After decades working to develop high-end brands that attract high-net-worth customers, I’ve learned three essential steps to success.

First, you need consistency across all of your brand elements.

This starts with cultivating your brand quintessence and delivering it at every customer touchpoint.

One way to define your brand is to consider what appealed to your original clientele. For a brand with a rich heritage like Hermès, where I helped elevate its watch division for many years, you can mine that history to stand out. It gives people a reason to join your brand community so that when they wear your watch, buy your book or subscribe to your service, it says something about who they are.

Another approach is to start with your founder’s values. César Ritz became the first name in luxury hospitality because he stood for uncompromising quality and built a lasting brand around his values.

When the brand story and customer experience don’t match, you can disappoint your customer. A company that has built its image on sustainability but imports the vast majority of its collection from abroad where labor is not respected will send a high-net-worth client looking for substitutes that better reflect their values.

Another essential step is maintaining a sentiment of exclusivity.

High-end customers expect to feel unique and recognized as one of a kind. When your customer experience achieves a sentiment of exclusivity, it is a loyalty builder.

When you market to high-end customers, make it clear that they’re exceptional: not everyone takes the time to seek out the best or can afford the level of quality you offer. Include a certificate of authenticity or some other item that shows your customer he or she is receiving a one-of-a-kind service or product.

Bespoke products or services reflect the ultimate luxury.

Lastly, affluent customers are loyal to brands where they develop a strong emotional relationship based on human interaction.

Think of a concierge at a five-star hotel who can make anything happen for their guests. How can you cultivate that type of service mindset and confidence amongst your people so that they can build strong, positive emotional connections with your customers?

Something I often teach my students and advise my clients is to look for opportunities to turn customers into advocates when there’s an issue.

Today’s supply chain interruptions and pandemic protocols can lead to frustration. However, when you respond with patience, compassion and a solution mindset, you can strengthen the client relationship.