Great branding is when people know what they are paying for.
People buy premium products for their quality and luxury items for their prestige.
Use a mood board.
Often I meet people who describe their product, service or vision as ‘luxury’. There are so many different perceptions of the word, depending on who you ask. A mood board will help visually communicate the personas of who you’re communicating to.
Brand Value
- What are the company’s beliefs?
- Who does it represent?
- Why is it important?
- How does the business walk to the walk?
Brand Position
- Is it Household, Premium or Luxury?
- How do the offerings compare to others in the market?
- How does the company and products stand out?
Brand Voice
- Who is speaking? Imagine a recognizable personality that ideally embodies the company?
- What is the tone? (calm, comfort, excitement, glee)
- What is the verbiage? (casual, trendy, intellectual)
Brand Promise
- What overall benefit does the company bring?
- What can a customer expect of the company to act?
- How does the company stand behind the promise?
Brand Experience
- What is the day-in-the-life of the brand?
- What are the senses associated?
- What memories associated?
Brand Identity
- Do the aesthetics communicate the above?
- Does the font/typeface convey the vibe?
- Is logo recognizable?
Communicate as much with as little said.
Essentially, branding is meant to be a visual shortcut for consumers to process trust, safety… emotion.
You can brand down, but you can’t brand up.
It’s easier for luxury brand to create a economic spin-off, than an economy brand to create a luxury line.