THE LOUIS VUITTON Brand Story

THE ART OF THE HERO’S JOURNEY IN BRAND-BUILDING

Storytelling is an art that has been used in luxury branding for decades to connect with customers on a deeper level. Louis Vuitton is a terrific example of a heritage brand story that carries the legacy of the founder through to today.

Louis Vuitton's brand story began when he moved to Paris at the age of 16 and became an apprentice to a trunk maker. He quickly gained a reputation for his exceptional craftsmanship and innovative designs. In 1854, he opened his own shop on the Rue Neuve des Capucines. Thus, the start of the Louis Vuitton brand as we know it today began.

One of the most effective storytelling techniques is the hero's journey, a narrative pattern that has been used in luxury branding campaigns to great success.

The hero's journey is a universal pattern that can be found in myths, legends, and even modern-day luxury marketing campaigns. Think of Louis and his craftsmanship and humble beginnings. The brand story shares the hero's journey, specifically tailored for the high-end and premium market.

Understand the Hero's Journey
The hero's journey is a narrative pattern that follows a protagonist through a series of challenges and trials. In luxury branding, the protagonist is the customer who is seeking to fulfill a desire or solve a problem. By understanding the hero's journey, you can create a luxury brand story that resonates with customers on a personal level, connecting with them on an emotional level and inspiring them to take action.

THE PROBLEM LOUIS SOLVED: One of Louis Vuitton's key innovations was his use of durable, lightweight canvas material for his luggage instead of the traditional leather. This made his luggage more practical for travel, and it quickly became popular among wealthy clients.

Identify the Hero of Your Story
In luxury branding, the hero of the story is not the brand itself, but rather the customer. The customer is the protagonist who is on a journey to fulfill their desires or solve their problems. By identifying the hero of your story, you can create a luxury brand story that connects with your customers on a personal level. For example, if your luxury brand sells high-end watches, your hero could be a person who values quality, craftsmanship, and luxury.

THE ASCENSION OF LOUIS VUITTON: The Louis Vuitton brand has built its reputation on the quality and craftsmanship of its products. Building upon the iconic textile innovated by the brand founder, the brand is famous for their durability and time-tested materials. The brand uses only the finest materials and employs skilled artisans to create its luxury goods. Each product is crafted with precision and attention to detail, ensuring that it will last for years to come.

Create a Conflict
In the hero's journey, the protagonist faces a conflict or challenge that they must overcome. In luxury branding, the conflict could be a problem that the customer is trying to solve or a desire that they are trying to fulfill. This conflict should be relatable and specific to your target audience. For example, if your luxury brand sells high-end skincare products, the conflict could be a customer who is struggling with fine lines, wrinkles, or aging skin.

EVOLUTION OF THE BRAND: Over the years, Louis Vuitton continued to expand its product line, adding handbags, wallets, and other leather goods to its offerings. The brand also became known for its collaborations with artists and designers, such as Stephen Sprouse, Takashi Murakami, and Marc Jacobs, who created limited-edition collections featuring their own designs.

Introduce Mentors and Allies
In the hero's journey, the protagonist is often guided by mentors or allies who help them overcome their challenges. In luxury branding, these mentors and allies could be the brand itself or other people who have used the product or service. By introducing mentors and allies, you can build trust and credibility with your luxury brand customers, helping them feel more confident in their purchasing decisions.

BRAND SUPPORTERS: Louis Vuitton has a long history of partnering with celebrities and influencers to promote its products. Celebrities like Beyoncé, Rihanna, and Kim Kardashian are often seen wearing Louis Vuitton items, which further cements the brand's status as a luxury icon.

Louis Vuitton has become a symbol of luxury and status. The brand's iconic monogram is instantly recognizable and serves as a statement of wealth and prestige. Owning a Louis Vuitton product is a way for celebrities and affluent clients to display their success and elevate their social status.

Overcome the Challenges
In the hero's journey, the protagonist overcomes their challenges and emerges as a changed person. In luxury branding, this could be a customer who successfully solves their problem or fulfills their desire using your luxury product or service. By highlighting the transformation that the customer undergoes, you can create a powerful luxury brand story that inspires and connects with your customers on a deep, emotional level.

Developing a brand story that shares the hero's journey is a powerful luxury branding technique that can help you connect with your customers and build a lasting, loyal customer base. By understanding the hero's journey, identifying the hero of your story, creating a relatable conflict, introducing mentors and allies, and highlighting the transformation that the customer undergoes, you can create a luxury brand story that inspires and connects with your customers.

Today, Louis Vuitton is one of the most recognizable luxury brands in the world, with a global presence and a loyal following of customers who appreciate the brand's combination of quality, craftsmanship, and style.

Louis Vuitton's combination of quality, exclusivity, and innovative design has made it an iconic brand among celebrities and affluent clients.

Luxury Branding Trends to Expect in 2023

The luxury branding landscape is constantly evolving, with new trends emerging each year. As we approach 2023, several branding trends are poised to shape the luxury industry. From experiential marketing to purpose-driven branding, here are the top luxury branding trends to expect in 2023.

1. Experiential Marketing
   Experiential marketing has become a significant trend in recent years, and it will continue to grow in 2023. Luxury brands will focus on creating immersive experiences for customers, from pop-up shops to interactive events. Experiential marketing allows luxury brands to create a memorable and engaging experience for customers.

2. Purpose-Driven Branding
   Consumers are increasingly conscious of social and environmental issues, and luxury brands are taking notice. In 2023, we can expect to see more luxury brands emphasizing purpose-driven branding. This means focusing on social and environmental causes and aligning the brand's values with those of the consumer. Purpose-driven branding not only helps brands connect with consumers on a deeper level but also helps to create a positive impact in the world.

3. Nostalgia
   Nostalgia has become a popular trend in recent years, and it will continue to grow in 2023. Luxury brands will focus on nostalgia-driven branding, from retro-inspired fashion to classic perfume scents. Nostalgia allows luxury brands to tap into consumers' emotions and create a sense of nostalgia for a simpler time.

4. Hyper-Personalization
   Personalization has become a significant trend in the luxury market in recent years, and it will continue to grow in 2023. Luxury brands will focus on providing bespoke experiences to customers, from personalized recommendations to customized products. Personalization allows luxury brands to create a unique and memorable experience for customers.

5. Emphasis on Exclusivity
   As “luxury” becomes overused as a term, premium service-providers and brands will strive to widen the gap between their brands and those simply using words such as “luxury” in their messaging. As the year rolls on you can expect to see truly high-end service-providers and brands make inroads to create greater distinctions by ways of making ultra-premium experiences and products increasingly more valuable and

The luxury branding landscape is constantly evolving, with new trends emerging each year. In 2023, we can expect to see a focus on experiential marketing, purpose-driven branding, ultra-premium experiences and offerings, nostalgia, and personalization. Luxury brands that embrace these trends will be well-positioned to succeed in the ever-changing luxury landscape.

The Power of Storytelling

Brand-Building SECRETS for High-End Creative Entrepreneurs

Storytelling has been a powerful tool for human communication since the dawn of time. It has the ability to engage, connect, and inspire.

When it comes to brand-building for high-end creative entrepreneurs, storytelling is a powerful tool that can help build an emotional connection with clients and customers alike.

Let’s explore the power of storytelling and how high-end creatives and service-based business owners can leverage stories to build and scale their brands.

1. Storytelling Humanizes Your Brand
   Simply put: Stories have the power to humanize your brand by giving it a relatable and personable touch. By telling your brand's story - AND HOW IT RELATES TO YOUR AUDIENCE - you connect with customers on a deeper level and create a sense of familiarity. High-end creative entrepreneurs can leverage storytelling to showcase their journey, struggles, and triumphs. This not only adds a personal touch to your brand but also helps customers relate to your brand on a human level.

2. Storytelling Creates Emotional Connections
   People remember stories more than they remember facts or statistics. When you tell a story, it creates an emotional connection with the listener. This is especially important for high-end creative entrepreneurs who sell products or services that are typically associated with luxury, exclusivity, and prestige. By telling stories that evoke emotion, you can build a deeper connection with your customers and create a sense of loyalty.

3. Storytelling Sets You Apart from Competitors
   High-end creative entrepreneurs are often in a crowded and competitive marketplace. Storytelling is a way to differentiate your brand from competitors by creating a unique and memorable brand story. By highlighting your brand's unique selling points, values, and personality, you can create a distinct brand that stands out in the marketplace.

4. Storytelling Inspires Action
   A well-crafted story can inspire action from customers. When you tell a story that resonates with your audience, it can motivate them to take action, whether that's purchasing a product, signing up for a service, or spreading the word about your brand. High-end creative entrepreneurs can leverage storytelling to create a sense of urgency or desire among customers, leading to increased sales and brand awareness.

Storytelling is a powerful tool that high-end creative entrepreneurs can leverage to build their brands. It humanizes your brand, creates emotional connections, sets you apart from competitors, and inspires action. By crafting a compelling brand story, you can connect with customers on a deeper level and build a brand that resonates with them. So, start telling your brand's story today and see the impact it can have on your brand-building efforts.

The Psychology of Luxury Marketing

How to Appeal to Your Target Audience

Luxury marketing is more than just advertising high-end products and services. It is about creating a connection with the target audience and catering to their emotional needs. Understanding the psychology of luxury marketing can help brands create effective campaigns that resonate with consumers. In this post, we'll explore the psychology of luxury marketing and how to appeal to your target audience.

1. Luxury Consumption Motives To effectively market luxury products and services, it's essential to understand the motives behind luxury consumption. Research shows that luxury consumption is often motivated by the desire for social status, self-expression, and the pursuit of hedonic pleasure. These motives provide a foundation for luxury marketing campaigns, as they can help brands create messaging and experiences that align with consumers' desires.

2. The Role of Social Comparison Social comparison is a key component of luxury marketing. Consumers often compare themselves to others and use luxury products and services to signal their social status. Brands can leverage this by creating campaigns that showcase how their products and services can help consumers stand out from the crowd. For example, luxury car brands often use ads that emphasize their exclusivity and how they make the owner stand out on the road.

3. The Importance of Exclusivity Exclusivity is another critical element of luxury marketing. Consumers often seek luxury products and services because they are exclusive and difficult to obtain. Brands can capitalize on this by creating limited edition products or offering exclusive experiences that only a select few can enjoy. For example, luxury fashion brands often release limited edition collections that are only available to a few select customers.

4. The Power of Emotions Emotions play a significant role in luxury marketing. Luxury consumers often seek products and services that evoke positive emotions, such as joy, excitement, and pleasure. Brands can use this to their advantage by creating campaigns that tap into consumers' emotions. For example, a luxury hotel could use imagery and messaging that evokes relaxation, rejuvenation, and escape from the stresses of daily life.

5. The Importance of Brand Image Finally, brand image is crucial to luxury marketing. Consumers often associate luxury with certain values, such as quality, craftsmanship, and exclusivity. Brands can build their image by consistently delivering on these values and creating a consistent brand identity across all touchpoints. This can help establish trust with consumers and make them more likely to purchase from the brand.

Understanding the psychology of luxury marketing can help brands create effective campaigns that appeal to their target audience. By tapping into consumers' motives, using social comparison, emphasizing exclusivity, evoking emotions, and building a strong brand image, luxury brands can establish themselves as leaders in their respective industries.

5 Secrets to creating a high-end service BRAND

When it comes to luxury branding, creating a timeless service brand is just as important as creating a luxury product brand. In the luxury service industry, where customer experience is key, creating a strong brand identity is crucial to success. Here are five secrets to creating a timeless luxury service brand:

1. Embrace Long-Term Relationships and Legacy Clients
   Established relationships and former (and current) clients are the foundation for establishing and growing a of luxury service-based business. Embracing your commitment to the success of your clients and the outcome you provide is what high-end clientele expect from you. Establishing a timeline of past successes and future goals is a way of establishing “brand heritage” for your firm. Clients can “sense” when you have their future in mind and are committed to their success and satisfaction as much as your own. This is the very foundation of gaining client referrals in the future.

2. Focus on Quality
   Quality is a non-negotiable element of luxury branding. Luxury consumers expect nothing less than the best. From the materials used in your service offerings to the caliber of your staff, quality should be a top priority. Consistently delivering high-quality service can help your brand stand the test of time.

3. Offer Personalization
   Personalization is becoming increasingly important in the luxury service industry. Providing personalized service and experiences to your customers can make them feel valued and create a memorable experience. For example, a luxury car service could offer personalized music playlists and snacks based on the preferences of each individual customer.

4. Create a Signature Framework
   Creating a signature framework is an effective way to differentiate your premium service from competitors. This could be a unique consulting method, an innovative service offering, or a special experience that only your business can provide. For example, a luxury salon owner could offer a signature method of hair extensions that incorporates proprietary methods and techniques developed by the salon founder.

5. Prioritize Customer Experience
   Finally, prioritizing customer experience is key to creating a timeless luxury service brand. Luxury consumers expect exceptional service at every touchpoint, from booking to checkout. Ensuring that every customer has a positive, memorable experience can help build a loyal customer base and establish your brand as a leader in the luxury service industry.

Creating a timeless luxury service-based business requires a focus on long-term relationships, quality, personalization, developing a signature framework and committing yourself to creating an unbeatable customer experience.

By implementing these five secrets, you can establish your brand as a timeless luxury service provider that stands out in the crowded luxury service industry.

Personal Branding POSITIONS ENTREPRENEURS FOR long-term SUCCESS

IT’S EVERYWHERE —

The relevance and importance of personal branding has never been so important & widely discussed for entrepreneurs & niche brand founders. And for me — this is beyond exciting.

I’ve been touting the essential nature of creating a personal brand for years, but until recently it was largely misunderstood (at best) or disregarded as fluff.

Well… statistics prove otherwise.

There is an absolute benefit to establishing yourself as an icon in your industry and positioning your services (or products) as high-value.

Let’s examine the facts:

A report by Bain & Company found that niche luxury brands & entrepreneurs that focus on emotional connections with customers and strong brand identity are far more likely to attract high-end clients — and generate long-term loyalty.

In a study by the Luxury Institute, 62% of consumers noted that the reputation and brand story are key factors when choosing to invest in products and services.

More pointedly — a study by Ipsos found that 70% of affluent consumers are willing to pay more for a service or product they believe represents quality, craftsmanship, and exclusivity. It matters even MORE if the brand has a compelling STORY behind it (more on that later).

These statistics suggest that there is a positive correlation between a strong personal brand and an entrepreneur's potential enjoy a profitable business that easily attracts high-quality clients. It also demonstrates the willingness of high-caliber clients to pay more for quality and personalized attention.

A strong personal brand is a foundational element entrepreneurs should leverage to build trust with clients, become recognized as thought leader and increase visibility — all of which naturally lead to more easily attracting high-quality clients who are less price sensitive and often eager to invest in quality services, products and experiences.

But why is PERSONAL branding so intertwined with high-end branding? Here’s why…

Ultimately, we are people investing in the services and products of other people. Especially now with the prevalence of digital media and online businesses at all time high - there’s never been a more vital time to intentionally craft a personal brand. We still crave CONNECTION. We long to know the face behind a business, the founder behind a brand, the smile behind the service. Personal branding combined with an authentic brand story creates an opportunity to deeply resonate with your dream clients.

Personal branding allows you to create the influence and impact you truly desire.

According to a survey conducted by Forbes, personal branding is considered vitally important for high-ticket entrepreneurs. In fact, 90% (yes, 90%) of respondents believed that personal branding is critical for success as a high-ticket entrepreneur or high-end niche brand.

Additionally, 76% of respondents said that they would pay more for products or services from a entrepreneur positioned with a strong personal brand. These findings suggest that personal branding is not only important but also has a significant impact on the financial abundance and long-term success of high-ticket entrepreneurs.

THIS IS GOOD NEWS.

If you are good at what you do and love delivering great results for your clients — the world is your oyster. You can truly have it all — so long as the world can discover you, learn your story and get to know you.

Building a personal brand highlighting your awesomeness achieves exactly those goals — and then some.

You need an experienced brand strategist who understands your “secret sauce” and knows how to “present you” to your dream clients. You need a brand strategist who can create a seamless integrated marketing system (that runs itself) around your brand so you con focus on doing what you love while high-value clients continue to discover you.

Learn more about ICON - the all-inclusive brand transformation service. This luxurious done-for-you service completely elevates your brand presence and influence in just 90 days. Attract the high-end clients you crave & enjoy the freedom you truly deserve.

I look forward to connecting with you!

xoxo -
franki

LUXURY IS A NICHE UNTO ITSELF

IS brand positioning challenging for high-end niche brands & CREATIVE ENTREPRENEURS?

My answers may surprise you.

First, let's explore what brand positioning really means:

In its essence, brand positioning is how a brand is perceived and positioned in the marketplace amongst its competitors and the market at large. Is it accessible to all, low-end or elevated and luxurious? What is the reality and what is the perception?

And therein lies the problem. “Luxury” is an oft overused word. Most services are, in fact, moderate to mid-tier striving to align themselves as luxurious, high-end and bespoke talent. Whether that be intentional or due to lack of awareness doesn’t matter. Many small firms and businesses use the term with abandon.

Does this muddy the water for creatives providing truly elevated experiences and services?

On the surface, yes. In reality? I do not.

While you may believe this makes it difficult for clients to discern truly high-end BRANDS from the chaff, I find that clients are increasingly savvy.

In short: THEY KNOW.

It is our job then (mine and that of my high-end creative clients) to simply DEMONSTRATE the clear value of a truly high-end service. It is our job (again, mostly mine) to articulate the STORY behind my client’s brand, to SHOWCASE her (or his) best work. To create an engaging, relevant and elevated brand presence so that he (or she) may be easily found in the marketplace.

It is my job to SET MY CLIENTS APART from the competition through potent brand storytelling, compelling brand visuals, consistent brand expression & visibility.

Your dream clients WANT to find you. They NEED your services. They LONG to hire an experienced design EXPERT they can trust with their most precious resources: TIME, INVESTMENT and EXPECTATIONS.

Let’s take interior designers, for example.

A truly talented and accomplished luxury interior designer is worth far more than the financial resources their clients invest. A seasoned luxury interior designer holds valuable relationships with uncommonly gifted artisan craftspeople, top-tier brands, rare specialists, fine construction experts, elusive showrooms and beyond. She understands how to make things HAPPEN and how to pull it all together with aplomb.

More importantly, it is their ability to oversee projects from concept to completion where their true value reigns supreme. A long-established high-end designer anticipates timeline bottlenecks and potential construction or installation issues long before they occur and are well-versed in the art of risk mitigation. And she does so without disrupting the high-end client experience. She does so with finesse, grace and panache - saving her well-heeled clients time, stress and needless concern.

Through her commitment to excellence, she earns her fees many times over.

When you find these talented creatives, you appreciate their irreplaceable value.

————————————-

So how can you ENSURE you are FOUND in a populated marketplace where terms such as LUXURY are tossed about?

A few hallmarks of successful positioning:

1 Storytelling

I can’t emphasize this one enough. Our brains ABSORB and RETAIN information best when we learn information by way of stories. We are hard-wired to pay attention when a story is being told. We LISTEN and FOCUS. Marketing blurbs, taglines and passages of text cannot compare to potent (and authentic) storytelling.

AS an entrepreneur, YOU SHOULD tell YOU story. Let us eavesdrop on your WHY, your driving force, your history - as well as THOSE OF your CLIENTS. WE LONG TO ACCOMPANY YOU ON THE JOURNEY.

Be authentic, memorable and strive to connect on an EMOTIONAL level to create the most potent brand story.

YOUR brand story connects your passion, purpose, PURSUITS and prowess into one beautiful, COMPELLING MESSAGE.

2 Differentiate

To separate yourself from your competition, you mustn’t be afraid to express your uniqueness. Decide to showcase a FRESH look, a DISTINCT sound, a VIBE.

Your portfolio will certainly achieve this, but also consider HOW you present your work. Your brand aesthetic creates the FRAME through which your art (your body of work) is seen. So be mindful of your presentation style. What is the overall aesthetic? The tone? The VOICE?

And since you are HIGH-END, we want to frame your work in a fashion that is ALIGNED with your vision. The art of brand positioning is about creating an experience (digital or otherwise) that gives the audience a sense of you, your services and the brand experience you provide.

The BEST way to convey your worth and your value is to create a brand presence that is distinctly authentic. RADIATE your uniqueness. Create an energy and an AURA that captivates your dream clients by UNDERSTANDING them, inside and out. (Spoiler: this is the value of partnering with an experienced brand strategist.)

And let’s not forget, it’s not just the STYLE of your work that plays into your differentiation. It is WHO you are skilled at working with: your clientele.

By differentiating yourself and FOCUSING on your NICHE, you create a MAGNETIC ALLURE around yourself and your brand, quite literally pulling your ideal clientele towards you.

The holy grail of branding.

3 Consistency

Realize your client will have many tabs open on a browser or phone. Your signature LOOK and VOICE should be distinct, memorable, remarkable.

Be CONSISTENT across all platforms and ALIGNED with your ideal clientele’s taste, desires and dreams.

If your client longs to live LAVISHLY and your work is DECADENT, the onus is on you (or a branding atelier such as this one) to PRESENT an OPULENT experience for your dream clients online so they FEEL attracted to your work. So they feel CONNECTED to your work. Your ideal client will RESONATE and feel understood.

Conversely, if you are sleek and “moderne”, you want to demonstrate restraint via a clean, streamlined and refined experience. You WANT to be polarizing and DISTINCT in all you do., being CONSISTENT across all mediums.

Which brings us to the last element of strategic brand positioning listed here…

4 Visibility

A non-negotiable. Even for those in high-end markets No excuses. Your dream clients can ONLY find you via exposure to you, your work, your brand, your distinct skills. Once you’ve ALIGNED with your “why”, committed to your brand value and invested in your brand persona, it is time to be VISIBLE on one or more social platforms.

Whether that means Instagram Stories, Reels or simply populating your feed, note that clients WILL be looking for you online.

For the highest (and fastest) ROI I suggest YouTube Shorts, Instagram Reels and TikTok. Even if your content is “faceless” and simply filled with visuals and trending audio (or your voice) it will be enough to tip the organic SEO scales in your favor and lay the foundation for inbound traffic.

And let’s not forget Pinterest and Pinterest video posts. Pinterest still tops the list for inbound traffic from females seeking VISUAL inspiration and IDEAS.

NOTE: Our in-house media creation services exist exactly for this reason. Our clients CRAVE this exposure but prefer to leverage our done-for-you services to ensure every element is distinctly on-brand.

If you are a talented interior designer or high-end creative with a brand presence that could use a little zhush… send me a note or grab a spot on my calendar. I look forward to connecting with you.

xoxo,

Franki

WHICH BRAND STYLE ARE YOU?

If you aren’t already familiar, there are 12 distinct personal brand archetypes. These are essentially the different "personas" that your personal brand naturally and authentically uses to connect, communicate and interact. In a nutshell, this is your “vibe” and if you are a savvy entrepreneur(and I know you are!) you’ll learn to LEAN IN to your natural personality style to authentically CONNECT with your perfect clients.

By “owning” your persona and presenting yourself (your personal brand) authentically, you will be leaning into your strengths and your clients (and potential clients) will sense this. They will pick up your energy. Your messaging, marketing and visuals will all ring true.

While this might not seem essential, let me put it in terms you can relate to:

Let’s say you are incredibly heart-centered healer, a wellness coach who hosts private yoga retreats. You value the needs of others above all else. You are a generous soul who lives to serve others and your lifestyle is one of simplicity and peace. Imagine this beautiful entrepreneur...

Now, if you, lovely yogi, had brand visuals at odds with your innate persona your audience would “feel" it” and sense it.

Imagine if your brand visuals, messaging and copy were to be written in an aggressive, combative tone with flashy superficial imagery (think: lime green Lambos in Dubai with overly tanned tech bros wearing Versace & Dior adorned with lots of bling), your audience would be… confused.

There’s an obvious disconnect between your messaging, your visuals and the services you provide. There’s a disconnect between what we SEE and who you are.

Even if your calendar were to book up with interested parties, once you connected by phone or zoom you (and they) would realize the fit was all wrong. You are not aligned.

Now… let’s imagine the best case scenario. the same beautiful yogi. Divinely aligned. Her imagery is verdant and lush. Her messaging evokes an atmosphere of calm, nurturing bliss. Her brand copy calls us like a siren, awakening our souls and stirring us to dig deeper and learn more about her immersive experiences. We LONG for the soothing, soul-stirring experiences she hosts. We feel STIRRED to sign up for her signature coaching program. We BELIEVE In her because her brand VOICE, MESSAGING, OFFERINGS and VIBE are all aligned with HER. We are able to connect with her values. We can almost physically FEEL her empathetic, nurturing soul. She is a warm, loving entrepreneur and everything about her brand is an extension of HER.

Her content is ALL aligned with her values, her vision and her authentic self. Her messaging is ALWAYS on-brand and her imagery reinforces everything we understand to be true about her. And so… she has deep credibility with her dream clients. She sells her services EASILY because her soul-aligned clients feel RESONANCE. There is connection.

This, sweet friends is ALIGNMENT.

Understanding WHO you are allows us to create your brand VOICE, your brand LOOK, your brand VIBE. It allows us to create ALIGNMENT between you and your dream clients.

It allows us to create your signature “essence” and the unique guidelines by which ALL content must align. It allows us to craft your signature content pillars and your custom brand standards. Yes, my version of brand standards includes your VOICE, your TONE and your VIBE. This goes far beyond colors and a few cute images. For entrepreneurs with a personal brand, your brand standards are an extension of YOU. Your values, your virtues, your mission, your vision, your essence. You… as a brand.

We craft this together so that you ALWAYS know your content is aligned with your CORE values, your vision, your purpose, your strategy and your personal brand archetype.

Curious to learn yours? Take my fun quiz to learn more about your unique personality archetype and how it applies to you as an entrepreneur.

xoxo -
franki

LOVE EVERY MOMENT

Learn to fall in love with your life... 💕

If I can emphasize anything enough to you, this lovely reminder might be the main message I wish to convey. It’s so important I will repeat it: LEARN TO FALL IN LOVE WITH YOUR LIFE.

You must (yes, MUST) expect great things. When desire & expectation meet, magic happens.

Love ALL the moments of your life. The past, the future but mostly - the PRESENT. Fall in love with NOW. You must (MUST) stop waiting to be happy, to be this, to be that. Tomorrow literally never comes. Fall in love with the PRESENT and be excited about your future and the wonders it holds.

Be delighted to see it all unfold for you. Fall in LOVE with the small moments. The little details. The subtleties. Be passionately in love with yourself, your home, your friends, your family, your children, your pets, your body, your spouse. DECIDE to live in a STATE OF LOVE.

Fall deeply and madly in love with your NOW and watch as the goodness and blessings rise up to meet you in an embrace.

CREATE ALLURE WITH YOUR BRAND STORY

The necessity of STORYTELLING in your brand is the secret you’ve been longing to hear, the tipping point you’ve been searching for, the key to unlock your brand’s magnetism. I believe it is essential for attracting (and continuing to retain) your dream clients.

A true luxury brand EVOKES AN EMOTION from its admirers and certainly from detractors. We have FEELINGS about a luxury brand. We appreciate the STORY and the JOURNEY of its origins.

Why does this work? Because we connect with people, not brands. We are wired to connect with stories. We learn through storytelling. History (before it was written) was communicated through storytelling. Sharing. Thus, when it comes to the world’s most recognizable brand it is the STORY behind the brand that compel is to interact with it. We have FEELINGS about the brand itself which creates a desire to interact with and own the products. It is BECAUSE of the story that we covet the products. It is because of our feelings towards the brand that we want to own a piece of history. We want to somehow weave ourselves into their story and make it part of our own.

Think: Coco Chanel. We appreciate her complex history and her passionate pursuit of going against mainstream conformists. She was quite the rebel. Her desire to wear black at the time was in an of itself an attack on the norm. Her insistence on wearing pants was deemed unfeminine. And yet… today Chanel is the epitome of chic for many.

She made statements with her fashion. She evoked EMOTION from others with her choices. She innovated when what she longed to wear or use was not available. She embodied the spirit of freedom. She became an icon and wildly influential figure. Coco embraced her uniqueness, celebrated her authenticity and became a symbol of fashion freedom. Today, owning a Chanel is owning a piece of that story. It means weaving fashion history into your life. You are carrying on the mission for Coco with every bag, every shoe and every beautifully beaded bouclé jacket.

By owning a particular handbag, car or timepiece we believe we have now become a part of the brand story itself. And on some level, we have. We are carrying on the legacy.

Where is the lesson here for you? How does this apply to entrepreneurs, influencers, content creators and niche brands?

It’s simple: leverage the successful strategies employed by the world’s most renowned brands to create a strong connection with your clients. customers & your audience. Be bold. Open up. Be AUTHENTIC and let them resonate with the story of “you” and your journey to now,

Owning and SHARING your story holds tremendous power and yields unbelievable results. Evoking an EMOTION within your audience is the holy grail of building a following. It creates a connection between you and your audience - your clients, your fans, brands you wish to collaborate with, media, future clients and your following. This is the power of branding, and more importantly the value and importance of authentic, real, emotionally-compelling STORYTELLING.

So now it’s time to ask…

What is your origin story and how did you arrive at your current destination? WHY do you feel inspired to do what you do? What makes your story UNIQUE and thus makes YOU unique. Open up. Reveal your brand journey and offer us a glimpse into the inner workings of your world.

What’s your personal story? Tell your story. Create your BRAND STORY and infuse it with more of you. Evoke an EMOTION within us. We long to hear it and see beyond the surface.

xoxo -
Franki

DEFINING A TRUE LUXURY BRAND

Photos property of Christian Dior

Photos property of Christian Dior

What is it about ultra-premium luxury brands which we find so alluring? First, let me clarify. For me, luxury branding is not about status or being “seen as“ prestigious. Luxury branding is not about being overpriced and mass produced.

It’s about high-value, high quality and incredible attention to detail. A luxury brand is and should be a true outlier in the marketplace. A rare and marvelous discovery.

Yet a true luxury brand, an ICONIC brand, EVOKES AN EMOTION within us. We have FEELINGS about it that transcend its value. We appreciate the STORY behind the brand and the JOURNEY of its origins.

The brand itself has a mystique, a power and an influence over its admirers. We ruminate over the details of the origin story and the humble beginnings. We can share details of its ascent over the years. And today, we are drawn to its flagship locations and long to be a part of the STORY of the brand itself. This is the emotional component so many miss. The STORY of the brand is in fact it’s greatest asset. The EMOTIONS it stirs in us compel us to own a piece of history, to BE a piece of the history by owning even a small piece of it ourselves.

When I speak of luxury brand embodiment, I have a singular focus. Excellence. I believe in striving to embody the qualities of the Christian Dior of your industry. Allow me to share my vision…

The following attributes come to mind:

• A gripping brand story, often with humble origins

• A legacy of elevation over time which led to its current status

• An unwavering ability to evoke EMOTIONS from its admirers (and emotions from detractors)

• Exuding a rarefied brand essence

• Recognizable & distinct

• Brand personal & reputation is extremely well-defined

• Brand evokes a refined “atmosphere” and “feeling”

• Unwavering & consistent

• Offering extremely high-quality

• Recognized for fine craftsmanship & workmanship in all they offer

• Surpasses all expectations

• Incredible attention to finer details

• Exclusive & somewhat elusive

• Precisely aligned with their specific niche

• Extremely loyal clientele

• Luxurious customer experience

• Bespoke offerings

• Emphasis on quality over quantity

• Attract high-value, quality-seeking clients

• Reputation reinforced by a legacy of high-quality

• Honoring their “brand promise”

• Recognized for their deep integrity

• Exceptionally high-value products & services

• Unparalleled customer service

• Creates a “wow-worthy” experience

• Clientele are authentic brand ambassadors

• Trustworthy & time-proven excellence

• Products & services INCREASE in value over time

• Customers extremely brand loyal year upon year

• Consistent high-quality year upon year

• Quality IMPROVES over time

• Adheres to well-established set of standards

• Brand honors time-tested methods, yet innovates to continually elevate products AND the customer experience

These are just a few of the qualities I refer to when speaking of luxury brand embodiment. This is about BECOMING the best version of you as a person, as a founder, and as the living breathing ICON of your brand. This is about building upon a rich foundation - a BRAND STORY - and establishing a framework for unprecedented success. This is about providing an exceptional experience for your clients while simultaneously LIVING an exceptional life. This is about experiencing true fulfillment in your life, in your work and in your relationships.

This is true luxury embodiment.

So may I ask you… what can you do to EMBODY a true luxury brand? What areas of your services should you improve? What finer details would you like to elevate? How is your client experience? How can YOU begin to embrace and embody the most elevated version of yourself as a brand owner to deliver an unsurpassed experience? What is you STORY and how can you weave it into the fabric of your brand messaging?

xoxo -
Franki

WHAT DOES IT MEAN TO BE AN ICON?

For me, it's refreshing that we've arrived at a time when being OURSELVES online is what is celebrated.

Especially if you are a female entrepreneur, your ideal clients are SEEKING someone just like you. If you're staying out of the limelight, you are keeping those perfect clients at arm's distance.

Ask yourself... what if you let them in? What if you showed up online the way you show up in person? What if you infused your brand with your real persona?

To do that and feel great in the process, most of us need to work on our self confidence, our self-image and our beliefs or some combination of these. Believe it or not, the secret isn't to be perfect... it's to be perfectly YOU. Which isn't to say we don't need to work on ourselves. It's about EMBODYING the person we are destined to become. It's about BEING the client we desire to attract.

You see, by sitting on the sidelines being “safe” you are capping your income and limiting the reach of your services and your superpowers. If being “visible” online seems as though it’s self-serving, I invite you to reconsider. By being yourself online, authentically, you are HELPING your ideal clients find you, resonate with you and “connect” with you - far before you ever engage with them. You are operating from a place of high service when you reveal your beautiful personality and uniqueness online. It is helping the audience that longs to discover you FIND you in a sea of voices online. You are HELPING those who most need to hear you. You are resonating with your dream clients. And whether they connect today, tomorrow or months from now… once they find you, they will be moved by your content and become your biggest fans.

Question: are you being visible enough online? Are you posting authentic content every week? Are you letting your uniqueness shine through? If not, what is preventing you from doing so?

xoxo -
Franki

THE ART OF HIGH VALUE OFFERS

Have you ever wondered why you feel “off” inside when coaches or thought-leaders blindly tell you to raise your rates or increase your prices?

I’ve encountered this many times during coaching programs and each time I’ve hit a wall of internal resistance.

HERE’S WHY…

First, let me say that if you are truly undercharging for your time, expertise or services this may not apply to you.

For the rest of you… it is BEAUTIFUL to increase the VALUE of your offer, the potency of your premium offer or the IMPACT of your service. What if you could 10X the OUTCOME for your clients? What if they enjoyed the most incredible transformation as a result of working with you?

WHAT WOULD THAT OFFER OR SERVICE LOOK LIKE?

In my experience, elevating the OFFER and increasing the VALUE of your services is key. If you know without a shadow of a doubt the potency of the IMPACT your services have on your clients you will find it effortlessly easy to make offers to clients. You will find it NATURAL to value your time and expertise. You will find it EASY to stand proudly behind your value.

When you BELIEVE in your worth and the incredibly transformation you offer your clientele, you will UNLOCK the key to high-end offer sales and high-value offers.

That “off” feeling you felt when someone arbitrarily told you to raise your prices? You were listening to your instincts. You KNEW your service needed an elevation to be SWOON-WORTHY. You were listening to that little voice (hello, wisdom of the universe!) within informing you to IMPROVE your offer. ELEVATE the experience for your clients.

The difference between good and great is MASSIVE. Offering a truly INCREDIBLE experience for clients requires improvement on countless details. From your first interaction to your onboarding and offboarding process - every little interaction should be in alignment with your brand essence. Nail the finer details and your clients will absolutely notice. Think of the WHOLE of the client experience. Elevate their every interaction and feel the excitement you feel within when sharing your services with the world.

I promise you will feel a PULL to share your services versus the PUSH to promote. It sounds subtle, but the inner shift is MASSIVE. Once your offer is ELEVATED you will feel a passion for sharing it and find yourself called (PULLED) to share the magnificence of your work. It will flow effortlessly. Inviting others to work with you will feel like the logical next step rather than an act of bravery.

——

Pricing, packaging and offer potency are among my favorite topics. If this interests you, send me a message and let’s continue the conversation!

xoxo -
Franki

YOU ARE THE BRAND

I say this as a luxury brand designer with 20+ years of high-level client work in my portfolio: if you’re a female entrepreneur, solopreneur, running small business or an influencer - branding from the “outside in” will not transform your business nor will it generate the abundance you crave and the security you desire.

Here’s why:

I’ve worked with hundreds of female founders, transformed their “small” branding to create a luxurious brand presence client after beautiful client. One truth stood tall: until she sees HERSELF as a high-value brand, no external validation will fill the void.

Luxury personal branding & design is the OUTPUT after mastering your mindset, healing your wounded feminine energy and transforming your relationship with money - THAT is powerful. In fact, it’s transcendental. The outwardly visible brand (brand identity in a classic senses) must ultimately rise up to MEET the inner branding (mindset + self-image) of the entrepreneur. Not the other way around.

Luxury brand creation & design is in fact and inside job. It is built in the mind and mindset of the founder. Not in a logo, a color palette or set of brand standards.

Building a billion dollar brand begins first by working within you to align your dreams, your desires, your purpose and your beliefs. Once those are flowing in one singular direction? Darling you are an UNSTOPPABLE icon. You are a MAGNET for success. You are RADIANT and magnificent and the universe will literally yield to you.

We work first WITHIN the founder. YOU.

Ask yourself…

• What do I really want out of life?

• What would I LOVE to do each day?

• How do I truly want to live?

• What are my CORE beliefs? What do I believe to be true?

• What do I believe to be true for ME?

• If I can be, do or have ANYTHING… what would I ask God and the universe to present to me?

• What beliefs and behaviors do I need to RELEASE to allow in the abundance and support I crave?

• Who do I need to BE to have what I desire?

These are just a few of the areas we dive deep into during our time together. We create space for you to recalibrate into the magnetic, abundant, vibrant feminine icon you are born to be.

We heal your money wounds. We rewire your beliefs for success. We embrace your innate superpowers. We celebrate YOU and embrace YOUR gifts, your unique yearnings and your passions.

This is the beautiful process I follow with my personal coaching clients to radically transform their lives.

Your brand will flourish. You will experience more love, more abundance and more satisfaction. You will feel liberated and free. You will EMBODY the luxury personal brand you believe in your heart you are meant to be.

I’d love to connect with you, gorgeous!

xoxo -
Franki

BECOME AN ICON

Become the feminine icon you were born to be and watch as the universe delivers TO YOU the desires of your soul.

What if I told you that you could be, do and have anything you desire? And that they secret was in the words “be” and “do” - and once you master those you can have it all.

If branding as we know it is an external exercise (how the world perceives us), luxury brand embodiment is all about the inner game (how we see ourselves and how we view the world). Inner branding is where the true transformation occurs. Inner branding is the work. Inner branding is the secret ingredient you’ve been missing. Inner branding is in essence EVERYTHING.

This is why my work with female entrepreneurs is deeply profound and truly rewarding. Working with clients just like you to help them tap into their divine feminine energy, master the art of ALLOWING in abundance and equipping them with core beliefs ALIGNED with their true purpose is deeply fulfilling and unbelievably fun.

Most of the female entrepreneurs I work with are blessed with incredible talent, hard earned success and a solid book of business. And yet - something is amiss. They still attract low-value clients, even though they know exactly who they desire to serve. They are afraid to raise their prices - which is a fear only reinforced with the low-vibe clients they are attracting. They find themselves in a repeating pattern of surplus-to-lack again and again.

They have invested in group coaching programs, workshops and other programs and have leveled up their skills - but they know there HAS to be a better way.

What is happening? It’s simple:

She is running into the limitations and boundaries of her core beliefs. No matter how the world sees her, until she sees herself and sees the WORLD as abundant, she will continue to experience lack.

Abundance, success and bliss are available to us all - but we must ALLOW it in.

As women in today’s world we’ve been told to hustle, work hard, do it ourselves. Basically the message is “operate like a man” to succeed as a woman. And for a short time this will yield results. But sooner or later you will be met with an invisible barrier. An immovable force that is blocking you from achieving true fulfillment and abundance.

That block is within her. She is secretly limiting herself by being disconnected from her true feminine nature. It is her CORE beliefs which need to transform so she can allow in the blissful abundance waiting for her.

Simply put, when you master the art of luxury brand embodiment you BECOME more radiant. You tap into the power of feminine magnetism. You become POLARIZING in a blissfully beautiful way. Your high-value clients are drawn to you. You stand fully in the power of your femininity and radiantly emit the energy of a woman who charges her worth, delivers an exceptional service to her clients and values herself enough to command aligned revenue.

Are you ready to become an ICON?

xoxo -
Franki

Apply to Become an Icon

If you are committed to transforming yourself into the living embodiment of a luxury brand, The ICON Experience is an amazing opportunity for deep, lasting personal transformation. Work with me one-on-one to elevate your beliefs, self-image and mindset so you can enjoy the extraordinary life you dream of experiencing.