17 Mar Great Lifestyle Brand Examples: Marketing Done Right
Great marketers have said that in order for lifestyle brands to survive in the ever changing market is by selling more than a product or a service. Experts have suggested that exceeding expectations is a fool-proof way of cementing a spot in the market. While some keep a mental note of this in mind, others go above and beyond the advice.
With this in mind, lifestyle brands were created. A lifestyle brand is academically defined as a manufacturer marketing itself — and whatever they are selling — as an embodiment of the interests and beliefs of a group or a subculture. Instead of just relying on the products or services themselves, they are selling the idea of improving the consumers’ way of life. And over the recent years, experts have called the process lifestyle branding!
For instance, Marks and Spencer have convinced their consumers of achieving a better quality of living upon buying their products because of the identity they have built for a luxury lifestyle. In another case, Adidas’ marketing strategies on sporting goods revolved around connecting athletes and normal individuals. As mentioned earlier, this generation of customers is after the experience manufacturers can give them. Successful lifestyle brands market themselves to share the same identity and ideologies as their consumers, forming deeper connections with each individual.
Though we’ve seen a rise in successful lifestyle brands, top brands have become great brand lifestyle examples of how one company can build an empire around identity and ideology.
What is a lifestyle brand and what makes it powerful?
But first, let us talk about lifestyle brands. Creating a lifestyle brand means you are creating a way of life that is associated with your existing brand.
Today, the average target market is sick and tired of traditional ads they see in social media. People don’t want to be sold to by their favorite brands. Hardselling is often seen as something bad. People like to relate with their favorite brands. They want an incredible experience, things that motivate them avail the products and services. No organization inspires customer loyalty better than lifestyle brands. These lifestyle brands earn their customers by giving them more than just a mere product, but also the lifestyle their consumers all want.
Lifestyle branding is effective because they produce a deep understanding of what their target market wants to do and achieve. These lifestyle brands understand the experiences that their audience wants. Successful lifestyle brands do not just compile their consumer data into a buyer persona and begin to throw up content, they decode every aspect of their consumer behavior until they know everything.
You could never really call a label a lifestyle brand if never touched its consumers’ lifestyle with its product or service. Successful lifestyle brands all have a brand strategy the promotes brand identity, builds a community amongst the consumers and customers, and also empowers people thru a strong company value. These all serve as a powerful emotional connection of people all over the industry and world.
Among the several lifestyle brands that have cultivated communities and ideologies, such as energy drinks like Red Bull, there are a few that stood out the most. Not just because they are able to sell great experiences to their biggest fans, but because they have marketed themselves as something entirely different from a lifestyle brand.
Examples of Great Lifestyle Brands You Should Know About!
Marketers have traced lifestyle brands back to the 80s when examples of lifestyle like surfing and skateboarding created styles and products. They created communities as well as a sense of belonging that people crave, working hard to make them feel like their way of life is meaningful. And now that the Internet has made communication so much easier, culture can now spread easily.
Here are some great brand lifestyle examples that has changed the game similar to Red Bull!
Nike & Their Sports Fanbase
It’s long been known that Nike’s marketing strategy has exceeded selling shoes or sportswear. The athletic brand had its consumers investing in a lifestyle that’s just like their favorite athletes. Being one of the biggest lifestyle brands in the market, Nike has successfully connected several targeted audience — from professional athletes to individuals who just want to improve their health.
But what makes it a really successful lifestyle brand is its effective digital marketing campaigns and brand strategy. Though Nike is a sportswear giant, the brand continues to go above and beyond traditional lifestyle brand marketing.
For one, it continues to cultivate meaningful stories and tag lines that evoke particular feelings. Each campaign tells the story of a hero who overcomes hardships with the help of their products. In like manner, their tagline “Just Do It” inspires its consumers to ignore their enemies telling them they can’t. The brand invests much of their brand strategy on emotional connection.
Furthermore, Nike has harnessed several other channels as part of its overall lifestyle brand marketing campaign. As an illustration, its Air Jordan campaign joined forces with Facebook Messenger bot and AI platform Snaps to allow fans access to a unique connection with the product.
In another case, the athletic giant also made use of an immersive virtual video game called Reactland to promote its new cutting-edge running shoes called Epic React. The said game was hosted through several channels like mobile phones, their social accounts, videos and even on their website. Nike made use of SMM as well as immersive gamification to showcase their latest sole cushioning technology.
Though it has cemented itself as the number one lifestyle brand, Nike continues to beat itself in terms of great campaigns.
Lululemon & Their Community
The yoga pants innovator did what most marketers identified as miraculous; it was able to earn a significant market share in an industry dominated by giants such as Adidas, Under Armour, and Nike. Its digital sales played a major role in its earnings, with e-commerce sales reaching 60% compared to its previous 44%.
Their COO, Stuart Hselden, have claimed that the strength of their lifestyle brand is its continuous focus on product innovation, digital acceleration, and investment in their people. What made the newcomer stand out is its loyal customers. Aside from promoting a healthy lifestyle, the brand was able to cultivate a cult-like community of active enthusiasts in search of premium quality yoga wear.
But how did a new lifestyle brand like Lululemon Athletica earn such a strong position in a saturated market? They invested in their identity and their people.
Lululemon made sure their customers felt connected with the brand through their social media accounts, most especially on Twitter! The brand’s replies are filled with encouraging messages to devoted customers. Though they had at least a million followers, they made the commitment to reply to as many fans as possible.
These small interactions inspires individuals to continue on their journey towards wellness and mindfulness. The brand further emphasizes by curating customer experience-based events.
For instance, they offer a wide variety of fitness and health events. Additionally, Lululemon started to house several fitness studios that features fuel bars as well as the chance to try out some of their gears during different customers.
The brand has gained a massive following due to its commitment on wellness and fitness!
Urban Outfitters & Their People
Ever since the brand was built in 1970, it had set its eyesight to a specific type of shopper: young and into alternative culture. Aside from offering stylish and slightly edgy clothes, the brand also started to sell other lifestyle products like records, and home decor.
When their following picked up, they decided to embrace the idea of being one of the leading lifestyle brands by kickstarting blog posts that covered brand new music, in-store events, and even exclusive look into making their famous look books! However, UO excelled in its lifestyle branding through its SMM on Instagram in comparison to content marketing.
Each of the brand’s stores in every major city such as New York, Chicago, DC, Miami, and Philly, have their own separate accounts tailored for themselves. For example, Chicago’s Instagram account showcases photos of the Magnificent Mile. Contrastingly, Miami’s reveal scenic photos of the beachfront.
Furthermore, the brand keeps its community engaged through omnichannel retention programs like reward programs through UORewards and through their social media accounts. In like manner, Urban Outfitters try their best to reply to the majority of their customers!
Despite the controversies it has gone through due to some questionable products, UO is still at the top of its game among today’s lifestyle brands, thanks to its lifestyle brand marketing.
Red Bull & Their Players
Lifestyle brand marketing is at the center of Red Bull’s success. Functioning very differently from traditional lifestyle brands and companies, Red Bull has a foot-in-door strategy with almost all of their target markets, dominating everything from world-class sports teams to TV channels.
Red Bull sells to customers with lifestyle brand examples, coincidentally it provides the energy drink to match.
Before it was a mere energy drink, as it was branded. However, despite being up against the odds, Red Bull became a blend of caffeine, sugar, vitamins, and taurine. This brand strategy quickly gained fame and traction. Shortly after, Red Bull did sponsor an event that set the tone of the company’s brand strategy for decades to come.
Red Bull became a way of life for many athletes and even regular people, that certainly is lifestyle branding at its finest.
Red Bull can successfully be defined by their tagline, “Red Bull gives you wings”. Their slogan defining the brand’s image as adventure, strength, laser focus, and most importantly adrenaline. It encapsulated the point with its lifestyle branding. Even before the advent of social media, Red Bull permanently etched into the minds of millions of people’s ads.
The North Face & Their Hikers
The North Face is often associated with physical activities such as hiking and trekking, and then later on developed into a traveling lifestyle.
The North Face is the world’s prominent premium expedition brand name, committed to altering the place we are living in. The North Face develops lasting design and also develops campaigns that assist consumers to decrease their carbon footprint, enabling future generations the chance to experience as well as take pleasure in the outdoors.
The North Face is also taking a new strategy with its latest advertising press by redefining its journey-related story and pressing the limits of the expedition past its roots. By featuring artists, lobbyists, and also professional athletes, the brand name is likely to want to expand its consumer base. The varied cast could likewise assist The North Face’s ratings with younger customers, who are most loyal to brands that advertise diversity and help them live up to their identities.
Additionally, the brand is also plainly going for younger audiences with its interactive pop-up occasions. Dropping tips for travelers and distinct experiences that can assist build buzz in social media. These strategies could boost the feelings of FOMO that millennials and also Gen Zers are consistently experiencing, as these two generations delight in breaking the standards as well as trying out new experiences. These consumers likewise value experiential advertising and marketing because it gives them the possibility to involve with brand names in authentic ways.
By providing new examples of lifestyle to new audiences The North Face’s unique selling point became the adventurous spirit and values that it is promoting more so than its products or services. This is the main point of lifestyle branding and identity.
Key Takeaways From These Successful Lifestyle Brands and Other Steps to Success
Creating a lifestyle brand in itself is a hard process. Growing your community within your target market could take a while and marketing yourself as a newcomer in an ever-changing market can be quite difficult.
But, if any of the mentioned successful lifestyle brands teaches us one thing about products and apparel marketing, it’s consistency. All aforementioned lifestyle brands, in fashion, have illustrated consistent storytelling in their respective digital marketing campaigns. It must be remembered that emotions are a big selling point for lifestyle brands and their lifestyle branding. Should you choose to venture out on content marketing or digital marketing, your voice should be consistent.