Hypebeasts: What They Can Teach You About the Power of Branding

Hypebeasts are a unique and exciting breed of people: dedicated to brands, obsessed with getting the newest releases and most coveted items (that aren't even out yet), and determined to keep up with what's cool. Although it may not be fair to say everyone who enjoys fashion falls into this category, marketers know these die-hard consumers can make or break a product.

Brands hold incredible power over our purchasing decisions. Brand recognition is one of the deciding factors for many purchases we make every day. Hypebeasts can teach us that creating a brand that breeds connection and community will inevitably have a loyal following.  

When we see something familiar on a shelf in a store among other unfamiliar products, we tend to reach for that recognizable item simply because we feel more comfortable with it than an alternative. This article will open your eyes to what Hypebeasts can teach us about the power of branding.

What Do Hypebeasts Teach Us About the Power of Branding?

Hypebeasts have their favorite brands, they wear the latest drops, and they know everything there is to know about these brands. They're constantly checking for when an item from their favorite brand will drop in stores--and then they go buy it at a retail price right away. 

If you look at these Hypebeasts, you'll notice that there's a consistent theme: they collect items from their favorite brand. This kind of loyalty to one particular brand creates an emotional connection with customers.

And if your customers feel like they know exactly who your company is, then it becomes much easier to sell them on anything else that your company is trying to pitch! Brand loyalty is a powerful thing, and you need to know how to take advantage of it.

Hypebeast culture was born out of the excitement of getting hyped (or hype ) about the brands they wear. They're constantly looking for fresh new styles and designs, and the sense of excitement is what made them fall in love with their favorite brands--because they were constantly creating new, exciting products. 

Why You Want Community Instead of Customers

Customers are created when your brand sells a product, and the customer decides to buy. Community is created when your potential customers become active participants in your brand community and begin to sell for you!

One of the best examples of this is NikeID--a program where they work with customers directly on customizing their own Nike shoes. It was the first time that customers had really been able to customize anything like that, and it completely changed how people view their relationship with Nike as a shoe company.

How To Get Started Building Your Own Brand Community

The most important thing for any brand trying to build a community around them is consistency.  People want to feel like they are part of something bigger than themselves, which means that everything you do has to be on-brand.

To truly build a community around your brand, you're going to have to start thinking long-term. Don't worry about the short-term gains of a few viral videos or a blog post that gets tons of traffic but isn't particularly interesting. Focus on creating something that will keep people returning over and over again, not just when it's convenient for them.

There is no faster way to spread your message than having passionate fans willing to share their opinions with others. These individuals become your brand ambassadors, and they'll be able to help build better rapport with potential customers than any amount of advertising could ever hope to achieve.

Lifestyle over Products

Hypebeasts are a vital example of building a brand with a devoted following and an effective marketing strategy. Brand loyalty is created through experience, not through ads.

For your company to see similar results, you need to focus on building a brand instead of just trying to slap a logo on as many surfaces as possible. Think long-term - what value does your business bring? And how can you communicate that information in a way that doesn't feel contrived or forced?