Latest / The Boujee Multipreneur / Luxury Branding for Entrepreneurs – How to Attract High-End Clients

Transcript

Luxury Branding for Entrepreneurs – How to Attract High-End Clients · The Boujee Multipreneur

• 0:18
  SPEAKER_00: Hi, welcome back to another episode of the Bougie Multipreneur.
• 0:22
  SPEAKER_00: I'm your host, Hilary Hesherra Jones.
• 0:26
  SPEAKER_00: We're going to talk about scaling your business, creating luxury experiences, and attracting high-end clients.
• 0:32
  SPEAKER_00: If that's what you're looking for, you're in the right place.
• 0:35
  SPEAKER_00: Today we're diving into luxury branding for entrepreneurs.
• 0:39
  SPEAKER_00: So, how to position yourself in your business as a high-end, premium, and irresistible to the right audience.
• 0:47
  SPEAKER_00: Because let's be real, there's a big difference between selling to the masses and catering to high-ticket clients.
• 0:55
  SPEAKER_00: Luxury branding isn't just like slapping a high price value on your product or service, it's about creating an experience, right?
• 1:04
  SPEAKER_00: The exclusivity and just an undeniable value.
• 1:07
  SPEAKER_00: That's luxury, in my opinion.
• 1:10
  SPEAKER_00: So whether you are a service provider like myself, a chiropractor, a product-based business, or you have multiple adventures like I do.
• 1:18
  SPEAKER_00: I have chiropractic offices, I have an event center, I am a business coach, and I have several rental houses.
• 1:27
  SPEAKER_00: So this episode is going to give you some secrets that I think will help craft you and your brand into something that says luxury.
• 1:35
  SPEAKER_00: So let's get into it.
• 1:37
  SPEAKER_00: So, really, what is luxury branding?
• 1:40
  SPEAKER_00: Like, what do you think when you hear that?
• 1:42
  SPEAKER_00: It's not really about a price, it's more about like the perception, the exclusivity, and the quality is what I think of as luxury branding.
• 1:52
  SPEAKER_00: So, for instance, perception.
• 1:54
  SPEAKER_00: People want something or they want to feel like they're getting something that's like rare and premium, like Chanel, going to the Ritz-Carlton or a high-end service like private coaching, right?
• 2:07
  SPEAKER_00: Exclusivity, thinking about luxury brands that maybe don't appeal to everyone.
• 2:12
  SPEAKER_00: That's okay.
• 2:13
  SPEAKER_00: They're selective, which makes them more desirable.
• 2:16
  SPEAKER_00: I'm sure you can think of some luxury brands that you would say, like, I don't, I don't like that.
• 2:20
  SPEAKER_00: I wouldn't want that.
• 2:20
  SPEAKER_00: That's okay.
• 2:21
  SPEAKER_00: It's not meant to appeal to everyone.
• 2:23
  SPEAKER_00: That's why we're looking at more exclusivity with them.
• 2:27
  SPEAKER_00: And even quality over quantity, right?
• 2:30
  SPEAKER_00: A luxury brand's message is it's worth the price because of XYZ, right?
• 2:38
  SPEAKER_00: Because of the craftsmanship, the attention to detail, or maybe it's just that VIP experience.
• 2:45
  SPEAKER_00: So I feel like as I get older, I keep saying to myself, I want quality over quantity, whether that's in my coaching, like the people that I choose to work with, or even in my chiropractic business as patients.
• 3:00
  SPEAKER_00: I would rather have quality patients over quantity of them.
• 3:05
  SPEAKER_00: So for instance, have you ever been to Louis Vuitton and noticed a sale?
• 3:12
  SPEAKER_00: No, they just don't have sale, they don't have Black Friday sales, they don't have sales because it's Columbus Day or anything like that.
• 3:20
  SPEAKER_00: They don't need to discount that because it would like damage their exclusivity.
• 3:25
  SPEAKER_00: Instead, they increase their value rather than lowering their prices.
• 3:31
  SPEAKER_00: So let's talk about some steps to create a luxury brand if this is what you're looking for.
• 3:37
  SPEAKER_00: So let's talk about how you can position your business as a luxury brand, no matter what industry that you are in.
• 3:44
  SPEAKER_00: I know I talk to a lot of chiropractors, so a lot of my examples are chiropractic.
• 3:48
  SPEAKER_00: Um, but remember, I also have other businesses, and my husband does taxes and accounting, so we're around a lot of different businesses, but define your unique value and positioning.
• 4:01
  SPEAKER_00: So asking yourself, what makes my brand different?
• 4:05
  SPEAKER_00: Why would someone choose me over a competitor?
• 4:08
  SPEAKER_00: I do this a lot in my businesses.
• 4:10
  SPEAKER_00: Like, what is it, right?
• 4:12
  SPEAKER_00: Um, our clients that, and I should say my clients, they want more of expertise, they want a premium service and exclusivity.
• 4:22
  SPEAKER_00: So if you're wanting to create this luxury brand, what are you going to do for that expertise, the premium service and exclusivity?
• 4:31
  SPEAKER_00: And those are the things that you should market for that.
• 4:34
  SPEAKER_00: So, number two, let's talk about creating an elevated customer experience.
• 4:39
  SPEAKER_00: So, besides just going into the chiropractic office and getting adjusted, how's every like touch point of that visit, how does it make them feel?
• 4:49
  SPEAKER_00: Um, it's about being more of a white glove service, attention to the details and exceeding their expectations.
• 4:56
  SPEAKER_00: So, for instance, in my chiropractic office, we do we have little things that elevate their experience, even like in the bathroom, let's say, you know, we don't use paper towels, we have freshly cleaned and laundered um hand towels for every single person because not everyone loves just wiping their hands on paper towels, right?
• 5:18
  SPEAKER_00: Um, it's that it's having uh high-end soap in there and high-end lotion for them, it's having um custom made cloth uh face, uh kind of like a face paper.
• 5:31
  SPEAKER_00: You chiropractors, you know, that use like rolls of paper and stuff like that for the patient to lay on in my office.
• 5:36
  SPEAKER_00: We don't have that nasty old paper.
• 5:38
  SPEAKER_00: We have like custom-made cloths that they lay on and then we launder them.
• 5:42
  SPEAKER_00: So, what are we doing to elevate their experience?
• 5:45
  SPEAKER_00: Are we giving our new patients or our new clients?
• 5:48
  SPEAKER_00: Do they get some type of bag full of goodies?
• 5:52
  SPEAKER_00: You know, do they get things on their birthdays or their anniversaries or because they've completed care plans?
• 5:58
  SPEAKER_00: Like, what is it that makes them high-end and makes them feel like a VIP?
• 6:03
  SPEAKER_00: So have a strong visual identity and then brand it, right?
• 6:08
  SPEAKER_00: Luxury branding is is polished, it's high-quality visuals and pictures, sleek logos, the fonts are sophisticated and clean website.
• 6:19
  SPEAKER_00: I mean, look at any high-end luxury and then look at compare it to yours.
• 6:24
  SPEAKER_00: Like, what could you do?
• 6:25
  SPEAKER_00: Do you need better pictures?
• 6:27
  SPEAKER_00: Are you posting pictures that your 10-year-old took, or are you are you getting professional pictures done often, right?
• 6:34
  SPEAKER_00: Are you updating your website?
• 6:36
  SPEAKER_00: Did you update your logo?
• 6:38
  SPEAKER_00: Like maybe your logo just needs like a facelift, right?
• 6:41
  SPEAKER_00: Like, what could you do to make it look a little bit more luxury?
• 6:44
  SPEAKER_00: There are specific fonts that are more luxurious than some of the basic ones.
• 6:50
  SPEAKER_00: So if your brand doesn't look premium, your pricing won't either.
• 6:55
  SPEAKER_00: So the visual identity and branding.
• 6:58
  SPEAKER_00: And then let's talk about the price for the perceived value.
• 7:02
  SPEAKER_00: So high-end clients expect high-end pricing.
• 7:06
  SPEAKER_00: So if you charge too little or you have deals and specials all the time, you it shows them that it's not high-end and it's not high quality, but it's actually more of a lower quality.
• 7:18
  SPEAKER_00: So, for example, um, if I charged$20 for an adjustment versus$150, which one do you immediately think is more luxurious?
• 7:30
  SPEAKER_00: Or like a massage, if you will, a$50 massage versus a$300 luxury spa experience.
• 7:39
  SPEAKER_00: Same massage, right?
• 7:40
  SPEAKER_00: But it's two different types of experiences and it's perceived differently.
• 7:45
  SPEAKER_00: So don't undervalue your services and products if you're trying to attract and go more luxury.
• 7:53
  SPEAKER_00: So market also with like exclusivity and storytelling.
• 7:58
  SPEAKER_00: It should be that this, whatever it is, is scarce, but it has a high value to it.
• 8:04
  SPEAKER_00: Instead of buy this product, it's on sale.
• 8:07
  SPEAKER_00: Think we only take on five clients per month for our VIP program.
• 8:13
  SPEAKER_00: So it's how you say it, the storytelling, and how you market.
• 8:17
  SPEAKER_00: And then, of course, get your social proof on in your testimonies from other high-end clients that have had your product, your service, etc.
• 8:26
  SPEAKER_00: So let's talk about some mistakes actually to avoid.
• 8:30
  SPEAKER_00: So, what should you not do when you are branding yourself as a luxury entrepreneur?
• 8:37
  SPEAKER_00: The whole point is we're not marketing to everyone.
• 8:41
  SPEAKER_00: Remember, luxury brands are not for everyone and for the masses.
• 8:46
  SPEAKER_00: We want exclusivity.
• 8:47
  SPEAKER_00: So we really want to like niche down who it is, who is our target, ideal person, market, etc.
• 8:55
  SPEAKER_00: Be very consistent with branding.
• 8:57
  SPEAKER_00: Don't be inconsistent where your visual, your messages are sometimes sales, not sales.
• 9:04
  SPEAKER_00: This is high scares, but now it's now it's on sale.
• 9:08
  SPEAKER_00: The up and down of sales and not sales and this and that doesn't scream luxury because you don't see that in other other luxury brands, right?
• 9:18
  SPEAKER_00: And remember, don't underprice your offer.
• 9:21
  SPEAKER_00: High-end clients don't want the cheapest option, they want the best.
• 9:26
  SPEAKER_00: So if you personally aren't used to buying luxury, you might need to go and see and get in it, talk to other people because you might not be, you may not be your ideal client, right?
• 9:38
  SPEAKER_00: So you need to understand what it is that the luxury person wants.
• 9:43
  SPEAKER_00: They don't want the cheapest, they don't want a sale, they want the best.
• 9:47
  SPEAKER_00: And people that have money will pay for what they want.
• 9:51
  SPEAKER_00: So, you know, again, it the sale isn't going to entice them.
• 9:57
  SPEAKER_00: Um, if your business doesn't offer like concierge-level care, uh, then that could be an issue too.
• 10:05
  SPEAKER_00: But what could we do to offer premium customer service?
• 10:10
  SPEAKER_00: Because that screams luxury.
• 10:12
  SPEAKER_00: If you don't have anything like that or some high-end type of packages with some extra service, then that's not enough luxury for some people.
• 10:22
  SPEAKER_00: And then again, like I said, don't overuse discounts.
• 10:26
  SPEAKER_00: Um, instead of saying you something's on sale, maybe think of something as an exclusive perk with this or that, or a bonus added to that, instead of everything being discounted all the time.
• 10:39
  SPEAKER_00: So again, hope some of these tips were great for you.
• 10:43
  SPEAKER_00: Hope you, you know, got something out of this.
• 10:45
  SPEAKER_00: And if you're not used to luxury, go to a nice luxury hotel, spa, store, um, you know, and really take some notes really and look into it.
• 10:57
  SPEAKER_00: You know, it's about crafting your elevated experience and positioning yourself maybe as the go-to expert, the go-to chiropractor, um, business coach, etc., and attracting the clients who see the value in what you offer.
• 11:14
  SPEAKER_00: It's not for everyone, it's not selling, it's about making this experience that people want to work with you and they want to buy what you have, perhaps.
• 11:25
  SPEAKER_00: So today, let's I challenge you, let's look at your brand and say, does this feel premium?
• 11:33
  SPEAKER_00: Right?
• 11:33
  SPEAKER_00: Like I said, look at look at luxury and then look at your brand.
• 11:37
  SPEAKER_00: Does your brand feel premium?
• 11:39
  SPEAKER_00: Are you charging luxury pricing for a luxury experience?
• 11:44
  SPEAKER_00: And are you giving that experience, right?
• 11:46
  SPEAKER_00: And what small changes could you make to elevate your client experience?
• 11:52
  SPEAKER_00: What are some little things that you could start with?
• 11:54
  SPEAKER_00: These are things that I go over with my coaching clients all the time.
• 11:57
  SPEAKER_00: And I get it, not everyone wants to create a luxury experience and have luxury clients.
• 12:03
  SPEAKER_00: That's fine.
• 12:04
  SPEAKER_00: But for those of us who enjoy that and want to do it, some changes need to be made, right?
• 12:09
  SPEAKER_00: I know I had to change, and change is good, you guys.
• 12:12
  SPEAKER_00: So I'd love to hear your thoughts on what you're doing.
• 12:15
  SPEAKER_00: If you need help, reach out to me.
• 12:16
  SPEAKER_00: I'm on Instagram, Hillary Hushour Jones.
• 12:19
  SPEAKER_00: You know, tag me into your stories or some takeaways that you have.
• 12:23
  SPEAKER_00: I'm also on Facebook.
• 12:24
  SPEAKER_00: Um, but don't forget to subscribe to the podcast.
• 12:28
  SPEAKER_00: Um, and we love a five star review.
• 12:31
  SPEAKER_00: Let me get some more bougie business strategies to you soon.
• 12:35
  SPEAKER_00: But until next time, stay bougie, stay bossy, and keep building your empire.
• 12:42
  SPEAKER_00: You're awesome.