Last updated on 07/13/2022
How do you make your brand truly profitable and have a marketing plan like Apple, Nike, Coca-Cola, and others?
Create a lifestyle brand to market an experience by evoking emotional responses.
What is a lifestyle brand?
A lifestyle brand is one that aims to encapsulate a group’s or culture’s values, goals, interests, attitudes, or ideas.
It will leverage storytelling and emotions in its marketing, as well as its voice, image, and brand identity, to establish stronger emotional ties with customers.
Why a lifestyle brand?
On a customer lifetime value, emotional connection with customers is more than twice as valuable as highly satisfied customers.
Customers that are emotionally connected with a lifestyle brand buy more often, visit more often, exhibit less price sensitivity, pay more attention to your communications, follow you, and recommend your brand, according to HBR.
Creating lifestyle brand strategy
Creating a lifestyle brand entails identifying who or what your client aspires to be in the future and providing a solution to assist them in achieving that objective.
Persuade buyers that buying from a brand will provide them with a higher standard of living.
What type of person do you want your consumer to be, and then provide them with the tools they need to join that community?
- What kind of lifestyle do you want to sell?
Determine what you want your clients to associate you with as the first stage in developing a lifestyle brand. Consider what your customers enjoy doing, what brands they already enjoy, and whether they aspire to people in your field.
Only when you’ve figured out what kind of lifestyle your clients want can you start making products and content that fit that lifestyle.
- Integrate lifestyle into your brand story
Begin by addressing a problem you know your customer wants to solve, and then identify ways to demonstrate how your organization, product, and ideas can assist them overcome their challenges in a genuine and convincing manner.
- Be personal
When people embrace a lifestyle, they usually do so to show the world around them what kind of individual they are. The best way to connect with your followers from a lifestyle perspective is to engage on the platform they most often visit daily.
- Using content to create experiences
To create a lifestyle brand, you need good content. Ideally, you should focus on content that doesn’t sell your audience a product right away. Blogging can help you establish authority and ensure that you rank higher in organic search engine results. Videos and podcasts will help you connect with your customers through seeing and hearing.
- Build a strong community
Now that the brand identity is set and established, you need to find your fans, ambassadors, and target audience. You can accelerate the creation of your community with influencer marketing and word of mouth.
Successful Lifestyle brand marketing examples
Nike – Just Do it (add picture)
Nike’s slogan “Just Do It” perfectly illustrates the above. They are not just selling sportswear but rather a sports lifestyle with the idea that no matter where you come from or what you do, you can become an athlete. People who have that desire, goal, or dream can do so.
This also allows Nike to target a wide audience because the current trend of wellness goes beyond traditional sports. Nike targets everyone who wants to change their habits on health and fitness in general.
Apple – Clean, simple, innovative
One of the other very big lifestyle brands known by almost everyone is Apple. When you visit the apple website or an apple store, you are immediately immersed in a unique experience. Since its creation, Apple has been associated with a life on the cutting edge of technology. Previously driven by Steve Jobs and now by Tim Cook, Apple has always sold a way of life, more than just electronic products. This has had a major impact on the world.
Bonus: 10 emotional motivators
The psychology of the user, with 10 emotional motivators that drive consumer behavior according to HBR.
- Stand out from the crowd
Brand can project a unique social identity, be seen as special
- Have confidence in the future
Brand can have a positive mental picture of what’s to come
- Enjoy a sense of well-being
Brands can feel that life measures up to expectations and balance.
- Feel a sense of freedom
Act independently, without obligations or restrictions
- Feel a sense of thrill
Experience visceral, overwhelming pleasure and excitement, exciting and fun events
- Feel a sense of belonging
Feel part of a group, have an affiliation with people they relate to or aspire to be like
Ex: Harley Davidson
- Protect the environment
Sustain the belief that the environment is sacred, take action to improve it
- Be the person they want to be
Fulfill a desire for ongoing self-improvement, live up to ideal self-image
- Feel secure
Pursue goals and dreams without worry
- Succeed in life
Find worth that goes beyond financial or socioeconomic measures
Emotionally connected customers are more than twice as valuable as highly satisfied customers.
The two most important key drivers of emotional connection are to stand out from the crowd and bring order and structure to their lives.