Does your brand offer that je ne sais quoi that creates excitement about your products? Many brands struggle to develop that element of rarity needed to transform regular people into loyal clients. As you set to build your brand from the ground up, ask yourself the following question: will my brand offer a unique concept, product or service? If the answer is no, then it is time to start thinking about how to create value for your future clients.
Creating a brand that offers an exclusive concept and product is one of the greatest unexploited opportunities in the business world. Today, most businesses blend in and as a result the market is saturated with brands and products that do not offer a distinct point of view. Exclusivity is born when your brand’s values are so powerful and unique that customers crave what your business creates, and no other brand would even dare to try and replicate what your business offers.
This is why many small niche brands have an advantage. The type of exclusivity that I am talking about refers to selling your products in relatively few spaces, letting your products speak for themselves, using word-of-mouth marketing instead of paid advertising, and providing a one of a kind customer experience. This doesn’t mean that you are excluding customers, it simply means that you are catering to those who want a high-quality and unique brand. These factors are crucial as they allow your customers to feel that they are part of a special group.
A niche business which has the essence of exclusivity is Nasomatto. This luxury fragrance company was founded by Alessandro Gualtieri. Nasomatto has built a renegade reputation by refusing to publish the ingredient list of its fragrances, as a way to create a sense of mystery. Instead the brand describes each fragrance by the feelings and emotions it is supposed evoke. Nasomatto doesn’t advertise and the fragrances can only be found at handful of niche boutiques. Many of the fragrances are produced in limited quality, and only those in the known are aware that they must buy the fragrances as soon as they become available or risk not being able to buy them until the following year.
Nasomatto is a great example of the power of exclusivity. This brand has built its reputation by word-of-mouth and it now has a huge following. Nasomatto’s loyal customers desire the brand and anxiously wait for any new product releases. Exclusivity has become the soul of this brand and a point of difference. Thus, remember that exclusivity can be the essence of your brand.
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