While branding is a tried and true concept, learning how to transform a brand into a “lifestyle” is all the rage.
A lifestyle brand is more than just reaching consumers where they work and play, it’s about extending the brand to make it relevant to different people, said Martyn Tipping, president of Tipping Springs LLC, a New York-based branding and licensing consultancy.
“It’s about understanding how to delight people and surprise people,” Tipping said.
He offered tips on how to build products into a lifestyle brand. “It’s about how people can interact with a brand in ways they haven’t before,” he said.
To be a true lifestyle brand, Tipping said brands have to have a strong, consistent masterbrand and a clearly defined platform and a loyal consumer base. Take American Idol, the popular FOX show that turns hopeful singers into stars, for example. The lifestyle brand is coming out with fashion products to further extend the TV show, Tipping said.
For brands with a strong base, “people will follow you to different categories,” he said.
Tipping offered the following advice:
- Have a strong brand to start with.
- Understand consumer desires, not just needs.
- Watch what consumers do.
- Demonstrate a commitment to constant innovation.
- Look for ways to add value.
- Understand that above all else, a brand is an experience.
- Nurture loyal consumers who are open to a loved brand playing a larger role in their lives.
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