CREATING A BRAND THE TASTEFUL WAY

Everyone is a brand expert these days, But creating one the tasteful way requires real strategic thinking to develop depth and character.

With the proliferation of business gurus, brand experts, and accessibility to templated design apps, brand creation has slowly become democratised. And our roles as business specialists and brand experts have slowly faded into the abyss. 

I've had my fair share of burnout and even went on a business sabbatical when I pursued my MA in Luxury Business Studies in London. This is mainly because my craft is no longer unique. I needed an edge in the industry by specializing in luxury. Many people asked me why I needed to pursue an MA when I'm only an entrepreneur who doesn't necessarily need any of this to gain an edge in this highly competitive landscape. But here's the thing: when everyone is now a "guru" and an "expert," how else can we differentiate our craft?

The symbolic and iconic status of luxury brands has deeply inspired me. No matter how much it is believed that luxury has been made accessible to the many, these brands' storytelling, mysticism, and allure remain the same. I've spent a year away demystifying the myth. So, what does it take to create a brand tastefully? 

1. It's more than the price tag 

I've noticed that business owners who desire to elevate their brands to luxury always think it's just about a price tag. In luxury, one of the real reason why their is a hefty price tag behind their goods is just simply about the true cost to make one and also the expertise behind it. Think of it this way, you're buying into this world of craftsmanship and dream. Hence, luxury is more than just a price tag.

2. It's not about hard selling

I've battled demons regarding unlearning hard selling and the type of marketing I was used to for the most of my career. I started with FMCG and premium goods with business owners who are desperate for constant exposure. The thing about luxury is that it's really about "hard selling" their offers with tons of features and special promotions. It's about the dream that someone is willing to pay for in order to actualise it.

3. It's about proper boundaries

When I started positioning myself as a luxury, I've had people from my community call me selfish for putting boundaries in place. I lost many of them during the process. But I finally understood the value I bring to the table. Among the people who disappeared on me are those who experienced success with every knowledge I've shared. In our collective culture, Filipinos are actually highly restrictive and tend to have a negative attitude towards luxury. Remember from my previous point that luxury is about the dream? Dreams don't actualise unless you act on them. And this means that if you don't set proper boundaries for your business, you will always be treated the same.

4. It's creating a culture based on values and beliefs

I've shared a lot about entrepreneurship in the last few years, and this aspect is one of the many things that have remained the same and somehow elevated. Values and beliefs are two essential ingredients in creating a tasteful brand. You need them to be able to select among those who will only have access to you and those will value you for what you offer. Think of an equal energy exchange, minus the burn-out from actually serving everyone. Remember, luxury is not for all.

5. It's all about being creatively authentic

We're frequently exposed to many trends and fads that are spread all over the internet. Sometimes, the characters we emulate are the people we see and are influenced by. Losing all our authentic appeal means we're all becoming soulless. Creating a tasteful brand is about being creatively authentic in everything you do. It's not just copying someone; it's about finding the authentic you and communicated through your offers. This can stem from where you truly come from, history, or myth. As long as it comes from you and it fuels you to be creatively authentic, this is how you create a tasteful brand.