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What is a Lifestyle Brand?

CEO Tinh Phung
Furniture companies opening hotels, luggage companies publishing magazines, and sneaker brands starting bars - it seems like everyone is jumping on the lifestyle brand bandwagon. But what exactly does it mean to be a lifestyle...

Furniture companies opening hotels, luggage companies publishing magazines, and sneaker brands starting bars - it seems like everyone is jumping on the lifestyle brand bandwagon. But what exactly does it mean to be a lifestyle brand? In this article, we'll delve into the concept of lifestyle branding and explore how a hotel chain, Rose Garden Hotel & Suites, is making the transition to becoming a lifestyle brand.

A Lifestyle Brand Does Not Lead with Product

While it may seem obvious, many brands struggle with shifting their messaging away from solely focusing on their products. A true lifestyle brand goes beyond promoting products and instead taps into what inspires and motivates their consumers. In the case of Rose Garden Hotel & Suites, their marketing team is presenting their 2-year plan to the board, where they emphasize the importance of not only showcasing their affordable rates and amenities but also highlighting the experiences and activities that await their guests.

A Lifestyle Brand Focuses on its Community

A lifestyle brand is not about creating a lifestyle from scratch; it is about reflecting and amplifying an existing community and their way of life. Rose Garden Hotel & Suites understands this, and their target audience consists of travelers seeking authentic local experiences. By catering to this specific segment, they can connect with their community on a deeper level and provide them with the experiences they desire.

A Lifestyle Brand Empowers its Community

To truly become a lifestyle brand, Rose Garden Hotel & Suites must empower their community. This means actively participating in the community and going beyond being just a place to stay. They can elevate their offerings to rival local businesses, provide resources for guests to engage in local activities, and align their brand with values that matter to their community. By embracing these initiatives, Rose Garden Hotel & Suites can create a meaningful impact and forge a stronger connection with their audience.

No Purchase Necessary: A Lifestyle Brand is Joinable

In the age of social media, lifestyle brands must be joinable. This means allowing potential customers to engage with and participate in the brand's lifestyle before making a purchase. By creating purpose-driven hashtags and cultivating a distinct aesthetic, lifestyle brands can capture the imagination of their audience. Rose Garden Hotel & Suites can look to successful examples like Ace Hotel, which caters to young digital nomads and offers not only affordable rooms but also co-working spaces, quality dining options, and exciting events.

In conclusion, the term "lifestyle brand" encompasses a wide range of businesses. However, what truly defines a lifestyle brand is its ability to reflect and support a specific lifestyle, as well as its commitment to providing authentic experiences. By listening to their customers and delivering the experiences they crave, brands like Rose Garden Hotel & Suites can successfully transition into profitable lifestyle brands.

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