Creating a luxury brand is so much more than just designing a logo; it takes real strategic thinking to develop depth and character. It was once the aristocracy who defined taste and style, commissioning hand-made products that were limited in circulation, making them truly desirable. Mass production changed all that; now luxury products are within the reach of all, and brands need to demonstrate a real difference to connect with a sophisticated audience.
Proclaim your brand’s beliefs
Luxury brands offer more than just products: they embody a belief that differentiates them from their competitors – and helps customers identify more closely with them. Apple identifies with creativity, BMW with driving pleasure, Zegna promotes fairness and ethics. And it’s not just talk: brands spend a lot of money building their value system. Ferrari sponsors F1 to underline its superb performance; Prada and Chanel sponsor art exhibitions; Burberry promotes up-and-coming British musicians; and Diane von Fürstenberg supports women in business. These beliefs lie right at the heart of a brand and continue over time.
Enhance your visual cues
A brand isn’t just a logo but a whole visual language that encapsulates its values. These cues are highly important for luxury brands, triggering an immediate response far faster than words. Consider Louboutin’s red soles and the Jaguar bonnet mascot, both synonymous with the brand. Tiffany’s turquoise boxes, Orla Kiely’s distinctive leaf pattern and Burberry’s check are instantly recognisable; Selfridges yellow could stop traffic. Luxury brands must carefully consider choosing visual elements that stick in their customers’ minds through repetition – whether on a website, in a brochure, packaging, uniforms or stationery.