054 | How To Create And Launch A High-End Brand

When it comes to brands, they are certainly not all made equal. We have low-end brands, the cheap cheerful kind, we have mid-range brands, and then we have high-end brands and when you encounter a high-end brand, you just know. There’s something about them, something that grabs you and makes you feel special. Some people call this the luxury market, others call this 5-star or prestige. Regardless of what you call it, I am sure you could name plenty of high-end brands. It’s everything from Chanel and Prada to Lamborghini and Ferrari. We find high-end brands in almost every industry: fashion, makeup, cars, hotels, travel, restaurants and spa treatments just to name a few. For business owners, there’s definitely a certain allure to being a high-end brand: You can obviously charge more for your product or service. You can really deep dive into a project and immerse yourself in it without needing to take multiple clients at the same time. You can spend extra time on the finer details to make sure what you offer is perfect. You can get to know your customers in more depth, really building quality relationships with them. As a result of this enriched relationship, you can get to know their needs and struggles and position yourself in a way that you can meet those needs and address those struggles. But the big question is: How do you create and launch a high-end brand? This is made even more difficult if you already have a brand and you are looking to transition from being a mid or low-end brand into a high-end brand. In this episode, I am bringing on a brand stylist who has just made this shift (and has made it beautifully!) - Sarah Shuttle of Orla. We talk about: the mindset behind creating a high-end brand (both from the perspective of the business owner and the client); what needs to shift inside your brand if you’re looking to transition into a more high-end market; how to create a high-end client experience (including what tools to use); And the crucial role of customer service.