There’s a bit of a mythical aura around the term “lifestyle brand.” It’s something everyone seems to be reaching for, but what does it mean, exactly? And how can lifestyle status help your brand grow?

A true lifestyle brand is all about personality. It helps consumers define whom they are and how they want to live—to themselves and others. And when your brand represents a lifestyle, you often own a distinct visual style that you can apply to products in a wide range of categories.

This desirable look and feel represents a way of life, and it might hint at everything from values and interests to a distinct culture. So what lifestyle does your brand represent? Here’s what some successful lifestyle brands embody:

RUGGED WORK ETHIC
Many brands represent the tradition of hard work. Mike Rowe, for instance, has a new show on CNN, “Somebody’s Gotta Do It,” that will likely fuel the continuation of brand extensions begun on Discovery Channel’s “Dirty Jobs” that inspired a line of “Dirty Jobs” cleaning products. Caterpillar makes heavy construction equipment, but they’ve expanded into shoes, clothing, outdoor equipment and even toys. These brand extensions appeal to everyone from construction workers to weekend outdoorsmen.

FAMILY AND NESTING
In times of economic uncertainty, consumers revert to nesting. My agency helped Better Homes and Gardens capitalize on this renewed focus on family life by extending its magazine brand to more than 550 products sold exclusively at Walmart—everything from linens and furniture to cookware. The line’s brand promise? Fall in love with your home all over again.

LUXURY EXPERIENCE
Originally built by George Vanderbilt, The Biltmore estate in Asheville, North Carolina, represents a lavish lifestyle. This sprawling historic home and estate lends its name to a range of luxury products through licensing: wine, gourmet food, landscaping, lighting, and many others.

SOUTHERN HOSPITALITY
Last Spring, Southern Living magazine partnered with Ballard Designs to launch the Southern Living Collection. It features dishes, glasses, napkins, silverware and other tabletop accessories. All the stylish things you’d need to host a party that lives up the photos and ideas shown in the magazine. It’s a perfect extension for a brand that represents Southern style, charm and entertaining.

OUTDOOR LIFESTYLE
Jeep represents the freedom of driving off-road, and to capitalize on this perception, the brand has licensed its name for a range of products: clothing, knives, tents, bicycles, baby strollers, and more.

LOVE OF LEARNING
The Discovery Channel helps the intellectually curious discover new things. My agency helped them leverage this learning lifestyle with brand extensions that ranged from toys to digital voice recorders. Each one helps consumers explore their world.

SPORTS FITNESS
Nike’s founder’s observation, “If you have a body, you are an athlete,” has set the tone and direction for the brand. Originally a line of running shoes, Nike-branded products now include athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.

Does your brand represent one of these lifestyles? Or a different one completely? It might be the best way to extend your brand. And develop a cult-like following among consumers who want to live your brand’s lifestyle.

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