For many businessmen, entrepreneurial eagerness generally begins to stir at a young age. But the hard part is figuring out what to sell, and how to sell it creatively. There are plenty of sales-focused companies who follow the same story: have products, sell things, earn money.
But some entrepreneurs aspire to create something more meaningful that has a lasting impact on their customers, and potentially the industry as a whole. That’s when businesses decide to go beyond the material goods and tap into the way people conduct their everyday life — i.e., lifestyle brands.
The rise of lifestyle brands is in many ways due to the growth of social media. Technology has influenced virtually every industry and never before has the consumer held so much power over the success or failure of a company. In an effort to rise to this challenge, many brands are speaking up about their commitment to certain causes in hopes of gaining a loyal following.
Meanwhile, other companies are founding their entire business based on interest, attitude, identity, or opinion. So as an entrepreneur, it’s important to know who you are catering to and what matters to them. New U Life founder Alexy Goldstein might be one of the best examples of an entrepreneur who has successfully achieved this.
Goldstein always knew he wanted to become a businessman. “When I was young — in high school — I took over the family business, and from that point onward, I quickly realized that I had a passion for entrepreneurship.”
But for Goldstein, the keys to entrepreneurial success weren’t just about selling stuff and making money — it was about making a positive, lasting impact on the consumers. Through a variety of health and wellness products, including supplements and nutraceuticals, New U Life aims to promote whole-body health in every individual — regardless of their lifestyle or status.
“We believe everyone should have the opportunity to become the best version of themselves,” says Goldstein. The company’s core mission is “to achieve whole-body health through a balance of nature and science in products that inspire, innovate, and connect.”
But starting a lifestyle brand with values that actually matter to people isn’t easy …
For Goldstein, there are three key ways to successfully launch a lifestyle brand:
1. Care About What You’re Teaching
Ideally, a successful lifestyle brand creates a movement aimed at a particular way of living, and it should tap into the heart of humanity’s cultural need to do so. To accomplish this, the brand should not just make empty promises; it has to walk its talk.
In other words, you must be passionate about what you’re promoting. Otherwise, you can’t expect someone to invest in your products if you don’t believe they’re important yourself.
“At New U Life, we’re a success because we truly have a passion for healthful living, and we understand what it takes to achieve it,” explains Goldstein. “A successful lifestyle brand should hold so much meaning that when it speaks, people listen, and when it leads, people follow.”
Goldstein’s passion for healthy living began at a young age. Since then, he’s always been searching for ways to enhance the quality of life. Together with his team at New U Life, Goldstein continually works to make a positive difference in the lives of men and women of all ages and lifestyles.
For example, many health and wellness brands focus solely on appearing younger, but New U Life’s products also aim to help people feel younger, too — a quality that makes the brand stand out.
2. Find the Courage to Keep Going (Regardless of the Naysayers)
“In the beginning, there were a lot of people who didn’t think I would succeed, and I’ve faced my fair share of setbacks. Now, I’ve been doing this for roughly 30 years, and look at what we’ve built,” explains Goldstein on how he’s persevered. “If you have a deep understanding of what you’re doing, just focus on that and ignore the naysayers.”
Lifestyle brands particularly deal with differing opinions and ideas, so the possibility of receiving criticism is very likely. But as long as you stick to your guns and have enough confidence to keep going, your passion for your brand will outweigh the negativity you’re receiving from outsiders.
Brands like New U Life that are genuinely trying to help people have become such a success because of their ability to remain focused on the positive. “I truly believe that our products are helping people, and we’ve seen consistent evidence that it does. So that makes dealing with the issues and setbacks much easier,” mentions Goldstein.
3. Focus On Giving Back
“Our business is the most effective when we’re focused on how we can give back to the people,” says Goldstein. “Any lifestyle brand should maintain a focus on the customer rather than itself.”
Now more than ever, customers want to be sure they’re investing time and money into a brand that supports the causes they value. Many people no longer purchase a product solely for its functionality, but rather, for its symbolic value and how it reflects their own personal ideals.
Simply put, a successful lifestyle brand exists for reasons more than just selling and turning a profit. Its ultimate achievement would be to inspire, guide, and motivate people through contributions that define the consumer’s way of life. For more information on how New U Life is doing just that, consider checking out the company’s blog, as well as their podcast.
