A lifestyle brand aims to bridge the gap between luxury and cheap. It speaks to the middle class, who use a variety of factors to portray themselves as successful. These brands are committed to a vision, even if that means altering the methods they use to get there. For example, a lifestyle brand may focus on luxury goods but also emphasize environmental awareness or adventure. A lifestyle brand also seeks to challenge consumer perceptions and create a community.
A lifestyle brand should identify the tribes that support it. They may be similar to your existing customers or include an array of social media users. Before developing a brand logo, you must first figure out the lifestyle that your audience associates with. This information can be gathered by surveying existing customers or by hiring a brand consultant. If you’re unsure of what your target audience values, take the time to understand what they do not want.
A lifestyle brand should focus on experiences that resonate with its audience. A lifestyle brand should not just sell products, but must inspire and motivate the audience. Lifestyle brands must also communicate with consumers even when they’re not buying. If the brand doesn’t connect with its audience, it won’t be a successful lifestyle brand. It must be authentic. The audience must feel that it is buying the lifestyle, and the brand must convey this.