Refashioning Brand Identity in the Age of the Lifestyle Brand
We can all agree that the days of attracting customers with bold visuals and outbound marketing attempts are long gone. Today’s consumer market no longer responds to the traditional ad format. The age of simply ‘selling’ a product is over. Nowadays, consumers want to be able to engage in experiences with brands that they can resonate with on an emotional level.
When it comes to creating brands that inspire loyalty in their customer base, few companies are more successful than lifestyle brands. These popular brands have figured out one key concept. They understand how to build respect and cultivate trust in their customers by providing them with access to a lifestyle that they crave.
If you’re a little unfamiliar with the concept of a lifestyle brand, their main aim is to figure out exactly what their customer base wish to achieve. Once they understand this, they can easily tailor their brand to the experiences their customers crave, along with the ideas, things and people that inspire them.
So, let’s dive into what makes a lifestyle brand and how your business can become one.
What is a Lifestyle Brand?
The very best lifestyle brands appreciate that for the vast majority of s, life is a tad on the boring side. Whilst we love our families and appreciate gifts and even our jobs, most of us aspire to achieve more. For some of us these changes include things like becoming more athletic, more adventurous, or more socially-conscious.
A lifestyle brand gives you the ability to connect with the ideal version of ourselves through specific apparel, products and food options. For most of us, certain companies offer inherent values and associating with these brands helps us to become more like the people we are striving to be.
For example, a brand like Marks and Spencer has become synonymous with luxury. Marks and Spencer convince their customers they can enjoy a better quality of life by purchasing their products.
If you’re looking to become a lifestyle brand, you will quickly need to establish your target consumer, then make any necessary adjustments your tone of voice, brand image and any ongoing marketing strategies to enable you to form deeper connections with individuals.
How to Create a Lifestyle Brand
One of the main concepts that define a lifestyle brand is its ability to convince consumers that they can become the person they want to be by using the products you sell. Essentially, a lifestyle brand promises to improve their world.
To ensure the lifestyle you’re trying to sell is embedded throughout your brand identity, you’ll need to ensure you have ticked a number of things off before you even begin to think about building your website or designing a logo.
Identify the type of lifestyle you want to sell
The first step in creating a lifestyle brand is to figure out the type of relationship and reputation you want to build with customers. Creating a target customer profile can help you to identify what your ideal customer will enjoy, as well as what they are looking to achieve and what challenges they are currently facing.
Creativity is crucial in your brand story
When it comes to creating a strong brand story, it’s vital that you cultivate a narrative that convinces customers that your brand resonates with them and will help them to achieve their ultimate self. This is why you must design a compelling brand story and embed it in everything you do.
Create great content
While some marketers will argue that content is dead, it’s important that you understand that creating a top-performing brand hinges on your ability to create and design phenomenal content that really stands out from the crowd. Instead of simply selling yourself and your product, why not find inventive was to highlight your authority and identity? Pearlfisher recently released a brilliant article outlining the importance of the lifestyle journey and the integral role intimacy and integration is sure to play in the future.