Advice on creating a brand and marketing an eastern tradition to a western market.
In India, our culture is focused much more on the philosophy of yoga and yoga as a way of being. The emphasis is not on creating a business. Transitioning from the role of Yogi to managing a business and creating a brand and message that resonates with students around the world represented a significant step into the unknown.
Be openminded and take the time to understand the social differences, especially between the eastern and western cultures. Create a brand that is universal and will offer students a broad range of perspectives that they can relate to their own daily life. Their challenges, aspirations, way of perceiving, etc. Present your business through a lens and language that can be understood and will engage your audience. Focus on what people will experience and cultivate values that accept people as they are so they feel safe in stepping into a new practice. The language must be universal and bring clarity and vision to the path a student will take to becoming a teacher. Finally, be willing to adapt and evolve your offering and the way you present it to the world. In Rakesh’s words, “Yoga is all about Balance, refining actions and getting better everyday.”