Create a persona
A distinct and consistent delivery of a luxury brands identity is central to establishing familiarity & visibility. A solid visual brand identity successfully captures the brands personality, mystique values and portrays them consistently to consumers. Broadly, luxury marketing messages that are portrayed should be more emotive, to distance the products from those categorized as mass-premium brands. They must be of higher quality with more differentiating factors going into their production and they must create an aura that is exceptional to their brand signature.
For example, in more recent times, luxury brands creating products like perfume or clothing have been creating long-form commercials to generate interest with audiences online, an attempt to distance themselves from the familiar world of print or the rapidly evolving online world. This technique lends itself well to luxury brands as it allows them to tell a story, to create this desired aura.
A luxury brand has to do more than simply rely on brand values, they must advocate these beliefs to their customers. Furthermore, these beliefs must be specific & more segmenting than a mass market brand. Luxury brands should not aspire to please everybody, contrarily, luxury brands should appeal to smaller pockets of consumers with beliefs aligning with their own.
A great example of this is Rolex. They rarely advertise in mainstream media, but often sponsor high-end sporting events, Wimbledon Tennis Championship for example. By doing so they can reinforce certain beliefs and portray these beliefs to their target consumer. As stated on their website; ‘The partnership between Rolex and tennis dates back to 1978, when Rolex became the “Official Timekeeper” of the Championships. This date marks the beginning of a privileged association between two partners driven by the same pursuit of excellence.’ Rolex associates itself with more than 150 events in golf, sailing, tennis, motor-sport, arts and equestrian tournaments rather than with sports such as football or cricket that have more of a mass following.
Rolex’s aim is to showcase themselves as excellent, by aligning themselves with what are regarded as the most exclusive sporting event. They are portraying specific beliefs to specific customers, creating a very focused experience.
Pull customers into an exclusive circle
Unlike mass market products who generally push products towards their consumers, luxury brands must reverse this role. Consumers must feel as if they are gravitating towards a brand, based on the prospect of belonging to an exclusive community. It must feel as though purchasing this product will give them acceptance to an exclusive club, based on the commonality of a shared belief system.
It is typical of luxury brands to create artificial barriers or rituals to allow them to control the supply and demand chain. For example, if you would like to purchase a handbag from Top Shop, you simply agree to pay the price on the tag, however if you are looking to buy a Hermes Birkin bag, it may be a different story. It is widely reported that if you are looking to buy one of these famous bags, carrying a £6,000+ price tag you will more often than not be told that they are out of stock & have no delivery dates, or that they take 18 – 25 hours to make, by specialist artisans in France. Interestingly, Rather than putting customers off, this behaviour creates a sense of belonging to a special circle. Customers stay loyal and are rewarded for it.
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