In recent studies, there has been quite a huge phenomenon for brands in so many different industries that have built such large, loyal, and 'occult' like followings due to their 'lifestyle' branding techniques. Let's face it, there is quite a lot of businesses popping out of nowhere everywhere you look and unfortunately many start-up businesses fail within their first 5 years even less. In my own neighborhood, I have seen restaurants come and go within just a matter of months. If you are looking to get ahead and build a strong foundation right from the start, continue reading.
The term 'lifestyle' is defined as - the way in which a person or group lives. This is quite difficult to implement into the way you brand yourself because if you stay in a place like I do which is composed as a huge melting pot of so many different likes, dislikes, lifestyles, etc, it is quite hard which one you can center your brand marketing around. However, as mentioned in this incredibly useful YouTube video called 'The “Lifestyle Brand” Formula: Authentic Connections and Passion in the Restaurant Industry' produced by Foodable Network channel, there is a great formula that you can start with.
As broken down in the video, a lifestyle brand according to Rachel McLaughlin, director of marketing of &pizza, states that it can be broken down in these two concepts, authenticity and specificity. It is where brands can "communicate with their consumers in a voice and a tone that is authentic and it feels like they are talking to a friend or a family member. Their content is authentic and just in terms of product transparency, they are real with what they offer and the brand goes much deeper than the just the products and the services they sell," McLaughlin.
Furthermore, when thinking about your own brand's way of branding, take a look at your mission statements, goals, how you are presenting yourself across your social networks. How does your content relate to people and how do you speak to them through your content?
If you are looking to listen to the entire interview with different, yet helpful panelists, click here.