With online businesses surging, and entrepreneurship at an all-time high, standing out as a unique brand has gotten trickier. Luckily, it’s not impossible. You can achieve this by not thinking of your brand as a product but as a lifestyle.
It’s no secret—Millennials and Gen Z consumers aren’t just interested in quality products and services, but brands that also uphold their values. People can experience the lifestyle surrounding a brand—not just another sales pitch.
We’ve compiled our top 5 ways to market your lifestyle brand in 2022.
1. Don’t just create your lifestyle brand—live in it.
This works perfectly if you have a personal brand or someone who’s the “face” of your brand. Consumers will expect you’re committed to living that lifestyle if you’ve created a lifestyle brand. If you’re creating the experience only to make a quick buck, it might work for a bit, however, consumers are smarter than ever and can smell inauthenticity FAST.
2. Initiate collaborations with likeminded brands and influencers.
Connect your lifestyle with other folks who are doing similar things. Whether this is collaborating with a podcast host or another brand (that sells a different product than you, but is similar enough), nurturing those connections will not only introduce you and your collaborator with new audiences, but you’ll be able connect the lifestyle in a holistic way.
3. Use language your audience uses.
Don’t be afraid to use current lingo and speak in a distinctive voice. Craft your brand voice is a way that makes it sound like an actual person, and not just a robotic brand that’s trying too hard or not enough. This goes hand in hand with defining your dream audience members and diving deep.
4. Offer something that’s so damn valuable.
If you aren’t providing value, then what are you doing? There’s room to make your product unique and become the go-to brand—even if it’s simple. Take The Ordinary for example: they’re disruptors in the skincare industry because of their simple formulas, transparency, and their accessible prices. Even their branding is simple and to the point. The Ordinary is wildly successful because this transparency has never been seen in their industry before. So while there’s a good chance whatever it is you’re creating has been thought of before, there’s probably a unique angle you can bring to the table.
5. Don’t forget about the offline life of your lifestyle brand
Every step should reflect the experience you’re promoting—from customer service to packaging. A low waste brand like Dr. Bronner’s should try opting for minimal packaging and if they need to use plastic, to source 100% recycled.Similarly, a luxury brand like Tiffany & Co. wouldn’t train their employees to be relaxed and non-chalant. A luxury brand calls for a luxurious experience where the client is taken care of every step of the way. Marketing your lifestyle brand can be a wholesome experience.
Today’s consumers don’t just want the logical connection to a brand, but an emotional one as well. Having unbeatable prices isn’t enough when you’re exploiting people to operate that way. People want their products to be an extension of who they are and what they stand for. People aren’t drinking Starbucks because it’s the best coffee, but rather the exquisite feeling they get sipping this specialty beverage (of course it helps that they’re easily accessible!). When you solidify your brand’s identity and live the life that it promotes authentically, you’ll have a memorable and value-packed experience.
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