Luxury Brand Consultant & Copywriter Portfolio Samples

A luxury copywriter or a luxury brand consultant takes a good, hard look at your upscale purchasers’ intent. Is it an aspirational buy? A purchase of self-expression? An affordable indulgence? Or, is truly a product or service designed with the needs of the high net worth individual in mind, such as financial services or jet leasing? Often, there is both room and need in the sale to say more in the luxury sale, but you need to be speaking on your targets’ level.

I call genuinely high net worth individuals Earners, Learners & Discerners, whereas Burners & Churners are much more concerned with being in the know and in the moment. Millennials, as a whole, tend to sit somewhere in the middle, but with self-empowered sense and logic entering into the luxury equation as never before. For more on my unique brand-building approach: message-centric branding consultant.

Position with panache

A luxury brand without a solid position is a luxurious house of cards. Too many businesses these days are getting it upside-down: beneath brand sits position, not the other way around. It is the more important thing. It is the more success-determining thing. Before we go layering on elements of design, personality and dimension, we need to know who exactly you exist for and all of the other key elements of your unique value proposition. Then, you’re prepared to brand with barrels blazing. Specificity in your creative brief, a key deliverable of your luxury brand consultant, will keep your luxury copywriter and design team on-track for the position you want to own in the marketplace. It will also define the right tone of voice and stipulate the proper quantity of copy.