Lifestyle branding involves developing a particular aesthetic or a brand image that is relational to what the brand stands for and the kind of target audience it wants to attract. It not just gives a purpose to the brand but also defines what it wishes to be known for in the market and portrays an image that is very distinctive and unique amongst others. It proves itself to be a unique selling proposition for the brand.
Famous brands which are known for their ‘lifestyle branding’ include Nike which resonates with an athletic lifestyle and Harley Davidson which has a personality style of being rogue and adventurous. The reason why these brands have become a lot more famous is because they try to build a deeper connection and promote a lifestyle which they would want their consumers to adopt. One which goes with the brand and builds a certain bond and relationship with it. Moreover, the pandemic has laid a lot more emphasis on how brands can establish a deeper connection with their target audience through digital platforms and communicating a choice of living which their target audience can duly adopt.
So how can one build a lifestyle brand?
Understanding that personalising the communication and developing a relationship with someone is key when it comes to building a lifestyle brand. Customised communication makes a user feel a whole lot valued and cared for by a brand. However, in order to reach this stage, one needs to first understand what kind of lifestyle does the brand want to associate itself with. Answering the questions of why do you wish to become a lifestyle brand, what is it that you wish to build and to what extent are you willing to invest in the same is very important.
The brand that you try to build is the one that will stay and reflect once a consumer adopts your product. Lifestyle brands make an attempt at providing something which is much better than what someone currently has. A need is developed to improve one’s standard of living and upgrading themselves constantly when it comes to purchasing from a lifestyle brand.
Brand Personality Types
In order to develop a lifestyle around your brand, you can definitely start by understanding which brand personality type do you fit in. The different kinds of brand personalities to exist include excitement, sincerity, ruggedness, competence, and sophistication. A brand like Redbull which fills one with the need to want more is associated with excitement whereas Tata is more of a sincere brand. It imbibes the value of trust and one can feel the same through its communication. Harley Davidson is a rugged brand that is very sporty and on-the-road whereas Michael Kors operates from a place of sophistication. Google and Intel, on the other hand, have a personality type that resonates with competence.
These brands further amplify their personality in their communication and essentially build a lifestyle. One can always decide which brand personality does their business fit in and go ahead and decide on their tactics and mediums for lifestyle branding.
Lifestyle brands typically build a concept and revolve their marketing and public relations around them. These brands ensure that a consumer adopts an enriching lifestyle and builds a long-lasting relationship with the brand.