Saturday 26 October 2013

What Does The Empress Card Convey About Being Your Own Brand?

My Skills As A Marketing Professional

I do not have 20 to 30 years of Tarot reading experience and I have not had many years of experience running a Tarot business.  However, I had spanned a career of almost 20 years managing brand development, marketing strategy and communications, with more than half of these spent at multi national corporations honing these skills and contributing to the growth of these organizations.

So what I could speak most comfortably and confidently about at the upcoming American Tarot Association's first Online Tarot Conference this weekend, was about marketing.  I agreed to do a presentation on Strategic Marketing Techniques For Tarot Businesses, because along my amazing journey with Tarot, I had the privilege and the opportunity to help support the growth of some of my fellow Tarotists' businesses alongside my own, with tried and tested tips that I had picked up along the way as a marketing and communications professional.

Using My Skills To Market My Tarot Business

When I mentioned numerous times before that I loved welding my skills as a marketeer with Tarot, I finally understood why and how the Universe had conspired to make me the conduit of learning to help some of my fellow Tarotists who are either starting, or in the midst of growing their Tarot businesses.

Building Brand Authenticity No Matter The Brand Or The Business

One thing I had always been guided by in every decision I had made as a marketing and communications professional, was the goal of building brand authenticity.  When I was working at an insurance company Aviva,  I was adamant about constantly communicating proof points that affirmed Aviva's brand positioning then, of Nobody Recognizes You Like Aviva.   We did so when we managed the Aviva Ironman 90.3 sponsorship to imprint in consumers' minds that the company was always in every life-stage of each and every one of its customers, perseveringly holding the hands of its customers to meet their evolving needs.  We also did so when we sold targeted health products aimed at young families because we knew that a birth in the family meant joy, elation as well as anxiety amongst parents about how best to protect their children and themselves. We recognised the needs within that segment and wasted no time developing products and communicating their benefits to this segment of new families.

Just like that experience of managing Aviva's brand, the same principle applies to one's Tarot business.  When I established Sun Goddess Tarot off the back of a period of negativity in my life, I was determined to stay true to my expansive zodiac sign of a Leo which was ruled by the Sun.  I wanted to bring positivity, light and optimism to my clients with my Tarot and Numerology skills.  My brand, my reading style, my advice-centric Tarot techniques and even the way I engaged my clients ( what I call here, my brand voice) all had to be driven by my brand intent.  I wanted to stay true to myself.  What I lacked in-depth experience as a Tarot reader, I made up for it with every intent to genuinely bring sunshine to my clients when they needed it most as I slowly and steadily grew my skills and experience.

The Empress Card's Message About Brand Authenticity

I am going to use the Empress card as my muse when I talk about brand authenticity at my presentation.  I see the Empress as the Earth Mother, deeply nurturing and very much in-tune with herself.  She creates abundance in everything she touches.  She is highly intuitive and very connected to the spiritual realm yet maintains grounded-ness in the material plane.  She is highly creative because she is so in touch with her feminine side, lending beauty to everything that she creates.

I urge fellow Tarotists particularly those who are in the beginning stages of building their Tarot businesses, to leverage the energies of the Empress. Nurture and grow your brand by keeping it authentic. Your brand reflects you.  While there are many great Tarotists we can learn and emulate from, they have their own unique ways of communicating their brand intent to their customers, and so do you.  Learn from them, but not copy them because you would want your clients to know and trust your brand only because you are the one behind that steering wheel.  Unleash your creativity and know that creativity knows no boundaries. Try and try again different marketing techniques and never be afraid to learn along the way and finally deploy the best technique that fits your business best. Follow your intuition.  You know what is best for your clients and how best to build that affinity between your brand and your clients.

When My Job As A Marketeer And A Tarot Reader Became One

I can clearly define how long I have been a marketing professional.  My involvement with tarot is less clearly defined.  From the time I was a young girl causing trouble at the neighbourhood playground, till the time I was involved in helping large multinational companies build and manage their brands,  I knew I was good at reading people intuitively.  For years i wrote this off as being "good at my job'.  Once I had the confidence to start Sun Goddess Tarot as a business, I took a leap of faith and allowed my two selves - financial marketeer and tarot reader - to become one.


What I have touched on within this blog post is just a highlight of what I will be covering at my presentation on Strategic Marketing Techniques For Tarot Businesses at the American Tarot Association Online Tarot Conference 2013 held on 26 October 12pm EST or 27 October 12am Singapore time.  Do enrol by clicking onto this link

Acknowledgement:  I would like to take the opportunity to acknowledge the fantastic creative work of a friend, Nadim Van der Ros, who supported me through this nerve-wrecking experience of getting me ready for this upcoming presentation.

About The Writer:

The writer of this blog post is a marketeer by trade, and a tarot card reader by accident. She was awarded a Certified Professional Tarot Reader qualification from the Tarot Certification Board of America (TCBA) and is also a certified numerologist.  She is currently running a Tarot consultancy based in Singapore called Sun Goddess Tarot,  which provides confidential intuitive readings combining the metaphysical disciplines of Tarot, Numerology and Astrology via face to face and emails as well as readings at corporate and private events and workshops.  A member of the American Tarot Association (ATA) and the Tarot Association of the British Isles (TABI), she is also a reader for the Free Tarot Network and mentors Tarot protégés on behalf of the American Tarot Association.


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The Empress Card  - the beginnings of my very own Tarot deck.
A work in progress and a labour of love developed 
from the visions of a friend and I

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