How To Create an Atmosphere of Luxury
Corporate culture describes the ways and norms inside companies. However, I think a better word, particularly for luxury entrepreneurs is atmosphere, because it describes the ways and norms that also surround the company. The word atmosphere describes the environment. It is the air in a particular place, the mood, the gases surrounding the earth or another planet. And yes, your company is a planet, different from the planet of another luxury brand. You can create and maintain the atmosphere, by choices you make. If you are discerning and disciplined, you can create something distinct, and you can keep the atmosphere healthy.
The idea of discernment and discipline is the big “if.” This is most challenging for entrepreneurs. It is getting them to decide on a vision, create the atmosphere that supports that vision, and eliminate all threats to that vision. What is the difference between your brand and the most successful luxury brands out there? It is a sustained atmosphere of luxury that customers, clients, and everyone associated with the brand can feel and rely on. A visionary leading the business learns how to eliminate all threats to that atmosphere.
During holidays there is positive energy and joy in the air. You can feel it. There is also an accepted atmosphere of decorations, attire, music, and cuisine. You have had the experience of walking through the streets in your town and the mood overtakes you. Something that does not belong in the environment is instantly recognizable. You must become as sensitive to an atmosphere of wrong marketing choices, confusing marketing choices, and catering to the wrong clients. If you are wondering why, you are getting certain things, unfavorable to your business. You have created that atmosphere.
When defining your planet’s culture, be sure you are not overly persuaded by pop culture. While it is always useful to be relevant to many, the rewards are in being relevant to the affluent few. Once you have decided on your path, it will take discipline and consistency to maintain. This is where lots of entrepreneurs have missteps. They get bored sending the same message. Or they are persuaded by someone who gets involved and confuses who they are. Suddenly the customer or client cannot or will not survive in the unsettling atmosphere they have created. The audience dies.
Finally, it takes a high degree of focus and skill, to make sure you have not excluded sales from the atmosphere. Luxury entrepreneurs are notorious for creating lovely atmospheres, which do not include revenues. The reason being, there is no clear, call to action in their atmosphere that tells those visiting their planet what to do, after they have arrived.
One clue your marketing efforts have not yet matured is an inability to describe the atmosphere of your luxury brand. What is it like on your planet? How does your atmosphere differ from others? What language do you speak? What is the style and mood of the people? What should visitors be sure to see and take advantage of? Pay attention to the atmosphere inside and out.
