From Ordinary to Extraordinary - What Makes a Luxury Brand?
‘Evangeline’ heels by Sophia Webster (aka the shoes of dreams). Image by Heather Seed.
In the wonderful world of luxury brands, there is a discerning customer base who want the crème de la crème and are willing to pay for it. So, what sets these brands apart from the rest? When do they become more than just a ‘brand’ and something more covetable?
When creating, building or growing a luxury brand we can learn a lot from the features that most high-end brands have in common, so let’s take a closer look at the combination of distinctive elements that distinguishes them - such as craftsmanship, exclusivity and heritage - and see how we can apply them to our own luxury businesses.
QUALITY
Most luxury brands are known for their commitment to creating products of the highest quality. From materials to manufacturing processes, every aspect is carefully considered and executed with precision. Attention to detail and a focus on craftsmanship are key distinguishing factors of luxury brands.
How can we apply this?
Whether you’re a luxury product manufacturer or a high-end service provider, in order to gain those discerning clients quality must be at the forefront. Choose the finest materials and packaging, offer the best quality service in your industry and ensure every touchpoint screams excellence.
Image by Heather Seed.
SCARCITY
Scarcity creates a sense of desirability among customers and successful luxury brands often maintain a sense of exclusivity by limiting the availability of their products or services. In rejecting mass-production and endless availability, the perceived value of the offering is enhanced and a brand’s status gets elevated.
How can we apply this?
Aspiring luxury product brands could look at producing items in limited quantities, creating seasonal collections or offering bespoke and customised pieces. Luxury service providers can offer personalised experiences to their customers, high-end partnerships with other luxury brands and even exclusive access to certain services for your VIP clients.
HERITAGE
Luxury brands often have a rich history and heritage that spans several decades or even centuries - think of Tiffany & Co, Chanel and Liberty London as examples. They have established themselves as pillars of excellence in their industry and this legacy helps to convey a sense of tradition, expertise, and timeless appeal.
How can we apply this?
Developing an exciting brand story that highlights the unique inspiration, values and vision behind your luxury brand and emphasising elements such as founder stories or the journey that led to the creation of your brand can instil a sense of history and depth, even if your brand is relatively new. Aesthetics and branding that exude a timeless quality can also create the perception of heritage, as if your brand has been a part of the luxury landscape for years.
STRONG BRAND IDENTITY
Luxury brands excel in cultivating strong visual brand identities that effortlessly communicate their essence of status and sophistication. Often, these brand identities are timeless and elegant - shunning trends in favour of visuals that stand the test of time. I’ve written in more depth about the essence of good branding design here.
How can we apply this?
The branding and online presence for a luxury brand is one of the most vital elements to get right - these are your initial touchpoints with your customer so they must capture the essence of elegance, refinement and exclusivity, working hard to connect with your dream customer. Obviously, I strongly recommend working with a luxury brand designer and I think I know just the girl…!
CUSTOMER EXPERIENCE
Luxury brands prioritise providing an exceptional customer experience. From personalised service and attentive staff to a seamless online experience they create an atmosphere of sophistication and indulgence. Customers expect a tailored experience that extends beyond the product or service itself.
How can we apply this?
It’s important here to really understand your ideal customer so you can create an experience that speaks directly to their needs and desires. Luxury service brands could go the extra mile with a beautiful onboarding gift to welcome a new client (just like I do - check out my seamless brand experience here!) In essence, going the extra mile, attention to detail and anticipating what your customer will need will enhance your overall customer experience and differentiate your luxury business from competitors.
By paying attention to these core elements, luxury brands can elevate the ordinary to extraordinary and create a legacy that stands the test of time.
Let’s work together!
I can help you tell the story of your luxury brand through creative thinking and beautiful design.
