Products made in France, more than simple products, lifestyle products.
In the past, brands had to design a stunning ad to grab the attention of their target audience. The right TV spot or relevant signage was enough to engage the majority of their audience.
Nowadays, most consumers are tired of these "traditional campaigns". People no longer want to be "sold" on their favorite brand. Instead, they want an unforgettable experience that motivates them to invest. No company inspires loyalty better than lifestyle brands.
Lifestyle brands are effective. They are built on understanding what their customers want and want to accomplish. They listen to their experiences as much as the people, objects and places that inspire them.
Creating a lifestyle brand is about defining who or what your target wants to be in the future. A lifestyle brand provides them with the solution that will help them achieve their goal. It's not about designing the perfect sports shoe, but about convincing your audience that your brand will make them better runners.
What is a lifestyle brand? Creating the ideal strategy
While most of us enjoy our usual daily experiences, we can sense that a fragrance, food or clothing makes it easier for us to associate with the people we "want" to be rather than the people we currently are.
Lifestyle brands therefore allow you to become the ideal version of yourself. They make you feel like you belong to a community that you admire and appreciate. As an example, Marks and Spencer is quite unique. There are many similar brands that sell both food and clothing, but few of them give you the same sense of luxury that you have when you buy products from M&S.
These kinds of "luxury" lifestyle brands like Marks and Spencer convince their customers that they can enjoy a better standard of living by buying from home. Since we are more obsessed with today's experiences than anything else, this is an important point of differentiation for today's market.
To increase your chances of success as a lifestyle brand, you need to choose a typical profile and focus on it to find all the ways to appeal to it. Use your voice, image and identity to create deeper connections with fewer people. These people will then be better able to spend more money to feel affiliated with your brand or the lifestyle your company promises.
The marketing campaigns you choose will depend on the type of customer you want to connect with. For example, you might be interested in contacting :
- Athlete, like Nike, Puma or under Armour
- The researcher of strong relationships, such as Vans, The North Face or Redbull
- The adventurer, like Jeep or Harley Davidson
- The trend indicator, such as Dior or Warby Parker
- The lover of luxury, like Marks and Spencer or Ralph Lauren
Examples of lifestyle brands
Lifestyle brand marketing is about determining the type of person your client wants to be and then giving them the tools they need to enter that community.
Creating lifestyle brands requires a lot of work. In the end, everything from your manifesto brand to your name to your logo and communication strategy must represent the vision you are trying to portray to your consumer. Thus, your complete identity must be a representation of the typical person your target audience wants to embrace.
To help you better understand what we're talking about, here are a few examples of successful lifestyle brands hat will inspire you and help you learn the basics of lifestyle branding:
1. LVMH : Champagnes Moët & Chandon VS Veuve Clicquot Ponsardin
LVMH is one of the most famous luxury brand in the world. The group owns many made in France champagne brands like Moët & Chandon, Dom Pérignon, Ruinart, Krug et Veuve Clicquot Ponsardin.
Moët & Chandon, offers a festive vision of luxury and use celebrities in its ads, as Scarlet Johansson who were their muse in 2012. For example in China, this brand is essentially consumed in night club or bar to permit to buyer to show their wealth. Moët aims new rich or golden youth and customs their packaging depending different kind of event they organize.
Moët & Chandon wants to stay a subtle alliance of tradition and modernity.
Veuve Clicquot's way of communicating is very different. On the one hand, the Veuve Clicquot champagne house communicates very little through advertising; on the other hand, it positions itself as a daytime brand, very luminous, where Moët & Chandon is more of a nighttime brand. The Veuve Clicquot brand plays on the emotional side, it accompanies privileged moments to be shared with friends, it is a generous and discreet brand. It also belongs to the LVMH group, but is more reassuring, with a less assertive character than Moët & Chandon. In the long term, it may be aimed at an audience that is more in search of "meaning".
To put it simply, Veuve Clicquot will target future Chinese "boo-boo" with a cross-functional marketing 3.0 type strategy, while Moët & Chandon will target golden youth and the new rich "bling bling" and will play on all the strings of digital communication and Web 2.0.
2. Le Slip Français
Last summer, while you were being touted for the trendy swimsuits, Le Slip Français went on a beach tour in his Slip Truck. Before that, in October 2012, a certain Francis started his world tour in his underwear, the "Sliptime Around The World", reported and illustrated on Facebook, when the brand is only one year old.
At Le Slip Français, the ambition is clearly expressed, it is a question of surfing on the image that foreigners have of the French and which, incidentally, makes them dream, to conquer the world.
Since its early days Le Slip, as it is more commonly called by customers and employees, has decided to lead this serious company with good humor, optimism and creativity. And it works! Because the brand is also based on a strong commitment: to change the world. And maybe it starts simply by consuming quality products made next door.
Based on its values of family and maternal love, and the revealing statistic that on average Arabs read only six pages a year*, NIVEA Creme launches NIVEA Tales. The aim of the campaign is to facilitate moments of tenderness between mothers and their children, and to encourage them to regularly read aloud to their children.
One of the closest and most caring moments between a parent and a child is when the child is put to sleep. The highlight of this moment is the story told by the parent to the child, which takes them both into a wonderful world and is a soothing and enriching experience for the child.
NIVEA cream is a unique product, which has been around for a long time and has a very special scent and feeling for those who know it. It is therefore easy to use it to create a moment between mother and child, just like telling a story, and that is where the idea for NIVEA Tales came from.
As part of this campaign, NIVEA has produced five short stories that will take children on a dreamlike journey with their mother, introducing them to different characters, helping them to develop and strengthen their memory and teaching them the fundamental values of life. The NIVEA stories take only a few minutes to read, allowing parents to experience this magical moment and connect with their child on a regular basis, without having to plan ahead.
Ingredients for creating a lifestyle brand: steps to success
Now you should be able to visualize pretty well what a lifestyle brand is. However, you still lack the elements to know how to create the ideal and most effective lifestyle brand.
Since lifestyle brands incorporate their characteristics throughout their corporate experience, you need to determine the type of lifestyle you want to sell before you start designing (or redesigning) your logo or developing a marketing plan. Here are a few steps to help you get started.
1. Decide what lifestyle you want to sell
The first step in creating a lifestyle brand is to understand what you want your target audience to associate you with. Ask yourself what this target likes to do, the type of brands they already like and the type of brands they associate with in the industry you want to evolve in. If you're not sure where to start, you can hire a brand consultant, or ask your potential consumers as a starting point.
Once you have targeted the lifestyle that appeals to your audience, you can think about developing the products or services that will "fuel" that lifestyle and give it consistency. For example, if you know that your consumers want to live a more active lifestyle, you can create a podcast that tells them how to use your products to keep them in shape.
2. Linking lifestyle and storytelling
For lifestyle brands to be effective, their story, translated through their storytelling from a marketing perspective, must define a mission or vision with which their customers can resonate. The human brain instinctively responds to stories, and we've been sharing stories since the days when we lived in caves and drew pictures on walls. So your brand needs to develop a memorable and engaging story that presents the lifestyle you plan to offer. This consistency between your words and actions will reinforce your target audience's desire to be part of your commercial promise.
Start by addressing a problem you know your client wants to solve, then find ways to highlight how your company, products and ideas can help your audience overcome the challenges they face in an authentic and credible way.
Lifestyle brands are inherently social. Their purpose is to make your consumers want to socially share your product or service in their daily lives. The best way to communicate with your subscribers from a lifestyle perspective is therefore to engage with the platform they visit most often on a daily basis.
Social networks, for example, are a great way to promote your brand name while collecting data on your target audience. This data is valuable to you because it allows you to refine your targeting to most effectively reach your primary target audience.
However, keep in mind that on social networks, your goal should not only be to consistently sell to your audience, but rather to engage in conversations and activities that show your personality to your customers. If they can see that your business has the type of character they respect or identify with, your customers are more likely to invest in.
4. Using content to create experiences
The creation of a lifestyle brand, like the creation of any brand, can depend on the importance of quality content. Ideally, your goal should be to focus on products/services that do not seem "hard to sell" to you. For example, blogs can help you show your authority while making sure you are better positioned on organic search engine channels. On the other hand, videos and podcasts can help you communicate with your customers in a more visual way.
Look for ways to use your unique content and voice to connect with your customers emotionally. For example, remember the Coca-Cola brand and its ability to inspire the joy and thoughts of winter over the vacations with its famous red Santa Claus.
5. Build your community
Once you have a clearer idea of the brand identity you want to present to the rest of the world, you can begin to create a look and voice that will connect you with other brands with a similar discourse to yours in your industry.
Ideally, you'll want to start building your community as quickly as possible, with influence marketing and word-of-mouth content that highlights the lifestyle you can offer.
Remember that it's not enough to just tell people that you can give them the experience they are looking for, you also need to cultivate evidence that will convince your customers that you are the key to achieving their identity goals.
Become a lifestyle brand
In the end, most purchasing decisions rarely make sense.
People don't buy from Doc Martens because they need a new pair of boots, they choose this brand because of the identity it embodies and the idea that if they have their own pair of Docs, they can join the creative punk ideology behind the brand.
Consumers see the items and services they buy as an extension of who they are and what they believe. Lifestyle brands simply build on this concept, ensuring that they sell not just a product, but a set of values that appeal to their target audience.
If you can understand what your customer wants and what they want from your industry, and then leverage their ideal lifestyle accordingly, then you are sure to create desire for your product. The key to success is to keep in mind that you are not trying to associate yourself with what your customers already are, but with what they would like to achieve.