Since the onset of the “lifestyle” brands, strong branding is rapidly becoming the goal of all ambitious companies. Starbucks, Fender and Dell are all examples of brands, while you probably don’t know the specific models of their products; you do know what they sell. Building a brand requires consistency of message across multiple forms of media. Colors, shapes and identifiable elements are where it all begins. What is often forgotten is that company identities can also obtain a negative image, which can be very hard to shake. Many airline companies are facing this problem as their excessive fees and bad customer service have crippled their brand. Attending to upset clients in a timely and effective manner will not only wins rave reviews for your customer service, it may make your company a brand actually known for this often overlooked element.
It is important that your customers identify you with a very specific niche. While Yamaha has an excellent reputation in many industries, it started out strictly in musical instruments and had established a quality reputation. Before expanding, it is critical that your reputation precedes a specialization. Otherwise you risk alienating your core audience and crippling your ability to expand into new markets. Your name has to represent a specific type of product, this way when people begin looking for that type of item, you will have one of the first mentions. Fender and Gibson both produce guitars, but each is known for specific elements of their instruments, this is a prime reason why they do not put each other out of business. It is unlikely that a person seeking a Fender guitar will find a Gibson that will fulfill their needs, and vice versa. Each is known for a specific sound, even if the other manages to produce an identical guitar, they will still be at a disadvantage as the brand identity of the other company will associate with specific instruments.
Products are generally the first thing that comes to mind when discussing branding. Becoming a lifestyle brand requires a dedication to all elements of your business. Not attending to the subtle elements will result in an identity revolving around buy at your own risk. Among the true lifestyle brands is a history involving excellent customer support and a proactive approach to problem solving. Customers remember when they have trouble and are always certain to tell their friends, a good reply is insufficient if the timing is wrong. Perhaps the most frustrating experience a customer can have involves a delay in addressing of issues. Clients feel that they should not have to kick up a huge fuss to receive excellent quality service. By attending with such diligence it is possible to edge towards being a quality brand, which is the next major step towards the coveted lifestyle brand.
Reaching the coveted lifestyle brand is a noble goal for anyone who takes their business seriously. Making sure all media that represents your company effectively portrays your desired image is important, but you must not allow yourself to believe that this is all that is required to reach the lifestyle status. Excellent customer service is critical as bad customer experiences can quickly become viral and their voice spread to all media. Perhaps the other major element is a consistent specialty in your product. Though every company seeks to sell a variety of inventory, focusing on making a specific item your best can pay off in droves with long term customers and a dominant industry reputation in that area. Companies that have not attended to these areas have not only made it more difficult to become a lifestyle brand, some have even lost the status that they earned.
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