• Erin Bowers

Establish Your Brand Identity Using The 5 Elements of Feng Shui

Updated: Aug 29

Just like the foundation of your house, your brand is the cornerstone of your business and sets the tone for everything that happens thereafter. And just as our homes communicate an energy, so do all aspects of your brand messaging and design.


Ultimately, the same vibrational energy of what your business puts out will be what comes back to you. Being intentional and mindful in your choices will ensure that your brand, and energy, is unified and cohesive. Through the laws of Feng Shui, this harmonious and balanced energy will inspire and attract success and good fortune.


So how do you create a feng shui brand identity? It's all about the details!


Your Business Sector

First, identify what elements your business niche falls in. Every business or entrepreneur will be reflected in one of the five earth elements, which are connected to the physical/sensory world. Of course, not every business will fall under a single element. In fact, most will overlap into multiple elements.

  • Fire - Material: Light, Heat | Sense: Touch. Examples: Creative Studios, Artists & Performers, Fast Food, Retail Stores, Sports, Massage Therapists, Electronics.

  • Earth - Material: Dirt, Stone | Sense: Taste. Examples: Mining, Masonry, Construction, Fine Dining, Grocery Stores, Hospitality, Real Estate, Agriculture, Ceramic Arts, Waste Management, Law Enforcement, Health Care

  • Metal - Material: Metals. Sense: Smell. Examples: Banking, Accounting, Technology, Government Offices, Manufacturing, Security, Engineering

  • Water - Material: Water. | Sense: Hearing. Examples: Cleaning Services, Tourism, Transportation, Spas, Recruitment Agencies, Marine Studies, Outdoor Recreation, Marketing & Communications.

  • Wood - Material: Plants, Trees. | Sense: Sight Examples: Education, Child Care, Floral Business, Clothing, Publishing, Carpentry, Biological Sciences, Medicine, Lumber.

"Man must go back to nature for information."

Thomas Paine


Brand Story

Tell your brand story as you would the dynamic cycle of the elements on the earth - grounded in history, full of anticipation and on-going transformation.

  • Water: beginning, founding

  • Wood: character development

  • Fire: challenges, failures, gaps

  • Earth: history, mission

  • Metal: vision, strategy


Brand Imagery & Symbology

There are countless subliminal messages you are communicating with the visuals in your marketing. Choose graphics, photography, vidoe or illustrations based on what represents the highest meaning of success in your niche - what are it's innate strengths?

  • Fire: active and social people or animals.

  • Earth: stabile and nurtured people or animals.

  • Wood: landscapes, nature, growth.

  • Water: mobility, movement, transitions, leadership.

  • Metal: structures, systems.


Brand Voice & Tone

Begin to craft your taglines, key phrases and other communication styles of your brand based on that element's "personality"- their innate qualities and characteristics. For the best energy (and customer appeal), aim to be explicitly clear, concise and consistent in what you say and how say it and strive to communicate in a way customers will perceive as uplifting and cheerful.

  • Fire: friendly, passionate & enthusiastic

  • Earth: nurturing, practical, grounding

  • Metal: organized, efficient, disciplined

  • Water: contemplative, dreaming, creative

  • Wood: inspirational, progressive, productive


Brand Colors

Each element has a corresponding color scheme which evokes certain moods and emotions. Choose your colors strategically to mirror your brand personality.

  • Fire: reds, oranges, purples, pinks, or bright yellows.

  • Earth: dark yellows, tans, browns.

  • Metal: grays or whites.

  • Water: blues or greys.

  • Wood: browns or greens. 


Logo Shape

Incorporate shapes in your logo, including the overall shape or the shapes of symbols within the logo. These shapes are associated with each element:

  • Fire: Triangular

  • Earth: Square

  • Metal: Round

  • Water: Wavy

  • Wood: Rectangular



Brand Typography

Having a primary font that aligns with your element is important, but also it's best to choose two other distinct typefaces which complement the primary. A triad is considered lucky in feng shui, and the interaction will create a dynamic visual interest on your website and marketing materials as they are strategically dispersed through key words, headings and subheadings.

  • Fire: edgy and angular

  • Earth: square lettering

  • Wood: thin narrow , serifs

  • Water: cursive, scripts, italics

  • Metal: rounded, modern san-serifs


What to Avoid

1. Destructive Elements: The most important thing to remember when designing your feng shui brand is to avoid elements that are connected through an overpowering Yin cycle. To understand this concept, simply refer back to nature and visualize the interaction between two opposing elements:

  • Wood consumes Water

  • Fire burns Wood

  • Earth smothers Fire

  • Metal blocks Earth

  • Water erodes Metal

2. Clutter. Avoid clutter when crafting copy or visuals. Give lots of space between sentences, paragraphs, photos and more. White space is extremely valued in feng shui because it allows Chi to circulate freely, so make sure this is incorporated into your brand's style guidelines. This helps significantly with readability, and from a digital/SEO perspective it's a win because it invites the reader to linger on your page longer.

How To Use Your Feng Shui Brand

Display your energy whenever and wherever possible. Take all opportunities, small and large, to market yourself. Using your consistent visual across a variety of platforms and mediums creates the strongest vibrational frequency and a memorable, effective brand. The most common examples

  • Website

  • Print promotional materials

  • Business cards

  • Letterhead

  • Email signature

  • Digital assets

  • Employee uniforms

  • Customer freebies

  • Billboards and other signage

  • Events

Need assistance creating YOUR one-of-a-kind feng shui brand? Let's chat!


Love, Light (and LESS)

E.

Erin Bowers is a certified feng shui consultant and organic growth marketer for holistic brands and businesses.


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