I'm often asked about the meaning behind my business name, Aumida, and my logo. A lot of thought went into every aspect, so it's hard to answer quickly!

I created the word by combining Aum and Ida - two concepts that represent the balanced, holistic approach I bring to career and leadership coaching.

Aum - represents the highest state of consciousness and the union of mind, body, and spirit. It's the whole universe in a single sound, often broken into three parts: 'A' for creation, 'U' for manifestation, and 'M' for destruction or release. 

This is more than a mantra... it's the heart of how we create change. Together, we'll build a new vision, make it real with practical steps, and let go of what's been holding you back. It's how we build a career and a way of leading that's truly resilient and aligned. 

I'm a yogi on and off the mat, and my travels, including an extended stay in India where this name came to me, have deepened my connection to wisdom from many cultures. Aum is one of those powerful symbols that now forms the foundation of my approach. 

Ida - is one of the body's central energy channels, associated with lunar energy, introspection, creativity, and intuition - hence the moon in my logo. I highlight Ida as a celebration of the essential, often undervalued qualities of nurturing, empathy, and intuitive insight. In leadership and our careers, balancing this intuitive wisdom with logical action is where true power and resilience are built. It's a nod to feminine empowerment and the qualities the world needs from its leaders: partnership, not patriarchy. 

Why purple?

I have always loved purple. Beyond personal taste, its meaning fits perfectly. Purple calms and stimulates, fostering the introspection and creativity needed for breakthrough thinking. It represents the crown chakra (Sahasrara), connected to wisdom, unity, and self-knowledge. As a blend of blue and red, it symbolises unity and gender equality, reflecting my passion for inclusive leadership that values empathy and collaboration.

 As for the logo...

You might have noticed the 'A' is styled like a mountain, highlighted by the moon. To me, this is the perfect visual metaphor: we all have personal and professional mountains to climb. My role as your coach is to be the guide who helps illuminate the path, provides support for the ascent, and is there to celebrate when you reach the summit. 

I've been advised to change my logo for marketing simplicity. But Aumida isn't just a brand; it's a philosophy. It represents my belief that the most profound career and leadership transformations happen when we honour both strategic action and intuitive wisdom, when we have the courage to climb our own unique path. 

This is the foundation of all my work: guiding professionals and leaders to their own summits with clarity, resilience, and alignment. 

Your Next Read: My story and WHY I do what I do

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If you'd like to find out about 1-to-1 career change & development programmes, or coaching for your team/organisation get in touch bev@aumida.com or click here to book a call.  

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