As a luxury Greenville business, you already know the power of a stellar first impression.
After all, prestige and brand recognition don’t happen when your presentation falls flat, regardless of what kind of business you’re in.
If you’re looking to re-brand or just elevate the luxury brand you’ve already worked so hard to achieve, there’s a few points to keep in mind in order to surpass your customer’s expectations.
Most importantly, you’ll need to understand and embrace the idea of brand cohesion.
In other words, you don’t want to wear a tux and pair it with some Timberlands.
From a recent Forbes article written by Steve Ohanians, “consistency is everything in marketing, but it’s challenging to achieve.”
Across every medium, you’ll want to put forth a voice and aesthetic that shows parallels and congruence, that flows seamlessly from one mode of presentation to the next.
So, let’s talk about what that means and how it benefits your brand.
Visuals — Graphics and Fonts
From your logo to your brand’s colors, you’ll need to choose wisely based on your type of luxury business. If you cater to more conservative audiences, neutrals or muted tones may be preferable, with a well-chosen pop of color here and there.
If your target audience is more adventurous, bright colors in your main palette might resonate better.
Fonts are also important because they can make a statement without even forming a word first. You’ll need to make sure your fonts are readable and accessible, otherwise your marketing efforts could be a moot point.
Download Our Brand Guidelines
Not sure where to start? Wondering what defined brand guidelines look like? Enter your name & email below to view the brand guidelines for Anvil Marketing Co!
Photos and Video
There’s no doubt that artfully put-together photos and videos can elevate your customer’s brand experience more than anything else. Professionals who specialize in these mediums can take your customers along a journey of self-discovery, where you product or service is the solution they’ve been seeking this entire time.
Beautiful photography and storytelling videos allow you to showcase your brand in a way that feels authentic to you, your customer, and believe it or not, your competition. It can set your business apart in a way other mediums fall short. And especially with video marketing on the rise, this needs to be a part of your overall marketing strategy.
Brand Voice — Content Marketing and Copywriting
What does your brand represent? Developing your brand voice and even customer avatars will ensure that you’re “speaking a language your audience understands.”
Brand voice should be developed knowing how your client or customer likes to be communicated to, with phrases and wording that is relatable, identifiable and meaningful. This can be achieved with both sales and content writing, such as emails driving customers to a specific page or a blog or newsletter. Not every communication should be sales-centric; building relationships with your customers is more about imparting knowledge and creating dialogue than just announcing special sales.
Why You Need an Luxury Marketing Agency-Developed Style Guide
In tying this all together, developing a brand-cohesion marketing strategy involves all of the above and is usually incorporated into a brand style guide specifically for your business.
This style guide is professionally crafted by designers, photographers, video editors, copywriters, and creative directors. Included in an agency style guide would be things like acceptable fonts, Pantone colors, and guidelines on brand voice. Think of the style guide as the foundation of your brand-cohesion strategy, where nothing is left to chance in presenting your best first brand impression in both digital and print assets.
If all this information seems appealing to you yet perhaps overwhelming, contact Anvil Marketing Co. today for a complimentary brand assessment. In a short time, you could have the A-list branding you’ve envisioned, and speak more authentically to the customers you serve.
Download Our Brand Guidelines
Not sure where to start? Wondering what defined brand guidelines look like? Enter your name & email below to view the brand guidelines for Anvil Marketing Co!
