What It Takes for Your Business to Become a Lifestyle Brand
Some of the most successful companies are the ones that aren’t just trying to sell you their products. Yes, that’s part of the reason as to why they’re around and trying to get your attention. However, they do more than just that. They become integrated into the lifestyle of their customers. If that sounds like something that you’d like to do with your client base, here are some things that you can do to make your business a lifestyle brand.
Focus on Creating Culture
Instead of just following the pop culture trends, you need to create the culture yourself. This means that your products need to drive the cultural train, not just be the caboose. You have to set the tone for your product. One example of this in action is with Hectick, which is a company that focuses on connecting people who are in need of guidance and share similar life experiences. As with that example and many other brands that are out there, creating a culture means that you’re creating a lifestyle brand—something that people emotionally connect to as part of their identity.
Visualize Something Greater
Your business needs to see past the profit margin. Show that you aren’t just about the dollar signs and stat numbers. You can do this by investing in the world around you and impacting your local community—which is actually your marketing audience target for your products, and, therefore, worth putting your time and effort into. Focus on causes that people are concerned about and get involved that way. Take the opportunity to promote those causes on your site. It would also be beneficial to promote the cause among your employees to help influence the work culture to make your company’s integration into the cause more genuine.
Relate to Activities
Your products needs to be more than just something that people can buy. They have to correlate to an activity—like Vans does with skateboarding. Many companies do this by coming up with a marketing slogan that relates to their underlying message. Nike, for example, is connected to sports and has “Just Do It” as their slogan. You need to create an emotional connection between your product and the activity that your customers most likely already participate in. Then, have your product and message embrace this lifestyle choice.
Build on Relevance
Your product and message should be recognizable even without the words. Create a memorable logo that is relevant to the culture you want to relate to. If you’re advertising your product via video marketing, develop a tune that is catchy and memorable. If the audience that you want to narrow in on are typically sports fanatics, then you have to put out products that they are into to attract them—like fitness gear. Under Armour is a great example of this! Their brand is worn by professional athletes and fitness fanatics. Their logo grew into popularity which then made it become more popular among everyday people who want a connection to that audience—whether or not they’re into fitness themselves.
To become a lifestyle brand, you have to immerse yourself in the culture. Take the lead on the trend instead of playing catch-up.