How to Effectively Market a Luxury Brand

It is no secret that the key to making a brand work, any brand at all, lies in the hands of the marketing team. Its importance is summed up in this great quote:

“You can’t sell anything if you can’t tell anything.”

Telling. Showing. Presentation.

All of these are so, so crucial- especially to a luxury brand.

Luxury Brand Marketing: Effortless and Smooth

When aiming to market a luxury brand, your luxury brand marketing strategy should be able to create a strong brand value and luxury positioning by utilizing key brand elements. These elements could be drawn from the various factors that the luxury brand has to offer including the quality, heritage, exclusivity, rarity and the type of distinguished clients who use this luxury brand.

Essentially the great mystique that you wrap around your luxury brand will automatically justify its positioning as well as pricing. A true luxury brand marketing strategy will elevate the luxury brand to a 'wow' level almost effortlessly.

Emotional branding

Consider this: The owners of a luxury business know what they do, how they do it, how they started it all, the struggle- everything.

But the discerning luxury customers do not. You can establish an emotional connect for a luxury brand with its luxury clientelle by sharing its story.

These luxury buyers and customers only see the final, finished, polished result. For them to become regulars, for them to actually feel a connection to the brand - they need to become a part of the luxury story and this is exactly what a good luxury brand marketing strategy will achieve.

Sensory branding

Luxury brands are special, thoughtful, creative, unique.

Why?

Because they provide customers not only with a product or a service, but an experience.

And experiences cannot be reduced to the memory of sight.

Think back to most events in your life. It is a psychological fact that we make associations between sensory stimuli and experiences. Road trips remind us of the feel of the wind hitting the face, the smell of sunshine and car seats and the hum of the radio and traffic.

A trip to the amusement park tastes like cotton candy and sounds like excited squeals and shrieks.

Even the most basic, everyday things in life, like taking the bus to school or jogging in the park- we make sensory associations for. Or rather, they are formed by default, and our brains never forget.

So, what is the point of all this?

Connections.

The best luxury brands in the market are now going above and beyond to make their services and products resonate with their customers. Engaging all five of the customer’s senses lays the foundation for a deep sensory connection to the brand and all that it stands for.

Let’s take Apple, for example.

Every single Apple product has similar aesthetic, the boxes are of the exact same shade and texture, and every Apple device produces the exact same sounds.

So, every time someone receives a notification on their iPhone, or every time they buy a new pair of AirPods and hold the smooth, white box in their hands; that connection is strengthened.

And this is what binds Apple users throughout the globe.

The uniformity. The special care it has taken to ensure the way its users perceive the brand.

This was about sensory branding, the up-and-coming strategy luxury brands all around the world are using.