What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn what lifestyle branding is with top brand examples so you can learn how to celebrate
your audience's desired life and become the adopted brand that helps them achieve it
now if you're new to the channel and you want to build brands that go beyond the visuals and
the logo using strategy psychology and creative thinking then you're in the right place hit that
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now no matter what way you slice it and dice it brands and everything they do is designed
to get more people to buy more stuff that's pretty much what it's about no matter what way you cut it
now there are different ways that brands do that you have some brands that use aggressive
sales tactics and really jam their products and services down the necks of their audience and
then you have lifestyle brands that use a much softer approach that's much more warmly welcomed
by their audience so what is a lifestyle brand well before we dive into the nitty-gritty details
of this tactic let's define what it is and exactly what it means a lifestyle brand is a brand that
promotes their audience's desirable lifestyle as a primary method of resonating with who they are
and what they want so what lifestyle brands do is they create this image of the perfect lifestyle
and what that actually does is it hacks into this yearning desire for something more for something
better and we all really have that we all have this desire to be a better
version of ourselves and to have that perfect life so lifestyle brands
really put the lifestyle on the pedestal and lead with that lifestyle and that is an edge that they
have over other brands that focus on products and services and product and service branding
really can't compete with that desirable lifestyle that lifestyle brands promote so lifestyle
branding and lifestyle brand strategies are all about creating this framework and defining exactly
what the brand wants to communicate around the lifestyle that their audience desires so a
lifestyle brand strategy defines who the audience is the desirable lifestyle they want the method
to communicate this lifestyle the associations it will align with the experiences it will provide
and how it will help them to achieve it so defining these elements provides lifestyle brands
with a tool to be able to paint a vivid picture of what that lifestyle looks how it's going to make
them feel and what they need to do in order to get it so why is lifestyle branding so effective
well as I mentioned earlier it really plays on that primitive desire that primitive desire
to be a better version of ourselves and to have that perfect life now there are different levels
to this because everybody is different we all have different desires and a perfect life to one person
is completely different to the perfect life to another person on one hand you might have somebody
who has this desire for a successful business life a successful career they want a house in
the suburbs with a pool with a beautiful wife with kids going to private school and playing golf on
the weekend that's a perfect life to one person but for another person they might want to be able
to travel the world to be able to live frugally not have to work too hard to be able to work as
few hours in the day or week as possible and to be able to travel from country to country being
completely independent so they are the variations of what lifestyle branding is like and when
you know who your audience is and when you know exactly what they want and exactly the lifestyle
they desire that is when you can really resonate with them by painting a picture and getting into
granular detail of what that lifestyle looks like you will attract that perfect type of
audience that audience which will be drawn to the lifestyle and the image of the lifestyle that you
create for them so let's have a look at an example of a lifestyle brand now red bull in my opinion
is a perfect example of a lifestyle brand because red bull remember they sell sugar water they sell
sugar water that gives you energy now they went into the market and they had a blank slate because
they essentially created a new category so they could become anything that they wanted to become
um what they wanted to become and what they wanted to align with was the idea of extreme because
extreme taps into that idea of adrenaline and energy so they didn't just align themselves with
extreme sports they really put themselves into the fabric of the culture they started creating events
and capturing media and really showing up at every single extreme sport event and they focused not
on promoting the product but on promoting the lifestyle of extreme sports now another great
example of a lifestyle brand is patagonia now patagonia was created in 1973 by Yvon Chouinard
now Chouinard was an avid climber and he just absolutely loved the outdoors and that is the
spirit under which patagonia was created and it's instilled right throughout the brand today all
their communication and all of their activities in the background really aligns with this idea and
this belief in having a spiritual connection with nature really having that appreciation and respect
for nature and that is the lifestyle that they promote they promote to their audience getting out
into nature appreciating that natural lifestyle and really appreciating what nature has to offer
now as I've said before there is no getting around the idea that everything a brand does
is designed to sell more stuff to more people but a lifestyle brand approaches this in a different
way they paint this vivid image of this desired life and in doing that they really connect on an
emotional level with those deep desires as to who this person wants to become and the better life
that they have so creating that image not only really resonates with them on an emotional level
it tells them that you understand exactly who they are and if you do it well enough you might just be
the brand that they adopt to help them get there now if you want to dive deeper into lifestyle
branding and learn how to create a lifestyle brand for yourself or for your client then
this video will help you out until next time brand like a master and i'll see you in the next video