her teaching schedule and a few photos, but after a short time realizes that no one visits her website and her followers on social media haven’t increased beyond a handful of people. After a few months she stops updating her website and lets it expire after a year.
I have seen this same story with dozens of teachers who try to brand themselves or their style but are quickly disheartened by lack of engagement. It is for this reason most teachers need another approach.
Tomorrow I will share a few ways to stand apart from the crowd of freelance teachers if you aren't at the stage in your career that requires having a brand.
Photo Credit: The Brand Anne Worner