How to Become an Inspiring Lifestyle Brand: 7 Brands that Nailed It
Last update: 19 August 2022 at 01:21 pm
Today’s consumers are shifting from simply buying standalone products to brands that represent values. Creating a lifestyle brand is key to succeeding in this new era of branding.
Think about one of the biggest brands, Apple. Do consumers buy their products because they are the best? The answer is no. Consumers prefer brands whose message goes beyond their product offering.
In this article, discover the most successful lifestyle brands and learn how to create an emotional connection with your target market.
Examples of Succesful Lifestyle Brands
Marketing strategies play a fundamental role in developing successful lifestyle brands. These strategies’ main focus is selling a desired lifestyle.
In this manner, lifestyle brands understand their customer and connect with them through their brand’s values and providing a distinctive way of life which customers feel they belong to.
Then, stop focusing your efforts on traditional advertising and pushy sales tactics that will only generate short-term revenue. Instead, prepare your marketing team for lifestyle branding.
Following, we present to you a list of 7 successful lifestyle brand examples:
Example 1 – Harley Davidson: a sense of community
Harley Davidson is known for its distinctive and exclusive motorbikes. However, the decisive factor behind the purchasing decision of a Harley Davidson motorbike involves more than just the quality.
In fact, people who buy them do so because they want to become part of the group that Harley Davidson has created. The brand speaks to a group of people that loves riding with their mates and wearing their rock star leather jacket.
“Ride together into that wild world.”Harley Davidson
Harley Davidson’s target audience is strong, independent, confident, and lives a life without rules by taking its own choices freely. Belonging to this group means you represent these values.
Example 2 – Coca Cola: taste the feeling
An important factor in Coca Cola’s success is its strong marketing. The reason it is highly effective is that Coca-Cola focuses on lifestyle brand marketing. In other words, provoking feelings instead of selling just the product.
Marketing efforts are centered in the idea of sharing a cheerful moment with loved ones. But Coca Cola’s efforts do not end there. The company also incorporates human-centric marketing where they first listen to customers and then create a product offering to solve their needs.
For example, a healthy lifestyle trend has been growing in the last recent years. As expected, soda habits were affected and seen as not healthy for consumers. Coca-Cola responded to the growing concern for a healthy life by introducing Coke Zero.
This move made the brand re-gained ground and make people keep sharing moments together, and now in a healthier way.
Another memorable action from the brand was its personalized packaging campaign. Customers could buy a Coke with names on it. In this way, the main message of the campaign was to share a coke with that someone written on the bottle or can.
Then, we can learn from Coca-Cola that promoting feelings and values rather than the product itself is an effective way to increase sales and make customers become loyal to your brand.
Example 3 – Apple: think different
As no surprise, Apple is another great example of a lifestyle brand. It is considered one of the most valuable brands in the world. In order to analyze its success, let’s start first with the way Apple speaks to its customers.
Used as an example by Simon Sinek in his theory of “The Golden Circle”, Apple is one of those few companies that understand the “Why”. In other words, Apple has a clear vision of why they exist, its purpose, and its beliefs.
Challenging the status quo and thinking differently have always been at the core of Apple’s business. Like-minded people follow the brand’s ideals and will remain loyal because they feel identified and emotionally connected.
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Example 4 – Tesla: built for the future
Elon Musk is considered one of the most influential entrepreneurs of the 21st century. The reason? He creates and builds with a purpose in mind. We are not talking about money, but rather a shared vision of a better future.
Being one of the pioneers of electrical mobility trying to disrupt traditional vehicles and improve the overall quality of life is what people follow him for. Tesla’s cars mark the beginning of a new era of safe technology and clean mobility.
In this same manner, Elon Musk has financed other projects with the end goal of building a better future.
Example 5 – The North Face: making the outdoors part of your life
The North Face’s products are designed for enjoying outdoor activities. The superior quality and design are undoubtedly one of the brand’s best assets. However, the success of this company goes beyond its products only.
The brand’s mission is to connect people with the outdoors. They have managed to do so by building outdoor experiences while staying inside. In this way, the emotional link is built and customers feel engaged with the brand’s mission and values.
A remarkable example is the launch of their McMurdo jacket. In South Korea, The North Face redecorated one of its stores to create a similar atmosphere to that of the South Pole. The launch campaign included virtual reality where customers felt that they were actually in the South Pole.
But, the best part of the campaign was the actual transition from virtual reality to real life. If you feel curious, here’s the video of the innovative branding campaign:
Example 6 – Red Bull: chasing adrenaline junkies
Red Bull’s slogan “gives you wings” is the core of every marketing action done by the brand. Marketing efforts are as energetic as these energy drinks.
For instance, the brand sponsors many extreme sports. The message is clear here. Red Bull wants to let people know that drinking their energy drinks is similar to the adrenaline caused by these extreme sports.
Are you ready to live life to its fullest? Make sure to re-stock your fridge with some Red Bull energy drinks.
Example 7 – Nike: motivating athletes
Nike has become a lifestyle brand by fully understanding and supporting athletes. One of the most successful product lines is the collaboration with elite athlete Michael Jordan.
The fashion-forward design of these sneakers not only represents a status in the sports industry, but they have also become part of a lifestyle. With the increase in popularity of the athleisure trend, consumers are starting to see sports brands as a way of life.
“It doesn’t just live in the court. We bring it to everything we do.”Michael Jordan
In addition, it is no secret that Nike sponsors multiple sports teams and events. And not only in the major leagues but also at lower ranks. Nike helps an average person feel like an elite athlete simply by supporting them in the process of becoming one.
How to Become a Lifestyle Brand?
Feeling inspired already? In this section we share with you a 5-step recipe to becoming a lifestyle brand.
Step 1 – Decide what kind of lifestyle you want to achieve
The first point is to define the lifestyle you want to represent. This step is the most important one as this decision will set the personality and the values of your brand.
There are many types of lifestyles you can adopt. There is no right or wrong style. The best way to decide which one you want to achieve is to think about the long-term. What is the goal of your brand? What do you aspire to be?
Having these questions in mind will guide you in taking the best decision. Following up, here’s a list of the different types of a lifestyle brand:
The goal is to connect people that share the same values as your brand. For example freedom, sustainability, diversity, fun, etc.
Brands that appeal to a group of people with similar interests in hobbies, music, etc. For example surfers, motorcycling, tech-savvy, football fans, etc.
Customers can have different goals in life: career-driven, family-oriented, etc. Brands serve as a key to making them achieve these ambitions.
We can group customers by stages in their life: university students, retirees, new parents, etc.
Not quite similar to the last one, generations group people by the year they were born. The most famous generations are baby boomers, Gen X, millennials & Gen-Z.
Customers who are looking for affordable options or customers who enjoy the luxury lifestyle.
Brands appeal to a particular kind of style such as simple, modern, classical, bold, etc.
Brands are based on a certain profession or industry. For example marketing, real estate, finance, etc.
Targeting people with the same culture. For example American culture, Asian culture, European culture, etc.
Brands can create a desired lifestyle based on living preferences. Some customers might prefer to live in cities, some others in the countryside. In this same way, some prefer the beach life than the mountain life.
Step 2 – Tell your brand’s story
Transmit a clear message of what is behind your brand. Corporate storytelling is a powerful tool to communicate with customers and appeal to their feelings.
Customers tend to become more loyal to brands that are transparent with what they do and why they do them. However, communicating your values and aspirations is just the beginning. You must consistently show that your brand has a strong standing in those ideals.
When telling your brand’s story, make sure to highlight past events, current situation, and how the future looks.
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Step 3 – Be personal
Connect with customers at an individual level. In other words, try to make things as personalized as possible. You can achieve this by:
- Remembering your customers’ birthdays and sending them a message
- Reminding them of certain goals they have shared with you to achieve
- Be accessible to your customers
- Allow your customers to become part of the creation process
- Ask for their feedback to make improvements
- Encourage user-generated content
Step 4 – Create experiences
The best way to show a customer what is the lifestyle you are selling is to make them experience it. Let’s take a look back at some of the examples previously mentioned.
How Red Bull sponsors extreme sports to make fans experience the adrenaline is a clever way to link experienceand product together.
Step 5 – Build your community
Lastly, once you have successfully bonded with customers you can start building your brand community. The task is not done by just gathering people together. Yet, you must dedicate time and effort to maintaining the community together.
This can be done by creating forums, events, or groups where the main interest is your brand and the lifestyle you represent. People will feel happy to spend time with others that share the same interests.
What Is a Lifestyle Brand?
So, what is a lifestyle brand? It is a term used for brands that have adopted a desired way of life. These brands become advocates of a certain topic, interest, or value. Foremost, lifestyle brands connect with customers emotionally and create a loyal community.
Elements of a Lifestyle Brand
We have analyzed 7 of the best lifestyle brands in the market. In this issue, we can spot some similar elements among them. So, what makes them to stand out from other brands are:
- Values and aspirations aligned with a target audience
- An emotional connection
- A strong claim on your brand essence
- Unique brand image
- Honest branding
Creating Your Lifestyle Brand Strategy
Overall, becoming a lifestyle brand has many benefits for your business. The most relevant one is to build loyalty and customer retention. Make sure to clearly communicate the purpose of your brand and the values you live for.
If you need help in creating your branding tactics, we can put you in contact with the top branding agencies. Start building your army today.