Branding is incredibly powerful. But doing it right might feel counterintuitive. Here are three perfect examples of branding in action.

Nike

Think about any Nike campaign you’ve ever seen. How often do they talk about the specs of their shoes? The carbon fiber insoles or their newest Flyknit technology?Rarely, if ever.Instead, they focus on building a lifestyle surrounding their shoes. A feeling you get when you think of their brand or wear their products.Intuitively, you probably understand exactly what that is too.Nike is a piece of Americana that’s rooted in performance. It embodies the spirit of being passionate and giving 100% to whatever you’re doing. And it has taken a strong stance in political activism with its long-play support of Colin Kaepernick whom it kept silently on the payroll for two years while NFL teams shunned him for kneeling during the national anthem.Then they finally release their campaign with the slogan, “Believe in something. Even if it means sacrificing everything.”What does any of that have to do with shoes or athletic wear? Well, not all that much, at a glance—but also everything.Nike isn’t selling you shoes or clothes. It’s selling you a lifestyle. A feeling.And its products are the mechanisms that bond you to those things.

Michelin Star Ratings

What business could a tire company possibly have in rating the world’s finest culinary experiences?Well, back in the early 1900s, the founders of Michelin Tire wanted to drive demand for cars and, in turn, their tires.But, with only a small number of cars on the road, they were clever enough to know that the everyday person didn’t know or care that much about cars or tires, nor did they have any interest in learning about them.So, they created the Michelin Guide: a magazine that included maps showing, among other things, the best restaurants along popular driving routes in France—along with instructions for how to repair and change tires, by the way.Today, this concept has become globally recognized as a gold standard for culinary quality. And it probably helped sell a whole ton of tires in its time too.

Liquor stores in Canada

Up here in Canada, many of our government liquor stores offer free magazines that share lifestyle-driven articles and recipes with a loose tie-in to wine and spirits.And that’s because most people aren’t all that interested in learning about the new liquor brands the store carries or the bottles that are on special that week, they know people will pay attention if it’s all bundled in a package they get value from.The point is this: in most instances, it’s a lot harder to get people to care about products or services than it is about a lifestyle or something that entertains, teaches, educates, or amuses them.

And that’s the power of brand building.

The smartest brands in the world know that their best chance of captivating their audience is by focusing on something bigger than themselves—and incorporating their brand as a part of that rather than the focal point.Doing so gives you a platform from which you can reach people in a meaningful way—one that makes them feel something. It lets you stay top of mind and stay relevant.And that’s what generates sales.So, when you’re building a content marketing strategy, think about how you can make it about more than just your coworking space.Don’t focus on selling a space or a service. Focus on creating a brand that aligns with your ideal members.