Before, all businesses needed to do to attract the attention of their target market have been to design and create a pleasant and stunning advertisement. The right television ads, banner or message, was enough to engage and inspire their target market.
In today’s digital day and age, the average customer is tired and sick of conventional or traditional advertisements. People do not want to be “sold to” by their favorite company or brand. Instead, consumers want an excellent experience – experiences that will motivate them to buy and invest.
No business inspires conversion and loyalty better than lifestyle brands. These companies have learned how to attract customers and how to motivate their target market by offering them not just their products and services, but also the lifestyle that the customers are looking for.
These types of brands are beneficial because they know how to work on what their target market or customers are looking for and want to do. They know their experiences and what they are craving for. The people, places and things that inspire their customers.
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A thriving lifestyle brand does not just compile demographic information into their user’s persona and start to create content; they studied and dissected every aspect of the customer until they understand what makes the customer tick.
Designing and building a lifestyle brand is all about defining who your customers are and what they want to achieve in the future. They also need to give the right solution that can help them achieve their goals. It is not all about creating the perfect training shoes, but convincing your target market that your product is the best training shoes in the market today.
In this article, we will answer the big question that most customers are asking, “What are lifestyle brands?” This article will also provide a unique strategy to entice your target market.
What are lifestyle brands?
Unless you are a movie or television star, a talented singer or a famous athlete, there is a big chance that you are living a pretty ordinary and boring life. While most of us just want to enjoy our regular day-to-day life experiences, we think that a particular scent, clothes or food makes it a lot easier for us to be associated with our favorite artists, actors or athletes, instead of who we are.
These types of brands will allow people to embrace the ideal version of themselves. For example, there are a lot of companies that sell clothes and food together, but only a handful of companies will give you a sense of luxury that you can get from buying something from them.
Marks and Spencer use these strategies to entice their present and future customers. Luxury products like Marks and Spencer convince their loyal customers that they can enjoy a far superior standard of living when they buy food or clothes from their store.
Since people are more obsessed with life experiences today than anything else in the world, it is a necessary and significant differentiation point for today’s market. Successful brands target specific types of people or work consistently to appeal to them.
Growing lifestyle brands use their image, brand identity and voice to for a deeper connection with a defined group of people, hoping that the customers will be willing to spend more money to get associated with the brand or the lifestyle that the company is trying to portray. The marketing campaign that you choose will depend on the type of customer you want to attract. For example, you might be interested in communicating or reaching out to:
Athletes – Like what Puma, Under Armour or Nike are doing
Thrill Seekers – Like what DC Shoes, Vans or The North Face are doing
Adventurers – Like what Harley Davidson or Jeep are doing
Trend Setters – Like what Dior, Supreme, Gucci or Warby Parker are doing
Products come and go, but people’s underlying quest to find themselves and became the person they want to be will remain the same for many years. If you can learn from these companies or brands, and market your vision and experience to your target market instead of marketing specific products, there is a big chance that you can achieve the loyalty that can turn your company into a cult entity and a household name.