What is the difference between a product brand and a lifestyle brand? A product brand is a brand that just carries a product. A lifestyle brand is an establishment that pertains to your consumer on a more intimate level. This includes knowing their aspirations, their likes, and dislikes, habits, values, etc. If you are a lifestyle brand, you are selling mindsets and not just product. Your goal is to be able to connect with your consumer in order to help the product sell. We have seen an increase in numbers for the number of consumers that prefer a lifestyle brand over a brand that just sells a product.
A great example of a commonly known lifestyle brand is Nike. This company has a great branding tactic by knowing their target audience and creating a compelling tagline. Just Do It, that resonates to just about everyone. About 99% of Nike’s advertisements such as commercials are usually male. However, Nike inspires part of its target audience which is females. By advertising women, it is both powerful and inspiring because it does not remind women that they are women but more like they are equal. Through Nike’s ad campaigns, they promote being active and fitness which would be considered an athletic lifestyle, therefore, making them a lifestyle brand. Regardless of who their target audience might be, their tagline “Just Do It,” relays the same message. There are many different interpretations of this message and it can also be used in different situations when it comes to addressing the audience which shows how impactful their simple tagline is.
One of the benefits of being a lifestyle brand is the building of a strong and sustainable relationship with your consumer that is long-term. This improves the branding image that is stronger which will assist with endorsements and new products. Not only will this bring new consumers in, but this will also increase the number of returning consumers as well. If you are a company that has a strong branding image, impactful endorsements, and constantly receiving a new product, this will lead to a quicker return on investment (ROI). Along with the branding image, the ROI will increase because the lifestyle brand is adaptive to its consumers. This includes being aware of the consumers wants, needs, likes and dislikes. Nike was also able to adapt to their consumers’ needs. They originally started out solely as an establishment that targeted runners and only sold products benefiting them. However, they quickly realized that there was a need for more than just running shoes. They started to expand their business and partner with companies such as Cole Haan and Converse allowing their consumers a more diverse wardrobe within Nike. This opened many doors to not only an athletic lifestyle but to many different lifestyles as well.
Hivewyre wants you to strive to be the best brand that you can possibly be. Here are some helpful tips in creating a successful lifestyle brand.
- Focus on your target audience.
- Make your content about your consumers.
- Invest in brand awareness.
- Do not lose focus.
- Be unique. Stand out.
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