Brand identity is more than just logos, colors, and slogans. Your brand encompasses the core values, personality, and essence of your company.
Let’s go on a philosophical walk together for a moment… I promise it will make sense in a minute.
In yoga philosophy, the koshas - or sheaths/layers - are the five layers of being that comprises the human experience and which veil our core truth. By exploring the koshas, you can get to know yourself better and in turn, connect with your audience better through your personal or professional brand.
Annamaya Kosha: The Physical Body
At the outermost layer of the self lies Annamaya Kosha, representing the physical (or “food”) body. In ourselves, the Annamaya Kosha is the easiest to understand: we can see, touch, and feel our physical bodies.
In the context of brand identity, this corresponds to the tangible aspects such as logos, packaging, and product quality. Just as a healthy physical body forms a strong foundation for a person, these visual and sensory elements are the foundation of brand identity. They are what consumers first encounter and interact with, making them crucial for attracting attention and establishing initial impressions.
However, like the physical body alone does not define a person, the “body” of brand identity is not sufficient to build a lasting connection with consumers. It serves as a necessary starting point but needs to be complemented by deeper layers.
Pranamaya Kosha: The Vital Body
The Pranamaya Kosha represents the energy or life force within us. It is your breath, the pulse of your heartbeat in your fingers, the residual feeling of a yoga pose, and energetic states of being (e.g. sleepy, energized, etc.).
In the context of brand identity, this layer is akin to your brand's personality and values. Brands possess an intangible energy that attracts and resonates with consumers…or repels them. It's the "vibe" that people associate with a brand – whether it's adventurous, caring, innovative, or dependable.
A brand's energy is communicated through its messaging, storytelling, and the emotions it evokes. To build a strong energetic layer for a brand, it's essential to align your brand's energy with the values and beliefs of your target audience. This connection on an energetic level helps foster trust and loyalty.
Manomaya Kosha: The Mental Body
The Manomaya Kosha is the layer of the mind and thoughts. It is how and what you think and feel.
In brand identity, this corresponds to the cognitive aspect – your brand's positioning, messaging, and the way you communicate with your audience. Just as our thoughts shape our actions and decisions, a brand's messaging and positioning influence consumer perceptions and choices.
To cultivate a robust mental layer for a brand, it is essential be consistent in messaging and ensure this messaging aligns with your brand's core values. The mental layer shapes the cognitive connection consumers have with your brand, impacting their trust and commitment.
Vijnanamaya Kosha: The Wisdom Body
The Vijnanamaya Kosha represents intellect and wisdom. It is your internal knowing, intuition, instinct, and “gut feeling.”
In the context of brand identity, this layer corresponds to your brand's expertise and knowledge. It's about demonstrating authority and thought leadership in the industry.
Brands can enhance their wisdom layer by providing valuable content, educational resources, and innovative solutions. This layer helps in establishing your brand as not just a valuable service provider but also as a trusted source of information and insight.
Anandamaya Kosha: The Bliss Body
The innermost layer of the self is the Anandamaya Kosha, which represents pure bliss and joy.
In the world of brand identity, this corresponds to the emotional connection your brand creates with your audience. It's about how your brand makes consumers feel.
To strengthen the bliss layer, focus on creating memorable and positive experiences for your customers. Whether through exceptional customer service, storytelling that resonates on a personal level, or a commitment to social and environmental causes, you can generate a deep sense of joy and fulfillment within your customers!
Atman: The Light
While not technically one of the layers, the atman is what is shielded by each of the koshas. This is your spirit, light, soul, essence, or whatever other word fits best.
In terms of brand identity, this is your core mission and vision. It's your north star, your lighthouse. It's why you do what you do and how you serve the people you serve.
To continue connecting with your brand's core essence, work the layers of the koshas often. Ensure your tangible aspects, personality and values, positioning and messaging, expertise and knowledge, and emotional connection are aligned with your core mission and vision. Revisit your core frequently and adjust your layers as needed to ensure your light is shining through.
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