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What Defines a Luxury Brand?

Posted at Feb 5, 2019 12:08:00 PM by thatagency | Share

What makes a luxury brand different from an everyday one? What is luxury? If you can't readily answer this, then how can you tell anyone else why your brand is different? Luxury brand identity relies on a number of factors. You have to sell these factors to your customers just as much as the product itself.

Luxury Brand Identity | What Is Luxury | THAT Agency | South Florida Web Design & Digital Marketing Firm


This is the simplest answer to, “What is luxury?” It also may be the least important one. Expense alone doesn't form luxury brand identity. Remember that people are far readier to dismiss a brand as an overpriced version of what they'd buy otherwise. That doesn't equate to luxury in their minds. You have to offer more.

Quality of Make

Now we're getting somewhere. Luxury products will tend to do more, be made of higher-grade materials, and last longer than their competition. If any of these is disproved in the minds of your target customers, the perception of your brand can slip from “luxury” to “scam” overnight.

Design Aesthetic

Luxury is a statement of identity. It's rarer, so being seen with a luxury brand identifies you in a way that's separate from more common items. The look of a luxury item should communicate its stature and uniqueness. The aesthetic a luxury brand presents should communicate the quality underlying it.


Luxury has to be built on reality. Increased ability, better materials, and durability are all real. The price reflects the increased expense of incorporating these elements into a luxury product. The look is created to set these qualities apart in a distinctive way. These things are real.

Yet luxury is also a belief. Many luxury brands don't succeed because they don't get enough of their target market to believe in that brand's meaning. What gives your luxury brand meaning that's more enjoyable to a customer than the next luxury brand? They have to access some meaning through your brand that they can't find elsewhere.


Many beautiful, capable, and well-made products are viewed as very common because their brands make their profit through accessibility. They aren't viewed as luxury items because they're common and easy to own. The final component of a luxury product is its rarity. If it's difficult to access or own, it's luxurious. Some intricately designed products with decades of engineering aren't luxury items because they're numerous. And some rocks that come from the ground and do nothing but sit there are valuable because they're rare.


Finally, no luxury brand identity can neglect the service element that backs their product. Few things will devalue your brand in the mind of a customer faster than having to talk to an automated system instead of a real person, or waiting two weeks for a response to a complaint. The expense spent on luxury means that an element of high-quality service is expected.

This also creates a relationship between a customer and a brand. Brand loyalty comes from repeated positive experiences. Communication shouldn't just occur when there's something wrong. It should occur when everything's right, to reinforce that everything's right and there are more opportunities available for that to be reinforced.

Luxury brand identity is multifaceted; our expert team will help you clarify your positioning and reach your niche audience effectively.

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Tags: Branding

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