10 Steps on How to Start Up a Lifestyle Brand Business

Developing your own lifestyle brand business is a challenge some entrepreneurs want to tackle head-first. But what are the key ingredients to your own lifestyle brand business?

By: Brad Nakase, Attorney

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10. How Do I Start Up A Lifestyle Brand?

Many entrepreneurs put many hours of thought and labor into developing their own line of products and/or services. The key when you seek to create your own brand is making it synonymous with your own life. This means that all of your accomplishments, interests, and every trait that makes you an individual—and that you would like to share—become embedded in your brand. The best lifestyle brands go beyond the presentation of items for sale online. Instead, they present a slice of life that inspires and impacts people and makes them want to be different, better, or in tremendous instances, do both.

Coming up with a fantastic idea for your brand and creating a unique line of products for sale is an accomplishment in its own right. Indeed, there are many companies out there, both small and large, that focus on selling their products and recording profits. For some outfits, that is the end of their business journey. They are happy, and let’s be clear: there is nothing wrong with that whatsoever. However, some savvy entrepreneurs are driven by a greater purpose, and they want to have a deeper connection with not only themselves but their customers. This is where lifestyle brands come in. When a brand inspires its audience with its presentation of a new way of life or a better way to live, then that is the contrast between any old brand and a brand that can be called “lifestyle.”

A lifestyle brand: the combination of business sense with individual identity. If this sounds intriguing, follow along as we take you through the key traits of a brand like this, and offer tips on starting up your own lifestyle-based company.

9. What Makes A Good Lifestyle Brand?

Lifestyle brands have emerged as definitive, profitable pursuits for entrepreneurs of all ages and levels over the last 4-5 years, buoyed by the aggressive rise of social media channels and an American fixation on self-improvement. However, in order to understand what makes this type of business so unique, it is necessary to rethink one’s concept of a business brand and a business itself. Why?

This is because whenever we think of a business, our minds immediately fixate on the act of selling. How many units or items can we sell per day, week, and month? How will this impact our revenue stream, and how much do we need to sell to outdo our competitors? While, in many ways, this is straight out of business 101 textbooks, lifestyle brands exist for reasons that go far beyond selling. Yes, you heard that right. Lifestyle brands are not “only” about capital and profits. What are they about?

Lifestyle brands are about identity. They are about inspiring people. They are about people who relate to your identity, products, and image and then want to buy in on your way of living. In short, your buyers do not only want to consume your product. You are not selling cheeseburgers, after all. Your customers want to learn from you and perhaps become a bit more like you. At the very least, they want to hear about the products and services that have worked for you and then try them out in their own lives. Lifestyle brands are all about inspiration, so if teaching people and inspiring them to be better is something you are passionate about, then you might just be able to make a living doing that.

When you create a lifestyle brand, you are committing to lead by example and offer your audience a new way of life. Ideally, you are constructing an identity—based on your own, of course—that not only pushes people forward but somehow taps into popular culture. You do not have to be a celebrity to inspire people, either. Plenty of lifestyle brands are set into motion by so-called “regular” people attempting to improve their lives. By putting yourself out there, you are demonstrating that you have learned something about life, adversity, and self-improvement. Better yet, you feel you are more than equipped to share it, and the best part? You actually want to share the lessons you have learned—about nutrition, dieting, working out, fashion, sports, literally anything—with other people.

As you can see, creating a lifestyle brand is about carving out a particular niche. While many people have created brands like this, not all of them are successful. So what makes a lifestyle brand stand out from the rest? If your brand begins to create a movement, then you are successfully impacting people. If your movement stimulates a positive trend, then you are surely on the right track. You are in luck if your brand is full of life, energy, soul, and uplifting vibes.

Think of the analogy of having a child. Your brand begins as a mere idea and then grows as you begin to believe in its existence. As your child is born, so is the brand now set into motion. A new company has begun, and you have decided upon its values, principles, features, and morals. As it evolves, it finds a specific and unparalleled voice, and as you continue to nurture it, it becomes its own entity. Sometimes, lifestyle brands change so much over the first few months that it becomes difficult to recognize them, but once you strike the right balance, you will know because people will begin to listen. A brand like this must find itself as it goes along, so do not be afraid to be flexible as you continue to strategize. If it has value and you are passionate about it, your brand will eventually find a home.

8. Creating a Brand that Becomes Your Life

When you decide to formally create a brand based on your lifestyle, the process can be overwhelming. What do you call it? What does it include and exclude? How much of “you” can you put into your products? How do you advertise? For the sake of all these questions and more, we offer a few tips on starting up a lifestyle brand.

7. Design Your Brand, both Physically and Emotionally

Since your new brand will literally be a slice of your life, it is helpful to make a list of the main attributes you would like your brand to have. First, what are the essential things in your life right now? Here is an example: an individual might say: Family, Fitness, and Faith. So, perhaps your brand will embody these three tenets, with sub-categories branching out of these categories.

What about your life would you like to leave out? For example, some lifestyle brand enthusiasts have a plethora of interests, some more important than others. Let’s say our individual example from above also fixes cars, but that is not something that he/she is either knowledgeable enough about or passionate enough about to share. It is easy to leave that part of oneself out and focus on the styles, attitudes, interests, and passions that are easier and more enjoyable to share.

6. Making Money from Lifestyle Brand: Demand and Target Market

Your lifestyle brand, business acumen, and entrepreneurial drive will be helpful when you think about your lifestyle brand. Although this sort of brand is more inventive and offbeat than others, traditional business know-how must figure in. So, where do you see demand for this type of business and brand? Make sure that you can pinpoint it because every new business relies on filling some sort of gap in the industry. Next, who are your competitors, at least at first? Who else is selling a lifestyle brand that embodies similar principles? You may think you have a completely unique idea—and you might—but usually, someone else is in your category. Can you learn from their mistakes and accomplishments? Do not automatically assume that they are the competition: learn from them. You might even reach out to them!

Next, figure out what your target market is. What demographic will be most interested in the aesthetic and philosophy that you are selling? The closer you can get to a specific target market, the more you can project and analyze. Who are they, and what are they interested in? What would they prefer to see in your brand, and how do you want to make them feel at the end of the day? (If you said inspired, passionate, and willing to buy, then you are on the right track!)

The key here is that in order to create your own lifestyle brand, you must understand others’ lifestyles. This includes their values, aspirations, goals, and interests. A certain amount of work is involved here, in terms of research you can conduct and knowledge you can attain. The harder you work during this preparation time, the more results you will see.

5. Pin Down the Lifestyle Brand’s Philosophy

What is your answer when someone asks you what defines this new brand? For example, if your lifestyle brand is based in Huntington Beach and emphasizes healthy living, surfing, exercise, and creativity, you might say, “Sun, surf, fun, and great health.” Of course, this doesn’t cover everything, but it is a start. Now go deeper. What would you like the individuals who enjoy your brand to achieve? Would you like to play a role in the community with your company? How so? Let’s go deeper still: what are the brand’s fundamental principles, values, and guiding philosophies?

In short: what will the mission of this brand be, and how does that fit with your vision for your business? Where do you see your new lifestyle brand in three, five, and eight years?

Figuring out the answers to these questions will provide a sense of purpose to the brand and to the entrepreneur. What you are doing here is coming up with the brand’s guiding principles, the rules that will govern your endeavor in all of its stages. Then, from message to personality to positioning, ideas about branding, advertising, marketing, and other ways of getting the word out and solidifying your brand will begin to take shape.

Clearly, we live in a time when visuals are significant. From the videos and pictures you post online to the images you will place on your website to the funny song you create for TikTok to drive up views and clicks, your brand relies on the image. You are going to need a logo, obviously, and an aesthetic for your venture; a style. But, let’s start with something a little more simple. Choose 2-4 colors that you feel people should associate with your new lifestyle brand. Once you have those, move on to the logo. Test it out on friends and family and make adjustments. Does the logo capture the brand’s style, energy, and overall voice? What does it say about your personality? Will your target market be drawn in by its appearance, vibe, and color scheme? Do not be afraid to adjust and readjust until you have something that you are certain is perfect, at least to start out with. Then, make a decision and do not look back. There are other things to consider now!

4. Highlight the Voice of Your Lifestyle Brand

The idea of your brand has its own tone, or even “voice” may seem a little strange at first. However, consider this: every brand out there has its own personality behind it. In many ways, the principles that govern an entrepreneur’s life are represented in his or her brand through their particular style. Some new companies have a playful, fun image, while others are bold and serious. Just as we all have different styles, interests, passions, and personalities, so do the different products and services offered by entrepreneurs. So, look around: what are the top brands you see online or in-person daily? What do you associate with them right off the bat?

Your lifestyle brand, and the images, videos, slogans, and social media content associated with it, will evolve and change as time passes. That is normal and expected. However, you should begin your lifestyle journey with a strong idea for the “voice” of your brand. When people see and hear about your company, what do you want them to think about? What would you like them to feel? Asking yourself these questions can be challenging, but it will help you finalize the overall “vibe” of your promising new brand. Of course, much of this depends on the products you are selling.

Clearly, customers are more informed these days. With so much information readily available at their fingertips, people become quickly aware when a company is making false claims. Your audience of interested, would-be buyers also knows when you are being sincere, sticking to your principles, and providing the support and guidance that comes with creating a lifestyle brand. A word like “soul” might feel out of place here, but it makes sense to consider the “essence” of your brand as you also think about its voice. This will help with marketing and advertising. Instead of a convoluted or confusing message, your brand should have a clear idea behind it and communicate it well. Also, all of your messaging and ad work should be consistent in what it offers and what it suggests about your individual interests and values.

The key here is to figure out how your brand can stand out in a sea of competing companies. Of course, there is a reason that you are interested in starting a lifestyle brand: it is very popular these days! However, only a handful of lifestyle brands genuinely stand out. However, if you can clearly connect the soul and voice of your brand to your own personality, get the message out, and, most importantly, offer valuable products and insights, you will be set up for success.

It may help to create an outline of what you would like to accomplish in the first few months and over the course of the first year. Then, create a byline: a short sentence or two that defines what your brand essentially is. What do you intend to do? Think about the actions you would like to inspire, the vision you would like to communicate, and the first thing you want people to think when they see and hear about your company. Remember: words contain energy and can point people not only in a literal direction but convey emotion. When you speak to your family, you probably speak differently than when you speak to friends and co-workers, and so on. Noting these differences in tone and voice can help you figure out how formal, informal, enthusiastic, or calm your brand’s voice should be. For example, a high-energy lifestyle brand that focuses on interval workouts and energy drinks will have a completely different feel when compared to a yoga and meditation brand that preaches tranquility and embodies calm.

Consistency is key here, so take your time making sure all your messaging, marketing, and ads are on the same level and convey the same overall message and voice. Then, spread your brand far and wide.

3. Choose Intelligent, Savvy Lifestyle Brand Actions

Energetic lifestyle brands that rise to the top quickly do so because the entrepreneurs behind them make deliberate choices regarding their actions and priorities. If you know that during the first month, you want to make social media advertising and high-quality posts a priority, then check in with your team, make sure everyone is on the same page, and come up with a list of how to get your message out and spread your influence. Be thoughtful and strategic with your ideas and acts instead of acting spontaneously and leaping from one idea to the next. This will enable consumers to recognize your brand by its clear, consistent style and message, as opposed to confusing it with other brands or becoming confused about what your company is all about.

Tip: A little mystery can work well in advertising and marketing since it can entice consumers and provoke discussion. But, if your ads, voice, or style are too abstract or even become misleading, then you will quickly confuse and alienate people who simply do not know what to make of your lifestyle brand. People lose interest quickly, and the goal is to maintain it.

Entrepreneurs who are putting the final touches on their lifestyle brand should put together a seamless, sensible combination of owned attention, paid attention, and earned attention. What could this look like? The owned attention could consist of a newsletter, a website, and a social media account that spreads the word thoughtfully and creatively. Paid attention would be the ads you pay for, wherever you choose to run them. This could be online, in print sources, or in other capacities. Lastly, earned attention is the buzz you are working on; word-of-mouth. What are people saying about your new lifestyle company? What’s the word on the street; what is the buzz?

When you choose your most-used channels, consider your brand’s style and market. If you can identify the demographic of your consumer base, for example, then you will be able to target them more directly. Also, it makes sense to pay attention to the market and check out the actions of your competitors, but your brand is unique, and what helps one company build success might do the complete opposite for your brand. A careful and unique mix of different actions that correlate to your business’s personality and voice will prove to be right for you again and again.

2. Choose Friends, Competitors, and Rivals Wisely

Now for the bad news: your new lifestyle brand can be spoiled simply by associating with another brand that has poor values or shoddy principles. Be careful whenever another brand that you are not familiar with approaches you to team up. Every company you work and appear with should be carefully vetted, and do not be afraid to stick to your guiding principles and tell them that you are currently working on your own and getting the business moving as a solo venture first. Other brands will likely not be offended and appreciate the clear communication you embrace.

On the other hand, excellent opportunities sometimes arise out of nowhere. There will undoubtedly be brands that you decide will be beneficial to join forces with. If an entrepreneur has a good feeling about a partnership and has done his or her research, there is no reason not to partner up. After all, being featured on the website of a more established brand, for example, instantly places your lifestyle brand in front of a number of new people who trust the recommendation. You will have many marketing options, so the key is to choose wisely, take calculated risks, and do your research. Also, trust your gut. If you are unsure of the ethics or actions of a brand that wants to do business with you, we recommend that you pass. However, if you are excited about working with a brand partner or network that you believe will help to grow your own system of partners and influencers, then go for it.

Excellent working relationships are vital for all lifestyle brands. Remember when you were in high school or college? Teachers and administrators judged you based not only on your actions but also on your friends. The friends you valued the most were those who supported you and helped you grow and mature. Consider the companies you decide to work with in the same manner, and your brand will be in great shape. Complete the research, be savvy and discerning, and trust yourself.

1. Believe in Your Lifestyle Brand

In order to create, run and maintain a successful, thriving lifestyle brand, the entrepreneur who is at the head of it all absolutely must believe in his or her vision. When an individual has strong self-esteem and confidence, they are able to work through adversity and pressure and define exactly what their company stands for. Consumers respond to personality and consistency, but they also respond to sincerity. Being self-assured does not have to mean that you are cocky, boasting, or bragging. Instead, it should be about embracing a quiet sense of confidence rooted in your core principles.

There will be moments where other brands, and consumers, challenge you. There will be moments during which you question whether or not to alter or change your vision. People will challenge the value of your vision and your brand’s identity. Who needs another lifestyle brand, they might ask? Your goal is to prove the doubters wrong with the quiet satisfaction of success. So stick to your guns, follow your heart, and act on behalf of your soul.

Every lifestyle brand relies on its community for support, and your company will be no different. Your actions and words define yourself to the community, so behave respectfully and responsibly, and people will take notice. When a lifestyle brand can draw on the support of the community, they simply have a higher success rate and more satisfied customers. Do not neglect the network that exists all around you.

Creating a long-lasting lifestyle brand is not simply about selling your items or services. It is not simply about helping to inspire people to live their best lives, though that is important. Rather, it is inherently about embracing your own voice, showcasing your personality, conveying true ideas, and building a community. If your brand is based on honesty and you trust yourself, you will be off to a promising start.

We’d like to wish both the aspiring and experienced entrepreneurs luck in all of their business and brand ventures. In addition, we hope you find lifetime customers that cannot help but be swept up in the story of your lifestyle brand.

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