Positive Brand: Branding Versus Spiritual Bypassing

Crafting a positive brand is often high on our agenda when starting up a wellness business. It’s an unspoken rule that we’ll exude joy and positivity; being the answer to everyone’s problems or only mentioning negativities when we come armed with the solution.

From inspirational quotes on Instagram to motivational speeches, the wellbeing industry is awash with affirmations and a relentless pursuit of happiness. But, lurking beneath this veneer of positivity is a concept many wellness entrepreneurs grapple with: spiritual bypassing.

A positive approach can significantly enhance brand reputation, as it shapes how customers, stakeholders, and employees perceive an organisation’s actions.

Companies in the wellness industry can benefit from a positive brand reputation by attracting more customers, increasing competitiveness, and driving profitability.

But what exactly is spiritual bypassing, and how can we create a positive brand that mirrors the magical ups and downs of our own journey?

Discover how Latham Thomas’s Mama Glow integrates authenticity with positivity in wellness.

Understanding Spiritual Bypassing

First coined by psychologist John Welwood in the 1980s, spiritual bypassing refers to the use of spiritual beliefs and practices to avoid dealing with uncomfortable emotions, unresolved wounds, and fundamental psychological needs.

It’s a way to sidestep the hard work of introspection and healing by glossing over the shadows with a layer of spiritual positivity.

As Welwood explained, “When we are spiritually bypassing, we often use the goal of awakening or liberation to rationalise what I call premature transcendence: trying to rise above the raw and messy side of our humanness before we have fully faced and made peace with it.”

This kind of ‘love and light’ vibe certainly has a time and a place, but I can smell a strong brand piece a mile off. When we prioritise business branding over true mission, our loyal following detects a fake.

Dive into the concept of spiritual bypassing and its impact on genuine wellness branding.

Selling Customer Loyalty

When selling a service or product, spiritual bypassing can manifest as promoting unrealistic positivity or avoiding the acknowledgement of genuine challenges. This can lead to a disconnect with potential clients who feel their struggles are being invalidated.

That amazing supplement that will make you lose 2 stone, increase receptivity and eliminate imposter syndrome? Our instant excitement can become overcome by distrust if we know we are being missold a mere dream.

By addressing real-life difficulties, offering high-quality products, and presenting balanced, honest narratives, brands can build deeper trust and foster authentic connections with their audience.

As Dr. Robert Augustus Masters explains, “Facing and integrating our shadows allows for true transformation, both personally and within our business practices.” This approach ensures that your brand remains grounded, relatable, and genuinely supportive of your clients’ needs.

Discover how brands maintain true positivity while being authentic and addressing real challenges.

Crafting a Positive Brand

On the other hand, creating a positive brand means presenting your business in a way that inspires, uplifts, and attracts your audience.

Enhancing customer experience is crucial for building a positive brand. Consistently delivering a positive customer experience helps strengthen the brand’s reputation and turn potentially negative experiences into positive, brand-consistent ones.

It involves highlighting your strengths, values, and the benefits you offer while maintaining a tone that resonates with optimism and hope. This doesn’t mean ignoring the challenges or pretending everything is perfect. Instead, it’s about striking a balance between authenticity and positivity.

Learn from Brené Brown’s insights on vulnerability and authenticity in personal and brand growth.

For those crafting a positive brand, psychologist and author Dr. Kristin Neff’s work on self-compassion offers valuable insights.

In her book Self-Compassion: The Proven Power of Being Kind to Yourself, she discusses how acknowledging our imperfections and being kind to ourselves can actually make us more resilient and authentic.

Positive Brands We Love

In the wellness world, a few standout brands and entrepreneurs strike the perfect balance between positivity and authenticity.

These brands are not just about good vibes; they are renowned for their realness, transparency, and genuine connection with their audience.

The quality and uniqueness of these positive brands’ products contribute significantly to their positive image, as customers perceive them as worth more, leading to higher prices and increased profit margins.

Here are some of our favourites:

See how Rachel Brathen, Yoga Girl, combines positivity with genuine honesty in her brand.

Brené Brown

What they do: Brené Brown is a research professor, author, and speaker who focuses on topics of vulnerability, courage, and shame. Her work encourages people to embrace their imperfections and find strength in authenticity.

Why we love them: Brown’s brand is built on deep, human truths. She doesn’t shy away from tough conversations and provides tools for genuine personal growth.

Brené Brown is a research professor, author, and speaker who focuses on topics of vulnerability, courage, and shame.

Rachel Brathen (Yoga Girl)

What they do: Rachel Brathen, known as Yoga Girl, is a yoga teacher, author, and entrepreneur. Her brand offers yoga classes, retreats, and a supportive online community.

Why we love them: Brathen shares her personal struggles and triumphs openly, creating a space where followers feel seen and understood. Her approach combines positivity with raw honesty.

Rachel Brathen, known as Yoga Girl, is a yoga teacher, author, and entrepreneur.

Adriene Mishler (Yoga with Adriene)

What they do: Adriene Mishler offers free yoga classes on YouTube and through her subscription service, Find What Feels Good.

Why we love them: Mishler’s down-to-earth personality and inclusive approach make yoga accessible to everyone. She promotes self-care and mindfulness while being candid about her own journey.

Adriene Mishler offers free yoga classes on YouTube and through her subscription service, Find What Feels Good.

Dr. Kristin Neff

What they do: Dr. Kristin Neff is a pioneering researcher in self-compassion. She provides workshops, online courses, and resources to help individuals cultivate kindness towards themselves.

Why we love them: Neff’s work is grounded in rigorous research and personal experience. She addresses the importance of facing our flaws with compassion and uses her platform to promote mental health and resilience.

She provides workshops, online courses, and resources to help individuals cultivate kindness towards themselves.

Latham Thomas (Mama Glow)

What they do: Latham Thomas is a maternity wellness expert and founder of Mama Glow, a holistic maternity lifestyle brand offering doula services, education, and wellness products.

Why we love them: Thomas integrates ancient wisdom with modern practices, supporting women through their motherhood journey with empathy and authenticity. She empowers women to embrace their unique experiences.

These brands exemplify how positivity can coexist with authenticity, proving that being real and truthful enhances rather than detracts from their message. They serve as inspiring examples of how to build a brand that resonates deeply with its audience.

Latham Thomas is a maternity wellness expert and founder of Mama Glow, a holistic maternity lifestyle brand offering doula services, education, and wellness products.

Finding the Balance

As a digital marketing agency working with wellness entrepreneurs, we see the struggle to balance these two concepts daily.

One yoga teacher may feel pressured to always present a serene, blissful image, even when they’re feeling anything but another health coach might fear that sharing their own struggles could undermine their credibility.

Yet, the truth is, authenticity resonates.

Purpose-driven brands achieve a balance between positivity and authenticity by aligning their core values with their messaging, which fosters trust and deeper connections with their audience.

Brené Brown, a renowned researcher and storyteller, emphasises the power of vulnerability in her book Daring Greatly:

“Vulnerability is not winning or losing; it’s having the courage to show up and be seen when we have no control over the outcome.”

For wellness brands, this means acknowledging the difficult moments and being real with your audience.

Learn effective strategies for creating a positive yet authentic wellness brand.

Personal Experience in the Wellness World

In my journey with my own holstic business specialising in womb healing, I’ve witnessed this tension first-hand.

I started my business Wild Samsara because I experienced my own trauma and irregular bleeds. Fast forward a decade and my own training and clinic experience meant I was helping 100s of women with womb healing. But I still had my own occasional irrgular bleeds, leaving me feeling like an imposter.

I chose to stay open and authentic in my truth. I didn’t hide away from the issues I faced or how no one solution I promoted was the only answer. I shared from my heart and emphasised that I really resonated with my audience.

This echoes the sentiments of Tara Brach, a clinical psychologist and meditation teacher, who in her book Radical Acceptance writes,

“When we stop fighting against ourselves, we are free to discover our inherent goodness.” For a brand, this means embracing your full story – the light and the dark – and allowing that authenticity to shine through.

Understand the importance of connecting with your audience through authenticity and real stories.

Creating an Authentic Brand Reputation

So, how do you craft a brand that is both positive and authentic? Start by sharing your story – the real story. Acknowledge the challenges you’ve faced and the lessons you’ve learned. Use these experiences to connect with your audience on a deeper level. Remember, authenticity fosters trust and loyalty.

Greater customer satisfaction is achieved through authenticity, as it helps build a more stable customer base and enhances perceived value.

Incorporate a mix of content that showcases both your expertise and your humanity. Share testimonials and success stories alongside personal anecdotes and reflections. Use social media to engage in meaningful conversations, rather than just broadcasting a polished image.

Explore how to create a brand that balances positive messaging with genuine, authentic experiences.

Marketing Campaigns for Brand Loyalty

Creating a positive brand doesn’t mean forgoing your truth.

In fact, the most compelling brands are those that balance optimism with authenticity, recognising that being human is a complex, messy, and beautiful journey.

Consumers respond positively to brand messaging that resonates with their values, particularly when it emphasises positivity, kindness, and joy.

At Aszend, we offer the full spectrum of digital marketing services designed to help you nail your marketing without taking the magic out of it. From crafting compelling narratives to managing your social media presence, we’re here to support you in creating a brand that is as real as it is inspiring.

Bringing Positive Branding that Reflects Your True Journey

At Aszend, we understand the delicate balance between maintaining a positive brand image and staying true to your authentic journey.

We believe that effective digital marketing isn’t about creating a flawless facade; it’s about weaving your genuine experiences, values, and stories into your brand narrative. Differentiating from other brands is crucial for creating a unique and positive brand image that stands out in the market.

Our approach is tailored to highlight what makes you unique while fostering a connection with your audience built on trust and sincerity.

We work closely with you to uncover and articulate your brand’s true essence. Whether you’re sharing the transformative power of holistic therapies, the serenity of yoga, or the health benefits of your supplements, we ensure your marketing materials resonate with authenticity. Our services include everything from crafting compelling content and managing your social media presence to optimising your website for search engines and running targeted ad campaigns.

By leveraging a full spectrum of digital marketing strategies, we help you present a positive yet truthful brand that resonates deeply with your target audience. We focus on creating engaging, honest content that not only attracts but also retains loyal clients who appreciate your realness. This way, your brand grows organically, rooted in the true journey and values that define you.

With Aszend, you can achieve your business goals without compromising your integrity. We’re here to support you every step of the way, ensuring your marketing reflects your authentic self while driving your brand’s success. Let’s work together to build a brand that is as inspiring and genuine as you are.

Further Reading

  1. Daring Greatly by Brené Brown
  2. Radical Acceptance by Tara Brach
  3. Self-Compassion: The Proven Power of Being Kind to Yourself by Kristin Neff
  4. Spiritual Bypassing: When Spirituality Disconnects Us from What Really Matters by Robert Augustus Masters

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