What is a 'lifestyle brand'?
- Lifestyle brands allow you to encompass your ideal version of you. They give you a sense of belonging to a community you admire or appreciate.
- Successful lifestyle brands choose a specific kind of person and work consistently to appeal to that individual. They use their voice, image, and brand identity to form deeper connections with a smaller number of customers overall, hoping that those customers will be willing to pay more for an affiliation with the brand and the lifestyle that company promises.
- If you imagine traditional marketing as being the pre-roll advertisement that comes before your YouTube video, lifestyle brand marketing is the actual content that your customer has been searching for all along. Lifestyle brand marketing is about finding out what kind of person your customer wants to be and then giving them the tools they need to enter that community.
Examples of successful lifestyle brands:
- Nike’s marketing strategy isn’t just about selling shoes or athletic apparel. When you buy an item from Nike, you’re investing in a lifestyle and an idea that anyone – no matter where they come from or what they do, can be an athlete. One of the things that makes Nike one of the top lifestyle brands, is the fact that it has a compelling concept that can connect with anyone.
- Burt’s Bees are a company that sells a huge range of natural products for body care, all the way from lip balm to moisturiser. Part of what makes this company so compelling is the fact that it’s one of the top luxury lifestyle brands. Burt’s Bees convinces their customer that everything they put on their body should be made from the best ingredients that nature has to offer.
- Vans is another example of one of the best-known successful lifestyle brands. This action-sports company has proven itself as a leader in snowboarding and skate culture, to such an extent that its customers love it for more than just its apparel. Today’s extreme athletes are proud to display the Vans logo on their boards, and accessories.
At the end of the day, most buying decisions are rarely logical.
People don’t buy Doc Martens because they need a new pair of boots, they choose that particular brand because of the identity it embodies, and the idea that if they have their own pair of Docs, they can join the creative punk ideology behind the company.
Consumers view the items and services they purchase as an extension of who they are and what they believe in. Lifestyle brands simply build on that concept, by ensuring that they don’t just sell a product, but a set of values that appeal to their target market.
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