When we think of “luxury,” we already have an idea of what luxury looks like. This idea was intentionally molded by the most successful luxury brands and is a direct result of their branding. Clean design, minimal colors. Exclusivity, scarcity. Even online, luxury brands excel in differentiating themselves from their competitors and stand out in the industry. So how can you ensure that your brand is reading “luxe” and not “lax”?
Luxury brands have a few key things in common.
- They pay attention to detail.
- They prioritize interaction and visual design where it counts.
- They tell a brand story.
Let’s dive in.
- Luxury brands pay attention to detail
If there is ever a time to nitpick, it is now. A key differentiating factor for luxury is attention to detail. This is the time to proofread twice and then two more times for safety.
Images should be optimized and high quality.
Your website alone should:
- Be optimized for desktop and mobile
- Have fast loading speed
- Have clear calls to action
- Make use of the F-pattern
- Have simple navigation
Luxury consumers demand high standards and so should your digital presence.
- Luxury brands prioritize interaction and visual design where it counts
A luxury brand cultivates its image to such an extent that their consumers can recognize brand elements such as color, font, or logo in seconds. Your visual design should tell a story as much as your actual brand history does. However, these design choices should be consistent. In general, you should:
- Use limited fonts, sticking to two contrasting fonts for titles and body.
- Create a color palette and stick to it. This should include enough contrast to look interesting.
- Lead the consumer’s eye to the most important aspects of images, such as the product you are selling. Consider how larger sizes attract the eye first.
- Align your text and make sure all text is readable.
- Keep it simple. Don’t overcomplicate designs with 3D animation or excessive elements. The overall look should feel clean and purposeful.
The way luxury brands interact with their consumers involves making them feel that they are members of an exclusive group. Your brand should bring them in as featured guests and nurture them to foster their brand loyalty. Consumers should feel a connection to the brand and a mutually beneficial relationship.
This can be accomplished through:
- Loyalty programs
- Email newsletters
- Member-only sales and early access
- First looks at new designs or products
- Waiting lists
- Luxury brands tell a story
Your brand story is how you sell your product’s value proposition. Part of any luxury brand’s unique value proposition is scarcity and craftsmanship. Your story should be engaging and above all, real. Your consumers should know what makes your brand special, because that is ultimately what will keep them coming back.
Your brand story must include:
- Personality. People want to relate in some way to your story. Give them something personal that speaks to your humanity. Think less selling, more relationship-building.
- A journey. Your story should start with a problem, consider a resolution, then end in a success/look into the future. This should also be succinct in order to keep people interested.
- Purpose. Why did you create your brand? What does your brand do for others?
- Unique selling proposition. This statement ultimately is the key differentiator for your audience. Why should they choose your brand? Keep this to one sentence.
These three things are the bedrock of your branding and if you nail them, you will succeed in differentiating your brand as a luxury brand. As with most marketing and branding efforts, these elements must be implemented with consistency to make a difference.