Creating a luxury brand. What you need to know?
I’ve decided to write about my perspective on how to create a luxury brand based on experience I had with my clients.
Let’s dive right in: the term ‘affordable luxurious candle’ truly contradicts itself, since true luxury isn’t associated with affordability. The phrase ‘affordable luxury’ stands out as a prime example of an oxymoron. I frequently come across project briefs that include the word ‘luxurious,’ even though the intended audience for the client isn’t necessarily in the high-end market. In the majority of cases, my clients aim to convey a sense of ‘high-quality’ in their branding. To illustrate this, let’s consider the scenario of a candle artisan.
What you need to create a luxury brand?
You need time.
Start by having the right mindset and some good marketing experience (or a strong team to help you). Take Dior candles, for instance. It’s not just about the wax quality. It’s about the whole experience being better than just the candle itself. It’s about feeling something special, beyond the usual. Plus, there’s a history behind the designer and really well-made packaging.
Thinking about where you’ll sell your candles matters from the beginning. You can see which other fancy brands are being sold there. Also, it’s really important to figure out what feelings and thoughts you want people to have about your brand. When I think about Dior, I think of classic beauty and feel romantic. But looking at, let’s say, a Byredo* candle, it’s not quite the same, right?
Product you’re offering
When you’re in the process of creating a luxury brand, it’s essential to bring innovation and freshness to the table, setting yourself apart from what’s already out there in the market. If your goal is to establish a candle brand, the fragrance should exude opulence and stand distinct from the typical options available. The materials you use must be top-notch in terms of quality.
Aim to craft scents that are unique and extraordinary – this should be a key objective. It doesn’t imply that you should steer clear of classics like a rose-scented candle, but rather, you should find ways to reinvent and redefine them.
Be prepared to invest more
Imagine you’ve already put money into your branding, designed gorgeous labels for your candles, and sorted out the packaging. Branding, especially for a luxury brand, can be expensive. That’s because it’s trickier to craft a luxurious experience, even though it often appears quite simple and sleek.
Packaging
Now comes the printing stage, but you go for inexpensive label paper and ordinary boxes with stickers for packaging. That doesn’t scream luxury at all.
If your product carries a higher price tag, the packaging should match up. It needs to look flawless and convey to the customer that they’re investing in something more than just a candle.
Hire professionals you need
You’re the expert in your field, deeply familiar with your niche. While you’ve got that part covered, there’s still a lot more to tackle. When it comes to your branding, make sure to bring on a designer who truly understands your vision. Consider your marketing strategy and how you can draw in your perfect customers.
High-quality but not luxurious
If you’re aiming for an average price range for your candles and your target audience is quite broad, you can still maintain a professional image and produce an excellent product. You have the opportunity to offer your customers a high-quality item without necessarily positioning yourself as a luxury brand.
For instance, consider a natural and botanical brand that places emphasis on the environment and using clean ingredients. They prioritize ingredient quality, using only ethically sourced materials in their candles. This raises their costs compared to standard paraffin wax, resulting in higher prices. While they’ve invested in their ingredients and branding, their candle jars and labels might not be exceptionally unique.
This example perfectly illustrates how to build a strong brand with a quality product. The focus of investment here is on ingredients, while still achieving that sense of “expensive” quality. Moreover, you can always plan for a luxury line in the future or even establish another brand within your umbrella, if you’re not quite prepared for it at the moment.
Conclusion:
My view of a luxury brand might be a bit narrow. I tend to see luxury as something super high-end, cutting-edge, or highly desired. There’s a lot to think about when you’re building a brand. It’s important to figure out what your true goal is.
Given all that, if you’re an expert at making candles and you envision your brand alongside names like Dyptique* or Byredo*, that’s fantastic!
Have confidence in your skills and set your mind on crafting a luxurious experience for your future customers.
If you need assistance with your branding, I can lend a hand. I can help you with your brand strategy, give you advice on the right direction based on your plans, and create a unique brand identity that represents your brand’s values.
Feel free to reach out and schedule your project!
*candle brands