Think of the last few things that you bought, big or small—a new phone, a pair of yoga pants, a new car, a pair of shoes, even a food item. All of these products have one thing in common: the company you purchased them from is selling you a lifestyle.
So what is a lifestyle brand?
Webster defines a lifestyle as an individual’s whole way of living, and a brand as (a) an identifying mark or label (b) the make of a commodity or (c) a special kind.
Wikipedia’s says: A lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life. They often operate off an ideology, hoping to attract a relatively high number of people and ultimately becoming a recognized social phenomenon.
In Forbes article A Survival Guide For Symbolic And Lifestyle Brands, they point out “(Lifestyle Brands) deliver strong social benefits through which a consumer will be able to subconsciously answer the question, “when I buy this brand, the type of people I relate to are…” they create a sense of belonging or disrupt the status quo. So, Nike aligns people who want to push their limits. Club Med connects those who wish to communicate; The Body Shop, those who value nature.”
If you are a lifestyle brand or if you aspire to be a lifestyle brand, you must fully grasp the lifestyle your customer aspires to and you must reflect it in thought, word and deed. You need to clearly communicate that you embrace the same ideals as your customer, but also define your product.
Consumers have started referring to brands as if they have their own personalities. Have you found yourself saying “That doesn’t seem like them” or “That was off-brand”? Case in point: a brand whose red cup can wage a war on Christmas.
In today’s constant barrage of communication, people want transparency, authenticity, and honesty. They want to admire and trust the brands they bring into their life. To create a lifestyle brand, you must:
- Discover Your Brand: What do you want people to feel about your brand? Determine what lifestyle aspirations your brand fulfills, and communicate accordingly.
- Create your Brand: Clearly define your brand personality. Your identity needs to be holistic. What is your brand’s whole way of living?
- Communicate Your Brand {with confidence}. Be conversational. Our friends and family enhance our lives with their adventures and personalities. Consumers expect that from a lifestyle brand. Create experiences. Share your personality. Form connections. Express your personality on many different platforms.
“In designing a lifestyle brand, you have to know more than just designing clothes,” Tommy Hilfiger
Here on ‘The Porch we are making brands rock your lifestyle daily.