Sabrina Matera of “Design Maters” on How to Build a Luxury Brand

Are you trying to figure out how to build a luxury brand?

Maybe you’ve already taken all the courses but something is missing?!

We hear you!

We interviewed Sabrina Matera of “Design Maters,” she gives tips and insight into how to build a luxury brand.

She is an award-winning creative strategist. And helps high-performance brands tell their stories through powerful design and strategic thinking.

One big reason why we decided to interview her was because we want to provide tips and advice to moms who are working on building a luxury brand.

So let’s get started and don’t forget to follow her on Instagram. All the links are below.

Can you share a story about the funniest marketing or branding mistake you’ve seen in a recent online campaign?

Yes! I actually saw Apple run an ad on the ipad pro and thought it was a joke and realized that someone actually thought this stunt would work! 

They had a video run where it was crushing everything creative used to make music and art.

Then in the end it unveiled the ipad only to receive total backlash for their so called genius idea. 

My first wonderment would be, what art director, designer, video editor, creative director and production team approved this and why didn’t anyone see anything wrong with it?

How would throwing away old-school tools used to create art and meaning be extinct all of the sudden because of a digital tool? 

To me they should only be enhanced.

Someone missed the ball because clearly, it set off a lot of angry people and their analogy did not correlate.

Apple missed the mark here though.

How do you define luxury in today’s market, and what role does authenticity play in crafting a luxury brand?

Luxury in today’s market transcends price tags and brand heritage.

It’s about a brand’s unwavering commitment to its core values and the speed at which it translates them into a meaningful experience for its audience.

Gone are the days of slow-burning brand recognition.

Consumers crave authenticity – a genuine connection that resonates with their desires and aspirations.

This is where crafting a truly luxurious brand becomes an art form.

Take Bentley or Ritz-Carlton, for example.

They’ve mastered the art of experiential luxury.

Every touchpoint, from the initial customer service interaction to the design of a thank-you card, reinforces their brand promise.

Authenticity fuels this experience.

Consumers expect seamlessness, a feeling that every detail has been meticulously crafted to elevate their experience.

This is the essence of modern luxury – a brand living its values at every turn and creating an unforgettable connection with its audience.

What inspired you to learn how to build a luxury brand, and how has your perspective evolved?

The world of luxury branding wasn’t just a destination, it was a crescendo.

My journey began surrounded by iconic names like Four Seasons and Saks Fifth Avenue.

Immersed in their brilliance, I absorbed the essence of luxury – the meticulous attention to detail, the effortless sophistication, the power to evoke emotions.

These experiences became the foundation upon which I built my creative vision.

As a Creative Director, I witnessed the transformative power of design firsthand.

Presenting impactful campaigns across the country, I realized I could elevate any brand, not just established giants.

Every brand guideline became a canvas, a challenge to translate into a unique expression of luxury reimagined for a specific niche.

Clients craved a refined, elevated experience, and I reveled in being the creative problem solver who could deliver that.

Luxury branding wasn’t for everyone and I identified with that, nor were my critical thinking and design services, everything I designed was custom tailored and hence I fell in love with the world of Luxury Branding, it was my mirror in a sense. 

And to be honest I just fell into it, I think part of my intuition guided me along with the old school trainings and just working in New York City. 

Witnessing the impact of my work ignited a fire within – I possessed an undeniable value, and I was ready to leverage it to become a leader in the industry.

Could you elaborate on the importance of storytelling in building a luxury brand, especially in a digital age where authenticity is highly valued?

Storytelling is crucial for luxury brands, especially in a digital landscape where authenticity reigns supreme.

It goes beyond connection – it fosters trust and advocacy.

Loyal customers become brand ambassadors, championing your brand because you’ve consistently delivered on promises and sparked an emotional connection.

While storytelling applies to all brands, luxury brands face a unique challenge: minimalism in design, sales, marketing, and achieving that “je ne sais quoi” is harder unless the brand story is truly embraced and woven into every touchpoint.

How do you approach the delicate balance between exclusivity and accessibility when developing a luxury brand, particularly considering the diverse needs of modern consumers?

In today’s luxury landscape, exclusivity isn’t about building walls, it’s about cultivating a community.

We create a sense of belonging by crafting a brand story that resonates deeply with a specific target audience.

This story isn’t about mass appeal, but about shared values and aspirations.

It’s about inviting those who truly connect with the brand’s DNA to become part of something special.

Accessibility then becomes about creating multiple entry points for this community.

It’s not about sacrificing the brand’s premium positioning, but rather offering a range of experiences. Perhaps it’s a curated selection of high-end products alongside thoughtfully designed, yet accessible, accessories.

Or maybe it’s fostering a loyal online community where brand enthusiasts can connect.

By offering these diverse touchpoints, we cater to the modern consumer who values both exclusivity and a sense of belonging.

I sometimes think I was born with a marketing and design hat so I live and operate in these worlds before design ever happens.

What strategies do you employ to maintain a personal connection with your audience while upholding the prestigious image of your luxury brand?

At DESIGN MATERS, we cultivate personal connections while upholding our brand’s prestige through a tailored approach.

Every touchpoint, from consultations to final deliverables, is meticulously crafted for each client.

We don’t see them as transactions, but as valued partners.

By earning and nurturing trust through ongoing strategic advice, we become invaluable extensions of their teams, fostering long-term relationships.

This personalized service is the essence of luxury in our boutique agency.

In your experience, what are some effective marketing tactics for reaching affluent consumers without compromising the brand’s integrity?

Affluent consumers are discerning.

They crave authenticity and experiences that align with their values.

At DESIGN MATERS, we focus on these key tactics to reach them effectively without compromising brand integrity:

• Storytelling with Substance: We craft captivating brand narratives that go beyond product features. We delve into the brand’s heritage, its commitment to quality and craftsmanship, and its social impact. This resonates with affluent consumers seeking brands that stand for something bigger.
• Curated Content and Targeted Channels: We move away from mass marketing and focus on high-quality content tailored to specific platforms. This could involve partnering with relevant influencers who share the brand’s values, or creating exclusive content for luxury publications and online communities.
• Experiences over Transactions: Affluent consumers value experiences that elevate their lifestyle. We create immersive brand experiences, like exclusive events, workshops, or behind-the-scenes access. This fosters deeper brand connection and emotional engagement.
• Data-driven Personalization: While affluent consumers appreciate exclusivity, they also value personalized service. We leverage data insights to personalize communications and recommendations, making them feel valued and understood.

By focusing on these tactics, we create a sense of exclusivity that is earned, not manufactured.

We connect with affluent consumers on a deeper level, building trust and loyalty without compromising the brand’s core values.

That’s the big idea here, we always obey the brand’s vision, mission and tie back to those ideals.

How do you integrate sustainability and ethical practices into the core values of your luxury brand, and how do you communicate these values to your audience?

As a design agency, we believe luxury shouldn’t come at the expense of the environment or ethical practices.

We integrate sustainability and ethical sourcing into our client’s brands by partnering with responsible suppliers, crafting compelling narratives that showcase these values, and encouraging lifecycle management through thoughtful design.

To ensure this message resonates, we weave sustainability and ethical practices into every touchpoint, from website design and marketing materials to packaging and client communication.

Additionally, data-driven transparency reports and potential community engagement initiatives through influencer partnerships or educational events solidify the brand’s commitment and foster trust with discerning consumers.

As both a brand expert and a mother, how do you envision the future of luxury branding, especially in terms of adapting to changing consumer behaviors and societal values?

As a brand expert and a mother, I see the future of luxury branding brimming with purpose and possibility. Here’s why:

• From “Me” to “We”: Luxury is shifting from a focus on individual consumption to a celebration of shared values. Consumers, especially younger generations, are drawn to brands that champion sustainability, social responsibility, and inclusivity.
• Experiences over Opulence: The future of luxury lies in crafting unforgettable experiences that elevate lives, not just social status. Imagine bespoke learning journeys for families, immersive cultural experiences, or personalized wellness retreats – these are the new markers of luxury.
• Authenticity as Currency: Today’s consumers see through inauthenticity. Luxury brands must be transparent about their practices, from ethical sourcing to environmental impact. Being a force for good will be the true hallmark of luxury in the future.

Looking through a mother’s lens, I see this shift as a positive evolution.

Luxury is no longer about unattainable dreams, but about creating lasting memories and fostering a sense of shared purpose. It’s about empowering future generations to be responsible citizens and experience the world in a meaningful way.

Lastly, what advice would you offer to aspiring entrepreneurs, particularly mothers, who aspire to build their own luxury brands?

To all the aspiring entrepreneurs, especially mothers, out there, I say this:

your drive, your determination, your unique perspective – these are the very ingredients that will make your luxury brand stand out.

Don’t be afraid to break the mold.

Luxury is no longer a closed club; it’s a space waiting for your fresh voice and your vision.

Embrace your motherhood.

It’s your superpower, not a hurdle.

Your experience of nurturing and creating translates beautifully into building a brand.

Your ability to understand human needs and emotions will be invaluable in crafting a story that resonates with your target audience.

Here are some specific tips:

• Find your niche: Luxury thrives on unique storytelling.expand_more Identify a specific market gap or a new way to interpret luxury, one that resonates with your values and experiences.
• Start small, dream big: Don’t wait for the perfect moment. Begin with a well-defined brand identity and a core product or service that embodies your vision.
• Build a strong community: Connect with other mothers in business, seek mentors, and foster a support network. You’ll be surprised by the collective power and inspiration it brings.

Remember, mothers are natural storytellers, problem solvers, and relentless advocates  who weave magic into everyday moments.

They are the problem-solvers with an unwavering sense of purpose, and the fiercest advocates for the things they believe in.

These are the very forces that will propel you forward in the world of luxury branding.

Don’t be afraid to claim your rightful place at the table.

Believe in your vision, embrace your journey, and forge a legacy that transcends generations, inspiring not just your children, but the world.

Thank you so much Sabrina for sharing all your insights about how to build a luxury brand.

Discover Sabrina’s Links:

Follow Sabrina on Instagram

Visit Sabrina’s Website

Read the previous interview, “Analise, Podcast Host of “Mommy Mindset” on Being Productive Without Sacrificing Family Time.”