3 Essentials of Luxury Brand Identity (& Longevity)
We’ve all experienced flash-in-the-pan allure, been privy to many “15 seconds of fame” stories, and watched as businesses come and go as fast as a Ferrari on the Circuit de Monaco racing track.
The fact is, none of us want our businesses to be remembered as the luxury brand that once was—we all desire longevity for our business and, luckily, there are three tried-and-true ways to create a luxury brand impression that stands the test of time.
In this blog post, I touch on the top three components to consider in creating and maintaining a luxury brand identity that resonates with high-end clientele, including:
The importance of “looking the part”
The 5 second rule and why it’s critical to your success
The answer to excellence and how you can quickly stand out in a crowded marketplace
Let’s begin!...
One.
Your luxury brand has to look the part.
While it’s copywriting that actually closes the sale, I will be the first to tell you that people typically see in images first and, subsequently, visuals truly matter.
It’s well worth investing in high-quality photography, exceptional branding, and professional advice because even the tiny details, such as color choices and typography, are crucial to the look and feel of your brand.
Imagery and graphics that do not exude a luxurious impression can tarnish the image of your business instantly and, as we all know, first impressions count.
Say goodbye to…
And hello to…
Two.
You must immediately explain what your luxury brand offers.
Many a study has revealed that it only takes a matter of seconds to determine whether any given offer is for us.
Along with the crucial first impression your brand imagery portrays is the need to be crystal clear in your opening copywriting (well, in all your copywriting really, but your opening copywriting should summarize what your business offers and set the tone for what’s to come).
So, put yourself in the Manolo Blahnik’s of your reader and ask yourself whether your copywriting explains exactly what you need your reader to know in 5 seconds or less. (No pressure!)
Instead of…
FOCUS ON…
Three.
You must consider all touchpoints along the customer journey.
It’s true of perhaps everything in life—it’s never enough to do things well on the surface—you have to consider every detail in order to achieve excellence and stand out from the crowd.
This is particularly true in the luxury sector, where the affluent clientele you are targeting have high standards and expect every detail to be carefully considered.
Don’t make the common mistake of perfecting the Home page of your website, but forgetting to consider your purchase receipt, for example.
The details are the difference makers.
(That’s quotable, so I made you a handy copy and paste graphic below! Please repost it and spread the word.)
So, what can you do to elevate your brand identity today?
Remember that most businesses fail to consider the finer details and by going the extra mile you will find far less competition. It’s so worth it!
To legendary luxury brand identity (and longevity),
