Luxury Branding: Plenary Overview
Dreaming of carrying out luxury branding, it’s critical to leave no stone unturned exploring this topic, since everything matters on the way to achieving the effect of opulence. In order to make things clear for you, we prepared a sweeping material with explanations of actions to enforce, the influence of ambassadors on realising your idea and outlined some examples for evaluation. Our reviewer supplemented the study with some important trends that are relevant.
If you want your offering to become branding luxury products, which feels like stepping onto velvet carpets, study what measures should be taken to write your own success story. Make a first step to become a part of the list of fortunate ones.
What is luxury branding?
Thinking about luxury brands, we imagine hardly obtained items, such as Birkin bags which even possessing money isn’t easy to grasp; we visualise the process of creating the products manually, as a tribute to old traditions coming from one generation to another. This picture in our minds is drawn by application of luxe creative branding.
The luxury branding definition is the way of determining individual qualities of your brand that tell clients about its exclusive qualities, attentive manufacturing and concentration on delivering impeccable experiences through using goods and in-store service, that let bathe your clients in opulence.
Through the revamp that gives your brand a sense of premium quality manufacturer, the following strong points are clarified:
- Determining what evokes the feeling of rarity – the method of distribution, special composition or unique functionality;
- Accenting craftsmanship – in regard to top-drawer brands, manufacturing serves as a cornerstone and should be taken care of. The source of the raw materials you use, the technology or experience of crafters – it’s beneficial to highlight at least one of them;
- Explanation of the price – you need to know why your goods deserve to be premium to convey the message right.
How to make branding for luxury products?
What’s crucial to comprehend is that there’s no easy way to come up roses in a short period of time with a few things done. Building your business’s reputation is a long process that requires your attention all the time. Yet, fulfilling this task, outcomes are very favourable.
To come up with a fascinating brand idea that will captivate your audience, you need to have these questions answered:
Who are your customers?
Conducting luxury branding, just like any others, it’s crucial to determine the people you want to appeal to. It seems that the answer is obvious – luxe products generally cost higher than ordinary, so maybe it should be people with good salaries. Yet, it’s not enough, if you want to find loyal customers that will follow you and feel inclusivity of your offerings. There are plenty of parameters for every category of people and it’s vital to choose the right for your case.
Your action: Invest your time in thorough research into your target audience or apply for brand consulting. Having done it with professional help will increase your chances of nailing it.
What is your long-term strategy?
If you want to create a product, wrapped in velvet dreams, an object of people’s desire, which star will shine in every weather and won’t fade away over the years, moving randomly won’t help you on your way to glory. Having some strategic plans will give you a clue of how to pursue your path and provide you with more manoeuvres.
Your action: To make your brand be called supreme and distribute goods at a premium price as well as establish trustworthiness and good reputation, it’s vital to come up with a strategy and position your brand.
What are the values and missions of your brand?
All good luxury branding examples, including those we outlined below, have powerful verbal assets in the form of naming, messaging, and their story. If you have your positioning and strategy workshops done, then it won’t be very difficult for you to put into words the unique features of your brand and its values that strike a chord with your audience.
Your action: Create all-encompassing verbal identity with determination key messages for your customers to comprehend why your brand offerings are special.
How does your dream imagery look?
Striking photos that evoke positive emotions, unforgettable logos people recognise immediately as soon as we see them, special elements customers want to see attached to their products. Visual winningest is an unquestionable part that has to be flawless and give the feeling of “a dream come true” with no second thoughts.
Your action: For your clients to be spellbound by your brand’s dazzling imagery, design a distinctive visual identity to be in no doubt about consistency.
Is online presence important for your brand?
Lately, luxury branding in the UK usually isn’t limited to forming verbal and visual assets, offering much more than that to strengthen brands with additional capabilities. A great deal of luxury branding agencies are capable of developing a comprehensive online presence for a business in order not to lose the attention of people who prefer buying things on the Internet.
Your action: Establish digital platforms to let your clients reach you through them and provide flawless experience so those who purchase products online could appreciate your serviceability.
How do influencers impact luxury branding?
Involving ambassadors to brand presentations is not a new way of forming reputation and promotion. Companies hire celebrities, bloggers, nano-influencers or entrust this responsible task to their employees in order to give their offerings and brands itself a new interpretation.
| Influence | Meaning | Example |
| Improved personal touch | Spectators see their favourite influencers sharing their honest experience and personal opinion or just using branding luxury products in their daily life and it affects their attitudes toward these brands. | A fashion blogger Aimee Song was recruited by Italian brand Fendi, so she wore their products and was often photographed carrying a bag and also she attended their shows. |
| Forming a captivating image | With ambassadors to promote your brand, there are no such problems like visualisation of the experience using your products and how they enhance people’s lives. Influencers with the help of a luxury branding consultant create a desirable picture, so your buyers could see with their own eyes the benefits of selecting your deluxe offerings. | Rhea Jacobs, Aimee Song and many others influential people that help their followers shape a perspective about plenty of things, gave emphasis to the exceptional qualities of Godiva’s products – a chocolate sweets brand that truly deserves its reputation. |
| Advanced memorability and loyalty | It is supposed that ambassadors carry the items they promote through the entire period of the cooperation, so they regularly are seen with a certain kind of water, phone or wearing a piece of jewellery or fragrance that enhances the possibility of their fans memorising some brands and choosing them for themselves. | Seeing Bremont watches on Orlando Bloom’s hand, people could better remember the brand and choose it amongst the others brands presented in the market. |
| Acquisition of new audiences | This is an especially working scenario when an ambassador has a large fanbase that actively follows them. | Cristiano Ronaldo has millions of fans all over the globe. Involving him to their program for ambassadors, Nike has got the opportunity to promote their goods amongst his incredible supporters. |
| Geographical adaptation | Following customs and traditions of other countries while entering their markets is a job that requires you to go the extra mile. Attraction people that are believed by their audience will facilitate the integration. | To earn the attention of the Chinese audience, Gucci hired Xiao Zhan, a famous actor who participated in video recording and attending their show in order to branding luxury of this company. |
Best luxury branding examples
To have every avenue explored, let’s dive deep in some never to be forgotten representatives of the upmarket. We collected a list of prominent luxury sellers from the United Kingdom for you to elevate. See, whether they share any similarities:
Fortnum & Mason. In our review, this UK company is the oldest one and was founded in 1707 by William Fortnum and Hugh Mason. Their main focus is on producing remarkably good quality sweets and tea. The company offers clients special gift sets for different occasions – Halloween, Christmas, Autumn boxes and also gives the opportunity to collect your set with your own choices.
Fortnum & Mason masterfully implemented luxury branding tips in their strategy that could be seen in their fascinating packaging that makes it difficult not to have your eyes on their products after browsing the beautifully taken photos. Their fonts and storytelling occupy imagination and put people into a festive mood no matter what season it is!
Crockett & Jones. Visiting their website you could think that they sell not shoes but jewellery – that is how the level of nuances is high. The company puts the spotlight on producing their big-league shoes that the manufacturer has been creating since 1879. Additionally, they present tips about repairing and the routine of taking care of their products so they could serve longer.
Although this British company sticks to their traditions, they’re not strangers to modern ways of selling and spreading awareness. For example, in the Bondiana movies, Daniel Craig, who played the main role, wore Crockett & Jones shoes. The owers foster all the fine points to sustain smooth development of the brand and create goods that, due to their tagline, “#madetobeworn”.
Garrard. This is an exceptional example of a company that has been lying in their power for several centuries, from 1735 and still stays strong. The company was founded by George Wickes, with headquarters in London. About their exquisite role we can judge based on their assignment to be Crown Jeweller.
Being one of the most impressive examples of luxury branding in London, Garrard skillfully manages their verbal and visual assets. On their website you can find a page with the title “High Jewellery” that instantly forms an image not of jewels but of real treasures kept in a museum and worthy of a king or a queen.
Burberry. The starting point of this United Kingdom brand was in 1856, and through these years there have been many accomplishments that let Burberry establish the reputation of a luxury fashion house. Yet, the most remarkable thing was creating gabardine fabric by the founder of the company, Thomas Burberry.
Despite its old heritage and history, the company explores new ways to be appealing to people. For this purpose, they signed an agreement with a famous actress Emma Watson. It helped this brand to evoke curiosity in younger audiences’ minds. Burberry doesn’t miss the opportunity to promote important missions, contributing a lot in sustainability. Their colour palette and website design seems simple, but fonts add feelings of peculiarity and wonder.
Trends in luxury branding design
To be ahead of the curve and be ready to face any obstacles, consider leveraging some long-term trends that are followed by the true pearls in different industries. Implementation of the moves, mentioned below, will be most appropriate for extension of your business’s capabilities and market grasp:
- Above and beyond customisation
Modern luxe brands find the way to customers’ hearts through providing exclusive experiences that are builts on their interests. Adjusting to clients’ preferences is seen in every possible industry, from jewellery crafting to car manufacturing, it’s possible to get a thing that is one-of-a-kind and is a single in the entire world.
Purchasing a car from Rolls-Royce you can select a certain colour, ordering jewellery from Cartier, you have the right to choose materials and shapes of the items crafted for you. An experienced luxury branding consultant is capable of finding the features of your brand that can be exclusively customised to make your customers satisfied with the individuality of their possessions.
- Decent digital experience
The trend of transferring everything to the digital space hasn’t bypassed the upmarket offerings as well. Prosperous brands actively implement advanced technologies in various spheres to take to the next level of engagement and be present in daily life of their buyers who spent a great deal of time online.
Enhancing your brand’s digital presence, you have the opportunity to integrate more decisions as online personalisation or digital showroom as well as guarantee unforgettable online experiences. Additionally, we can’t help but say about the tendency of growing sales made on the Internet, so preparing a platform for customers being able to reach you, is highly important if you hope for a global reach.
- Attention to sustainability
A narrative that is clearly seen through elite brand approaches is commitment to supporting global efforts, in particular, programs to reach sustainability, responsible attitude toward nature and determination to make purposeful choices. Nowadays, a bunch of worldwide famous companies are creating packaging out of recycled materials.
Additionally, perfume producers sell refillable bottles of fragrances, supporting reducing excessive covering and, therefore, waste. Modern and lasting luxury branding design can be both – elegant and meaningful, in order to enforce protection of the environment.
- Ageless classic
Throughout the years we have seen a bunch of breathtaking novelties in different industries, but not all of them became iconic. Yet, there are some prospects that through the time remain up-to-date. Launching new lines of products is a process that can be as impressionistic or surrealistic – requiring us some time to process it. However, building your brand, pay attention to the classic options, since they never turn outdated.
Analysing what is popular now, we can’t ignore the trendy style of “quiet luxury”. The meaning of the term refers to selecting high-quality products that hardly display any evidence of belonging to famous brands – the items rarely have attached to them logos in visible places, accenting on materials, styles and excellent mastery rather than its mark.
- Not obtaining but experience
Another one branding luxury trend is aimed at forming positive perceptions of your customers that touches on providing products and services that push the boundaries of traditional goods. Apart from selling cars, watches, drinks and rings, the producers of high-grade items commit themselves to create a cherished moment that people would want to experience.
To achieve such a standard, brands offer their clients personalised services such as access to limited goods, special events, improved shopping in stores with professional consultation, stands and general aesthetic atmosphere. To strike gold, opulent brands must blow out of the water.
- Stories to empower selling efforts
An inspiring story, told by a skillful storyteller is always a good addition to a purchase. Developing their brand stories, top-of-the-line businesses emphasise their important moments of foundation, cultural notions, accenting on experience, missions and expectations.
For example, on Rolls-Royce’s website you can find an entire page that gives a customer complete understanding of the long way of establishing the brand, meeting the founders and their values, divided into different chapters. Muriel Rukeyser once said: “Our world isn’t created with atoms but stories”. We see that such a powerful instrument is on the rise and it’s better to make use of it.
Do you want your brand to be luxurious?
Turning a new leaf of your brand reputation, development and customer perception into what you do, might seem as an impossible mountain to climb. It really can be like this if you don’t have any support from specialists that have already navigated these rough waters and are aware of the tactics dealing with difficulties that you will probably face.
Finding an innovative vendor that will comprehend your idea, will share your values and possess enough experience and proficiency to take on this challenge. To decrease the pressure of selecting an individualising agency, we can simplify the quest for you by choosing the right supplier according to your specifications and requirements. Fill the form to make your business image blossom into an unrivalled and out-of-sight brand.
