Let’s first align on something: We all have masculine and feminine energy within us, regardless of our gender.

In an energetic sense, masculine energy (yang) is assertive and productive, while feminine energy (yin) is receptive and creative. We need both for a balanced business and life.

Many entrepreneurs focus on yang qualities in their business—sales, marketing, and “the bottom line,” while overlooking yin qualities like integration, connection, and alignment.

These intangible attributes can’t be easily measured, yet have a very real impact on the success of a business.

(And not to mention, the overall health and happiness of the business owner.)

This concept solidified for me in a recent conversation with a client.

She shared the realization of how much she was in her masculine before—and that after completing her branding, her business “feels more feminine… I can rest in this structure and not have to push or prod anymore.”

She vocalized the seed of an idea that had sprouted in my mind a year before, now growing fully into the light through her own experience…

Your brand is the feminine energy of your business. Its purpose is to attract, nurture, and create connection.

It does this by serving as the container that holds the deeper meaning of your business. It communicates your values, passion, purpose—the emotional charge of why you do what you do.

As Emily Heyward writes in Obsessed: Building a Brand People Love From Day One, “A brand’s clear emotional idea is more compelling than the product or service itself.”

Ultimately, it doesn’t matter what you’re selling—what matters is why and how you’re selling it.

With so much noise and such short attention spans, one of the hardest things to do as a business is make people care about what you offer.

This is where the feminine, yin energy comes in. It’s the soft, vulnerable, “feely” stuff that people care about and connect to.

When you’re clear on the deeper meaning of your business and share it in a genuine way, it resonates. Your authenticity is the attractive energy that draws people to you. Your brand serves as that signal for your business.

Your brand serves as a signal, emitting your distinct frequency into the world so the right people can find you.

Instead of trying to convince people to work with you using traditional (yang) sales and marketing tactics — like flash sales, false urgency, and aggressive language, you empower them to make the decision.

Your responsibility is simply to show up, express your truth, and allow others to come to you.

Tapping into feminine energy balances the energetics of your business, creating greater harmony.

Less force, more flow.

Less resistance, more ease.

(Can I get an Aho?!)

✺

I originally published this post on Medium on March 29, 2023