Have you ever seen businesses try to market themselves as “luxurious”, but it ends up coming off as tacky? This is because these businesses don’t know how to project consistency when positioning themselves as a luxury brand.
Being perceived as a luxury brand allows you to command premium pricing and earn a part of the lion’s share of the profits in an industry. However, the customers that you appeal to are sensitive. If the business doesn’t deliver the experience that they are expecting, they will never return and they will never refer others to the business.
So here are a few things that you can do to ensure that you position the “luxury branding” in your business correctly.
Create a high-end logo.
Luxury brands have simple logos that are iconic. If you don’t know where to start, begin by having the background of your logo in black and the image or wording in white. Should you use a typefont, use one that is bold, crisp and legible. Keep the colour scheme to less than 3 colours.
You can experiment with different logo designs by using this free logo design tool to see which styles and colours can help your business develop a high-end looking logo.
Use a luxurious colour palette through your branding.
This means choosing a colour palette that appeals to the emotional senses of people once they engage with your brand. Whether this is walking into your office building, visiting your business’s website or engaging with any of the business’s advertising creatives.
You can browse these ranges of colour palettes to see which colour scheme is best suited to your business.
Use luxury scents and aromas in any spaces that your business uses.
Luxury brands appeal to all of the human senses and smell is one of them. People will easily recall memories and experiences if they are exposed to a signature scent. If you want to play it safe, opt for vanilla or lavender. Alternatively, opt for similar aromas used by high-end luxury hotels.
This video below provides insight into the development and diffusion process of scents for branding.
Also compliment the aroma by creating a clean and minimalistic setting. You can use this commercial cleaning checklist to help.
Use high resolution images.
This is one of the most important things that you can do to project the “glamour appeal of your brand. Never settle for animations as a part of your brand. Instead, use high resolution images such as photos that have been edited professionally. This will project a “professional image” for your business. You can use websites like Shutterstock or Pixabay to find these images.
Surprisingly, many businesses don’t keep the consistency with their branding. When things look different, people get confused about the brand message. The type of text and font that gets used, the colour schemes, the type of material used for product and advertising creatives, tone of voice and more have to be on-par with the type of experience that the business wants to deliver.
Focus on the experience.
Consumers that opt for brands that have a luxury appeal do so for the experience and not for the price. They are prepared to pay a “premium” in order to gain an extra bit of convenience. You must understand the emotional things that your consumers want and need. Even if they don’t know that it appeals to them.
For example, Apple does this successfully by minimising the hassle that others will experience with other operating systems and hardware. This saves the consumers more time and money over the long-term.
Another simple example would be going to a luxury hotel where the staff take care of your food, luggage, and appeal to the positivity of your ego.
Look into the operation practices of your business to see if there’s an opportunity to improve the luxury appeal in the business. By actioning these quickly, you can increase your business’s profit margin within the next 12 months. You can also check out the style guide from Canva.
Image Credits: Pixabay