If you build “Premium,” Act like it.

Outdoor Living companies serve the needs of thousands of residences and businesses by helping them build and beautify their outside spaces. Not all products are created equal, from service to quality of materials, the range of offerings is vast. So, if you run a business that creates luxurious, high-quality structures, make sure your marketing strategy reflects this commitment to excellence and present yourself as a premium brand. If your business builds “Premium,” make sure your brand image is also “Premium.”

Side Note – As an Outdoor Living company, you will likely be speaking to audiences on both the business side (Contractors, Architectural Planners, Builders, Landscape Designer etc.…) and the consumer side. This article addresses core qualities of premium brands for broad terms and can be considered when speaking to either type of audience.

What is a Premium Brand Image?

A Premium brand image has attention to detail and portrays confidence in every step of the sales cycle. Demonstrate to your customer that you value their business when they choose to engage with your company. A premium brand does not need to beg, yell or scream. Premium brands execute and meet expectations. Boldly present your case and confidently trust in your ability to meet expectations.

What does a Premium Brand look like?

In most cases, understated. Remember if you must tell somebody you are “cool” you probably aren’t. Start with a less is more approach. Avoid boastful or grandiose language in your copy, after all, the client is interested in their outcome, not yours. Invest in quality photography that celebrates your products and demonstrates their beauty without words. Choose quality paper for your communications and consider the feel of a catalog or mailing in the customers hands. Does it feel cheap or premium? Undoubtedly there are many things you wish to share with your customer, for example your “years of experience.” However, this information can be further expanded upon down the sales cycle by your sales team. Let them verbally share the rich history of your company if the customer is interested or provide this information on your website. Your marketing materials need to focus on getting the customer to take the first steps in engaging your company.

The decisions you make in brand development and how you promote your brand will allow consumers to understand how you operate your business. Where you decide to market speaks volumes about your premium brand. Avoid cheap coupon books and trashy magazines. No cheap gimmicks like “50% off Sales” or “buy one get one.” Target premium communications such as high-end architectural magazines and websites for your promotion. Sponsor high-quality podcasts and television shows that promote hiring professionals for construction and avoid DIY type demonstrations. Engage your customers in the public forums of social media to show your commitment to their satisfaction. Keep your email campaigns informative and brief, as this shows you value your customer’s time.

A Premium brand image takes constant attention and nurturing. Navigating the brand development and design and creation of a premium brand is best left to a professional. Consider hiring a marketing agency that has the experience and know-how of taking your companies best attributes and distilling it down to a confident brand. After all, you wouldn’t hire a marketing agency to frame your pergola.

Contact us today and work an experienced marketing agency in brand development for outdoor living brands. Make you brand a premium brand today.