How to create a luxury brand that feels approachable

 Creating a brand that feels luxurious can be a great way to demonstrate a high-end product or service. Luxury brands are often associated with superior quality and exclusivity, making them desirable. And yet, luxury branding can often feel intimidating or unapproachable.

If you want to create a high-end brand for your business, is it possible for it to feel both luxurious and approachable? As a brand designer, I believe the answer is a resounding “yes”–keep reading to find out how.

Luxurious vs. approachable branding

Before we get into how to create an approachable luxury brand, it’s important first to understand what makes a brand feel either luxurious or approachable. In a sense, the term “approachable luxury” is a bit of an oxymoron. By definition, luxury brands are the opposite of approachable: exclusive, expensive, and aspirational. The inaccessibility of these brands is a big part of their appeal. For example, how often do you spot a Lamborghini when you’re out running errands? It’s rare enough that when you do, you can’t help but do a double-take. For the elite, luxury brands are status symbols. If you can afford a $200,000 car, you (probably) know that you’re successful, and everyone around you knows it, too. But, what about all the folks who want the high-end experience but don’t care to flaunt their wealth and status? Enter the approachable luxury brand.

Approachable branding is all about creating a look and feel that’s inviting and relatable to potential customers. This can be achieved through multiple, synergistic means. At a basic level, it can look like using simple language in your website and marketing copy. And at a larger scale, it could involve active engagement with your local community to bring the brand, literally, down to earth.

Luxurious and approachable might seem like opposite ends of the spectrum, but with some careful planning, they don’t have to be. There are aspects of luxury brands, such as quality, experience, and aesthetics, that are not inherently exclusive and inaccessible. Let’s look at a few ways to marry luxurious and approachable qualities for your brand.

How to create luxury branding that’s approachable

1. Establish a unique identity

The first step to creating any kind of brand is to establish a unique identity. This starts with developing a strategic voice and tone for your brand that reflects the values of your business and how you want your brand to be perceived by customers. It also includes creating a distinctive visual identity through your logo, color palette, typography, and other brand elements. Altogether, your brand identity should serve to both set you apart from your competitors and draw in ideal customers who resonate with your mission and values.

2. Create an authentic voice

Creating an authentic voice for your brand is an essential way to make it relatable and personable. This can be done through website copy, blog posts, and social media posts; make sure the language you use is natural and engaging. Speak to your audience in a language they are familiar with, and ensure that it is consistent across all platforms. Additionally, developing an authentic and unique voice will help to make your brand recognizable to your target customers.

3. Showcase your brand’s personality

Showcasing your brand’s personality is another great way to make your brand feel more approachable. This can be done through the use of humor, storytelling, or other creative methods. By using these methods, you will be able to foster a deeper connection with your customers. This can go a long way in making your luxurious brand feel relatable and down-to-earth.

4. Make your brand human

People are more likely to trust a brand if there is a human face behind it. Consider incorporating real people into your advertising, or providing customers with a behind-the-scenes look into your business. This will help to make your brand more relatable, and will also show potential customers that you’re actually committed to your brand’s values and purpose. For example, any brand can tout that they value transparency, but taking your audience behind the scenes is an effective way to prove it to them.

5. Invest in quality design and materials

When creating luxury branding, it is essential to use materials that reflect your attention to detail and commitment to quality. Your customers may not be design experts, but I guarantee they can tell the difference between a shoddy logo and an impeccable, cohesive brand identity. If you want your brand to be perceived as premium and high-quality, it has to look the part. Additionally, consider the type of materials you are using for your packaging and print materials, as well as the technology used in any products or services you deliver virtually. Always invest in quality if you want your brand to feel luxurious.

6. Cultivate a high-end customer experience

There are many ways to cultivate a customer experience that feels luxurious, whether you’re selling products or services, virtually or in-person. A high-end experience shows your customers that you’re detail-oriented, and more importantly, that you actually care about them and appreciate their business. A few things you can do to elevate your customer experience include sending a personalized thank you note, offering a rewards program, and sending out follow-up emails post-purchase to check in and see if you can be of additional service to them.

7. Get involved in your community

Getting involved in your local community is a great way to make your brand more accessible. This can include sponsoring local events, making charitable donations, or providing other forms of support to the local community. By showing customers that you care about the people around you, you will be able to make your luxury brand appear more friendly and inviting.

Ready to elevate your brand?

In this post, we covered seven impactful ways to develop a brand for your business that feels both luxurious and approachable. As you can see, this doesn’t have to be difficult, but it does require some strategic thinking and a willingness to invest in a high-quality brand experience.