Something I get asked all the time is how do you create a luxury brand for your business.
Firstly, what even is luxury? This term gets used so much, does it actually mean anything other than ‘expensive’ anymore?
Well, to me, luxury is a brand that makes you feel good. A brand that not only offers a high quality product or service, but each and every touchpoint is just, well, luxurious!
So many creatives spend so much time and money perfecting their skill, learning how to run a business and the basics of social media etc. What many overlook though is how they want their customers/clients to feel.
It’s all very well saying you are a ‘luxury wedding planner’ or a ‘luxury holiday home’ or ‘luxury cake designer’ but if you don’t follow this through to each touchpoint of your brand, it really is just a word that doesn’t mean an awful lot.
However, imagine you have that premium look and feel for your brand visuals. So a brand identity design that’s consistent across all of your visual assets. A beautiful logo that oozes ‘luxury’, a website that gets you hooked and makes you feel good when browsing because it’s not over cluttered with text or images. It’s just a really pleasant experience browsing through each and every page. You want to find out more about the business!
Imagine when a client gets in touch with a beautifully presented contact form that welcomes them with a friendly reply that might have a brochure with more information.
When they book they might get a fabulous welcome pack, tasting box, perhaps a printed brochure or super thick branded stationery that says ‘ooh la la’.
Before they’ve even received their product or begun working with you, you’ve got them hooked and feeling SO good about working with you. They’re sharing photos on social media about booking you. They’re talking to their friends saying how amazing their welcome pack was etc. (You get the idea).
Having a luxury brand is so much more than just having that beautiful end product. It’s about every touchpoint of your customer journey being that 5 start experience that makes them feel good. Believe me, these are the kind of clients that will sing your praises to the world!
Think about Apple…no matter what it is you order from Apple, you know the unboxing experience is like no other. Those perfectly presented boxes that slide open so smoothly. The way each and every one of their products is carefully packaged and presented inside that box. (You know what I mean! It’s why so many choose this much more expensive brand over any other – the design, the branding, packaging, the longevity of their products. There is a huge amount of trust we put into this brand because we know you’re going to get the best from them as a brand!)
So, a top tip for creating a ‘luxury’ brand…..
Determine what your process is from enquiry to delivery. What is each stage your clients/customers go though and how could you make each step that 5 star experience?
The branding, imagery, stationery, service, booking process, packaging, maybe even the follow up after they’ve received their product/service from you.
If you get each and every touchpoint right, it will show how much you care not just about your business but about your customers experience too.
Want to talk to me about uplevelling your business with a show stopping luxury brand experience for your brand?