A movement over the last few years in marketing has been the creation of the lifestyle brand.
The most believable, are brands that tell a story or use their history to reflect the decisions made.
These narratives are not your conventional storyline. They are told through every aspect of the company, from the store design, to the communication used.
‘Aesop’ launched in Melbourne in the 1980s and began creating a product and brand that was about intelligent design and natural products in a unique environment.
This is echoed through all components of the company. Each store design is completely different and uses the street as influence, as if you are not walking into a store at all. The website features literature and essential reading. The packaging remains simple in design and sits comfortably on the shelves.
This type of storyline takes years to create and control.
However, it is not appropriate for all companies to be this style of brand narrative.
Customers want to feel that they have been taken on a journey or are part of the story. Brands can achieve this with much planning and dedication.
1. Be authentic in your approach
2. People like a story
3. Share your struggle
Image from: aesop.com