How Do I Become A Lifestyle Brand – Is a slogan floating around the marketing scene. It started as a term in the fashion industry, but has become a target for brands in all industries. To truly understand lifestyle brands, we need to explain their influence on consumers and how they affect a person’s sense of identity.
These brands make a deep emotional connection with their customers, but not in the traditional way of eliciting a response through engaging marketing. It’s more complicated than that.
How Do I Become A Lifestyle Brand
A brand is a marketing concept that helps consumers identify an organization. While the logo and color scheme are part of branding, it’s about more than just looks. It’s about creating recognition and influencing perception. And that means creating a complete image based on the brand personality.
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Think of the human qualities we assign to brands: fun, sophisticated, calm, bold. These are the characteristics that differentiate the brand and make it stand out. Brand personality
“It helps you connect with certain brands that reflect the qualities that are most important to you. And it also inspires you to connect with certain brands that exemplify the qualities you want to develop.”
Every brand has a personality, but a lifestyle brand takes those human qualities and multiplies them tenfold.
Lifestyle brands use complex human characters to create an emotional connection with consumers. The goal is to connect with people on a deeper level based on their aspirations and sell products that help them become more like their ideal selves.
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“A lifestyle brand is a company that markets its products or services to embrace the interests, attitudes, and opinions of a group or culture. Lifestyle brands seek to inspire, guide, and motivate people with the goal that their products contribute to the consumer’s meaningful lifestyle.”
If we look at the blueprint of lifestyle brands at a granular level, we see one of the most basic human needs: belonging. People want to belong to something. Lifestyle brands give them something to own.
You focus less on selling products and more on your customers’ goals. The purpose of a lifestyle brand is related to the values and ideal self of its customers.
Lifestyle brands publish subtle but engaging social media posts created specifically for people in a certain niche. Off-screen experiences accompany this content.
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There is a sense of connection and understanding between customers. They feel that the brand understands other customers and considers them part of a niche community.
When building a lifestyle brand, much of the marketing plan is turned upside down. Instead of trying to reach a wider audience, they focus on a specific interest or subculture. Instead of campaigns with a direct call to action, they opted for subtlety. And instead of identifying the right audience for a product, a lifestyle brand chooses which products to sell to its ideal customer.
It seems counterintuitive, but more emphasis is placed on selling the image than the actual product. “Today’s consumers see the things they buy as an extension of their identity and values,” says Steve Harvey, co-owner of the London-based creative agency. “Brands use common human social motives, such as the desire to feel a sense of belonging, to create a lasting connection between lifestyle and brand.”
The goal is to become part of the customer’s identity by connecting with them emotionally. They find niche audiences, connect with their values and aspirations, and then sell products that match those goals. And this sense of connection is enhanced by offering intangible benefits such as experience, social status, new ideas and a sense of belonging.
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Into this equation are all the human characteristics assigned by the brands and more importantly, the consumer’s response to the lifestyle brand. According to the Brand Master Academy: “We really feel connected to them in a uniquely human way. Some brands are so integrated into our lives that we show them real human love, loyalty, and in some cases, love.”
“With lifestyle brands, specific foods, products and clothing can help us better connect with our ideal version of ourselves. Because we believe that certain companies are synonymous with certain values or visions, we also believe that partnering with these brands helps us become more as the people we want to be.” Steve Harvey for Medium
“Not every brand is a lifestyle brand. They cannot be, nor should they try to be. Brands achieve this status by exhibiting characteristics that influence consumer behavior and choice and become important to the culture that develops around them.”
This is not to say that the brand has failed to be a lifestyle brand. Some products are intended for key groups. Some brands don’t need complex, human personas assigned to them for people to understand their purpose. They don’t need lifestyle branding techniques to sell their products. Instead, they may choose to take a more direct approach.
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It is important to note that there is a place for both regular and life scores. Both are useful marketing strategies. If you have what it takes to be a lifestyle brand, embrace it. But if you don’t, there’s no point forcing yourself into an inappropriate marketing space. Instead, focus on what you do best and your brand personality will shine through. We’ve all heard the term “lifestyle” before. Customers, advertisers and marketing professors praise its ability to deliver “unique experiences” and “authentic storytelling.” I put these two sentences in quotation marks because many marketers who praise lifestyle brands have one thing in common with the consumers who flock to them: they are drawn to their qualities, which, while beautiful in the abstract, seem rather lofty and not bright. in training
As a consumer, I want brands to care about my lifestyle instead of just selling me products. As a planner, I love the idea of telling authentic stories and giving my audience something different. But how do shining stars like Red Bull, Nike and Harley Davidson achieve these feats?
; will create short-term campaigns that engage more deeply with audience interests/lifestyles to achieve broader goals such as household penetration or market share growth.
For example, imagine a deodorant brand running a TV spot and some YouTube ads to promote summer sales among skateboarders. This audience, a group known for its strong subculture, will likely see this short-lived play as a faux pas, especially as the brand moves its audience into the fall.
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On the other hand, a lifestyle brand will make a deeper, long-term investment in its skateboarding audience; For years they’ve released TV spots and YouTube spots as a deodorant brand, but they’ve also promoted up-and-coming skaters, partnered with local skateparks, tailored content for skateboard magazine readers, and more.
The difference between mainstream brands and successful lifestyle brands (such as Red Bull) is that lifestyle brands see identity and subculture as
. They go beyond traditional marketing so they can be part of their audience’s lives for the long term, rather than co-opting a subculture for short-term gain.
Although emotional storytelling has become more common in advertising today, big brands tend to put their product or service at the forefront of their communications, even when they are telling a deeper story. .
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Take Coca Cola’s “Taste the Feeling” campaign for example. They clearly place their product at the center of emotional narratives, but with the intention of associating it with universal moments rather than a specific lifestyle or activity.
On the other hand, a lifestyle brand will feature their audience’s activities more prominently than their product (whether in content or experiential work), so they can make a stronger connection to the lifestyle they’re using. A more subtle approach to creating visibility, rather than offering brands such as colors and logos in the background of an ad or event.
Bacardi used this action-first, second-place strategy to tap into the lifestyles of young creatives and party goers. For example, their “Unveiling the Artist Beyond the Stage” event with Run the Jewels focused on Killer Mike’s passion for cutting hair and rapping, and their “Instant DJ” innovation highlighted DJs on Instagram while carefully building a core brand relationship. .
A brand’s focus (or lack thereof) on the activities of its audience, as well as the degree to which it presents its product and brand, will determine its ability to adapt to a certain lifestyle. If the product is more focused and the brand is clear, your communication will be transactional rather than original.
As consumers, we rarely associate a sense of community with other consumers of a non-life brand. Looking back at the Coca-Cola example mentioned above, can you think of another community of Coca-Cola drinkers? I do not think. The brand uses a more traditional approach to advertising to a wider audience, targeting mainly Coca-Cola drinkers when selling soft drinks.
Some of the biggest lifestyle brands, on the other hand, facilitate engagement with their audience members (often through activities that promote their lifestyle) and bring popularity to sales situations.
When you think of Harley Davidson, a more prominent motorcycling community should come to mind. They cemented their status as an iconic lifestyle brand by bringing together Harley riders; The brand organizes meetups for cyclists across the country and creates brand partnerships and friendships,