Choosing a name for your yoga business is an important and exciting step in creating the business that you want to build. However, the pressure to find something that resonates and is also respectful of the history and culture of yoga can feel like a challenge.
So how do you choose a business name, and know that it’s the right one? This can feel like a big decision, and here is some advice to guide you through it.
The first step is to conduct research. Market research is a powerful tool and can be part of a wider business plan. See our article here to dive a little deeper into why you need it in your business.
During your research, make a note of the names of other local businesses in the wellness field. First and foremost, you need to be certain that no other business is using the same name locally otherwise it will be confusing. And if there is another business anywhere using that name you should check if it is trademarked, prohibiting another business from using it.
When you consider the different names, think about their appeal: what do you like or dislike? Consider the nuances of the names – what images do they bring up for you? Why do they appeal to you? Notice the font, lettering and logo design. All of these things will come together in your business so figuring out your tastes is important.
Taking inspiration from other businesses is a great benchmark for establishing your own name, logo and brand.
Next, think about how to reflect your yoga style and intention in the name. Is your business centred around a particular style or modality, or will it incorporate multiple styles, possibly even multiple teachers?
This is where you might want to pause for a moment and consider, if you haven’t already, whether defining a niche is something your business could benefit from. If, for example, you are really drawn to a particular type of yoga, perhaps you use that in the name to draw clients in with that specific interest. For example Yoga for Aging, Iyengar Yoga, Kids Yoga are clear descriptions of the offerings within that business.
While niching down gives you a solid base to market to and makes your business more specific, it could also limit your business if you are intending to appeal to a much broader audience, say for example in a studio setting. We wrote a blog post on defining a niche that takes a deeper dive into this concept.
The next step is to think about who you want to appeal to. In your marketing, it can be a good idea to formulate who your ideal client is by creating a client avatar or persona, and we have a great blog post on that here. Developing this persona early in your business journey can really help you streamline your marketing strategy, starting with your business name.
Some things to think about:
- Do you have one ideal student, or multiple?
- What are their characteristics – age, occupation, life stage, level of yoga experience?
- Is inclusivity important to you? If so, be aware of that in your name choices.
- Choose a name that is authentic to you and your experience, as opposed to trying to create something that feels punchy, or catchy. The name will ultimately represent you so having a strong connection to it, and feeling proud of it, is important.
- Having a name that is easy to read and can be easily pronounced is also good practice.
The most important step is to reflect and be sure that any potential names are respectful of the cultural and ancient history of the practice that your yoga business represents. Cultural appropriation in yoga is being more widely recognized and it’s important to understand what this concept is, in order to ensure that you are being appreciative of the culture that your business is part of, rather than appropriative of it.
Cultural appropriation is defined as: the unacknowledged or inappropriate adoption of the customs, practices, ideas, etc. of one people or society by members of another and typically more dominant people or society.
There are many resources available to help understand cultural appropriation and the harm it causes, here is a great article to learn more about this topic in yoga.
Test your name ideas! Once you have narrowed down potential names, ask your friends, family, and even clients. You could ask your followers on social media, or in a group of other yoga teachers. Ask openly for feedback, think about the logo and name design, and be guided by the opinions that you hear. Often, feedback from people that you do not know provides a more honest view without the restrictions of potential hurt feelings, but people closer to you have the perspective of who you are, your intentions and representations more clearly.
At OfferingTree, we believe in the power of the hive mind, and our users give us feedback and requests on a daily basis that we transfer into features and improvements in our websites. We believe in being a mindful tech company, and at the heart of our business is a genuine desire to provide a system for wellness professionals that enables you to focus on delivering your business services with a minimal admin burden from your website. We would love to talk to you if you are interested in learning more. Contact us at firstname.lastname@example.org or alternatively, you can schedule a demo with us via this link.