5 Luxury Brand Marketing Strategies in the Digital Age

By incorporating digital marketing methods embraced by mass brands, but putting their luxury spin on each, premier brands can better connect with customers, cultivate loyalty, reward exclusivity, and increase revenue…

In regards to luxury brand marketing strategies, premier brands can better connect with customers, cultivate loyalty and reward exclusivity by incorporating digital marketing methods embraced by mass brands.

Luxury brands can increase revenue by as much as 40 percent by using these strategies, but putting their luxury spin on each, for the most effective results.

Which marketing strategies can help bring luxury brands into the digital age, and where can premium brands find inspiration from their peers?

TOP 5 LUXURY BRAND MARKETING STRATEGIES

1. Use social to share on-brand images and reinforce premium product desirability

Luxury brands should not overlook the impact of social media on their digital marketing.

Instagram and Twitter 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.

One inspiring example is Chanel’s official Instagram.

2. Create a sense of exclusivity through perks

Luxury brands should strive to build their email lists, just like other brands.

The email list gives you reliable access to your customers, who have indicated by opting in that they want to hear from you.

Luxury brands have the opportunity not just to communicate with customers via email, but to use this channel to create exclusivity among brand evangelists and reward customers with perks.

How?

Consider having digital perks that are triggered when customers order a certain amount of product or spend at a certain level.

Or have a super-exclusive VIP club that gets members advance access to new products, invites to special events in their city, or other perks.

Showcase your exclusive perks and educate your entire list on how to become one of the elite.

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3. 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 trend now, you can position your brand to stand out and gain attention.

4. Use digital means to tell your story

One feature that sets luxury brands apart from mass brands is the brand’s story. The story 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 story to attract customers, but the digital sphere offers even more ways to vocalize their narrative.

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 story.

5. Don’t forget about search

Shopping for luxury items is just like shopping for regular items (only with a higher price tag).

Luxury brands must not forget about traditional SEO tactics to get their products found in search. After all, when a celebrity wants to buy a particular type of champagne or designer handbag, how will they look for it?

Online.

Follow up good SEO with a website that showcases your brand’s personality and products, but is intuitive. This way, shoppers actively searching for your products will be able to convert via your website.

Even if you sell $2 million bottles of champagne, you still want it to be easy for shoppers to opt in. One to emulate is Porsche, whose website is as sleek as their cars.

Luxury brands are lagging behind their peers when it comes to digital marketing. However, in the world of luxury brand marketing, brands who embrace these strategies now will best position themselves for strong growth without sacrificing their exclusive image.

Standing Out From the Crowd: Why Branding is So Important

Branding (a.k.a. brand identity) is a visual system, which is most commonly comprised of a logo, tagline, set of colors and typefaces, graphic style, and tone of voice. It not only defines a company’s look, but also communicates…

Branding (a.k.a. brand identity) is a visual system, which is most commonly comprised of a logo, tagline, set of colors and typefaces, graphic style, and tone of voice. It not only defines a company’s look, but also communicates its personality. A brand is what connects the consumer to a product or business, and can strongly influence a potential customer’s decision whether to purchase a product or service. Creating a consistent image for your company makes your business memorable—but that’s just the beginning. Here are 5 reasons that explain why branding is so important:

1. A BRAND MAKES YOU RECOGNIZABLE
People tend to do more business with companies they are familiar with. If your branding is consistent and easy to recognize, it helps people feel more comfortable when choosing your product or service. One of the most important parts of a company’s brand is the logo. The Golden Arches for example make McDonald’s recognizable worldwide. Your company needs a brand in order for your customers to recognize who you are, too. A professional logo design should be simple enough to be memorable, but powerful enough to give the desired impression of your company.

2. A BRAND SETS YOU APART
In a world with thousands of similar organizations, how do you stand out amongst your competition? Good branding makes your business appear professional, stable, and reputable. It shows you’re putting time and effort into your company, on every level of detail.

3. A BRAND SENDS A MESSAGE
A brand is a way to broadcast your company’s message to the world. Its tone tells your customers what they can expect from your business. Even without words, it can communicate things like quality, value, and professionalism. Emotional reactions to certain words, shapes, and colors are hardwired into our brains, and those reactions are very real influencers.

4. PEOPLE PAY MORE FOR A BRAND
Even in a bad economy, 60 percent of consumers are willing to pay more for a brand they know and believe in. They believe a branded company will provide a better product or better service, and they’re willing to pay more for that experience. Take Starbucks for an instance: Starbucks customers are aware that the price of a Starbucks coffee is astronomically high compared to other places that sell good coffee, too (some might disagree). Often times it’s not only the quality of the product that people are willing to pay more for but also for how it makes them feel.

5. A BRAND BUILDS LOYALTY
Professional branding gives your company a unified message that your employees can take to heart. Additionally, when a customer sees your brand, they’ll remember you. When that memory is combined with an experience they enjoyed, they will come back to your brand for a repeat experience. That customer loyalty—and subsequent referrals—is the key to success. Without a brand, there is no company image. That image is integral to drawing attention to your business, accruing customer loyalty, and obtaining referrals. Before building a website or even buying business cards, it’s essential to obtain a professionally designed brand to establish the image you wish to project.

Logo design for luxury wedding venue

Following Brand Guidelines

Establishing a strong brand is essential, but what can be even more important is following a brand guideline. By creating (and maintaining) guidelines, your brand will grow to become more consistent and defined in the marketplace. There are many elements that go into creating a consistent brand message. Some examples are addressing image style, the tone of voice in written content, and the exact logo dimensions. Through these efforts, a brand that follows a strict set of guidelines is sure to see less confusion among its consumers and generate trust and growing credibility over time.