Psst! The Secrets of Lifestyle Brands
When you’re marketing authentically, being “on-brand” really just means being yourself.
Being true to who you are has never been more relevant than it is now. With the advent of social media, everyone has a platform for expression. Everyone has a voice. What consumers are looking for in today’s lifestyle brands is not just inspiration and aspiration, but friend-like trust. And in case you’re new here, friend-like trust isn’t exactly something you can manufacture.
Through social media and modern marketing, brands are increasingly more like human personalities. The best ones are those you feel you really know, and that you don’t have to see through a veil of marketing to understand them. With this in mind, genuineness is what allows consumers to trust and appreciate your brand as a lifestyle.
We’ve observed a few insights about companies whose marketing reaches lifestyle status. If you’re hoping to create a lifestyle brand of your own, here’s our advice for getting started:
Come from a place of truth. We often associate lifestyle brands with being fabulous, but it's really all about authenticity. As a lifestyle brand, consumers should feel like they understand the real you. And it’s OK to be different! To cite a consummate lifestyle brand example, think about Oprah. Her personal approach to discussing struggles with weight has connected her to thousands of people. Don’t be afraid to be real with yourself and your fans.
Be crystal clear about your brand promise. As opposed to offering something for everyone, lifestyle brands are really, really good at one thing. Pulling this off means being focused. As an example, think about Whole Foods. Their position in the market is to provide healthy foods and lifestyle choices. They go to great lengths to inspire those healthy, feel-good emotions with their customers. They don't, however, try to be the healthiest, and the most convenient, and the cheapest. They focus purely on providing access to healthy foods--and it works!
Push the envelope. In the deluge of marketing and advertising we see on a daily basis, it is the bigger, bolder, more unique experiences that make consumers remember you. As a lifestyle brand, your challenge is to inspire these feelings. When Lady Gaga performed during Superbowl 51, she created an experience that was as explosive as it was on-brand. Gaga fans know her as someone who takes risks, embraces diversity, and performs like a pro. Having these strong core values enabled her to create a bigger and more distinct experience at the Superbowl that left us wanting more.
Think you have what it takes to become a lifestyle brand? Let’s grab coffee and brainstorm, shall we?