Lifestyle Brand: A Concept and How to Know if You Are One
by Megan Hayne
The term “Lifestyle Brand” was coined in the last several years and is usually associated with millennial shoppers even though it existed long before millennials threw their hats into the consumer ring. The beauty of embracing your product or service as a lifestyle brand is that it allows you to hone in on your ideal client (i.e. target market). Quite simply, a lifestyle brand represents and embraces the values, goals, and self image of a certain group of people. Apple computers are a classic example. When you picture an Apple computer, what type of person comes to mind? Perhaps a creative, tech-savvy entrepreneur working in a coffee shop in New York City. Can you embody that lifestyle without a Mac? Sure, but choosing a MacBook Air as a consumer immediately shows the world that you care about design, creativity and technology. When creative, tech-savvy people think about purchasing a laptop, what is the first brand they consider? And what about people who simply admire creative, tech-savvy types? What brand comes to the front of their minds? You get the idea.
When done well, lifestyle branding allows your ideal clients to sell your product for you. It allows the part of your story to be subtle and unsaid. So if you ask yourself, “Who is my ideal client?” and the answer isn’t “everyone” you are a lifestyle brand. If the answer is “everyone,” ask yourself if that is a benefit to your brand.
Here are 3 tips to help you start to implementing lifestyle branding:
- Narrow down your defined ideal client as much as possible.
- Use marketing material that your ideal client with truly enjoy.
- Align all marketing images, tag-lines, labeling, and value statements with the definition.
- Consult with a marketing professional. Seriously, you may not be ready to work with a marketing firm fulltime, but even a one-off content edit can open your eyes and mind to your brand possibilities.
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