When it comes to brands, they are certainly not all made equal. We have low-end brands, the cheap cheerful kind, we have mid-range brands, and then we have high-end brands and when you encounter a high-end brand, you just know. There’s something about them, something that grabs you and makes you feel special.

Some people call this the luxury market, others call this 5-star or prestige. Regardless of what you call it, I am sure you could name plenty of high-end brands. It’s everything from Chanel and Prada to Lamborghini and Ferrari. We find high-end brands in almost every industry: fashion, makeup, cars, hotels, travel, restaurants and spa treatments just to name a few.

For business owners, there’s definitely a certain allure to being a high-end brand:

• You can obviously charge more for your product or service.
• You can really deep dive into a project and immerse yourself in it without needing to take multiple clients at the same time.
• You can spend extra time on the finer details to make sure what you offer is perfect.
• You can get to know your customers in more depth, really building quality relationships with them.
• As a result of this enriched relationship, you can get to know their needs and struggles and position yourself in a way that you can meet those needs and address those struggles.

But the big question is: How do you create and launch a high-end brand? This is made even more difficult if you already have a brand and you are looking to transition from being a mid or low-end brand into a high-end brand. In this episode, I am bringing on a brand stylist who has just made this shift (and has made it beautifully!) - Sarah Shuttle of Orla.

We talk about:

• the mindset behind creating a high-end brand (both from the perspective of the business owner and the client);
• what needs to shift inside your brand if you’re looking to transition into a more high-end market;
• how to create a high-end client experience (including what tools to use);
• And the crucial role of customer service.