Building a Lifestyle Brand from Scratch: A Modern Marketer’s Blueprint
In this dynamic session, you’ll discover the strategic framework for transforming a product or service into a compelling lifestyle brand that resonates deeply with your target audience. We’ll move beyond traditional marketing tactics to explore how successful lifestyle brands create emotional connections, build communities, and become integral parts of their customers’ identities.
What You’ll Learn:
We’ll begin by defining what truly separates a lifestyle brand from a conventional product brand, examining how companies like Patagonia, Glossier, and Liquid Death have carved out distinct cultural spaces. You’ll understand the foundational elements: authentic brand values, aspirational positioning, and the creation of a recognizable aesthetic that extends far beyond your product.
The session will guide you through the critical early stages: identifying your brand’s core philosophy, mapping your ideal customer’s complete lifestyle and crafting a brand narrative that invites people into a larger story. We’ll explore content strategy as the engine of lifestyle brand building, showing you how to create value through education, entertainment, and inspiration rather than constant sales messaging.
You’ll learn practical approaches to community building, including how to leverage user-generated content and design experiences (both digital and physical) that strengthen brand affinity.
Key Takeaways:
By the end of this session, you’ll have a clear roadmap for developing your brand’s unique point of view, creating cohesive touchpoints across all channels, and building the kind of authentic connection that turns customers into advocates. Whether you’re launching a new venture or repositioning an existing brand, you’ll leave with actionable strategies to create a lifestyle brand that people want to be part of, not just buy from.
Speaker
Jessie Dickerson
Executive Director of Brand, Goode Company
Jessie is an executive leader with an eclectic background in hospitality that has spanned 15 years from Austin to London and back home to Houston, TX where she currently serves as the Executive Director of Brand at independently owned and operated restaurant group, Goode Company Restaurants.
Originally from Southeast Texas, Jessie’s passion for writing, strategic planning and creating award-winning brand personalities for local and international hospitality brands such as Mondelez International, Buffalo Wild Wings, Sonic Drive-In, Bloomin’ Brands, FRENCH’S Food Company and now, Goode Company and Levi Goode brands, has given her a well-rounded approach to advertising, design, corporate and consumer PR, social media, marketing and communications.
Outside of the office, Jessie is a member of Foodways Texas and volunteers at the Houston Livestock Show and Rodeo, The Houston Food Bank, I’ll Have What She’s Having and The Girls Empowerment Network. She is formally trained in food journalism and holds a credited wine certification from the Wine and Spirits Education Trust of London.
WHEN:Â
January 14, 2026
11:30 am- 12:00 pm Networking
12:00 pm – 1:00 pm Luncheon
WHERE:Â
United Way of Greater Houston
50 Waugh Drive, Houston, TX, 77007
PARKING:Â
Free Parking Available –
ADA Accessible Parking is in the covered garage, take the elevator down to the ground floor
PRICING:Â
Early Bird Pricing Ends January 4
AMA Member: $40 / $50 after Early Bird
Non-Member: $50 / $70 after Early Bird
Student: $30 / $30 after Early Bird