by sonja thorsvik

Four Ways To Build Luxury Into Your Brand

Whether you’re storyboarding a TV spot or building out an ad group for a Social Media Campaign, your target audience needs to feel as though your product or service is a physical manifestation of luxury.

The happiness it inspires. The quality it evokes. The sheer opulence that becomes a piece of one’s life when he or she buys free-range leave-in conditioner infused with dolphin tears, or an ornate bottle of some top-shelf botanical cordial for their new galley – matters. So, make it matter to them.

Here are 4 proven ways to build luxury into your brand:

REINFORCE PREMIUM PRODUCT DESIRABILITY

Luxury brands should not overlook the impact of social media on their digital marketing. Instagram and Facebook are natural channels for luxury brands to showcase the affluent lifestyle and designer tastes of their target audience. While it’s ideal to share images of your product, luxury brands can also create a curated look that shows the elite lifestyle lived by their brand ambassadors. From private jets and vintage automobiles to rare scotches or bespoke suiting, the accouterments of the rich lifestyle will reinforce the desirability of the product and attract attention from global power players…

INVEST IN ASPIRATIONAL CONTENT MARKETING

Luxury brands have millions of followers who may be unable to purchase brand products, but who covet the look and feel of the brand. Aspirational target marketing is a great way to target these consumers, retain their interest, and position them to become a consumer when they can afford it. Fans of your brand will naturally share this content because they believe that doing so demonstrates their knowledge and good taste. Aspirational content marketing for luxury brands might include ebooks, long-form blog posts, “behind-the-scenes” interviews or videos, and more. Content marketing is widely shared, generates a ton of SEO buzz, and is presently overlooked by luxury brands. By getting in on this, you can position your brand to stand out and gain attention.

USE DIGITAL MEANS TO TELL YOUR MYTH

One feature that sets luxury brands apart from mass brands is the myth. More than an origin story, the myth shares the beliefs and values associated with the luxury brand, while teasing out a sort of mystery or legend associated with the brand’s founder or icon. Luxury brands have always told their myth to attract customers, but the digital sphere offers even more ways to vocalize the origin myth. Brands might create videos to share online, offer a high-profile influencer a visit to their facility (which must then be shared socially), tell their story on their website or use other digital means. Get inspired by Glenfiddich’s YouTube channel, which offers educational videos, “sneak peeks” at new whiskeys, and “behind the scenes” glimpses into the esteemed distillery’s myth.

INSPIRE A SENSE OF BELONGING

What luxury brands have in common with all brands is that their success depends on inspiring a sense of ownership in their target demographic. All brands, to some extent, are blank canvases, or rather templates, through which consumers express their own interests and convictions. The more engagement a brand can elicit from its target demographic, the better.

Where luxury brands diverge from all brands is in the kind of engagement they might elicit. Whereas Target might solicit back-to-school pictures from its target demographic of families with kids, a luxury brand might gather polaroid-style snapshots from a MET gala or celebrity-studded benefit. The key, in any instance, is to enable consumers to be playful and create memories.

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Meet YOUR HOST

SONJA THORSVIK



I started my own entrepreneurial career in 2012 scaling up from $0 a year to over $100,000 each and every year. I firmly and wholeheartedly believe there are ways for all of us self-employed entrepreneurs to reach six-figures and beyond and I'm unapologetically here to show you how I do it so you can make your next best move. Let's go.

foUNDER of gigging for gold
i like my coffee black
@sonjathorsvik

Obsessed With Increasing Your Odds of success