Dialogue with Rachel Yeung
About Rachel Yeung
The one affirmation Rachael lives by is to create a life that takes your breath away.
Rachel loves to turn something seemingly ordinary into something beautiful through content. Her mission is to give the community the tools to put themselves out there in the best light, to share their voice with confidence and to use their brand story to create a memorable and successful business. She is passionate about helping the community to create a life that gives them freedom, where there is an alignment in their personal life and their work life.
For the astrology-inclined, she is an Aquarian! She has always been a free-spirited rebel at heart and it took going through a few years of corporate marketing life for her to realise it. Since leaving that behind, she has been building a business that entirely focuses on serving the community, and building one that stays true to her core values.
Why does personal branding matter in the wellness space?
In a world where social media is constantly changing and people are getting overwhelmed trying to keep up with trends, there is one thing that can never be taken away from you - your personal branding, your values, your purpose.
I focus heavily on personal branding when helping my clients with Instagram because a strong personal brand builds a deeper connection with their audience and over time turns them into loyal customers. This is especially important in the wellness space where marketing needs to be a lot more heart-led - a lot more storytelling and soul vs constantly trying to sell. People are bored of hearing just about your packages, so tell us who you really are!
How do you juggle between your own personal branding and your client’s?
I tend to work with clients who are similarly aligned with my own personal branding and values. I can only help them market themselves if it’s something I believe in myself!
Of course each client is different too so before we get into any social media work I always sit down with them to create a set of brand guidelines to make sure I deeply understand what they stand for.
What does it take to be a digital nomad like you?
Being slightly mental! Haha. It takes guts to leave a stable income to try something new. I spent a lot of 2022 travelling while working and really getting to try the digital nomad lifestyle, and to be honest I’m not sure if a fully remote working lifestyle is really for me!
I love the flexibility of being able to travel whenever I want but at the end of the day I’m still a big homebody and like having a daily routine.
I learnt a lot along the way though, if anyone wants to try it I’d recommend planning your work schedule in advance, blocking out time where you’ll get things done and doing some research on where you’ll be able to find good wifi!
Are the wellness markets very different in Hong Kong, London and Sydney? What is Hong Kong’s edge? And how can the local players flourish in this market?
I recently spent a couple of months in Melbourne and I feel the wellness scene is quite similar to HK there. You can tell it’s a huge part of people’s lives. I tried a few different studios and felt like each one gave me a really different experience - I loved them all.
Hong Kong’s edge is definitely the close-knit community, people are really willing to help each other in the wellness space! However one thing I’ll say is a lot of local players perhaps don’t spend enough time working on what makes them stand out. You get a lot of new studios popping up all the time and they look pretty but it’s hard to tell what makes them different. Why should people choose your offerings and keep coming back, over the many other options?
Being a wellness enthusiast, how do you recalibrate and recharge?
I move my body at least 3-4 times a week, whether that’s in yoga, Pilates or HIIT training. I still struggle a little more with mindfulness practice (I’m only human!) but I prioritise having slow mornings where I’ll play some zen music as I journal.
I never try to do everything alone though! Whenever I need extra support I call on my soul coaches to help me ground and recalibrate.
Where is your favourite third place? Why?
Australia… it’s always been a dream to live there. The wellness scene + slower pace of life + tons of creative small businesses that inspire me daily = my heaven!!
