5 tips to choose the perfect luxury marketing materials | Fiona Gobbo Creative
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5 tips to choose the perfect luxury marketing materials | Fiona Gobbo Creative | The branding expert tips for luxury brands that want to enhance their brand experience with the right designs to help achieve their goals

5 tips to choose the perfect luxury marketing materials

You have your brand identity, a strategy and are now starting to launch your luxury brand. To build it you need not to use different channels, but also materials. They are your branding materials and marketing communication tools — the brand touchpoints that your customer comes into contact with.

 

The materials or brand touchpoints ensure that your high-end brand stands out to the ideal client by using your branding consistently.

 

But how do you make the right choice that fits your brand? We often see that brands base their choices on taste than what actually fits the brand and what is in line with the branding (strategy). Having a logo suite and brand identity is only a small part of branding. It is the consistent choices you make for your brand that help a brand stand out and build brand awareness.

To help you with the decision making, we’ve gathered our 5 tips to choose the perfect luxury marketing materials that fit your branding and marketing activities:

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5 tips to choose the perfect luxury marketing materials | Fiona Gobbo Creative | The branding expert tips for luxury brands that want to enhance their brand experience with the right designs to achieve their goals

Luxurious marketing collateral

 

5 tips to choose the perfect marketing materials

 

01 | The ideal client

This is THE person, niche or target group you want to reach with your marketing communication efforts to build a relationship with them. Do you have a brand strategy? If so, then you probably already have a clear idea of who your ideal client is. If not, try to define who you want to target by focusing on:

1) the problems or challenges your ideal client is facing
2) what your ideal client wants to achieve or what they are dreaming about

In other words: how does your brand enable them to realize their ideal situation?

Unlike other brands, a luxury brand primarily aims to enrich the consumer’s life. HOW this is achieved and what you specifically focus on, that is the sweet spot to tailor your marketing materials for.

the luxury consumer has higher expectations. De luxury consument heeft hogere verwachtingen. So your marketing communication efforts are also assessed this way by them. Quality and an exclusive angle are very important. Bonus points if you personalize the experience as well!

Event branding Honey, Be! | Fiona Gobbo Creative | Branded promotional materials and client gift design for events

Branding tip: use different textures and printing techniques to give the luxury marketing materials an extra dimension.

02 | The goal for the marketing materials

When using marketing materials, it is important to consider in advance what their purpose is. Is the primary goal to attract new customers? Or to increase the retention and lifetime value (the average amount of a client purchases) of existing clients? Or do you use them to create (more) brand awareness?

All these goals have a different outcome and therefore need different marketing materials for the right brand positioning. To make the perfect choice for your luxury marketing materials, you need to define in advance what the goal of the campaign or materials will be.

Think outside the box: the luxury consumer expects more and is looking for an (exclusive) experience. This requires marketing activities that push boundaries. For example, the news that Chanel is going to test private boutiques for their VICs (very important clients). Or Bottega Veneta’s approach to their online marketing that is a little different with a digital journal.

 

03 | The marketing distribution

Which channels are used to communicate with clients? This also determines the type of marketing materials you choose for the brand. Are the materials always used and not for a specific campaign? Packaging materials such as boxes, ribbons and the like for example. Or will they be needed for a (one-off) campaign? You need to ask these questions in advance in order to choose the right ones.

In addition, the distribution also depends on the ideal client. Do your research and find out where your ideal customer wants to be approached with your product or offer. In the luxury category, this often requires personalization and exclusivity. How can you make the experience with the brand a bit more luxurious through your marketing efforts? This can be in the form of personalized direct mail or personal contact via a chat function, for example. The goal is to take the experience with the ideal customer to the next level.

Try to also implement the designs consistently across the different channels, but adapt them to them as well. By coordinating them and taking the design into account, the marketing materials will look more luxurious and cohesive. You can do more digitally with animation and video and in print you can make the experience tangible with textures. Make sure you take advantage of it and let it amplify each other.

ietsmethaar hairstylist brand identity | Fiona Gobbo Creative | Hair salon brand identity including elegant logo design

Branding tip: use your branded colors and play around with them for an unique, creative look.

04 | Applying your branding

Consistent implementation of the branding is also a priority when choosing marketing materials. Make sure whoever will develop your marketing materials knows HOW to use your branding cohesively. A question that you and your team should keep in mind is: does our (potential) client immediately recognize that this comes from our brand?

Sometimes it is better design wise to use one of the alternative logos from the logo suite in the design because it fits better than the primary logo. A designer needs to know how to incorporate the logo into the design so that the branding remains consistent through-out all communications from your luxury brand.

The types of materials that you use for the marketing materials also need to match. For example, if you always use uncoated paper, it isn’t smart to suddenly use coated paper. Shapes and textures also make a big difference and have to be used consistently. Ask yourself how you want the ideal customer to feel when they have one of your materials in their hands. What do you want them to feel, both physically and mentally?

If the brand identity has been developed by a brand designer, you probably have received a brand guide or style sheet that explains how to use your branding. In our brand guide we always include a ‘style direction’ in which we explain the choice of materials.

 

05 | Your brand purpose

In other words, the purpose of the brand plays a major role in the choice of marketing materials. There’s a reason this particular brand essence was chosen — it’s what drives the brand. So it is only logical that the choice of marketing materials should match it.

Is your purpose based on sustainability? Then it isn’t surprising that you choose to use reusable materials, materials that are made from recycled sources or only use digital materials. If the brand stands for quality and luxury, then the choice often falls on thicker materials with a luxurious, tangible finish and an attention to detail.

You have a brand purpose for a reason — it helps you make choices that fit the brand and what it stands for. The marketing materials are not a stand-alone entity but part of the brand. By making the right choices, you work towards the vision and mission of the brand. So don’t forget to include this in the process.

Amivi Coffee brand identity | Fiona Gobbo Creative | Unique coffee blends packaging for luxury coffee brand

(re)build your brand

 

Strategic choices for luxury marketing materials

 

Choosing luxury marketing materials is a strategic choice that requires you to not only empathize with the ideal client and what they need. You also need to make strategic choices based on your brand’s long-term purpose and vision. The luxury category has always had the goal of making a person’s life more luxurious and adding quality. That is why it is important to know what this means for your brand and to reflect it through your marketing communication efforts. This is the only way to build a high-end brand that people recognize and want to associate with.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.