Part 3. Marketing made simple: The premium playbook
- Ioana
- Mar 12
- 4 min read
This one I specifically like because it keeps its allure and quality status, yet allows for more flexibility in positioning. Premium brands are fascinating because they offer status and exclusivity, but in a different way. :)
They don’t cater to the ultra-rich but rather to the aspirational buyer, the professional, the white-collar worker, the consumer who is willing to pay extra for quality and a brand that makes them feel good. The way you feel is crucial here.
If you can’t afford a Hermès or a Ferrari, chances are they aren’t even on your radar. But a Polène bag or a BMW? Now, that’s a different conversation. Premium brands exist in that middle ground between luxury and mass market, offering a taste of prestige without the unattainable price tag (yet still high enough).
That being said, let’s dive into premium branding and see what really matters.
1. Price and Discounts
Premium isn’t cheap (but it’s justified).
Unlike luxury, premium brands can’t rely on pure exclusivity. But that doesn’t mean they should constantly discount. Instead of devaluing the brand, premium pricing strategies focus on value, perception, and smart incentives. Consider these approaches:
Occasional discounts might work in specific situations, but the focus shouldn't be there.
Strategic bundles, not discounts. A premium skincare brand includes a mini serum with a full-size product instead of slashing prices.
Loyalty perks, not sales. Reward customers with exclusive access, complimentary shipping (a better wording than "free shipping"), priority service, or personalized recommendations.
Premium pricing should make consumers feel good about spending more, not like they’re looking for a deal.
2. Packaging
Luxury brands focus on indulgence, while premium packaging should be sleek, sustainable, and intentional.
High-quality materials. No flimsy plastic or excessive bulk, just solid, refined packaging that enhances the product.
Minimalist yet elegant design. Apple, Polène, and Aesop use clean aesthetics, neutral tones, and tactile finishes.
Sustainable choices. Eco-friendly materials matter to premium buyers. Recyclable, reusable, or biodegradable packaging adds credibility.
A premium product should feel well-crafted from start to finish.
3. Messaging
Confidence, not noise.
Premium brands don’t chase customers. They build credibility through craftsmanship, innovation, and experience. Messaging should be sharp, refined, and value-driven.
Remember this: Storytelling over selling. Instead of saying, “Made with premium materials,” say, “Designed in Paris, handcrafted in Portugal for a perfect balance of form and function.”
Clear, yet aspirational. Premium brands don’t over-explain or sound desperate. Keep it polished, persuasive, and engaging.
Less is more 100%. A premium brand doesn’t need excessive adjectives. Say more with fewer words.
Don't forget that premium buyers are smart and intentional. The messaging should reflect that.
As I mentioned in my previous article, avoid AI-generated patterns as much as possible. If you use ChatGPT/Gemini or other platforms, train them well so that the output feels natural
4. Social media tips & tricks
Curate. It's very very important!
Premium brands don’t need to be everywhere, just in the right places. Instead of posting for the sake of posting, focus on content that reinforces value, and connection.
High-quality visuals only. No cheap stock images, no over-filtered photos. Brand consistency is key.
Influencer partnerships that make sense. Sometimes niche micro-influencers work better than mass-market celebrity endorsements.
Exclusive content for engaged audiences (behind-the-scenes moments, expert insights, and thoughtful storytelling).
Premium marketing should feel intentional and aspirational, not like an e-commerce ad feed.
5. The Big NOs
What cheapens a premium brand? Lowering standards.
And I’ll repeat this as many times as needed, because the details matter.
Sloppy branding. No Canva/Capcut/etc-made logos (always pay for premium - especially if you want to be seen as a premium brand), no mismatched visuals, no rushed design. A premium brand needs a polished, cohesive identity.
Spamming social media. Posting just to post makes a brand look desperate. Premium brands share with purpose.
Over-the-top discounts. Flash sales and constant markdowns scream “cheap.” Don't.
6. Customer Experience and Support
A premium brand must feel this way in every interaction.
Customers expect more than just a product; they expect service that matches the price tag.
Personalized support matters. Address customers by name. Offer tailored recommendations. No robotic, copy-paste responses. No grammar mistakes.
Consistency is key. The in-store/ online customer service experience should feel flawless.
Fast, but thoughtful replies. Premium doesn’t mean slow, but it also doesn’t mean rushed. Quality over speed.
All of these are important because a premium brand that fails at customer experience stops being premium in the eyes of the buyer.
7. Shipping and Delivery
From order confirmation to delivery, every touchpoint matters.
Fast, efficient shipping. Premium brands don’t make customers wait unless it’s a made-to-order product. Speed and reliability are key. And keep the customer up to date on the status of their order; that's really nice.
Well-protected, elegant packaging. The delivery shouldn’t feel like a warehouse shipment, it should feel purposeful and carefully packed.
Final Thoughts
So, are you checking these boxes?
Premium brands hit that perfect middle ground; aspirational but not out of reach. Unlike luxury, which thrives on exclusivity, premium branding is about innovation, credibility, and delivering an experience that feels elevated.
When done right, you’re not just selling products. You’re creating something people want to be part of. If you’re building a premium brand, remember: quality, perception, and consistency always win. Every single time. :)
That’s how you stay premium in a nutshell.
See you soon,
Ioana
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