Diana Smith, Negosentro | In the business world, the term luxury evokes images of top-notch products, a high level of customer service, and lavish premises. These are indeed some of the main elements that make or break a luxury brand. The truth, though, is that infusing your business with luxury does not always have to cost an arm and a leg. Then again, it does require a specific approach to brand management and marketing. You have to explore the world of your target customers and empower them to reach their dreams. So, are you prepared to take your game one step further? There is no other way to really strike a chord with wealthy buyers and hit it big in a competitive market.
First of all, make sure to offer great customer service in order to drive loyalty and foster a stellar brand experience. Make people feel special and treat them like royalty, from the moment they come in contact with you. Pay attention to how staff greets customers on the phone and what your landing pages look like. Do a follow-up and take them from one experience to another professionally. Your goal might be to sell something, but never be too pushy and aggressive. Show the human face of your business, solve people’s problems, and add value to their lives.
A touch of exclusivity
Exclusivity and luxury are a match made in heaven. To give off an impression of a deluxe brand, provide exclusive and personal experiences to high-paying and loyal customers. You cannot just follow the logic of mass branding and hope you will hit the sweet spot with everyone. Ditch this scattergun tactic and launch loyalty programs, offer limited deals, and send customized gifts. Create a limited edition of a product line and cultivate a memorable and unique experience. Create a consumption ritual. Uncover the customers’ beliefs and values and cater to them.
Influence the way people perceive your brand. Look beyond logos—they might be the crown jewels of many brands, but there are companies like Bottega Veneta, whose goods feature no visual cues of that sort. Moreover, the paragon of luxury, Chanel, shows us that it is necessary to focus on a wider set of symbols and icons: monograms, color palettes, images, concepts, etc. These visual assets must be picked carefully, fall together seamlessly, and tell a unique story. They form the core of your visual identity, which goes a long way towards setting you apart from the competition.
The way you sell and present your brand at the point of purchase makes a big difference. Even if you are not a brick-and-mortar brand, you must use physical assets to shape experiences and communicate your values. Every business can make a swell impression with premises and other types of property. You can also utilize the services of companies like Encore Corporate Cars in Sydney to give your clients a ride to the meeting. Finally, try to take lessons from Prada, BMW and other champions of branding through physical space. They enthrall people with working laboratories for experimental shopping, state-of-the-art showrooms, and majestic offices.
Finally, figure out how you can promote and market the business. Avoid getting caught up in comparisons with competitors and merely boasting about your advantages. Luxury brands focus on unfolding their self-fulfilling prophecy, a set of stories and legends that allow them to reach mythical heights. This is where marketing, products, and stores come to work hand in hand. Invite customers to your manufacturing facilities. Put a veil of mystery around your marketing campaigns. Create a legendary founder figure. Use these smart strategies to feed and grow your brand.
Ahead of the pack
Customer experiences are essential for attaining luxury. So, strive to achieve customer service excellence. Pull people into an exclusive circle and draw them to your brand using visual storytelling and other means of nurturing great experience. Establish a myth around your business and be clear on what your brand means and stands for, beyond just products and logos. Deliver on your promises and demonstrate how your offerings fit a certain lifestyle. Everything you do should be aligned with a clear business vision and the axis of what customers really crave.