A Rebrand happened here:
Todd Norian & Ashaya Yoga
From too many logs on the fire, to packaging his big, expansive ideas into streamlined and on-brand offerings (and a crucial pivot to the online world).
Todd Norian is the founder of Ashaya Yoga, an integrative, uplifting, and life-affirming yoga that integrates body, mind, and heart.
In 2012, Todd created Ashaya Yoga after many years within other yoga teachings and brands that didn’t have the integrity he had hoped for in the end. As a writer, thought leader, and creator of the Ashaya method, he typically booked out two years in advance for conferences and studio work.
However, when COVID hit, conferences were cancelled and studios closed. Todd’s calendar cleared. He knew nothing about online business, and he thought he’d be in the gutter.
Todd came to us knowing he needed to rein in his expansive ideas and figure out exactly how to package his teachings in a way people could understand and latch onto. And he needed to do it in a way that could sustain him through the pandemic.
“It’s hard to see yourself from the perspective of outside people. There’s a uniqueness to what I do and how I deliver it and for you to see that in me, just allowed so much more possibility.”
Todd’s Goals
To reveal what was in his heart, organize it, and package it in an accessible way.
To continue to be at the centre of his business doing what he loves.
To pivot through the pandemic somehow and make his vision a viable company for the future.
Todd’s Substantial Brand
Working together started with creating a multi-dimensional brand that is rich in Meaning, Value, and Originality.
It meant listening deeply to Todd’s revelations, understanding him and his practice, and funneling his ideas and genius into a distinctive methodology, message, and point of view.
“Your method and how you got me to think about things, was to reveal what was there all along, but was concealed and I couldn’t see it.”
What makes Ashaya Yoga Worth Mentioning?
Yoga of the Heart. Open it to follow it. Bringing spirituality back into yoga.
Radical Affirmation. Integrating Tantra + Yoga. Non-Dualistic. Yes to Life.
Sadhana. The go-to for morning practice. Pillars of Peace Community.
Alignment-Based. Your body’s user manual. A therapeutic practice.
Unbreakable Wholeness. Grief. Turn challenges into life-enhancing change.
Heart Followers. Building a Kula / Community of yogis living from the heart.
Mind, Body, Heart. Re-integrating. Shadow & Light. Heart unifies.
The Ashaya Path. Teacher training. Heart-led leadership.
Life Has Your Back. Co-Creating with Grace. Unreasonable Happiness.
Todd’s Incomparable Offerings
Giving Todd a structure allowed him to think about his practice with more clarity. Together, we defined what his method really was, so that if he wanted to teach ‘on brand’ he’d know exactly how to do it – and, being able to package that up in a more marketable context (and pivot to online) was a game-changer for Todd, who quickly started filling online workshops with hundreds of enthusiastic students.
The strategy meant digging into his value and best leveraging Todd’s time and genius by helping him integrate a skilled team and building the right structure for his business to serve his vision.
“I think the biggest thing was you said, ‘We need to get a foundational program where you teach the essence of your brand on a monthly membership basis’. And I got the sense that, for the vision that I want to bring into this world – it’s bigger than me – that I actually need to surround myself with a team.”
“I didn’t feel like I had to do it by myself. I didn’t even need to know how to do it. You know how to do it. It’s a really key feature to bring your vision out into the world and to help you align with your North star.”
Bringing The Brand To Life
The Realize team took the reins and led the rebrand from there.
Here are some of the ways we helped Todd go from vision to reality:
✔ Brand strategy, messaging, positioning
✔ Packaging & naming his signature services
✔ Completely rebranding his teacher training
✔ Overseeing and Developing Web Copy
✔ Brand Identity Direction
✔ Overseeing the Website Relaunch
✔ Opt-In Development
✔ Content Marketing Strategy & Editorial Calendar
✔ Thought Leadership Content Development (Emails, Social, Event Marketing)
“The way that you interacted with me – you kind of just reached down inside and pulled the vision right out of me – it felt so good. I felt partnered-with. As I trusted you, and you proved yourself again and again that you can make results happen and you can help me rise to the brightest light I can be… That’s you doing your job.”
The Outcome (So far!)
He wanted to reveal what was in his heart, organize it, and package it in an accessible way:
“It was the process of clarifying what the method was. You were like a funnel and you helped me take all these big concepts and narrow them down. We identified these five values of Ashaya Yoga – what became the program Pillars of Peace. If I want to teach on-brand, here’s how to do it.”
He wanted to continue to be at the centre of his business doing what he loves:
“I’d worked with a couple other consultants and they couldn’t really understand my brand so well, nor did they seem all that interested in understanding me. Our first session, I was so caught off-guard and thrilled, like “Wow! She understands my brand!” It was really a collaboration and I found I needed to collaborate with you – people who have this capacity to understand how to tighten up, how to up-level. I got the guidance I needed.”
He needed to pivot through the pandemic and make his vision a viable company for the future:
“It took me a while to understand that I needed help to move the company in the direction I wanted to. There’s something to do with the Ashaya team that you really established. A team who believes in the vision, but also who can bring their skills to do it – I think this value of finding the right people to help with bringing the vision made it a viable company.”
Let’s recall - Todd wanted three major things out of this rebrand:
Celebrate! Congratulations Todd and Ashaya Yoga!
Shout out to our project partners!
Brand Photography by Kevin Heslin Photography
Design by Seesaw Design
Copy by Janine Duff
Todd’s Interview
This is the rebrand that changes everything.
At Realize Your Brand, we help visionary service providers develop a business and brand presence that reflects their truest, biggest vision and impact, grows their earning potential, and helps them become known for something.
Through our Substantial Brand process, Jen evolved her business into an innately interesting brand – and now the external representation (and her revenue flow) has never looked better.
