Lifestyle: The Third Level of Brand Development

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Few young business leaders appreciate the value of their brand. That's because the meaning and importance of a brand grows with time and experience.

I acknowledge that in a few brief blog entries I cannot hope to cover all the complex issues of how a brand develops significant competitive value the longer it is used and the more completely it is integrated into a company's communications in all forms. 

So for the sake of simplicity, we're just going to break this very broad topic down into three distinct levels of brand development. In our previous two posts I identified level one as applying a brand as identification and level two as promoting a brand as benefit. Now we will consider Level 3: Brand as Lifestyle.

The highest level of brand development is realized when the unique brand promise synthesized from a company's whole package of strengths and capabilities becomes fully embraced and championed by the entire organization.

Everyone from the top of the company to the bottom sees themselves as performing their role in support of the brand. Leadership purposefully makes strategic decisions that build the value and influence of the brand. Departments and managers are encouraged and empowered to create powerful brand synergy within the organization and its processes. Passionate brand performance is brought to life within company personnel. And brand communications capture the heart and mind of both internal and external audiences.

At this level the brand is far more than mere visual identification or even a uniquely deliverable benefit. It is a lifestyle. A culture. An internally and externally recognizable and sustainable personality. It is the company.

A classic example of this level of brand development is Harley-Davidson, whose "pursuit of freedom" brand character has developed a deep personal and emotional appeal with a broad audience, from the renegade gang member on one extreme to the elite doctor or lawyer at the other.

Their unique brand promise has helped the company maintain a substantial price premium. A long backlog of orders. Healthy additional sales from accessories, clothing and events. And perhaps best of all, a low cost of sales because of an ever-growing population of lifelong repeat customers.

But whether or not your product or service has the glitz of broad consumer appeal, it can be much more than symbolic visual identification. Used effectively it can provide a unifying focus that represents a significant competitive advantage. Fully adopted and developed, it can be a driving force that guides your organization's growth and solidifies lasting relationships with customers.

Read about the other two levels of brand development now.

To talk to someone about taking your brand to the next level, contact us today by e-mail or phone 903-534-5220.