The branding trend I didn’t see coming

I wasn’t even planning to learn this.

It started as one of those random 2 AM chats with ChatGPT.

The kind where you're just playing around, asking questions out of curiosity.

“What’s the weirdest branding trend happening these days?”

I expected the usual suspects. AI this, Gen Z that.

But instead, the reply took me by surprise:

“Startups are increasingly weaving esoteric elements like symbolism, spirituality, and ancient philosophies into their brand strategies.”

Wait… what?

I leaned back, a little smirk on my face.

Branding meets spirituality?
Symbols and ancient wisdom in your logo and messaging?

Sounds like one of those vague guru posts on LinkedIn.

But the more I dug in, the more it made sense.

Because here’s the thing: People don’t just choose products. They choose meaning.

We’re not walking around looking for features.

We’re walking around looking for belonging.

And brands that get this — they stand out without even shouting.

This isn’t about slapping a mandala on your packaging and calling it a day.

It’s about aligning your brand’s identity with something deeper.

Your why.
Your purpose.
Your role in the larger story.
The fancy word for it? Esoteric Branding.

But really, it’s just brands being brave enough to say: “We believe in something bigger than just revenue.”

And there’s a reason more founders are looking toward ancient philosophies and symbols.

A circle doesn’t just look neat.

It represents wholeness, unity, eternity.

A triangle doesn’t just balance well on a slide deck.

It stands for stability, progress, making things happen.

When your design and words carry this kind of meaning, it hits differently.

It doesn’t just “look good.”

It feels right — on a level most people can’t even explain.

This is why we’re seeing things like:

• Purpose-driven missions that talk about transformation, not transactions.

• Visual identities that feel calming, powerful, or sacred — without needing loud colors or gimmicks.

• Experiences that touch the mind, body, and spirit — not just the wallet.

Bethany Works®, one of the branding studios leading this wave, calls it Spiritual Entrepreneur Branding.

They help businesses craft stories and visuals that aren’t just pretty — they’re personal.

Here’s a stat that surprised me:

94% of consumers say they’re loyal to brands that care about more than just revenue.

In a marketplace full of noise…
It’s the brands that stay grounded in their beliefs that people remember.

Not because they’re louder.
But because they’re real.

And honestly, we choose brands the same way we choose friends — by what they stand for.

People who make us feel seen, not sold to?

If you’re currently building a brand, here’s my challenge to you.

Before you post your next ad, ask yourself: What am I really asking people to believe in?

Because when your message aligns with their beliefs…

You don’t need to chase attention.

You attract it.

If this idea made you pause for a second, I’d love to hear your thoughts.

Just hit reply and tell me: Would you ever weave spirituality into your brand story?

Or does it feel too “woo woo”?

I’m curious where you stand.

Stay stupid,
Shashank

P.S. Found this interesting? Reply and tell me where you stand on this trend.

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