A number of answers come to mind when we consider the factors that make a brand premium. The most common, and quickest, answer is ‘higher price’ but a little soul searching discovers that the truest answer is more along the lines of exceptional quality, excellent and memorable service, exclusivity, and connecting a community around a shared passion.
The traits that make a brand premium may differ from brand to brand, but that doesn’t make one any less significant than the other. Any brand that enriches the buyer-seller relationship by bringing some special to the experience can opt for premium status.
So, how does a small business emulate the same premium feel of big premium brands, such as the likes of Apple or Nike? By taking a thoughtful approach and incorporating visuals that reflect the brand’s ongoing commitment to being the best in its product category.
Here’s a look at three very different brands, all of which define themselves as premium for different reasons.