In this episode of IHAQ, we asked Sidney Baptista, founder of PYNRS, about what ‘brand’ means to him as a business owner.

Sidney thinks of lifestyle first. How does a company fit into its customer’s everyday lives?

This is also known as a lifestyle brand.

A lifestyle brand is a brand that attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life.

Sidney has a lifestyle brand that promotes community, culture, and diversity through technical running apparel. He sells more than just athleticwear. He sells the idea that runners from all backgrounds and all shapes and sizes have a place in the running community.

PYNRS leads by example. Everything they do is related to their mission statement, and because of this, they can build an authentic lifestyle brand that their audience relates to.

Different companies market their brands in different ways. Finding out where your product/service fits in your audience’s way of life is another impactful way to promote your company.

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