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New Moon in Leo: Loving Your Brand


A few years ago, my progressed Sun entered Libra—the sign of marketing—and suddenly I find myself fascinated by the subject. The more I’ve studied it, the more I’ve realized that everything you need to know about marketing yourself successfully can be found in your birth chart.

For instance, in marketing, there is a lot of talk about “branding.” A successful brand is the result of a series of consistently positive impressions. Consistency builds trust. As a friend, this could mean consistently doing what you say you will. As an employee, consistency probably means showing up for work every day and doing a conscientious job with a good attitude. If you’re a business owner, you need a track record of responsiveness, good service – and of simply having been around for a few years.

If you find it difficult to be consistent, it may be because you’re not doing something you’re passionate about. If you’re really good at something – better at it than anyone else – it’s a joy to do it. You’d do it for free – consistently, year in, year out.

The Sun and Your Brand

So, what are you good at? What would the people closest to you describe as your best qualities? What do you want people to feel when they meet you? These are the qualities that make a brand compelling. In astrology, we associate this set of qualities with the Sun – and to some extent with Leo, the sign that it rules.

sunLook at the glyph for the Sun – a circle with a dot in the middle. The dot in the middle is you; like the yolk of an egg, it’s where the good stuff is. The circle around the outside is like the eggshell, creating a sense of identity, defining where you begin and end. The Sun symbolizes the qualities that you identify with, that make you unique. It’s the blazing furnace in the hull of your steamship that provides the energy to propel the Titanic.

What’s the Sun’s sign in your birth chart? It describes the quality of your natural charisma. What are the situations that let your natural genius burn bright? Look to the Sun’s house. The Sun’s aspects to other planets tell us more about what makes you unique. A Leo with the Sun square Neptune, like Barack Obama, is going to come across as a little more introspective than a driven, nakedly ambitious Leo like Madonna (with her Sun square Mars and trine Saturn).

Taken together, these elements comprise your brand – the source of your charisma, what makes others respond to you, and gives you strength and confidence. As country singer Dolly Parton once said,“Figure out who you are, then do it on purpose.” Knowing your natal Sun – and the planets and houses connected with its natural sign, Leo – is the key to knowing who you are.

Learning from Leo

Ruled by the Sun, Leo has an innate knack for presenting him or herself as a mythic figure with a compelling story. What you can learn from Leo is that everybody has a unique story that’s worth telling. You might not tell yours in a Leo way, swinging from the chandeliers with a rose between your teeth. But the Sun is your epicenter, no matter what sign it’s in or what house. Before you can find an audience, you have to learn to celebrate your self and your story.

It’s easy to pay too much attention to what your colleagues are doing. Especially in the internet age, when social media gives us the anxious feeling of competing for attention with more people than ever before, embracing your own story is vital. That’s why at the New Moon in Leo, the sign of individual creativity, it’s a good time to touch base with what makes you special. What you have to offer the world is you.

At this New Moon in Leo, celebrate your brand! If you’re not in love with it, no one else will be. If you’re having trouble figuring out what your “brand” is, take a moment to write down your answers to these questions:

  • What do you love to do?
  • What is unique about you?
  • What is your passion?
  • How do your best friends describe you?
  • What do you want people to feel about being around you?

Be your own audience

In metaphysical circles, it’s fashionable to say things like “Do what you love and the money will follow.” But the truth is, some do what they love and are still broke; others make millions doing things they don’t care about at all. Money isn’t the only – or even the best – way to measure success. However, it’s almost certain that if you do what you love, happiness will follow. If you make some money or get some recognition along the way, even better!

People who are really inspiring at what they do are the ones who are doing it Dolly Parton’s way: they figured out who they are, and they’re doing it on purpose. And at this Leo New Moon, that’s what I’d like for you, as well. It may not make you infinitely rich or famous, but if you have to make a choice between popularity and authenticity, go with authenticity. As Bruce Springsteen once said about songwriting, “I write to please myself. That way, I know there’s always one satisfied person in the audience.” Take Bruce’s advice, and begin by making yourself happy; celebrate yourself, and love your “brand,” and in time your audience will come looking for you.

© 2011/2013 April Elliott Kent

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4 comments to " New Moon in Leo: Loving Your Brand "

  • Rebecca Walker

    Sometimes you just have to love Dolly, huh? I’m still figuring me out (at 50!), but maybe that’s who I am…

  • I love your very creative email newsletters and your highly connective style. This one is especially thought provoking for this astrologer/face reader and entrepreneur! Thanks for sharing your take on using the sun sign for playing with branding.

  • Steve

    That Dolly! I’m envious at her knack of coming up with those things.

    My Sun conjunct Mercury in Aries makes me think of a little kid who, when given a puzzle to solve, almost immediately leaps up and yells FINISHED!

    Also, I currently have the Sun transiting my 1st house, as became evident when I went out yesterday. All that was missing was the paparazzi.

    Hope you enjoyed your UK trip, etc! I did a lot of work after the reading with you, and next time I’ll tell you exactly how bang on the money you were! 🙂

  • Marion

    You’re yourself are a good example for this, I guess…!

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