The internet is a part of your lifestlye brand
Some of the finest examples of successful lifestlye brands are ones that break the fourth wall between you and your pocket/slate/screen of circumstance.
If brands are able to connect on a realistic person to person level, then they truly are part of a lifestyle. Squarespace, this platform itself, is allowing that type of connection from me to you (and this thing is pretty easy to pick up).
Context of connection, just think through the whole of the system and your internet will keep pace at the speed of culture.