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FLAG IT UP
The nature of your brand can dictate the kind of building that you need for your business. If people are prepared to travel to you, wherever you’re based, then your location is less important than the space and structure you need.
The idea The Sarva Iyengar Yoga Institute is led by Sheila Haswell and her business partner Ally Hill. As yoga teachers they set up a business and travelled with cars and trailers carrying their equipment from class to class. They used village halls, church halls, schools and even a modern church building. In the meantime, they were searching for a suitable place to conduct their yoga classes. Their need for the right building, which had the right facilities and the right atmosphere for the Sarva yoga brand, was more important than the location. They found the perfect place, a former factory built in the 1930s, a light airy space with lots of windows, wooden floors, a large car park for visiting students, and space for an eating area, changing rooms, offices and rooms for therapy sessions. It was set back from the main road heading out of town, and difficult to spot if you didn‘t know exactly where you are heading. Sheila and Ally had a simple but effective solution. They printed their logo on purple flags and put them up the flagpoles where they could be seen from the road. New visitors driving along the long
122 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 122
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