Imagine if you didn’t have to sell your product any more.
If people fervently craved to buy from you. Took pride in it. And bragged about it.
You have so much demand that you start qualifying whom to TAKE their money.
You need no lousy discounts or offers to entice people to buy.
This is the gold standard. The power of a brand.
It’s not built overnight, and it’s not for every business. But it’s definitely doable.
And the cheat trick is - It’s not even about your product (whisper).
How To Create An Identity That People Want
Picture this. You walk into the plaza.
You come across this Boss monitor. Featuring a tall, good-looking, and well-suited actor, Chris Hemsworth. Holding an elegant fragrance bottle. Along with the title “Be Your Own Boss”.
You walk in. A stunning sales lady greets you in a British accent:
Hi Mr. Dimon how may I be of assistance to you?
The place smells like warm lavender, classy interior. Soft jazz in the background.
She hands you a glass of French champagne or white whine as you view collections.
You feel respected and important.
Glancing at those successful and dominant “Bosses” on Boss promotions.
The phrase “Be your own boss” “ Be your own boss” “ Be your own boss” echoes around your brain.
A single bottle is priced at $500 but eventually you buy.
Now you might or might not notice, every step of the way is deliberate.
Boss is trying to sell you on the identity, not on the product.
If you buy this perfume, you will become your own boss.
You will become Chris Hemsworth. You will become respected and admired.
Every move is subconscious and intentional.
The Main Element Of A Luxury Brand
Building a luxury brand takes a good amount of time. Because it’s about perception, trust, reputation, and positioning.
Contrary to the “best-quality at lowest-price” business model.
High-end brands are about exclusivity and status.
For example: Buggati produces a limited number of cars for each model, and even in fewer colors.
That’s how they can charge $5M per car. Scarcity builds value.
You don’t only buy the car. You also buy the status of a Buggati owner. And exclusive dinners and connections with other Bugatti owners.
Exclusivity.
Leads to more exclusivity.
Leads to even more exclusivity.
The most common problem we face with clients is when they build their base model for mass-market and then decide to rebrand to luxury mid-way. Taking them more time to get there.
Will be talking more about practical baby steps to have a solid base and reach this status as quickly as possible. No money wasted. No time squandered. Only efficiently.
Talk soon,
P.S. If you are thinking about taking your business to the luxury market. Feel free to fill out the form and we'll see how you are positioned and what you could do. No selling.
Comments