Every luxury brand has excellent craftsmanship. That can’t be your brand story. Or something to that extent is what Daniel Langer revealed through his Equite report on the state of luxury now.
When I previously outlined what makes something luxury, quality and craftsmanship were key characteristics. Ergo, everybody has it. That doesn’t make you special. It just means you’re in the game. Now how will you win.
But that is something that every industry deals with. The grassfed beef producer highlights the feed for the cows. The natural cotton supplier highlights their organic processing. The chocolate manufacturer highlights the quality of their cocoa. But again, those things don’t really make them special. It makes them just like everyone else in their category.
To tell a good brand story, you need to dive deep in your story. Think about what makes you just like everyone else in your category. Now, think through what makes you special. What can customers only get from you? What is that touch that only you add?
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A Wren Says 
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