How to build a more premium brand
Building a more premium brand is more easily said than done and moving from one type of brand to another brings with it a series of potential hurdles such as the challenge of;
- Adapting internal processes
- Adapting long-standing employees
- Overcoming audience preconceptions of your brand
- The time and expense of creating something new
So how do you go about doing this successfully? How do you move from one type of brand to another seamlessly and without any teething issues?
Building a premium brand won’t happen overnight. To create a premium brand, you’ll want to put in place a long-term strategy as to how you are going to achieve it and the steps that you are going to take to get there.
Position your brand
To build a premium brand, you’ll need to position it as a premium product. Increase the price of your product and put the extra revenue back into ensuring a premium service for your customers. You can position yourself as a premium brand by incorporating a few design and content tricks like emphasising precisely what your customers will get in return for the extra expense or reducing the urgency of your advertising. Your brand won’t be considered to be premium if you don’t position it as such.
Be high quality
This perhaps goes without saying, but to be considered a premium brand, you must provide a premium service. For your branding and design to shine and be considered authentic, it needs to be followed through with exceptional service. There’s no point in promising a premium product or service through your brand positioning and not being able to follow up on that initial promise. You’ll soon be found out, and once you are, your credibility will be tainted.
Offer a seamless brand experience
When building a premium product, you need to ensure that every part of that product is of high quality. It is imperative that your brand guidelines are abided by, that any piece of design and branding is completed by professionals who know exactly what they are doing. Any hint of amateurish design can threaten the brand you are trying to build.
Be exclusive, be different
Customers turn to premium brands because they want something extra. Whatever that little bit extra is, as a brand, you need to own it and make sure that you absolutely appeal to your target audience. Offer your customers something that they can’t get anywhere else and back it up with a premium brand that they can trust, and you’re on to a winner.
Don’t be deterred if you don’t see results overnight. It can be easy to backtrack back to old ways if you don’t see an immediate return on investment. It is important to be patient and to stick by your guns and your new price points. To attract a higher paying audience, you’ll need to ensure that your brand remains true and resolute to its foundations and that you do not weaken your brand by compromising in any areas.
Kaizen Brand Evolution
As our name suggests, at Kaizen Brand Evolution, we are experts at helping our customers evolve their brand. No matter what the direction that you want to go with your brand or business, we can help advise you on how to get there. To find out more about how we can help you build a more premium brand you can visit our brand identity design page, or get in touch via our contact page or by calling 02895072007.