You come across a new brand you see the phrases “more than just a brand” or “its a lifestyle”. But what does that actually mean? This is a common phrase we always hear.
While I'd like to know your opinions below, here is what it looks like to me.
firstly, I don’t think it's a bad thing to state. I think it should be shown as opposed to talked about. People should see that when coming to your page through your content, not by reading your bio.
That being said my idea is pretty simple. I think you're more than just a brand when you have an actual “world” built around your brand where people can tap into things that are more than just clothes. There is a popular term going around called “world building” essentially being you creating your own world around a concept or an idea with your brand at the centre. When you build a brand that people can step into and feel a part of something, that's when I think you’re more than a brand.
Take community for example, setting up events and things people can get involved in collectively is one element of where people can get involved in on a deeper level than clothes. Doing initiatives and activations that go beyond just selling people something is another. dropping things that are not always just clothing eg accessories, home decor and random pieces. The way people talk and act around your brand is just another element, think of all the popular brands with cult like followings and “movements".
When you start looking at your brand beyond selling clothes and start looking at how can I spread my message beyond fabrics, that's when you embody the “more than just a brand” statement.
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