Last week, we explored how Louis Vuitton white gloves exemplified “the promise of branding.”
This week, I will discuss how to specifically go about conveying and fulfilling your luxury brand’s promise.
Your logo is important because it’s going to convey the image that represents your brand in an easy to digest format. Many people think branding is just a logo. It is not. Your logo provides a visual “cue” to your promise. Your logo should be:
- Absorbed in one “eye bite”
An eye bite is my way of conveying how many bites does the eye have to take out of an image before it can comprehend the image. For example, think about the Apple, IBM, and AT&T logo. Your eye can see those logos and instantly take it all in. Indeed, keep your logo simple and down to one eye bite—not complicated, confusing, and convoluted.
What do you want people to say about you and your business when you’re not around? Write that down. Ensure your staff and vendors are signed on to the same message.
It’s essential you develop a tagline. It should encompass, symbolize, and convey your brand’s promise. Commit to it.
TemplatesCreate templates for everything you use in your business to connect with your clients, customers, and constituents. Consistency is key. Click To Tweet
Whether it’s letters, ads, or signs, all the collateral you produce need to look related. Everything you do builds on what you’ve already done and creates the foundation for everything that you’re going to do.
Everything we did in the past became the foundation for everything we’re going to do in the future. Indeed, consistency is critical.
Until next time, make it a great week.