Building That Brand By Becoming A Lifestyle
With half a dozen social media platforms, any brand can feel they have multiple personalities. You post one type of content on Facebook and another on LinkedIn and it’s enough to make any non-social media marketing expert’s head spin. So how can you succeed on social media while maintaining your brand identity? By becoming a lifestyle brand.
A lifestyle brand is a brand that builds their marketing efforts around the interests of their target audience. More often they are subtle with their product placement but always relate content to their main vision and identity. A lifestyle brand essentially creates this fictional person that consumers can relate to and be inspired by – rather than thinking of a brand as just another business trying to sell products.
Building a lifestyle brand creates physical representations of your brand’s identity in the minds of your customers by engaging in a few limited, personality based topics. They see the brand and products as relatable and natural and content that is customized to their lives. A lifestyle brand can inspire long-term loyalty, which can be the difference in being on top of the market or going under.
Lifestyle brands are booming on Instagram because it is the perfect platform to showcase creativity and artistry through a massive communication channel. People put their best face on Instagram, and naturally, brands want to show their best content on the platform, too. Some brands absolutely crush is on Instagram and others, well, they need a little help (sorry, we’re only available to the cannabis industry!).
‘Grams we love:
Red Bull is one the best examples of a lifestyle brand. They understand their audience is adventurous and wild. They are thrill seekers and magic makers. Red Bull uses their motto, “Red Bull gives you wings” and takes it a visually pleasing level. The very rare, subtle logo placements give credit to the brand in a modern and genuine way.
How we do Friday meetings. Intense, nitrogen brewed cold coffee, best packed joint with a sativa dominant hybrid from @oxendine_family_farm and the secret stash tin. Not to mention, headphones for conference calls. Don't be that person📞. — #womengrow #ganjapreneur #womeninbusiness #fridayfeeling #thankganjaitsfriday #weshouldsmoke #womenofweed #dopefam #losganjales #marketingdigital #socialmediamarketing #cannabiz #cannabiscommunity #topshelflife
A post shared by Refined Bud (@refinedbud) on
Ok, so I know I am a little bias here – but, Refined Bud is a great example of a lifestyle brand on Instagram. Why? Because we’re specifically tailoring our Instagram to the lifestyle that our audience leads. We have a post about cannabis use after workouts. We highlight different options of consumption. But lifestyle is more than just shameless self-promotion – being a lifestyle brand means embodying the values your company holds. In fact, Wikipedia has a fantastic definition of a Lifestyle Brand:
A lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life.
Great right? So how do you translate that into Instagram images? By taking images outside of a stuffy studio. Or stop shooting images with models that look nothing like your audience. To be able to embody the interests and attitudes of your audiences, you must fully understand them and advocate on their behalf.
After some ‘Gram worthy images, we’ll also highlight some…
Not so ‘Gram worthy:
Most of Sony’s pictures on their Instagram showcases their products. One after next, its new products, old products, products placed on the table. They have a few sprinkled in here and there, but for the most part, their Instagram is pretty lackluster. There isn’t anything on the account that youI can’t see in a magazine or in a store. Also, who even uses their mp3 player?
We are now carrying @EurekaVapor cartirdges!! Visit our website for pricibg and flavors!! #eurekavapor #mmj #collective #westhollywood #studiocity #hollywood #beverlyhills #medicalmarijuana #420 #215 #710 #310 #323 #cannabis #la #hollywood #fairfax #melrose #robertson
A post shared by Fly High Delivery (@flyhighdelivery) on
Any example of how over-selling your cannabis brand will not work on social media. Posting ad after ad won’t grow your online audience because your audience won’t feel valued. They see you advertising on another channel while not posting anything of interest.
It is easy to make mistakes on Instagram when you don’t have a clear vision of your brand identity or the lifestyle your brand wants to associate with. Brands constantly strategize to connect to their audience in an authentic way.
Some tips for cannabis brands:
- Always be mindful of what you post on your Instagram, as we all know social media is not always cooperative with the cannabis industry.
- Create a lifestyle for your brand – don’t just showcase your products. If consumers want to see your products sitting plainly in a studio, they will go to your website. Get creative and truly design your Instagram to represent what makes your business unique.
- Design your Instagram to work with your target audience by customizing your content to them and their interests.
- Keep in mind, that sometimes when you customize too much, you cut out the ability for self-expression and individuality.
Building a lifestyle for a cannabis company makes sense. It’s a new industry and many of your customers are still in the cannabis closet. To help them relate to your brand and your products, you want them to see themselves in your content or posts. It takes time to find your clear tone to achieve the lifestyle you’re hoping for, but by working with experts in the space, you’ll come out on top of the market and the social media game. For more information on how Refined Bud can help establish your brand’s lifestyle, don’t hesitate to reach out.