Naming a company or product after yourself means taking personal responsibility for the quality of goods and services forever. This step inspires trust.
At the same time, it is necessary to try very hard to ensure that the personality of the company's founder is familiar to society and evokes positive associations among as many representatives of the target audience as possible.
The founder of the fashion house Louis Vuitton was able to win a reputation among wealthy Parisians as a master of his craft.
Trust in his personal authority played no less a role in his rise than ingenuity. Today, a century and a half later, this principle still works.
11. Is your advertising too intrusive and aggressive?
Aggressive, direct calls to action are not acceptable in most cases when working with the premium segment - because of them, the brand loses its high reputation.
Attempts to put pressure on the client, to intimidate him with persuasions that tomorrow the price will be 30% more expensive are doomed to failure. The same can be said about approaches like "if you call right now...". It's just that many wealthy people are good at sales and advertising, especially those who earned their capital with their own minds.
Therefore, advertising of a premium brand should not be aggressive.
12. Do you speak directly about wealth?
When trying to create a “luxurious” atmosphere on your advertising medium, it is important not to overdo it with direct attributes of wealth, such as yachts, stacks of dollars, etc. This is more associated with advertising online casinos and miracle courses that supposedly allow you to earn millions in a week, than with real wealth.
In quality premium brand advertising, the idea of wealth is often not expressed directly, but implied, broadcast in the background. The main leitmotif remains the powerful super idea behind the brand.
For example, advertisers of expensive Swiss watches Patek Philippe emphasize family values in their commercials: “You don’t own a Patek Philippe – you save it for future generations.”
13. Does the environment match your premium product?
A company that offers premium products or services must excel in a number of ways:
⦁ purity and grammatical correctness of the language;
⦁ intonation of the sales manager’s voice;
⦁ the reliability of the facts presented on the website;
⦁ artistic value of the images used, etc.
After all, in this case you are dealing with the most spoiled and demanding target audience.
14. Do you use unique, high-quality images?
Photos should be carefully retouched, they should match the overall style and complement the design. Only professional photography using the golden section rule and other laws of composition is allowed.
You should use original images, not those downloaded from photo stocks. If the buyer understands that he uk whatsapp number list saw this smiling character in an advertisement for another project, no assurances of your product exclusivity will help.
15. Do your fonts exude dignity?
Fonts should be chosen very carefully. They should be refined, literally studying dignity.
If your premium brand conveys conservative, traditional ideas, original serif fonts will do. For example, we used them on the website for the closed business club Kelia .
It is worth noting that on this web resource we have applied most of the principles described in this article.
We hope that you will be able to win the trust of a successful and wealthy target audience. Note that none of the principles described in this article are dogma. Much depends on the specific situation. However, before breaking the rules, it is advisable to study them carefully.
We will be happy to help promote your products and services. Marketing Up agency is always open to dialogue! As for the question of whether we know how to work with the premium segment, let the CEO of the elite Moscow business club located on Vozdvizhenka answer:
