Embracing Ikigai for Brand Values and Positioning
This week, I’m thrilled to bring a colleague to the blog. Crystal Quigley is the founder and CEO of Stella Web Design. We met through a mutual friend and immediately bonded over our shared passion for living with purpose. Funny enough, as we were talking about doing a potential blog swap and were noodling on which topics to discuss, she threw out the term, ikigai. I gasped, and said, “I love ikigai!” If you’re wondering what the heck ikigai is, why it should matter to you, and more importantly, how it ties together big ideas and impact, then you’re in for a treat.
Crystal brings a unique perspective to the world of business and branding, tying together her passion for visual art, written words, psychology and empowering others. Ready to dive in?
In the world of entrepreneurship, success isn't merely measured by financial gain or market dominance; it’s about finding profound fulfillment while making an impact. At least that’s the case for the ladies we serve here at Stella Web Design. For the service-based founders and entrepreneurs in my network, this pursuit often intertwines personal passion with professional endeavors. One guiding principle that profoundly influences this amalgamation is the Japanese concept of Ikigai.
Understanding Ikigai
This is not a new concept. And, as you well know if you are familiar with the idea, it’s important to be reminded of it regularly. Ikigai, at its core, represents the convergence of passion, mission, vocation, and profession. It's the sweet spot where what you love, what you're good at, what the world needs, and what you can be paid for intersect. (reference diagram) This philosophy isn’t merely about finding a job; it's about discovering a purposeful and fulfilling way of life. After all, we are humans, not robots. We have each been created with a purpose that can be expressed in a multitude of ways. As a person investigates their unique role in life and entrepreneurship, it is much more likely that they will thrive emotionally, physically, and spiritually when the whole person is considered rather than suppressing honorable desires or keeping their talents to themselves.
Ikigai in Entrepreneurship
For female entrepreneurs, uncovering their Ikigai is akin to finding the compass that guides them through the dynamic landscape of business ownership. When passion, skills, market demand, and personal mission align, it lays the groundwork for a deeply satisfying entrepreneurial adventure. I know this sounds simple. And it is.
Let’s take a look at Jenny Holsinger, founder of Apotheosis, whose passion for herbal remedies and empowering others to take responsibility for their well-being seamlessly merged with her coaching talent. Her Ikigai became the cornerstone of her business, enabling her to serve her audience authentically while finding profound fulfillment in her work. She’s a living, walking, breathing testament to the convergence of the four areas of emphasis mentioned earlier. Jenny’s ikigai = healing. But - because this is an ongoing, ever-evolving human we are talking about, the expression of this ikigai will shift over time. She will learn to accept and challenge each area, shed her unneeded layers, and move into a new phase. Iteration after iteration for the rest of her life.
Building Brand Values from Ikigai
A brand's values are its heart and soul, reflecting its essence and resonating with its audience. Ikigai plays a pivotal role in shaping these values. By aligning brand values with one's Ikigai, entrepreneurs infuse authenticity and purpose into their businesses, fostering genuine connections with their clientele. Many of these can turn into long-lasting relationships - which makes sense because they were built on a foundation of truth.
Ikigai-driven Brand Positioning
Crafting a unique position in the market is crucial for entrepreneurial success. Ikigai serves as a guiding light in this endeavor. By leveraging their Ikigai, female entrepreneurs can position their brands uniquely, resonating with their audience. And this can be accomplished by getting curious. Observing one's skills, motivations, desires, and surroundings will give them clues on where to iterate.
Let’s touch on the previous example: By aligning her Ikigai with her brand positioning, Jenny positioned her business as not just another service provider but as a partner in her clients' growth journey. She makes it clear from the get-go that she is not the star of the show. She believes that if the person has taken a step in her direction, then it is her joyfilled duty to utilize her knowledge and empathic traits to guide this person. This approach not only set her apart but also attracted a loyal clientele who shared her values and vision.
Practical Steps for Entrepreneurs
Discovering one's Ikigai isn’t an overnight revelation; it's a journey of introspection and exploration. Here are practical steps for female entrepreneurs to uncover their Ikigai and translate it into their brand identity:
Self-reflection: Explore what brings you joy, what you're good at, what drives you, and what the world needs.
Audience connection: Understand your audience's needs and how your Ikigai aligns with addressing those needs.
Define brand values: Articulate the core values that resonate with your Ikigai and weave them into your brand story.
Authentic positioning: Craft a unique brand positioning strategy that reflects your Ikigai and resonates with your audience authentically.
Iterate and evolve: Remember, Ikigai isn’t static; it evolves as you grow. Continuously revisit and refine your brand values and positioning to stay aligned with your Ikigai.
Conclusion
In the heart of every successful female service-based entrepreneur lies the essence of Ikigai – the guiding force that not only shapes their brand but also fuels their purpose-driven journey. Embracing Ikigai isn’t just a business strategy; it’s a way of life that fosters fulfillment and success in equal measure.
As you embark on your entrepreneurial journey or seek to refine your brand's identity, delve into your Ikigai. Let it be the compass that directs your decisions, shapes your values, and positions your brand legitimately in a way that resonates with your audience on a deeper level.
Thank you for joining this exploration of Ikigai and its relevance to lady founders. I encourage you to embark on the voyage of self-discovery, embracing your Ikigai as you craft a brand that embodies authenticity, purpose, and success.
Share your experiences and insights on applying Ikigai to your entrepreneurial endeavors. Let's continue to empower and uplift each other on this transformative pilgrimage of business ownership rooted in purpose and fulfillment.
In addition to this article, there are several TED Talks about the concept of Ikigai on YouTube that may prove to be a helpful resource. Sometimes listening to others’ stories can assist us in understanding ourselves more fully. See the links below for just a few examples, or simply go to YouTube.com and search “TED talk ikigai” to find a variety of videos that could be exactly what you need to hear to find your ikigai and propel your brand forward.
How To Find Your Niche & Turn Passion Into Profit — Ikigai Workshop
Finding your IKIGAI: the need for a new economic model | Eddy Van Hemelrijck | TEDxAntwerp
Crystal Quigley | Owner, Brand Strategist + Designer
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