Rough diamonds
3 things that cheapen a luxury brand voice
Luxury products and services come at a price. And when the price is elevated, so are the stakes.
With all luxury marketing teams claiming superiority, how can you shine as the genuine article? And what are the common pitfalls that can cheapen a luxury brand voice?
You’re yelling
Quiet luxury is trending for a reason. Quality speaks for itself. As brand writers, our job is to ensure its voice is heard (even if it’s a very convincing whisper.)
When signposting luxury, think handwritten note over flashing neon. Subtle cues often convey more than overblown claims. If you need to label a service, room or tasting menu “luxury” chances are, you’re eclipsing the finer details that make it truly special.
2. You’re the wrong kind of exclusive
When positioning an exclusive offering, a nod to privacy, peace or discretion may be welcome. But when you centre the absence of others rather than the presence of an exceptional personal experience, you risk sounding cold, and even a little alienating.
3. Your channels aren’t pulling together
Luxury is about a flawless experience. A seamless interaction that feels solid and familiar. Without consistency, your audience is kept guessing – they can’t relax.
This isn’t about being monotone. It’s about being dependable. If your brand voice isn’t flexing appropriately across social media, direct mail, your website, even your drinks menu, then you’re missing out on the magic that consistency brings to your brand.
Need help nailing a tone that sells truth and beauty?
We specialise in crafting brand narratives for luxury brands. We’d love to help.
