How To Create A Lifestyle Brand

Authenticity serves as the bedrock of a beloved lifestyle brand. It involves staying true to the brand’s values and mission. Open and transparent communication builds trust, forming a genuine connection with the audience. When customers perceive authenticity, they are more likely to develop a lasting affinity for the brand.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?

My journey began in humble circumstances, being the second of four siblings who, against the odds, became the first in my family to pursue a college education. Born to parents who started their family at a young age, material possessions were scarce, but love abounded in our household. Growing up as one of four daughters, my parents, both industrious individuals, imparted valuable lessons on strength, independence, and self-reliance. This childhood backdrop laid the foundation for the person I am today.

Can you tell us the story of what led you to this particular career path?

My journey into the world of interior design took an unexpected and winding path. Initially trained as an attorney with a psychology degree, I spent five years practicing law before realizing that my true passion lay elsewhere. Despite enjoying my time in law school, the day-to-day reality of being a lawyer in matrimonial litigation left me feeling unfulfilled.

My entry into family law happened by chance when I secured a position with a judge in the Superior Court of NJ, Family Division. While the clerkship was a valuable experience, my subsequent move to a law firm introduced me to the overwhelming stress and pressure associated with the field. Dealing with clients embroiled in emotional battles over finances and children took a toll on me, and I yearned to reconnect with my creative side.

Seeking solace in the arts, I began taking evening classes in drawing and art. It was during this time that I stumbled upon my true calling — interior design. A professor, recognizing my need for a creative outlet, recommended a book titled “So You Want to be an Interior Designer.” This introduction sparked my interest, and the professor assured me that the analytical nature of interior design could beautifully blend with my passions.

With a mixture of apprehension and unwavering support from friends and family, I made the bold decision to enroll in a three-year program at Drexel University. Since then, I haven’t looked back. The journey from law to interior design has not only allowed me to rediscover my creative self but has also given me a unique perspective that enriches my approach to design.

Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

One film that left a lasting impact on me is “Sabrina”, starring the iconic Audrey Hepburn. This timeless romance captivated me with its charm, and Hepburn’s portrayal of Sabrina Fairchild remains etched in my memory. The film beautifully combines sophistication, independence, and a touch of vulnerability, qualities that I find inspiring.

In the realm of podcasts, I’ve found motivation and insight in Oprah Winfrey’s “Super Soul Conversations.” Oprah’s ability to engage in profound discussions with a diverse range of guests, exploring topics from personal development to spirituality, resonates deeply with me. Her empowering conversations have been a source of guidance in both my personal and professional journey.

As someone interested in business development, Martha Stewart’s impact is undeniable. Her book “The Martha Rules” has been a guiding light, offering practical wisdom and entrepreneurial advice. Stewart’s resilience and trailblazing spirit in the business world inspire me to approach challenges with creativity and determination.

In reflecting on these influences, I realize that they all share a common thread of strong, independent women who have made significant contributions in their respective fields. Their stories remind me of the power of passion, authenticity, and perseverance, shaping not only my entertainment choices but also influencing my approach to life and business development.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

My favorite life lesson quote is by Oprah Winfrey: ‘Step out of the history that is holding you back. Step into the new story you are willing to create.’ This quote has been incredibly relevant in my life, especially during times of change and growth. It serves as a reminder to break free from limitations, embrace my own narrative, and actively shape the story I want to live. Whether in personal relationships or professional pursuits, Oprah’s words inspire me to be proactive in defining my journey, just as the strong women I admire, like Audrey Hepburn and Martha Stewart, have done in their remarkable lives.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. For the benefit of our readers, let’s define our terms. How do you define a Lifestyle Brand? How is a Lifestyle Brand different from a normal, typical brand?

A Lifestyle Brand is a brand that goes beyond simply offering products or services; it seeks to embody and inspire a particular way of life. It connects with its audience on a personal and emotional level by aligning with their values, aspirations, and interests. A Lifestyle Brand often extends beyond its core product range, incorporating elements such as aesthetics, experiences, and a sense of identity.

While a typical brand focuses primarily on the functional aspects of its products or services, a Lifestyle Brand is more holistic. It integrates itself into the consumer’s lifestyle, creating a broader and more immersive brand experience. Instead of just selling a product, a Lifestyle Brand sells an identity and a narrative. For example, as Interior Designers, we not only sell our design services but also promote a certain lifestyle or attitude associated with the design.

What are the benefits of creating a lifestyle brand?

Creating a lifestyle brand is a strategic move that comes with a myriad of compelling benefits, each contributing to the brand’s long-term success and sustainability. One of the key advantages lies in the brand’s ability to forge strong emotional connections with consumers. By aligning with their values and aspirations, lifestyle brands transcend the transactional nature of traditional brands, becoming a meaningful and integral part of customers’ lives.

The immersive experience offered by lifestyle brands is a catalyst for cultivating brand loyalty. Consumers, drawn to the brand not just for its products but for the broader lifestyle it represents, tend to make more sustained and committed relationships. This heightened emotional investment increases the likelihood of long-term customer loyalty.

Flexibility is another hallmark benefit of lifestyle brands, providing the opportunity for diversification. Brands associated with specific lifestyles can seamlessly expand their product lines. For instance, a wellness-focused brand might diversify into fitness gear, healthy snacks, or self-care products, broadening its appeal and relevance to its target audience.

Moreover, the storytelling potential of lifestyle brands is a valuable asset. Going beyond the confines of products, these brands craft narratives that incorporate elements of culture, values, and personal experiences. This narrative approach creates a more engaging and memorable brand story, resonating with consumers on a deeper, more meaningful level.

In conclusion, the benefits of creating a lifestyle brand extend far beyond conventional branding strategies. From emotional connections and brand loyalty to diversification, differentiation, community building, and compelling storytelling, lifestyle brands offer a holistic approach that resonates with consumers and ensures a lasting impact in the market.

In your opinion, what is an example of a company that has done a fantastic job building a believable and beloved Lifestyle Brand? What specifically impresses you? What can one do to replicate that?

Equinox stands as a quintessential example of a company that has not only revolutionized the fitness industry but has successfully crafted a lifestyle brand that is both believable and beloved. At the core of Equinox’s success is its strategic positioning beyond the traditional gym concept. Instead, Equinox has transformed into a lifestyle destination that embodies luxury, sophistication, and a comprehensive approach to health and wellness.

Step inside an Equinox facility, and the experience transcends the ordinary. Meticulous attention to design creates an atmosphere that goes beyond the typical fitness center. The sleek and modern aesthetic, coupled with carefully curated amenities, reflects a commitment to luxury, creating an environment that immerses members in an exclusive and upscale ambiance.

Equinox’s commitment to delivering a premium experience is evident in its array of services, ranging from personalized training sessions to spa services and specialized classes. The brand focuses on catering to the diverse needs and preferences of its upscale clientele, ensuring that each member receives an exceptional and tailored wellness journey.

A crucial aspect of Equinox’s success lies in its ability to tell a compelling story. Through its marketing and messaging, Equinox emphasizes not only the physical benefits of fitness but also the emotional and mental transformations that occur. This narrative creates an aspirational appeal, resonating with individuals who seek more than just a workout routine — they seek a transformative lifestyle.

The brand’s exclusivity is further emphasized through their new hotel ventures, events, collaborations, and partnerships. Equinox hosts unique fitness experiences, collaborates with high-profile trainers, and curates special programs that contribute to a sense of community among its members. This exclusivity fosters a shared commitment to a luxurious and healthy lifestyle.

Equinox maintains a consistent brand image across all touchpoints, reinforcing its visual identity, messaging, and values. This cohesion is crucial in reinforcing the lifestyle image that Equinox represents and ensuring that every interaction with the brand aligns with its overarching message of holistic wellness and luxury. One of the things the pandemic brought to the forefront is that the №1 indicator for happiness is your health. Part of health is movement and exercise, and part is mental agility.

In the digital age, Equinox doesn’t merely rely on its physical spaces. The brand leverages digital platforms to enhance the overall customer experience. From virtual classes to personalized fitness apps, Equinox remains at the forefront of digital innovation, catering to the preferences of its tech-savvy audience.

In conclusion, Equinox’s success in building a believable and beloved lifestyle brand is a testament to its ability to transcend the conventional fitness model. By curating an upscale experience, telling a compelling story, fostering community, and consistently delivering on its promise of a holistic wellness lifestyle, Equinox has become a benchmark for lifestyle branding that resonates deeply with its audience.

Can you share your ideas about how to create a lifestyle brand that people really love and are ‘crazy about’?

You buy into a lifestyle and you have a shared value system around things that are important to you. Building a lifestyle brand that captures the genuine love and enthusiasm of consumers requires a strategic approach rooted in authenticity, market understanding, and compelling storytelling. Community building is a natural outcome of successful lifestyle branding. These brands often foster a sense of community among consumers who share common interests and values associated with the brand. This shared identity enhances the overall brand experience, fostering a sense of belonging and camaraderie among the brand’s audience.

What are the common mistakes you have seen people make when they start a lifestyle brand? What can be done to avoid those errors?

Embarking on the journey of creating a lifestyle brand is a thrilling endeavor, yet it’s not without its pitfalls. Here are some mistakes to avoid.

First, always stay true to your brand and do not try to mimic another brand’s lifestyle. In the pursuit of building a unique and authentic lifestyle brand, it’s essential to resist the temptation of recreating someone else’s lifestyle. Authenticity lies in the genuine representation of your brand’s values, identity, and the distinct experiences it offers. Embrace the individuality of your brand and avoid mirroring the lifestyles of others. By staying true to your own narrative and vision, you not only establish a more meaningful connection with your audience but also carve out a distinctive space in the market that sets your brand apart. Remember, the most compelling lifestyle brands are those that tell an original story — one that authentically reflects the ethos and aspirations of the brand itself.

Don’t try to do too much all at once. In the journey of creating a lifestyle brand, the mantra “less is more” holds significant weight. It’s crucial to resist the urge to do too much, as attempting to cover too many facets can dilute the authenticity and impact of your brand. Focusing on a few key elements allows you to hone in on what truly matters, ensuring a more profound connection with your audience. By avoiding the trap of overextension, you not only maintain clarity in your brand messaging but also enhance the quality and depth of the experiences you offer. Remember, a well-defined and focused approach often yields more powerful and lasting results in the competitive landscape of lifestyle branding.

A fundamental principle in building a successful lifestyle brand is leveraging your own resources and making strategic investments in your brand’s growth. While external funding can be advantageous, there’s immense value in utilizing what you have at your disposal — your creativity, passion, and personal resources. Investing your time, effort, and financial means into your brand demonstrates a genuine commitment and belief in its potential. This hands-on approach not only fosters a deeper connection with your brand but also allows you to retain creative control and authenticity. Remember, the most enduring and impactful brands often stem from the passion and dedication of those who invest not just capital, but a piece of themselves into the journey of building something truly remarkable.

A final common pitfall is the temptation to cast the widest net possible and appeal to a broad audience. While the instinct to reach a large demographic is understandable, going after too wide of an audience can dilute the brand’s identity and make it challenging to establish a distinct presence in the market.

In essence, while the desire to reach a broad audience is natural, the strategic choice to hone in on a specific demographic can be a key factor in the success of a lifestyle brand. It’s not about excluding potential customers but rather about creating a more focused and impactful brand presence that genuinely connects with those who share the brand’s values and vision.

Let’s imagine that someone reading this interview has an idea for a lifestyle brand that they would like to develop. What are the first few steps that you would recommend that they take?

First Clarify Your Vision and Values: Begin by articulating the core vision and values that will define your lifestyle brand. This foundational step serves as the compass for all subsequent decisions, guiding the brand’s identity and purpose. Develop a unique value proposition that clearly communicates what distinguishes your lifestyle brand. Whether through distinctive experiences, values, or products, a compelling value proposition captivates your target audience.

Identify Your Target Audience: Clearly define the demographic and psychographic characteristics of your target audience. Understanding their behaviors, preferences, and lifestyles is essential for tailoring your brand to create a meaningful connection.

Conduct Market Research: Delve into comprehensive market research to gain insights into the competitive landscape. Identify market gaps and opportunities, analyze consumer trends, and assess potential competitors to inform your brand strategy.

Craft a Compelling Brand Story: Develop a narrative that visually tells the story of your brand. Share the inspiration behind its creation, articulate its mission, and convey the lifestyle it embodies. Craft compelling stories that forge an emotional connection with your audience. Craft a well-designed logo, establish a cohesive color palette, and define visual elements that convey the essence of your brand. Consistency across all touchpoints is key for brand recognition.

Start Small and Test: Rather than launching with a full product line, consider starting small to test the market. Introduce a select few products or experiences to gauge audience response and collect valuable feedback for future iterations. Based on feedback and performance data, be willing to iterate and refine your brand strategy. Continuously adapt to meet the evolving needs and preferences of your audience, ensuring your brand remains relevant and resonant.

In conclusion, the development of a lifestyle brand is a dynamic process that demands dedication, adaptability, and a genuine connection with the target audience. By following these initial steps, aspiring brand creators can set a solid foundation for a brand that not only resonates authentically but also stands the test of time.