A HIDDEN GEM
I had the pleasure of stumbling across Cambria Hotel while looking for a place to photograph my sister. It is indeed a hidden gem. With art deco-inspired design and historical finishings, you will be in awe. While visiting Cambria, it brought up some thoughts on branding and how to position yourself in staying at a hidden gem or as some may call it, "exclusive."
Have you ever seen a brand, whether it’s a mom-and-pop shop or a big corporate brand, that seemed to stay in business effortlessly? I'm talking about the ones you never see in magazines or on billboards, but everyone still knows about them. For example, Rolls Royce, Bentley, and Louis Vuitton don't have commercials. I feel like their reason is that they see the value of their product and that is what brings customers to them.
When you know your value, you don't have to beg people to be your friend, mate, stay friends with you, spend time with you, or even love you. Be confident in who GOD made you be. Everyone can't afford or handle luxury!
I've noticed, staying a hidden gem, has its perks. Being a hidden gem goes well, particularly in business. But it takes time. A company has leveraged the power of being exclusive over time.
Have you ever heard of exclusivity? This word is always in branding. Customers like to see and hear the words "limited edition." The value increases by having a time constraint, and other ways to drive demand. That's one way to use exclusivity to promote products and services, but that's not what I am referring to.
Exclusivity can also refer to keeping a business name in relatively few channels, using tried and true techniques. Some may refer to it as anti-marketing, but that phrase may misconstrue as acts against marketing campaigns. Word-of-mouth marketing, which is how I receive most of my business, a secure, comfortable UI/UX website, and an exceptional customer experience are the core foundation for building an exclusive company legacy. Staying out of mainstream marketing is cost-effective, and the absence campaign can be a form of marketing and a way to show customer's/clients:
Our products speak for themselves
We don’t want everyone to know about us
If you know about us, you’re part of a special group
Everyone who engages in the process feels like they are in on a well-kept secret, which in turn inspires loyalty.
It won’t take long before word-of-mouth reaches enough individuals for your character and talent.
