Lifestyle Marketing 101 to Brand Your Business | Social Buzz Pros
What is a Brand and How Does it Represent Your Business?
A brand is a collection of characteristics, promises, values, beliefs, imagery, and experiences represented by a consistent look and voice. For companies, it can take years to create a sustainable brand that resonates with their target audience. One way companies are beginning to differentiate themselves from their competitors is through lifestyle marketing.
The definition of marketing is “the action or business of promoting and selling products or services, including market research and advertising.” While lifestyle marketing is how your company can creatively inspire consumers through a certain image or self-concept that they could see themselves doing and how they believe to be seen by others. Here are the keys to a successful lifestyle marketing campaign:
Creating a Buyer Persona Will Give the Audience Someone to Connect With
Creating a buyer persona is one of the first steps needed before delving into lifestyle marketing. By creating a buyer persona you can figure out exactly who your target audience is while simultaneously creating a character your audience will root for. It is important that you develop this character and write from their perspective throughout your marketing campaigns. This will allow you to infuse personality into your lifestyle marketing campaigns as well as attract an audience.
Consistency, Persistency, and Restraint are Essential
Nothing will confuse an audience more than constantly changing your brand. If you are consistent in your message you’re audience will know what to expect. Thus, they will trust your brand and begin to see themselves as apart of your lifestyle. Persistency is also a key for lifestyle marketing. Similar to consistency, but being persistent has more of a driving force in your lifestyle marketing campaigns. Finally, restraint is essential when crafting your campaign. Your buyer persona needs to be in line with your brand, company, beliefs, and ideals. If your message and persona do not match, then your audience will wane.
Your Audience Will Increase if You Use Lifestyle Marketing
Some brands that have successful created lifestyle marketing campaigns are The North Face, Apple, and Starbucks. Each of these companies has established themselves in various niche communities and has been so consistent in their message that individuals are never surprised when they enter a storefront or see a commercial.
Some may not know, but The North Face is a great example of lifestyle marketing. Their tagline is ‘Never Stop Exploring” but it is more than just a tagline- it is the way they choose to live their lives, both personally and at the company. The employees are The North Face love the outdoors; it’s where they develop their character, confidence, clear minds, healthy bodies, and respect for nature. So, anyone that has those same ideals can easily associate himself or herself with The North Face.
Apple is a more obvious choice as an example of successful lifestyle marketing. Since its creation, Apple has created an atmosphere that is hard to forget. You know every time you have an issue with your Apple device, you know exactly what kind of customer care to expect. Their simple, friendly, innovative and stylish stores are just a few of the reasons so many people have switched over from PC to Mac. After establishing their core values, it was easy for Apple to design a lifestyle marketing campaign, and essentially a lifestyle brand, that so many were enamored with.
Finally, comes Starbucks. Originally just one small boutique coffee shop in the west, turned into one of the most established franchises across the world. I probably don’t even have to explain Starbucks’ lifestyle marketing because upon being asked the question “Who goes to Starbucks?” you could give me at least three, similar, buyer personas that frequent the coffee Mecca.
Why You Should Use Lifestyle Marketing
And that, right there, is the essence of lifestyle marketing. If you can succinctly define the type of person that you want to highlight in your lifestyle marketing campaigns, the target audience will trust and follow you. By creating welcoming atmospheres and characters your audience wants to root for, or even become, you will see an increase in your following and eventually your sales.
Lifestyle marketing, while it takes time, is one of the best ways to curate audience engagement as well as a following. “Cult” is usually a pejorative term, but in the marketing world, it should be your goal!
Social Buzz Pros Can Help with Your Lifestyle Marketing!
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