What does "lifestyle branding" really mean?
Brands are no longer simply selling products or services—they are selling a way of life.
Consider this recent marketing campaign by Nike: “Winning isn’t for everyone.” This is so much more than just a tagline, it’s an ethos, a mindset, a way of life… or in other words… a “lifestyle.” This campaign allows Nike to align itself with those who view themselves as winners, as confident leaders, and achievers in a short sentence of just four words.
Or what about Red Bull, who’s entire brand is built around adventure, extreme sports and adrenaline? Red Bull is selling an energy drink, but the product is just an accessory to the thrill seekers who embody the Red Bull way of life - driving rally cars through the desert, skydiving without parachutes and BMX biking like Evil Knieval. The brand puts the spotlight on lifestyle and people who live the Red Bull lifestyle, give the average consumer alignment with those athletes and adventurers when they purchase a can.
The pressure to create a compelling lifestyle image has intensified. A lifestyle brand crafts a vision of the life its audience aspires to live, establishing an emotional connection that extends beyond mere products.
For brands in real estate and multifamily developments, lifestyle branding is crucial. It’s no longer enough to offer high-end apartments or premium amenities—luxury multifamily developments must deliver a compelling message to potential residents about what their life will be like when they choose to live there, who they will become while they live there, and how their property reflects positively on the resident’s perception of themselves.
Consumers collect brands like Girl Scout Patches these days. These patches are worn to signal to others and to themselves how they want to be perceived. From the shoes they wear to the car they drive, to the place that they live, every choice a consumer makes is intentional. Purchase decisions reflect traits the consumer wishes to embody, such as:
Environmentally Conscious: Choosing to drive a Tesla, living in a LEED Certified building
Early Adopter: Buying during construction or during the lease-up phase, buying the newest iPhone each time one is released
Successful and Prestigious: Purchasing branded luxury items to convey success and social standing
Health Conscious: Shopping at Erewhon, joining Equinox, doing cold plunge and sauna, listens to Huberman Lab Podcast
Individuality: Buying unique, artisanal products from small businesses, refusing to shp at large chain stores such as Target or Walmart
Philanthropic: Preferring brands such as Tom’s Shoes or Warby Parker based on their philanthropic impact or supporting brands that contribute to social causes to reflect a commitment to social responsibility.
Defining Lifestyle Branding
At its core, lifestyle branding involves aligning your brand with the values, aspirations, and desires of your target audience. It’s about more than just selling a product—it's about selling an experience or identity. A brand that taps into lifestyle marketing connects deeply with its audience by understanding not only what they buy but why they buy it. For real estate branding, this means catering to the lifestyle that prospective residents seek, whether it's urban luxury, wellness-focused living, or a sense of community in a high-end setting.
Lifestyle Branding in Luxury Multifamily Developments
For luxury multifamily developments, lifestyle branding can make or break a community's success. The key is not just selling premium amenities but selling the resident experience. Upscale property branding goes beyond beautiful interiors and modern appliances; it's about creating an emotional connection with the target audience. Residents of luxury living communities want to feel like they belong to a lifestyle they admire—whether that lifestyle involves health and wellness, socializing in exclusive spaces, or enjoying seamless access to high-end services.
Take, for example, a community like The Ritz-Carlton Residences. This development has successfully branded itself not just as a place to live but as a place to experience unparalleled luxury, with services tailored to every aspect of residents' lives, from personal chefs to private concierges. They understand that their lifestyle target audience isn’t just looking for a place to sleep—they're looking for a way of life that speaks to their aspirations and status.
When touring a multi-family property, sales associates should present more than just the amenities and lifestyle. After engaging in “rapport-building” and attempting to uncover the prospects values and interests, the sales associate should paint a picture for the prospective tenant about what life will be like, who they will be when they live there, and what type of “tribe” they will join upon becoming a resident (IE: wellness focused property, lock-and-leave community, bustling co-working environment for entrepreneurial thinkers.) The tour should be viewed as part of the marketing experience, and this same messaging should be consistent across all channels of the property - website, social media, digital ads, and more.
The Psychology of Lifestyle Branding
The most successful lifestyle brands understand their audience on a deep, emotional level. They know what motivates them, what their dreams are, and how they want to be perceived. This is especially important in multifamily development marketing, where creating an emotional connection can turn potential residents into long-term tenants.
Brands like Harley Davidson have long mastered the art of lifestyle branding, making their products synonymous with freedom and rebellion, two ideals their consumers admire. Harley riders so strongly identify with the brand that Harley Davidson actually sells CASKETS, for their evangelical supporters to be buried in their brand!
In the same way, luxury multifamily developments can connect with potential residents by offering not just a home but a lifestyle that reflects their ideals. Whether it’s through marketing that emphasizes exclusivity, wellness, or community engagement, these developments are selling an identity that potential residents want to associate with.
Creating a Brand Identity for Developers
For developers, establishing a strong brand identity is crucial. It’s not just about being recognized—it’s about being trusted and respected by your target audience. The best luxury multifamily developments have carefully crafted brand images to reflect the experiences they offer, from serene retreats to vibrant, urban living. Every piece of the puzzle must create a cohesive story—from signage design to marketing collateral—contributes to a lifestyle their residents aspire to.
Lifestyle marketing often involves storytelling, and luxury brands excel at telling compelling stories that resonate with their audience’s desires. An excellent example is Michelob Ultra’s use of fitness communities in their marketing. Their ads didn’t just focus on their low-carb beer but celebrated an active, health-conscious lifestyle for people who value fitness and also value fun. Similarly, luxury developers can position their properties as part of an ideal lifestyle, whether it’s through marketing campaigns that highlight wellness amenities or services that cater to high-end living.
Tapping into How Consumers Want to be Perceived
Examples of Successful Lifestyle Brands in Multifamily Communities
One shining example of a successful lifestyle brand in multifamily communities is The Related Group’s Icon Brickell. Located in Miami, this community markets itself as more than just an upscale apartment complex—it’s an immersive luxury living experience. The property features five-star amenities such as a world-class spa, rooftop pools, and curated art installations, all carefully curated to reflect the tastes and lifestyles of affluent urbanites.
Another notable example is AvalonBay Communities, which has embraced lifestyle branding to appeal to a younger, urban demographic. Their Avalon and AVA brands cater to different aspects of lifestyle: Avalon properties focus on high-end, sophisticated living with luxury amenities, while AVA targets millennials with an emphasis on social interaction and communal spaces. By identifying the lifestyle desires of their distinct target audiences, AvalonBay has created strong, lasting emotional connections with residents.
Why Lifestyle Branding Matters for Luxury Developments
At the heart of it, lifestyle branding is about understanding and amplifying the emotional connection between a brand and its audience. For developers of luxury living communities, it’s crucial to go beyond the basics of real estate branding and instead craft a brand identity that resonates deeply with the target audience's aspirations. By doing so, you don't just attract tenants—you create loyal residents who see their home as a reflection of their ideal lifestyle.
Developers who invest in building this connection through multifamily development marketing are more likely to see success in today’s competitive market. As the real estate industry continues to evolve, those who understand the importance of lifestyle branding will remain at the forefront, offering not just a place to live but a place to thrive.
In conclusion, lifestyle branding is no longer an option for luxury multifamily developments—it’s a necessity. By creating an emotional connection with your lifestyle target audience and offering more than just amenities, you can establish a brand that reflects the aspirations of your residents and ensures long-term success in the luxury real estate market. At AFMKTG, we specialize in creating lifestyle brands that resonate with your target audience. Get in touch with us today, and let’s discuss how we can bring your vision to life.
