Luxury Branding: What You Need to Have For A Cohesive Brand


What does your brand say about your business before you do?

Luxury branding – more than just the visual side of your brand. Has many important elements that attract or detract people from your business. 

Your brand is often the first element of your business to speak before you introduce it to your audience. 

Therefore, I want to go over what is cohesive luxury branding so that you can stand out and help your ideal customers identify you by speaking directly to them.

Defining “Luxury”

Before we can dive into building a cohesive luxury brand. Let’s get clarity around what is actually “luxury”. There are many meanings and perspectives of “what is luxury?” Some common traits that most people would agree with makes something luxury.

  • Quality craftsmanship.
  • Not marketed to everyone.
  • High-end or expensive. 
  • Presumptuous.

Ultimately, when studying most luxury brands what truly defines a brand as luxury is the “experience”. Why? Well, two or more brands could be offering or selling the same type of products. But one has a better experience than the other so people who value a better experience are willing to invest more. 

When we think about consumers and their psychology. Some will place higher value on some goods versus others. 

Those who value a bargain – these types of consumers will prioritize price over quality or getting their problem solved. They want to invest the least amount of money and are willing to deal with the risk or consequences of reduced quality for a cheaper price. This is not the target consumer of a luxury brand.

The mid-range consumer – they aren’t necessarily into the cheapest option but they also aren’t 100% dedicated to the most expensive option either. They’re in the middle and are willing to invest a bit more if it makes sense. 

The value & quality focused consumer – usually wants the best because maybe they’ve invested in the lower or mid-range products and experiences. Eventually realizing that it only served them for a bit of time or not at all. For these types of consumers, they want to have high-quality and a high-touch experience. They don’t mind investing in getting the results or an outcome that they desire. Anything low or mid-range would absolutely turn them off. The consumers in this category are most likely the top ideal consumers you’d want for your luxury brand. Followed by the mid-range consumer. 

Now that you know a bit more about the “ideal luxury consumer” it’s time to think about what they want and desire a bit more. So that you can have a brand that matches their desire. Ultimately, leading them to being attracted to your brand.

A Solid Brand Foundation

One of the first areas that you want to cover for your luxury brand is your brand’s foundation. The foundation helps you to identify the way your brand shows up online, who it engages with and the type of experience you want to create for your customers. 

Your luxury brand needs to be clear on the type of customers it serves. It also needs to have clear brand vision and values. Your luxury brand should also be clear about how you want to be positioned in the market. 

For example, what is your brand’s unique point of view? Do you serve only a particular market? Or do you solve a specific need in the market? Think about how you can incorporate your brand story into the marketing and position of your luxury brands influence in the market. 

Once you’ve clearly defined your positioning and who your luxury brand serves in the market. You can then move on to the other steps of developing your brand, which include your visual identity. 

Before you can develop your brand’s visual image, you need to be clear on who your customers are and the type of experience you want to create for your business. Then once you set a clear path and foundation for your brand, you can move on to develop your brand visual identity. 

Suggested reading: What Is Luxury Brand Strategy? And, Why It’s Important.

Well-Written Storytelling & Persuasive Copy

Now that you have a solid foundation. Part of having a well-centered brand is the website copy. Website copy essentially is the words that you are using to describe who you serve in the market. 

Your website copy also is a way for your customers to connect more with the personality of your brand. And your overall business values.

This is definitely not an area where you would want to bypass. It’s important to pay particular attention to how well written your copy is for your brand. Your words should pull your customers into the written content of your business.

Your website copy should make them feel engaged and be easy for them to understand. For example, being clear about what it is you want your customers to know. Then clearly showcase the next steps that you want them to take on your website.

Well-written copy can be the catalyst to help your customers to take that next step in landing on the checkout page and actually completing a sale. 

If you need additional help with creating your copy you can work with a professional copywriter that works with eCommerce brands. Or as an experience here at The May Creative, I offer this option as an additional elevated add-on so that my clients have the well-written words they need to pull in more attention for their business.

A Cohesive Luxury Brand Identity

Now that you have a solid brand of foundation and well-written copy, you can then focus on your visual identity. The visual identity of your brand is the visual side that actually attracts customers into your business. 

The development of your visual identity comes from your brand foundation. Because you are now very clear on who your ideal customers are, what your brand’s tone of voice is and your brand’s position. You can then use those assets of your business to design the visual identity of your brand. 

What is included in the visual identity of your brand?

There are some standard elements that go into your visual identity. Think about all the ways your brand will show up online and offline. 

Here some visual areas to consider for your brand:

  • Your website & digital presence
  • Online for social media.
  • In any guides or marketing materials.
  • When partnering or taking part in events.
  • On your physical products

These are some foundational elements of your brand you should have are…

A Sophisticated Logo

As a luxury brand, your logo should be a sophisticated identifier that alerts people that this is your business. You may have seen other luxury brands have really simplified logos as their mark. The reason behind this is that simplified marks can withstand the test of time. 

While yes it’s fun to be trendy. As known with trends, you’ll need to constantly shift to make sure that your brand is current with the times.

If you are constantly switching your brand’s logo you’ll end up weakening your brand. Always do your best to uphold the image of your brand.

A Cohesive Color Palette

Color plays a huge role in tugging the emotions of your customers. In fact, there is a whole psychology of colors. Have you ever noticed that certain brands are always associated with certain colors?

For example, Apple is associated with silver or light grey. The psychology behind the color silver is calm, neutral and balanced. 

While, another brand like Target’s red is more aligned with bold and youthful. 

Depending on the type of customers you want to attract. Your brand’s colors should tap into the psychology of your buyers. Otherwise, if selected wrong you could repel your customers and not even know it.

Let me throw in another example, maybe you want to sell luxury skincare products that are more natural. Then the color green might be a great color to incorporate with your brand. As the color green is synonymous with health and growth. 

If you’d like to learn a bit more about color psychology, listen to EP 15 of eCommerce Cultivated | Color Psychology & It’s Correlation to eCommerce Sales 

Refined & Legible Typography

There is even psychology around the type of typography you use for your brand. Typography plays an important role in your brand as well. Because your brand will be shared on various assets. You’ll want to ensure that it’s legible. 

Nothing can be more of a turnoff if people can’t read the information that you are sharing. Have you ever seen a product that had hard to read typography?

While sometimes the script or handwritten style may be beautiful. It should be used sparingly as it’s not legible in a larger context. 

Seriously, imagine if your doctor wrote lines and lines of text by hand for a website. People would instantly click off. 

Design Patterns or Elements

Another way to help your visuals to stand out within your brand is through patterns or textures. 

These additional design elements can help add some extra emphasis for your brand. Especially for social or print graphics. 

Like the other assets of your visual identity, these elements also need to flow with the vibe and direction of your brand. Tying in a more cohesive presence. 

Packaging

One of the most important areas to invest within your visual branding is the packaging. 

Packaging is a bit more involved because you have to work with prototypes and heavy consumer research depending on your product line. 

But I always tell my clients that their products should be top-shelf worthy, not tucked off in a drawer to be forgotten.

This is especially true for products that your customers will be using regularly. 

For example, maybe one of your products is deodorant. This is a regularly used product so having easy to use packaging that also looks great is essential. 

Your branding needs to also take into account your packaging in other areas of your business. 

Think about every aspect of your packaging details such as:

  • The shipping box of your products.
  • The tissue & sticker that you’ll use to wrap your products.
  • Any thank you or note cards.
  • Labels or bags.
  • Any gift card packaging.

Being aware of what you’ll need to make a complete packaging experience will help you to have a more cohesive luxury brand packaging experience. 

We’ve all seen those dream unboxings on IG or YouTube where someone is so excited to receive their order that they want to unbox their products on camera. 

Imagine that being your brand and you feeling the excitement of your customers’ experience. With them being so gracious to share it with their audience it gives you more exposure for your business.

As a business a business owner that is definitely #goals.

Imagery

We are definitely a more visual world, especially with digital media all around us. The images you use in your brand not only are there for aesthetic purposes. But they are also there to help tell a supporting story about your brand and its products. 

Great imagery sells as it positions the main character or in your case main product as the desire. The fashion industry does this all the time. They sell through images by telling a story. A purse is not simply a purse, it’s a statement piece that increases confidence.

Make sure that your imagery always ties back to the essence of your brand. You can also do experiments, for example, when you do a new limited edition release. Sometimes you can break away from your brand just a bit to show a differentiation. 

Incorporate Your Luxury Branding Into Other Aspects Of Your Business

Now that you have a solid brand and have the visuals to match. It’s now time to incorporate your brand into additional areas of your business. 

Your Shopify Website Experience

As an eCommerce consultancy for luxury brands who specializes in Shopify. One of those areas is going to be your eCommerce website.

Your website is the primary destination for your products and so having a cohesive brand will help you in many areas of running a successful online store.

Such as having an online store that your customers trust and feel is credible. Your brand will help speak to their desires and wants, helping them to feel more confident in your business. 

Your online shopping experience will strategically speak and guide your ideal customers to make more consistent purchases. Plus also doing more return visits.

Are just some things that can come from combining well-intentioned luxury branding & a solid eCommerce website experience.

Your Email Marketing

I’m such an advocate for email marketing as it’s one the best owned-marketing channels you can have within your luxury brand business. Your email marketing experience can have that same cohesive brand experience when you have a solid brand. 

When customers are new to your brand it’s important that you introduce them to your business. Email marketing is a great way to do that. I highly recommend a tool such as Klaviyo to help you create a more omni-channel shopping experience. 

Where when a customer signs up to your newsletter or purchases a product from you. They receive a personalized email with information about your brand or their products. 

Here is where you can use your branding to communicate the messaging of your brand and start to build a more meaningful relationship with your customers. 

Because you are in their inbox you are able to speak directly to them. Email gives you a higher opportunity of your customers not being distracted by other businesses on the IG feed or other photos or videos screaming for their attention.

Inspiring to check out more from your product line and becoming return shoppers who happily recommend your brand to others that they know.

For email marketing, I highly recommend developing a solid marketing strategy that will tie into your overall brand. The strategy or plan will help you measure if your efforts are working as intended. Depending on how far along in your business you are this strategy will be different based on your current & long-term business needs.

Want to learn more about Klaviyo for email marketing? Read through the suggested reading: Flodesk Vs Klaviyo: Which Is the Best For eCommerce?

Conclusion

Alright, to tie this all together. Luxury branding is important in ensuring that you are telling a consistent story that represents your brand. You may have all these elements in place, bits and pieces or none at all. Whichever the case, revisit your brand to ensure it tells your brand story and once it does, you’ll be able to use this important business asset for other areas of your business, such as your website. 

Fortunately, here at The May Creative our signature experience includes the options to add on branding so that you can ensure that you have a full experience that helps you drive more conversions into your eCommerce brands online store. You can learn more about the signature experience by clicking the button below and getting all the details.

karen-founder-tmc 3

Hi, I'm Karen the founder + strategist/Shopify expert behind The May Creative. I help eCommerce brands who sell luxury goods craft an elevated Shopify experience. So they can take their store to the next level. You can learn more about the signature service, called the Elevated Shop Experience. Or stay for a while and check out the other posts below or listen to the podcast.

Karen

You'll also enjoy with some wine:

  • Why We Begin With Luxury Brand Strategy Before eCommerce Design
  • 3 Reasons Your Luxury Brand Should Be Blogging On Shopify
  • Why Your Online Store Needs to Be Strategic (Before it's Pretty)

Join the conversation