Just recently, we created a tone of voice guide for a well-established brand in the wellness industry. It had one specific goal: to elevate the brand’s communication from mainstream to premium.
This desire is not unique — many brands may want to increase their status (and therefore their margin) at some point. So we thought, why not share the insight?
Transitioning from mainstream to premium is quite a challenge, but tone of voice automation with Writitude makes it much easier.
Mainstream vs. Premium Brands
First, let’s clarify the distinction between mainstream (budget) and premium brands. The most obvious difference is price, but it's not the only one.
Mass-market brands are often chosen for their practicality and affordability, whereas premium brands offer something far more profound: an experience, a lifestyle, and a statement of identity.
This difference in consumer perception is crucial for understanding why some products evolve from mere commodities into coveted objects of desire.
A DJ vinyl box. Created by Helmut Lang for Louis Vuitton, 1996
Premium brands distinguish themselves through superior craftsmanship, innovative features, and unique designs that resonate with consumers on a deeper level.
Unlike their cheaper competitors, these brands are not just about functionality; they embody aspirations and a sense of exclusivity.
Consumers are willing to invest in these brands, not just for the product itself, but for the values and lifestyle they represent.
This is why brand loyalty in the premium segment is so strong — customers often prefer these brands even when competitors offer similar products.
That’s why so many brands want to move into this segment.
The Principles of Premium Communication
To secure a place in the premium category, every aspect of a brand’s communication must reflect its commitment to quality, sophistication, and elegance.
This involves adhering to a set of guiding principles that consistently position the brand in the premium category. To achieve this, follow three main principles:
1. Be beautiful
A key element of premium branding is creating an aesthetic that captivates and resonates with the audience.
This is not merely about the visual beauty of the product but about invoking a sensory experience that makes the premium quality tangible.
High-quality images and sensory-rich language are essential tools in this process.
For example, premium brands often employ slow-paced visuals that allow each detail of their product to be appreciated.
When people appear in visuals, they do so in a way that enhances the product’s allure — showing how it interacts with the human body, for instance.
The focus remains firmly on the product, with all other elements serving to highlight its beauty and craftsmanship.
For example, Apple's product advertisements, particularly for the iPhone, often use slow-motion visuals and close-ups that emphasize the sleek design, material quality, and precision of the device.
The focus is on the product’s beauty, with minimal distractions.
Likewise, Tesla’s marketing often highlights the car’s sleek, futuristic design with high-definition close-ups of the vehicle's exterior and interior details.
The visuals create a strong sensory appeal, reinforcing the brand's premium positioning.
2. Be confident
Premium brands exude confidence, both visually and in their messaging. This confidence is reflected in bold, uncluttered visuals that allow the product to stand out without distractions.
Such brands never engage in price comparisons or justifications, relying instead on the intrinsic value and quality of the product to speak for itself.
The language used is clear, direct, and backed by expertise.
Facts, data, and certifications are used to support claims, avoiding vague superlatives that cannot be substantiated.
The tone is assertive, never defensive, and always sure of the product’s worth.
For example, Bang & Olufsen, a high-end audio brand, focuses on the superior quality and design of its products without engaging in comparisons.
Its messaging is confident, emphasizing the expert craftsmanship and innovation that make its products stand out. Use it as an inspiration!
3. Be minimalistic
Elegance in premium branding is about minimalism and sophistication. Visuals are composed with attention to symmetry, balance, and soft lighting that highlights the product’s craftsmanship.
The tone of voice is slightly formal yet warm, avoiding clichés and overly casual language.
For instance, when advertising sales, premium brands avoid the urgency and hype typical of mass-market sales pitches.
Instead, they communicate markdowns in a composed and elegant manner, emphasizing the opportunity to acquire a high-quality product at a lower price.
This approach aligns with the brand’s overall image of desirability and exclusivity.
Looking for inspiration here? Check out visuals and the communication style of Aesop, the premium skincare brand from Australia.
Aesop’s packaging and marketing are minimalistic, using simple, clean designs that reflect the brand's focus on quality and efficacy.
And the word “Pleasurable” is a part of their slogan!
Add these Writitude rules to your custom tone of voice guide to make sure your premium brand communicates in premium style:
- Require writing in a confident tone
- Forbid urgent-sounding CTAs
- Control the use of exclamation marks
- Vary Sentence Length
- Forbid words regarded as marketing cliches
Automate Your Efforts
Building a premium brand requires more than just a high-quality product; it involves a holistic approach to communication that consistently reinforces the brand’s values and aspirations.
By focusing on strong aesthetic appeal, self-confidence and restraint, brands can elevate themselves from commodities to objects of desire, securing their place in the premium market.
And as always, consistency is key. You won't be able to create a premium impression in your audience’s minds if your messaging is inconsistent.
If one day you present a super elegant and sophisticated image, and the next day your ad screams “Grab your deal now!”, it won’t be cohesive.
If you’ve decided to embark on a premium journey, ensure you have clear tone of voice guidelines and that they are automated in Writitude (try Writitude for free).
This way, you can ensure that all of your copywriters and content creators follow the same principles, and your communication remains truly classy at all times.
