Grow Your Brand Into an Irresistible Lifestyle Your Audience Can’t Live Without
I’m not going to lie. This one takes time to understand.
Marty was good on saving this one for last because you have to understand and get through the last four disciplines to get you in the mindset required to carry this one out.
This is the stage everyone wants to reach, but hardly anyone puts the blood, sweat, tears, and investment into it to obtain. So long as you have two hands and a willingness to try and never give up, and push through the last four disciplines, there’s no reason why this last one should be out of your reach.
Table of Contents
Highlights, Quick Wins, and Takeaways:
- This is where you start turning your brand into a lifestyle.
- Here is where your brand becomes something people cannot live without. They’ve fully integrated it into the lives.
Discipline #5: Cultivate
Brands are like people.
If people can change their clothes without changing their character, your brand should be able to do the same. That’s from Marty himself.
This is where you begin influencing the character of your brand. This is where you get to start turning your brand into a lifestyle your audience just can’t live without.
Apple is a lifestyle.
Sean McCabe and the seanwes team run their business, productivity and efficiency on Apple products. From using iPads for sound boards to utilizing the many apps available in the app store to automate, establish systems and processes, they’re highly efficient and have integrated Apple and its products as part of the lifeblood of the business they cannot operate without.
Starbucks is a lifestyle.
It’s very rare I see my brother go off brand and get coffee elsewhere. If there’s a Starbucks present, 9 times out of 10 he’ll be right there in that line along with the other millions of people who do the same. Business meetings are arranged at Starbucks. People have taken their entire work stations, set them up, and used Starbucks as an office. Collaboration, ideas, and innovation happens at Starbucks where people come to meet. Loyalists have normalized Starbucks as part of their life’s routine that cannot be replaced.
Disney is a lifestyle.
It’s where magic happens. It’s where kids’ imaginations become real. It’s where memories are made. It’s the center of where magic, wonder, and happiness originates. It’s a celebration of culture, of wonder, and gives anyone the opportunity to make the parks a place where a new beginning starts to unfold.
It’s also pretty much integrated at every stage of our life. If you have kids, there’s a good chance you have Avengers action figures and/or Disney Princess dolls laying around the house among book bags, coloring books, clothes, pajamas, fruit snacks and dozens of other Disney merchandise and products.
Legos is a lifestyle.
It’s just not about stacking blocks on top of one another. It’s innovating. It’s taking something so simple and practical, and allowing it to become something bigger than life. It’s about community. It’s about never letting go of that inner child that’s still in us all. From movies, to licensing specials and everything in between, Lego keeps us in wonder at the things people can create.
This is your mission if you choose to accept.
That may seem out of reach, but trust me it’s not. These brands understand who they are. They started off with:
- Knowing their audience. Starbucks doesn’t go after $1 coffee drinkers. Apple doesn’t try to speak to people who don’t think differently. That focus allowed them to build communities of likeminded people who would eventually believe what they believed.
- Being different. You read stories of the founders and the companies themselves and understand that they thought differently. Thy were out to solve a problem or do something no one else did. Then they got focused on just that one thing. That focus carried them into executing on that one thing and executing on it very well.
- Pulling in others to help. Steve Jobs and Steve Wozniak. Pixar and Steve Jobs. Stan Lee and Jack Kirby. Heck. Even Batman and Robin. They pulled in people who were smarter, who had different skill sets, and who could really help them out in their time of need to move their ideas and products forward.
- Doing something no one else had done before. Isn’t that how almost all the great brands started out? By jumping all in on this one thing no one else thought of doing and doing it incredibly well.
- Making that first impression. Remember the first time the iPhone was revealed? Starbucks started testing Pumpkin flavors after a few successful seasonal drinks were under their belt. Testing 10 seasonal flavors in small focus groups, Pumpkin fell somewhere in the middle, but they noticed there was nothing Pumpkin around the time of the year they release the flavor. Once finalized, sales exceeded expectations and they couldn’t keep up.
You have to develop the soul and core essence your audience is going to relate to. That’s the mission here. And everything you’ve learned prior to this point is going to make major contributions to you being able to do this.
This is the stage where you go from ‘just another product and service’ to representing a collection of ideologies and ideas; experiences, memories and stories; thoughts and feelings. Your brand becomes bigger than the logo, the product, and the tagline. It becomes something someone can embody, can strive to become, to live their life by the principles, values, and standards your brand has set.
Then, and only then, do you get to join the select few who go from brand to empire; from competing to domination.
Positioning Your Brand for Domination.
You should feel like you’re ready to conquer the world right about now.
You should be feeling like you’re now in a better position and have a better understanding of the things you need to do to take your branding to the next level. I was serious when I said this was a boot camp. This was intense, but I wanted you to learn.
Not everyone finished this. But you did. And now I want to get you to a position where you’re going to dominate.
Back when I use to run the design end of this business full-time, I use to charge upwards of $4500 to build brand identities and brand identity systems for clients. It was intense—I loved every minute of it! But it got to be too much with everything else I was doing, especially with my comic publishing business. So I decided to stop building identity systems.
But one thing I never stopped doing was advising others on the direction, focus and positioning of their brand.
So many entrepreneurs like you needed this course, but sometimes you get more value, more direction, and better direction when the material is specifically tailored for you and only you.
If that’s you I have something you may like.
Something that’s going to position you way beyond your competition and get you to where you want to be.
You have the vision. You have the ambition. You want to dominate. And now all you need is someone to help you break down the steps exactly as you need them to get there.
You have no idea what’s ahead of you if that’s what you’re looking for. Let me show you the pot of gold at the end of this course…