Over the past eighteen months, we’ve seen a surge in the number of people becoming entrepreneurs and launching new businesses, with lockdown giving us plenty of time to reassess what we want out of life and to finally take the leap into bringing those seeds of ideas we’ve been sitting on for so long to fruition. And the number of luxury brands on the market, in particular, have spiked dramatically.
These days, you don’t have to be an expert to launch a business or a brand, and thanks to the growth of the online world and our move into the digital age gathering momentum by the day, it’s easier than ever to take the plunge. Nevertheless, there are some elements of the process that are essential for building your profile and appealing to an affluent customer base, and whether you’re a seasoned professional or a complete amateur, these basic steps will get you a long way.
If you’ve been considering launching your own business for a while but don’t quite know where to start, then the good news is that it doesn’t have to be overwhelming. Here are five simple ways to create a luxury small business brand without the headache.
Create an elegant logo that will get you remembered
A logo that is instantly recognisable is essential for getting your business out there and building your brand.
Whilst it might be tempting to create something fun and colourful, simplicity is key when it comes to putting together the perfect logo. If you’re not particularly creative yourself and aren’t sure what makes a great logo, then it’s wise to bring in a skilled graphic designer, who will be able to advise. These days, we’re seeing a move away from pictorial logos in favour of more minimalistic, typographic ones, using colour palettes that are carefully chosen to represent your brand and the meaning behind your business.
A good logo is memorable and timeless – so think ahead and try to picture whether you’d still be happy to use it ten years from now. While passing trends and fads are great for inspiration, many business owners regret relying on them to make choices later on.
Perfect your packaging
When purchasing a luxury product, the packaging can be almost as important as the item ordered. Branded packaging is a must, and there are many ways to achieve this. Having things like bags, boxes, tissue paper, and stickers professionally printed is a great way to build on the feeling of luxury, choosing sumptuous materials and high-end designs to appeal to an affluent customer base.
If you want to take it one step further, you could even have elements of foiling added, which will help to make your packaging look expensive and unique. Being environmentally aware is also crucial, as today’s discerning customer is demanding greater environmental responsibility from the brands they buy from, so it’s worth looking into recycled, sustainable and biodegradable packaging items to ensure you’re ticking all the right boxes.
Are you insured?
All businesses, luxury or otherwise, have a duty to ensure that all the necessary insurance policies are in place before they begin operating. Not only do these protect you and your business, but your customers too.
Public liability, buildings and contents, and vehicle insurance are all necessary when starting your own business and launching a brand, and while setting them up might not be one of the most exciting tasks on your list, it’s certainly one of the most important.
Companies like One Sure offer a wide range of insurance covers, so whether you are looking for commercial insurance or want to insure your cars or vans, One Sure can help. When a customer is dealing with a luxury brand, they will assume that they are covered should anything untoward happen, so make sure you have the basics in place, or you could live to regret it.
Tell your story
A great way to up the luxury factor of your brand is to tell your story. The personal touch can make all the difference, particularly if the path to bringing your business to fruition has been an interesting one – and visibility on your website through showing the face behind the brand can make all the difference when it comes to customer confidence and trust.
Creating a video or blog post explaining your vision, what inspired you to start and what you want to achieve is a good place to start, and can be shared across your social media platforms, too, to ensure maximum awareness and reach. Reaching out to publications your target audience likes to read and negotiating a profile piece or a Q&A feature is another great way to build your profile based on these topics, too.
Provide some background into your products and, if warranted, a brief synopsis of where you source your items. The better the picture you paint, the more brand awareness you will generate.
Put customer satisfaction first
Building a brand successfully relies, to some degree, on good customer feedback – and word of mouth can be a powerful tool when it comes to spreading awareness. Great feedback and excellent reviews are even more important when selling luxury products, so ensuring an impeccable and seamless customer experience from start to finish is essential.
Ensure that both you and any staff you may have are professional at all times, use only the best ingredients and manufacturers you can find, and listen to your customers. The happier they are, the more likely they are to tell others about your business – and to keep coming back for more themselves. Make sure you have quality control measures in place and that there is consistency across every product. The greater the feeling of luxury and professionalism, the higher the chance of customers re-ordering. Keep them happy, and you should continue to see your small business thrive.