I think it’s no secret that a lot of designers and makers harbor dreams of becoming the next great lifestyle brand. I mean, who wouldn’t want to be the next Amy Butler? Or the next Jonathan Adler. Or even the next Martha, minus the prison stint.
Building the lifestyle brand of your dreams is possible, but it takes commitment and time. Especially time. Give it 5 to 15 years, because building a lifestyle brand is a marathon, not a sprint. But if you’re goal is to build that brand, it’s important to start with a strong foundation. Here are three steps to help you build your lifestyle brand right.
1. Build your brand one category at a time. I know this first one seems counterintuitive. After all, a lifestyle brand is all about offering lots of goods for many aspects of someone’s life. But if you want to build a rock-solid lifestyle brand, you need to look at what your favorite lifestyle branders did to start, not what they’re doing now. Remember when Kate Spade used to only make handbags? And believe it or not, Jonathan Adler started his career as a potter.
The lifestyle brands you aspire to be like can make lots of products now because they’ve got a slew of employees, a ton of working capitol, and a great reputation. And how do you build that reputation?
By making a great product well.
And when you’re just starting out, trying to focus on too many categories at once can have a negative impact on the success of any one category. So focus on one thing that you love and do well. As your reputation and company grow, then you can start to add in that new product category you’ve been dreaming about.
2. Create content to solidify your brand and create raving fans. You can bet that if Martha was starting her business today, she’d be writing a blog. But instead, she wrote a book. And then more books. And then added a magazine.
Creating a good lifestyle brand isn’t just about designing and making products. It’s about positioning yourself as THE voice in your niche. And to do that, you need to create content that your ideal customer wants.
If you have dreams of building a lifestyle brand, and you aren’t blogging, I’d start. NOW. Write articles and provide tips that your ideal customer will find useful.
But if writing isn’t your thing, that’s ok. There’s lots of other ways to produce content. Amy Butler built her career with her sewing patterns. (And remember that all content doesn’t have to be free – you still have to buy many of Amy’s best patterns.)
Brainstorm all the ways you can create content that can be used and shared by your followers. Then focus on getting that content out there in as many forms as possible. Blogs, e-books, traditional books, magazine articles. The more content quality content you produce, the more you’ll have people coming back to your brand time and time again.
3. Create a style all your own. Ultimately, having a lifestyle brand does mean creating products across a variety of categories. And the only way this really works is to establish a strong visual identity.
Amy Butler has Midwest Modern. Jonathan Adler has Happy Chic. Justina Blakeney has Jungalow Style. It doesn’t matter what your style is, as long as it’s clearly defined as your own.
This is actually what makes the first step so critical. When you spend time focusing on one product category, it gives you time to develop a distinct voice and style that you can roll out into other product lines.
So as you’re laying the foundation for your lifestyle brand, focus on developing a style all your own. Preferably one you can quantify with a great little tag line.
Running a great lifestyle brand takes commitment and time, and more often than not, manpower and capitol. If you dream of creating the next great lifestyle brand, using these three steps can help you lay the foundation for a brand that can grow and thrive well into the future.
I’d love to hear your thoughts. Do you dream of creating the next great lifestyle brand? And what are you doing to lay the foundation for it?
{above image via thinkretail – a flickr stream filled with fantastic images of store interiors and displays)
* * * * * * * * * * * * * * * * * * * * *
Want more tips on building a strong brand? Check out my class on Creative Live, Brand Your Creative Business.
What a great post, Megan! I especially like #1, because it is so tempting to try and make the several million ideas I have all work at one time. It’s probably a good thing that there just aren’t enough hours in the day. 🙂
But seriously – thank you for reminding me that focusing on one category for now is a good thing (for me, handbags & accessories), and that I don’t need to jump into clothing and stationery and wall art and whatever else pops into my head. 🙂
This was a SUPER helpful post. I have actually never even took the fact that I wanted to be a lifestyle brand seriously because I didn’t think it was possible. This post makes me see it is totally possible. Thank you
Good, thought-provoking info. I like the idea of focusing on one category. I’m not very good at it, but it makes sense and I like it:)
Hi Megan:
This is a great topic. I never actually wanted to be a lifestyle brand because I was so focused on just being a good fashion designer. I always thought that folks who wanted to do that were crazy! Then I started my retail business and realized the host of potential for creating new unique products….my head really almost exploded! It was an aha moment for sure. Why wouldn’t we want to create brands that satisfied a variety of our customer’s needs? I like the metaphor of the marathon versus the sprint. Thanks for putting it in perspective, good advice.
Pingback:Make A Strategic Plan For Your Business In 7 Easy Steps | Rakan bisnes online anda
I think your point about the length of time it takes to get there is really important, also love what you do.
Great topic — I had never really thought about being a “lifestyle brand” but I have to admit, I like the sound of it! I make art for children’s rooms, and I often get friends telling me I should make pillows or sheets or onesies etc etc. I tell them that I’m just trying to perfect the art for now.
Conquer one thing and do it really well, then you will be able to do anything.
GREAT article! Thank you…I have recently been thinking about my line and wanting to take it in the “lifestyle brand” route. My product is made in the Florida Keys and can’t be made without the native fish we have here. Alot, of people love the idea of “The Island Life”. So, I feel my product allows them to take all little piece of island lifestyle with them. Love #1, as a creator I always have one new ideas in mind! But, I’m trying REALLY hard to keep my line small and made with good quality for now. Thank you and love your blogs!
This is the first article about lifestyle branding that answered my questions and concerns. The other posts I’ve seen about this topic, not so much. They seemed to provide examples but not really detail it like you have. (Thank you!)
Tip 2 about creating content resonates with me more because that is what I currently do but I’m looking to expand. Great advice.
I’ll be checking out the rest of your blog.~LexiB
This article really made sense to me. I am focusing on one product and going after it. I am a multimedia artist and I now where my nich is, Shattered Glass art. I need to learn to blog and this article helped me to understand the importance of blogging. I am inspired to move forward. Thank you Megan
The point I’m taking away from this article is FOCUS on ONE thing first. So simple, but so true. Thanks!
This is a great lifestyle brand! http://mymilkandhunny.com
This is a great article! I am building the foundation now for my new company and this just pulled all the pieces together for me. Thank you! Look forward to connecting with you in the future.
I love your ideas especially since I’m trying to build my own brand. The temptation to start creating a million and one other things for the line is great but you have reminded me to focus. I have also started blogging but about things that have nothing to do with the brand…need to refocus.
Thanks much
Great article! Thanks for the reminder that it’s a marathon, not a sprint. I’m in it for the long haul!
Hi Love your blog, and advice. I’m taking it on board what you say and will concentrate on one area at a time, my site http://creatinglifestyle.com is about what you create you get and I think you have pointed me in the right direction.
Thank you
Mike Smith NZ
Hey! Great Article.
Unfortunately for me, i read this after making the mistake of creating a brand with various product categories. Now i have to take a temporary break, re work all strategy, cut down on products and start all over again. Luckily for me, i relaised this before the brand was launched.
Regards
AK
Great post! Step #1 is the thing I have the hardest time getting right. I have so many thoughts, ideas, and desires that it’s hard for me to pin down one thing to focus on. It makes sense though – if I put all my focus and energy into creating one category at a time, each category will be presented the best way possible!
Love this article. You are so right. Take it one step at a time.
Great content keeps them coming back for more.
I recall discovering that the company I was building was indeed a lifestyle brand. My business model will allow for a great deal of liberty on account of our utilizing micro management of department heads. Our lifestyle brand is less traditional and more product and project driven. Ramping up the plan in 2013 and 2014.
Love this
Great insight! Thank you.