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How to Build a Premium Brand

October 2, 2020

Filed in: Branding

How to build a premium brand

A premium brand is about being intentional with your initial strategy and the creative brand design process. 

It is about taking “what you do” and “how you do it” to an elevated level to create an emotional connection and experience.

It is about focusing with clarity on your key messaging and how best you can bring it to life with the thought and care it deserves. Building an intentional brand is about unearthing renewed focus, creating a vision of where you’re going, defining the steps to get there, and having the right strategy to reach your dream audience.

My story

I have experienced firsthand how overwhelming the process of creating a brand for your business can be! I remember when I started an online business and all the mistakes I made in setting up my business.

When I decided to take what I loved doing and create an online business six years ago, I neglected the all-important initial steps. Instead of building a solid foundation by getting absolute clarity with my messaging and the primary struggles my clients were facing, I went straight into the brand design phase. At the time, it was all about creating a visually beautiful website.

However, without a compelling message, I was not communicating effectively and not resonating emotionally with my ideal clients.

It is important to know the process you need to take if you position your brand in a way that speaks directly to the hearts of your ideal clients from the start.

People don’t buy from businesses based on the strength of their visual identity alone; they purchase products and services because of how a business emotionally connects with its messaging and how the visuals communicate this.

The thinking behind emotional buying. Some people will rationalise their decisions with how they make a purchase based on the considerations they learned from other available alternatives.

But realistically, their emotions have influenced and, in many cases, even determined their final choice.

When evaluating brands, your clients will primarily use emotions (personal feelings and experiences) rather than information (Features and facts).

Your website is your client’s first contact with your brand, so creating that emotional connection is essential.

There are six essential elements of an intentional brand.

Your brand should be meaningful, empathetic, purpose-led, authentic, consistent and emotive. The only way to achieve this is to follow a strategic branding process that addresses these fundamental elements.

Let’s take a closer look at each.


A brand has a more significant impact when it has a strong emotional connection to individual people – when it has meaning. A premium brand is more compelling and valuable than a brand that isn’t. Emotional responses to brands influence a person’s intent to buy more than the content. People rely on their emotions rather than information to make buying decisions.


Empathy understands people at a level of emotional truth. It is figuring out what matters most to them. There is no substitute for empathy for a brand that wants to matter to people.


People pay attention when they see that a brand stands for a higher purpose. A purpose-led brand means more to people, and when a brand lives up to its purpose, it can make a world of difference.


Authenticity is the defining quality of a brand. It is easier when you know who you are. When a brand rings true, people can not only tell the difference, they can feel it.

5. Consistent

Even the best brand strategy isn’t worth the paper it’s printed on unless you act on it. Brands are brought to life by behaviour and what you say. The way you look. In the realm of consistency, details count. Big things count, little things count and everything in between counts.


An emotive brand triggers feelings, inspires action, earns loyalty and lifts peoples’ spirits. These premium brands reach a deeper level in people’s hearts and a higher level in their minds. In the pressure-packed business world, it’s important to remember that your brand needs to connect rationally and emotionally. Never overlook the “mind”, but always aim for the “heart”.


The process I use with every new branding project ensures I cover the essential steps and address the six attributes of creating an impactful brand.

The “Design thinking” process puts it in perspective, where importantly “, Empathising with your client” is at the forefront.

This process is the most helpful way to get your message to connect with your audience and inspire you to serve.

The initial brand strategy phase considers how to fulfil the first four stages.

  1. Empathise
  2. Clarity
  3. Define
  4. Vision

Setting aside the time to develop a premium brand with a strong foundation will give you a strategy to create a system to build and establish market recognition.

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